Consumers are notoriously mercurial. In fact, they themselves can’t predict what will make them happy. This psychological quirk makes it hard for them to know whether the products they purchase or the services they invest in will satisfy them—and it makes it that much harder for advertisers.
After all, how do advertisers know when they should follow consumers’ lead? Trends are cycling faster than ever, and it’s not just in the tech realm—even fashion retailers and beauty brands are struggling to keep up.
So many shifts have taken place across the business landscape over the past few years, from prioritizing user reviews to shifting away from traditional TV, that advertisers are having trouble moving to where the puck is going, as Wayne Gretzky would say.
