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Making forecasts and anticipating what is coming seems, in these times, almost a risk sport. Knowing where the market is going and what consumers expect from your products and brands is, however, the main concern facing marketers right now. Things are very complicated, the Best Database Provider situation is very complex and being able to position oneself in a positive and clear way facing the future is a fundamental piece to survive in these turbulent times, no matter how difficult it is to determine which way is that which is adequate and functional. For this reason, anticipating the market and predicting what will mark the agenda have settled as key points on the work agenda of the top marketing managers in particular and of marketers in general. One of the latest studies to help shape what marketers should do comes from the United States. Dentsu just released the findings of its annual study of the marketing insights, concerns, and trends that set the marketers' agenda. This data helps to establish a list of what will be the great challenges in six months ahead for marketers, or at least those who think they will be. It should not be forgotten that the coronavirus crisis has turned everything upside down and that, with it, it has created a context of absolute uncertainty in which nothing can be taken for granted. The great challenges In general, the big short-term challenges (six to twelve months ahead) for marketers are closely linked to the hangover from the coronavirus crisis. The first of the great concerns of marketers is being able to differentiate the temporary from the permanent. 43% of those surveyed indicate that WhatsApp Mobile Number List it is a challenge to determine which changes in consumer habits are temporary and which are permanent among all those who have marked the agenda in recent times. As they explain in the study's conclusions: "understanding consumer behavior is more important than ever and yet it has never been so difficult." It is not the only element that the coronavirus crisis implies. 41% of marketers also believe that falling consumer spending will be a major challenge. 35% see a problem in being able to follow changes in consumer sentiment and align with them. In general, this year, says the study, the top marketers will be dedicated, above all, to a struggle to survive. They are not prepared for this situation But what is important about all this data is not only that marketers believe that complex times are ahead, but also how they feel about this situation. Most believe that, despite everything, they are not prepared for the context in which they will end up plunged. Thus, 52% recognize that they are not prepared for the challenges of the next six to 12 months. Only 48% trust the prep work they have done. On this last point, those CMOs who say they are prepared are also the ones who are often investing in key areas. They are already spending on improving the consumer experience, on shifting their marketing investment towards digital, and on pivoting towards ecommerce. How the crisis has affected them so far The coronavirus crisis is a future challenge for marketers, but it has also been an element that has affected them in the recent past. 62% of marketers surveyed acknowledge that they have been affected in some way by the pandemic. Only 9% believe that the health crisis has ended up benefiting their business.

You may not remember much about the last ad break that was seen on linear television. When the program that was being watched switched to commercials it is possible that our attention went to something else, but also that we subconsciously assumed that we already knew what we were going to see. An advertising break on TV, to give an example of brand messages, does not mean much news. It is more of the same. It has no surprises - or we don't expect it to - and we know it will fall into a certain cadence. Neuroscience has investigated how our brain reacts to both monotony and surprise. The Last Database studies are not focused on the messages of the brands, but their conclusions can serve to clearly guide the neuromarketing strategy. At the end of the day, one of the elements that weighs down the relationship between brands and consumers is, precisely, monotony. Being the same as all other brands and staying in the background noise only make the messages of the brands and their products blur. They do not reach anyone. Neuroscience explains that when things are predictable, the brain handles them in a different way. The brain is constantly scanning what is happening around it to detect those things that are out of the norm. That is, it is alert to possible sensory impulses that are not what is expected and what is usual (that is why we 'do not see' what we are used to seeing regularly but something that breaks normality). When something breaks with the routine, the brain waves increase. Reaction to surprises Faced with this study, another analyzed what happens in the brain when something surprises us. The reaction is different from what normality manages. When we are surprised by something that breaks with the predictable, our brain releases dopamine, which reinforces the part associated with knowledge and the one that fixes memories in a more vivid way in the long term. In addition, our body also reacts in a general way. For example, the pupils dilate in surprise. Surprises also make the events that generate it become a kind of milestone. Since they break with the structure that we assume that our environment has, they become breaks in the temporal flow, explain the specialists, and as such they are managed in a different way by the brain. Likewise, the surprising is linked to the perception of the interesting and fun, of the reward. When something is predictable it seems boring to us and boring is only accepted in those areas that are connected to survival (no one wants a surprise when speeding down the highway). In areas such as narrative, music or sports, people expect and prefer surprises, explain those responsible for the study. Why it is important for brands: the application in neuromarketing Therefore, companies must be very clear about what they are doing and how they are developing their messages. They cannot fall into the common places and they cannot always repeat the same type of claims and messages. If it is done, it will end up falling into a routine and it will be one of those elements that the brain manages with little or no attention. Surprises and messages that break with expectations will, on the contrary, connect with the consumer in a completely different way. Applying what researchers have discovered via neuromarketing makes it clear that you have to surprise not only to seduce, but also to be seen and remembered.