SYDNEY: The annual 2001 Eye on Australia consumer study has found
that while Australians remain positive about key aspects of life, they
are demanding that brand communication must relate to them and build a
positive and meaningful connection.
The most common fault of marketers today is that they fail to connect
with consumers on an emotional level, said Paul Gardner, group chairman
of Grey Australia, which has been running the annual study for the past
decade.
"The average consumer is also increasingly marketing savvy, having been
exposed to up to 3,000 pieces of communication every day, so creating an
impression becomes more and more difficult, he said, adding that
marketing communications needed to be entertaining, informative and
involving to be noticed.
