Most brands too slow to react to World Cup winning run

The England football team’s victory against Mexico in the Fifa World Cup might have been hailed as one of the greatest in history but most brands are failing to capitalise on the team’s winning run simply because they cannot react quickly enough.

So says new research from Optimizely, which surveyed 1,000 consumers and 100 marketers in the UK to understand how shoppers engage with brand marketing during major events such as the World Cup and whether marketers have the right processes in place to respond effectively.

The findings reveal that consumers expect brands to strike a balance between speed and relevance when jumping on major events. While 43% want content tailored to their interests and 33% are looking for personalised offers or recommendations, more than a quarter (28%) say content should feel thoughtful rather than rushed.

However, many marketers admit they struggle to meet these expectations. More than half (56%) say they have missed key moments during major events because they couldn’t move fast enough internally, while 57% say organisational bottlenecks have stopped them reacting to trends and live events in real-time.

A further 57% say they are forced to prioritise execution over creativity during major campaigns, limiting their ability to test and optimise content as key moments unfold.

Optimizely SVP of marketing Tara Corey said: “Marketers got into this industry to connect with people, not to watch opportunities pass them by while content sits in a queue. What our research keeps showing is that the ambition is there and so is the creativity. But moments like the World Cup make it impossible to ignore what’s getting in the way.”

Picture credit: BBC

Most brands too slow to react to World Cup winning run

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