Full Answer Section

Seven new trends in consumer behavior:

1. Sustainability: Consumers are increasingly concerned about the environment and social responsibility. They are more likely to purchase products and services from brands that are committed to sustainability.
2. Personalization: Consumers want personalized experiences. They expect brands to understand their needs and preferences and to deliver relevant and engaging marketing messages.
3. Omnichannel shopping: Consumers shop across multiple channels, both online and offline. They expect a seamless experience across all channels.
4. Social commerce: Consumers are increasingly using social media to discover and purchase products and services. Brands need to be active on social media and to develop social commerce strategies.
5. Voice search: Consumers are increasingly using voice search to find information and purchase products and services. Brands need to optimize their content for voice search.
6. Artificial intelligence (AI) and machine learning: AI and machine learning are being used to personalize the customer experience and to deliver targeted marketing messages.
7. Augmented reality (AR) and virtual reality (VR): AR and VR are being used to create immersive experiences for consumers. Brands can use AR and VR to allow consumers to try on products before they buy them or to explore virtual stores.

How each trend influences consumer behavior and the development and execution of marketing communication strategies:

• Sustainability: Consumers are more likely to purchase products and services from brands that are committed to sustainability. Brands can develop and execute marketing communication campaigns that highlight their sustainability initiatives.
• Personalization: Consumers want personalized experiences. Brands can use data and technology to personalize their marketing messages and customer experiences.
• Omnichannel shopping: Consumers shop across multiple channels. Brands need to develop and execute marketing communication campaigns that are consistent across all channels.
• Social commerce: Consumers are using social media to discover and purchase products and services. Brands need to be active on social media and develop social commerce strategies.
• Voice search: Consumers are using voice search to find information and purchase products and services. Brands need to optimize their content for voice search.
• AI and machine learning: AI and machine learning can be used to personalize the customer experience and deliver targeted marketing messages. Brands can use AI and machine learning to create more effective marketing campaigns.
• AR and VR: AR and VR are being used to create immersive experiences for consumers. Brands can use AR and VR to allow consumers to try on products before they buy them or to explore virtual stores.

Evoked set: The evoked set is the set of brands that a consumer is aware of and considers when making a purchase decision.

Why are evoked sets, inept sets, and inert sets important to the marketing department?

Evoked sets, inept sets, and inert sets are important to the marketing department because they can help marketers to understand how consumers make purchase decisions. By understanding the different sets, marketers can develop and execute marketing communication campaigns that are more effective at reaching and influencing consumers.

• Evoked set: Marketers want to make sure that their brand is included in the consumer’s evoked set. They can do this by increasing brand awareness and consideration through advertising, public relations, and other marketing activities.
• Inept set: Marketers want to avoid being in the consumer’s inept set. They can do this by making sure that their brand is not associated with negative experiences or negative customer reviews.
• Inert set: Marketers want to move their brand from the consumer’s inert set to the evoked set. They can do this by creating awareness of their brand and by convincing consumers that their brand is a viable option.

By understanding evoked sets, inept sets, and inert sets, marketers can develop and execute more effective marketing communication