Today’s customer is overloaded with options and information. Marketers need to focus on being relevant and how their product will improve their customer’s lives. Prioritize convenience, easy processes, excellent customer service.
Why is this relevant to marketers?
Customers are harder to reach and more resistant to decision making and new vendors. Marketing should have a clear purpose, and businesses who build strong brands will be more successful.
Amazon revolutionized the retail market and modern shopping by prioritizing the customer experience and offering what seemed like extravagant new services that people wanted. (free shipping, two day shipping, easy returns)
Other large business have had to rethink how they operate as well. Walmart and other grocers are making headway with grocery pickup and delivery. Walmart will soon offer a service that delivers groceries to your refrigerator.
Subscription boxes are the rage – because they do the thinking for customers. Price point is also crucial. Netflix showed this. People would rather pay a small monthly fee - $25 to $60 a month and get ongoing products, that pay $150 for one time purchases.
Also, branding is critical. People want to shop with someone they trust and like. Customers have more options than ever before in a global market. Do they like you? Do they trust you. Backlash is extreme when this is lost. See Facebook with data breaches, see Victoria Secret not being body positive, or news agencies that lost public trust.
From news article: “Millennials and Gen Z are more distrustful of brands than any generation before them.” http://ow.ly/6rdC30pK1LF
Branding and PR is more important than ever.
Challenge for Attendees: Help your brands prioritize serving their customer. For marketing, prioritize transparency and openness and promote instances where your company gives back to the community. Understand your brand personality so you can convey it. Be honest about what you do and stick to those talking points to drive the narrative about your business.
With social media, be relentless in posting and sharing information that is helpful to your customer. Also prioritize quick responses (30 minutes or less) to online inquiries or complaints. In email marketing, send fewer emails that are more useful. At the end – it’s all about communication and being a reliable source of information and services.