The war in Ukraine definitely made adjustments in all spheres of life, and marketing is no exception. So what is it, wartime marketing? In this article, we are going to consider the main theses and useful statistics regarding marketing trends in Ukraine and the world for the coming years. We will also focus on the attitudes and expectations of Ukrainian society, which are important aspects for business to adapt to new challenges and changes.
Moods and Consumer Trends of Ukrainians
During the iForum-2023 conference, Kyrylo Yezhov, director of business development of Kantar Ukraine, gave a speech where he considered a number of important issues for the functioning of modern Ukrainian business. One of the main topics was consumer expectations, trends in media consumption and the general mood of Ukrainian society.
Therefore, the motives of modern consumers include the following aspects:
• The need to be heard and the opportunity to express one’s opinion.
• Convenience in using mobile applications as the main channel of communication with brands.
• The desire to have an easy and interesting user experience.
• Availability of real choice and diversity.
Changes in Ukraine are taking place in parallel with global trends. The popularity of e-commerce has increased, and more than half of Ukrainians have experience of online shopping. There is also an increase in the popularity of non-cash transactions, 42% of Ukrainians choose them.
But the sentiments of Ukrainian society in connection with the difficult economic situation remain not very positive. Many people abandon long-term plans and limit their spending in order to save money. One of the main concerns of Ukrainians is the rise in prices for products, utilities and inflation. Inflation has been a particular concern this summer.
Social Networks and Advertising Trends
At the moment, understanding trends in social networks is very important for marketers. There is a marked differentiation between different social platforms. For example, for Ukrainians, Telegram has become the main channel for receiving information and news, TikTok is used for entertainment, and Instagram is actively used for shopping.
These numbers indicate that:
22% of users search for information about brands and products on YouTube and Instagram.
25% shop via Instagram, with a focus on clothing and footwear.
27% of consumers actively follow brands on Instagram.
Regarding the advertising sphere, it is worth noting that trust in it on the Internet among Ukrainians is low, and only 16% of users trust it. Therefore, it is important to understand that for 57% of Ukrainians, any communication from brands is perceived as advertising.
Brand Power and Effective Marketing
Finally, we note that the quality of creativity remains a key component of brand development. However, other aspects such as reach, frequency and media synergy also play an important role.
To create a successful brand, it is important to develop an effective slogan that will interest the consumer and actualize his needs. Branding is also important, which will provide a new audience with the necessary knowledge about the product and allow them to talk about it.
In conclusion, Ukrainian consumers expect some important features from modern brands:
55% believe that there is no need to reduce product quality or optimize it at the expense of the consumer.
54% believe that brands should focus on affordable offers such as promotions, discounts and promotions.
50% expect open and honest communication from brands.
47% of consumers seek to expand the assortment.
For 57% of Ukrainians, it is important for a brand to tell its own story and be empathetic.
For 69%, it is important for the brand management to act as an ambassador and an effective communicator with the consumer.
Therefore, on the basis of this information, businesses can develop strategies that will allow them to effectively adapt to changes and achieve success in the conditions of the modern market. So you have learned a little more about the trends in marketing today. We, in turn, take this valuable information into account and continue to lead brands DALI.