Right About Now with Ryan Alford

What's up, everyone!

I was in the grocery store last week, staring at a wall of options for something as simple as toothpaste. My go-to brand was there, but then I saw a new one on sale, promising an even whiter smile. I hesitated—was I about to cheat on my usual pick?

That moment hit me: this is exactly what brands are up against today.

This week on Right About Now, we welcomed marketing research expert Devora Rogers, Chief Strategy Officer at Alter Agents, to break down the shifting landscape of consumer decision-making. Brands that still rely on traditional brand loyalty tracking...

They might be in for a rude awakening.

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🔥 Your Key Takeaways

(1) Shopper Promiscuity is Real

Consumers have more choices than ever, and their loyalty is at an all-time low. They’re constantly exploring new options, making it crucial for brands to stay top of mind.

Your Move: Ensure your brand stays relevant by continuously engaging with customers through multiple channels—social media, content marketing, and personalized offers.

(2) Performance vs. Brand Marketing? It’s Both

Performance marketing has been treated like the holy grail, but without brand awareness, there’s no sale to capture. The real winners find the balance between the two.

Your Move: Audit your marketing strategy to ensure a mix of brand-building efforts (like storytelling and sponsorships) alongside performance-driven tactics (like paid ads and retargeting).

(3) Podcasts Are on the Rise

Once considered a niche medium, podcasts are now a major influence channel. Listeners trust their favorite hosts, making it a powerful branding tool.

Your Move: Identify relevant podcasts in your industry and consider running ads or collaborating with hosts to build brand awareness authentically.

(4) Research Isn’t Just for Big Brands

Whether you’re Home Depot or a small business, talking directly to customers is invaluable. Even informal research—like asking ‘What made you decide to buy today?’—can unlock major insights.

Your Move: Start small—run quick surveys, engage in customer conversations, and gather feedback to refine your marketing strategies based on real-world insights.

Consumer sentiment is constantly evolving, and the smartest brands evolve with it. Catch the full episode below to learn how to keep your brand relevant in today’s dynamic market.