Ads most powerful with existing customers | WARC | The Feed

Ads most powerful with existing customers

Sixty-one percent of North American shoppers are more likely to continue purchasing a brand they already use in response to ads, versus just 7% who prefer to acquire a new brand or ones they are yet to try after being exposed to these messages.

That was one finding from a recent survey by UpCity, a firm that connects businesses to service providers, of 600 respondents in the US and Canada, with its panel skewed 57% female versus 43% male.

Why it matters

Marketers often focus on attracting new customers, which is can seem like a more exciting proposition than retaining their existing clientele. But reducing churn, as well as enhancing loyalty among a brand’s current slate of buyers, is critical for long-term success.

Takeaways

• UpCity’s survey also found that 24% of consumers were “neutral” on whether they stayed with a brand they had experience with or switched to an unfamiliar offering after exposure to ads.
• This group of consumers, UpCity’s report noted, therefore had moderate levels of self-reported brand loyalty.
• A further 8% of individuals polled were “advertising refusers”, as they stated they were unlikely to purchase as a result of any of these commercial messages.

The big idea

“Building and maintaining brand loyalty is crucial to growing business, and advertising to consumers where they are most likely to buy into your ad content is one of the best methods for accomplishing this.” – UpCity’s “2022 Advertising Study”.

Sourced from UpCity