It’s hard to believe that just 20 odd years ago, the Internet and cell phones were nascent. Tools we rely on now were just getting started (consider that LinkedIn launched in 2003), and television and radio reigned as the primary drivers of consumer behavior.
How times have changed.
Today, most consumers will not only receive notifications on a mobile device, they will also make purchases, research goods and services, pay bills, and more, all from their phone. Mobile-first marketing is a must. After years of fast fashion and hyper-consumption, many consumers are now looking for sustainable options offered by socially responsible companies. And as many look for a less-is-more lifestyle, consumers are often opting to trade owning more stuff for gaining an experience.
But this is also a consumer landscape changing with radical speed, where different generations exhibit different buying behaviors and emerging and evolving technologies are constantly shifting and fragmenting. It can feel like a lot for an organization to stay on top of, but being ahead of the curve is essential lest you fall behind.
Where to Begin
The beauty of today’s digitized world is that a vast amount of consumer data is at your fingertips. Who is your end-user? How do they like to be contacted? What matters to them? How can you tailor your campaign to multiple demographics? Smart marketers make data-informed decisions when answering these important questions. AI and data analytics tools help with everything from identifying consumer behaviors to creating personalized messaging that will engage with your consumer.
Own Your Values
Consumers today are educated. They know about the negative impacts of things like fast fashion and the carbon footprint implications of their purchasing. One needs only to look at the enormous boom in thrift shopping to see that consumers are rethinking the heavy consumption of the past and looking for more sustainable options, as well as companies that embrace eco-friendly practices. Tap into this movement by highlighting your company’s values; incorporate sustainability into your work or service; let people know how you run your business, where you source materials, and your commitment to key causes. Letting your values be known builds consumer loyalty. Just do so with authenticity. Nothing can undo that earned loyalty faster than being found out for greenwashing.
Tailored Multimedia
While everyone may have a smartphone, what they do on that device—who they follow, what media they consume—is fragmented. And there is a body of research indicating that young consumers may be more apt to trust things like traditional direct mail more than a well-crafted text message! So while optimizing your mobile-first digital experience to be fast and engaging is essential, consumers operate on many different platforms (including legacy media). A multi-media marketing strategy that encompasses personalized messaging that resonates with users ensures you don’t leave any consumer behind.
Experience vs. Ownership
Just as consumers are looking for brands they can trust—that share their values and show an authentic interest in sustainability and corporate responsibility—many are also forgoing buying altogether in exchange for a meaningful experience. Perhaps it is due to the digital nature of modern life, but consumers, especially those who are young, are looking for opportunities for meaningful engagement, not just blind consumption. Consider how incorporating authentic experiences into your marketing could help you build relationships with your consumers.
The Only Thing Certain Is Change
The current pace of change in the world is hyper speed. As social media matures and AI tools expand, it’s impossible to predict how consumer behavior will evolve next. In an ever-changing landscape, the fundamentals still matter: know your end user, keep consumer data up-to-date, be transparent and authentic in your business practices, and be in the business of relationships—not just selling. If your marketing is grounded in your values and you have a nimble, multi-media strategy, you won’t get left behind on the evolutionary curve.