Overview: 2011 Digital Marketing Outlook Study Part Two
Category: Blog - March 28, 2011
Catching the fastest moving customer
I previously provided an overview of the first section of 2011 Digital Marketing Outlook and wanted to follow up with the second section of this comprehensive report. The second section focuses on the digital consumer and how brands need to enhance/develop the pervasiveness to their customer experience in order to keep up with a multimodal customer. Below are bite size recaps from the report.
Who is the Digital Consumer?
Meet the empowered consumer…
- They are impatient and have embedded expectations of interating with brands
- Due to expected connectivity, he assumes consistent customer experiences in any channel or on any device at any time and quickly dismisses brands that don’t show up
- They are incredibly resourceful with technology
- They search for digital tools that aspire to be a proactive part of their everyday life
How do we reach the digital consumer?
- To start, think about how we can or are currently aligning known customer behavior to customer experience. Take this knowledge and imagine how you can transfer that into the multiplatform world for the multimodal customer.
- Next, discover the fundamental behavior patterns of an audience segment to help guide the next digital project; determine which customer behaviors and processes are pervasive and embed that attribute at the heart of what leads the next digital engagement offering
- Keep in mind: it doesn’t have to be confusing; digital tools are simply products and services delivered via a digital experience
Where do you start?
- First, think about all your marketing assets; how can you turn them into contextually relevant services that can be transformed into ”digitized” products and services?
- Be smart about the platforms you choose; they must be the right platforms for your customers and the services offered need to enhance real-time connection to the brand
- Do not force a product/service into a digital version unless it makes sense; take Apple for example, the company created the iPod because they knew their customer base wanted to take the service of music with them
- Answer this: How can I fit into the living moment of my customer?
Allie Fendrick
Social Media Coordinator
Javascript is required to add comments.