We live in an age of instant access to information that forever changed how consumers are influenced and how they make decisions; mobile, social media and the real-time web formed a disruption that democratised information and connectivity.
- Consumers are now relying on what they find in mobile.
- Consumers can research for every item they need.
- Consumers have great expectations and expect you know all about it.
- Consumers are impatient, so they want immediate satisfaction.
- Consumers are more demanding and curious than ever.
- Consumers are ahead of brands and marketers.
- Consumers are connected, informed, empowered.
Consumers are more empowered now, and use that power to find products and services of interest into an on-demand economy that delivers products, services, experiences, gratification, and use it to give them better experiences; their behaviours are reshaping customer’s journeys every day.
Customers of today are concerned about logistics -delivery methods, shopping experiences, transparency, product insight, whether a product is ethically sourced; they are shoppers who will switch brands because of some issue directly related to quality, availability, how the company treats its workers, or its impact on the environment.
How to reach, engage, and enlighten your modern customer?
The only thing that really matters is the customer at the centre of it all. The marketer’s job is to create a long-lasting relationship with the customer, partners and your own organisation. You must focus first on the human-to-human relationship in both your marketing and your sales efforts. Even though they do not know the person selling an item, they decide to buy something or not according to the first impression they got from that person and the story behind the product.
Yet, you need to see Marketing strategy differently, more as a SERVICE. Personalisation is focused on the direct relationship with the service provider and the customer, backed by technology that gave customers greater transparency. Your customers have particular human needs and pains just like you, they want to be guided to the decision that best solves their current pains.