Today's consumers are many times more demanding. They have the opportunity to inform themselves well via the internet. When they finally contact the supplier, they are no longer satisfied with a general brochure or website, they want an answer to their specific question. In short, suppliers must enter into dialogue. This almost always happens in a multichannel campaign; no single expression stands alone. Knowledge about potential customers is therefore more important than ever, not only about how they live and what their interests are, but also about how they behave and what they think of your brand and that of your competitors. Not only offline, but also online. Because only then can you respond to a (latent) need with a customized message at the right time.
In other words, customers have changed and your marketing will have to change with them. Before I go into the most important demands of the new marketer, I will briefly outline the most important trends that influence the marketing profession.
1. Omnichannel is a must
With the amount of information available on the internet and the ease of asking friends and peers for recommendations via social networks, the customer is the one who determines luxembourg phone data when and how he/she comes into contact with a company. Gartner already indicated in 2012 that 60% of the purchasing process is completed before customers contact the company. And the latest estimates even say 85%. This means that as a marketer you first have to know the digital purchasing process and respond to it by offering content via the right channels. This also means an integrated approach to the different channels, so that prospects are approached with a consistent message. Silo thinking is a thing of the past.
2. Mobile reaches critical mass
An important channel that can no longer be ignored is mobile. Marketers need to think about how and when which information is consumed and how they can respond to that with content. For example, if a consumer searches for pizza on his laptop, there is a good chance that he/she wants to order a takeaway pizza, but if that same consumer searches on his/her mobile, he/she probably wants a nice pizza restaurant. Contextual and location-based content can be a powerful marketing tool. And there are so many other possibilities. A recent study by Episerve shows that a third of smartphone users have used their device at least once to do their shopping online.
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