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Sorry brands, the customer now wears the pants
The buying behavior has drastically shifted in the and there are a few evident digital trends that are dictating this shift. People are even throwing around terms such as ‘tectonic shift’ and ‘tsunami’ to describe the changes that are about to overcome the internet.
Within the last decade there has been a major trend that has led to huge changes in the overall consumer landscape: meet the new digital consumer. Now more than ever, the buyer holds the playing cards and has full control over accessing the information needed in order to complete their purchasing decision. No more calling up vendors and picking their brains to scrape together the information about the latest LCD flat screen. The new onmi-channel consumer has a plethora of information dangling in front of them 24 hours a day, 7 days a week. What do we mean by omni-channel consumer? They are consumers who want it all. They demand a seamless, interactive, personalized cross-channel shopping experience.
The new retail reality
This new reality of digital retailing requires technology that changes customer’s behavior and expectations. But how does one pick up on these consumer’s digital behavior and expectations? This is where the concept of digital body language comes into play. As an advertiser or marketer being able to pick up on the digital nuances will be the key to staying ahead of the digital curve ball that’s being thrown at you.
OgilvyOne CEO Brian Fetherstonhaugh recently said, “Our business has transformed in the past six years from 25% digital to 80% digital.” In this interview OgilvyOne CEO speaks to some other digital advertising trends that go hand in hand with picking up on digital body language cues. These are social CRM, catering to the mobile shopper and using search as an insight tool.
Understand your consumers’ digital ecosystem
Now that the buying cycle has moved online and there is less face time with consumers, there are ways in which you can combine social with customer relations and commerce. Fetherstonhaugh emphasizes how people are using social media to create actual commerce and how that shuffles people along the selling cycle. But how do you gauge customers’ interests and act accordingly? Being attentive to what is being said on your brands digital channels can give invaluable insight into a consumer conversation that may never have been heard in-store. Marketers have the ability to hone in on buyer’s pain points and motivations without having to lead discussion groups or having people fill out feedback cards. Understanding your customers’ digital ecosystem is the first step to uncovering their beliefs, motivations, frustrations and behavior.
The shopper is mobile, so be mobile with them
Now that mobile fits directly into the shopper’s journey, store owners are looking at people on their phones and panicking thinking about how they are comparing price with competitors. Instead they should be embracing the mobile shopper with open arms and curating a more engaging shopping experience for them. When you connect with a mobile shopper it’s an intimate connection with that individual. A Neilson study illustrated that consumers are more receptive to advertising than we thought. Nearly half of mobile connected device owners were okay with advertising if it meant they could access content for free. Advertisers and marketers have a huge potential to engage consumers rather than just scratch the surface of what is possible. It also never hurts to take notes from the ones who are doing it right. Check out this mobile campaign that turns a regular magazine ad into one you can step right into.
Search as an insight tool
Use search to your advantage. It’s easy, it’s free and it’s powerful. Using search not as a paid medium but as a research medium can help with consumer analysis and give fantastic insight into the language of a consumer. You can monitor the signals they are sending of what their intents are, what topics of interests they have, and it’s all in real time. Fetherstonhaugh says, “this is a great new weapon in the arsenal for anyone in the advertising and marketing field”.
When all is said and done
Assume that your consumers are quick, tech savvy, and connected on a variety of digital platforms. Think cross-platform integration. Hit all the channels and then some. Provide engaging material. Give your consumers something to talk about to their networks and make it worth their while.
Are there other digital campaigns that have blown you out of the water? Share them with us in your comments below!