Every day the consumer has more and more access to statistics, specs, reviews, and information that were once only visible to those in the industry know. As marketers, we can do one of two things in response to this new “smarter-than-ever” customer:
Abort. Or Adapt.
While the idea may be alarming to some that their customers can make valued product comparisons at the touch of a button, the reality is that this is our opportunity to capitalize.
It’s time we focus on our customer. How do we be their eyes and ears while staying ahead of the competition? Check out these simple tips on how to make 2016 a winning year for both the brand and customer:
- Keep Clicking
Today’s generation is constantly stimulated. It’s not unusual to see someone curled up on the couch with phone in hand, computer in lap, and the DVR cued up to watch the latest ‘Scandal’ episode. With three seemingly strong promotion vehicles, you must be able to both pull in and maintain the customers’ attention. Interactive content, assessments, polls, and exploratory animation will keep the customer clicking and scrolling amidst the distractions.
- Mobile Rules!
It’s no surprise that 2/3 of Americans own a smartphone, with 3.4 billion smartphone subscriptions worldwide! A phone is no longer thought of as a device for verbal conversation. It is an infinite global source to entertainment, shopping, news, money management and networking. Brand enhancing apps and mobile sites are crucial to customer awareness. Where else can you send push notifications to your customer and receive a nearly immediate response?
- Macro Wins through Micro Data
Between immediate customer feedback and the latest digital analytics systems, we are able to easily monitor customer habits. It’s easy to pull an individual buyer’s shopping patterns today, so why not start personalizing ads based on their habits. If we know a select group of customers search ‘travel’ more than 50 percent of the time, push out an email and microsite catering to just that!
- Influencer to Ambassador
There is no doubt celebrity representatives get people talking, but there is nothing more relevant than testimonials from someone like you. Check social media. Who are the brand’s influencers and advocates? Customer advocates can easily become your #1 brand ambassadors. Even better, they come at a minimal cost with potential for great financial gain.
- Back to the Basics
Ultimately, it comes down to the textbook answer of what makes a business thrive: superior customer service. If a customer has an amazing experience, share it. Overall value still outweighs a competitive price. The customer wants to know that they are getting the best possible experience—it will be difficult to break that loyalty. Remember, the customer needs to feel appreciated too. Listen to what your mom taught you—it’s true that a good old-fashioned ‘Thank You” note never goes out of style!
Let us help you win 2016 and the year of the customer! Give us a shout!
