The Power of Anticipation in a World of Impulse Buying | Four New Truths of Marketing - Episode 2

In the era of impulse buying, anticipation has become one of the most powerful drivers of consumer behavior. Today’s marketers must understand not just what consumers want in the moment, but how to build a sense of excitement and urgency that influences decisions before they even happen. As brands compete in an environment where attention spans are short and consumer expectations are high, the ability to create anticipation is a game-changer. This is especially critical as four transformative realities reshape marketing: the dominance of social media in shaping desires, the rise of personalized experiences, the importance of emotional connections over logical reasoning, and the need for real-time engagement. In this landscape, success isn’t just about reacting to consumer behavior—it’s about anticipating needs and desires in ways that make customers feel seen, heard, and excited to engage.

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