It is interesting to highlight some of the trends that we have been detecting for years and that, in some cases, are still pending issues.
Here is a list of some of them that, although known, still have a lot of development:
1. We expect everything from the brands
That they are always available, that they respond to us through the channel we choose, that they take into account our history of queries,… This is where the “micro moments” come into play. We want brands to be contactable at the touch of a button and at the moment we decide. This is undoubtedly a big challenge for marketers because they have to create messages that add up in users’ lives and help them without interfering in their daily lives. In short: We want to be treated in a unique way, to decide when, where and how to interact with the brand, to be served in the shortest possible time and in the most convenient way possible.
The old ways of communicating in which the method was to work by segments or archetypes are obsolete, they are no longer used. Customers expect to be treated in a unique and fluid way through any channel. This brings an immediate “wow” effect that captures their attention and turns them into prescribers of our brand. Half of the work is done, now we just need to maintain that attention with careful, strong messages and finish the experience in an excellent way.
2. Mobile devices
Not many things have affected digital marketing as much as mobile devices. I’m not talking about having everything accessible at all times, but about how consumer habits and behaviors have changed. Focus a large part of your efforts on focusing and adapting your strategies to these devices, as customers still expect excellent treatment, also through this medium.
3. The must in marketing strategies
- Data is the gold of the 21st century. Prioritize Data Centric strategies to understand your customer, anticipate what they may need and not waste their time. Get better conversions by taking advantage of what you know about your customer.
- If the data is important, the next step is to interpret and use this data in real time. Automating processes based on business intelligence will help you make the most of your customer’s full potential.
- You must treat each customer uniquely, differently and appropriately. You need to take the information you get from the micro-moments and tie it together to get a more holistic picture of your customer. This way you create a more connected and authentic experience.
Going from excellent customer service to seeing your sales increase, or the average ticket of each customer, is closely related. All efforts pay off in both perceived quality and brand recognition. All this helps companies to monetize their efforts, to sell more and with higher tickets.
Originally published in our Global ROI Hub newsletter.