The ‘purchase funnel’ is no longer relevant. Customers are experiencing your brand everywhere. That audience is drawn into an experience, a brand, or a product when a social experience is present. The next era of marketing centers on facilitating brand-relevant social experiences to any digital touchpoint. But is this true for every brand and product ? My belief is no, it’s not.
Yesterday I posted a story URL on LinkedIn called “Millennials are over Israel: A new generation, outraged over Gaza, rejects Washington’s reflexive support” to which one of my connections asked “why post a story like this on LinkedIn?”. Another contact replied “anyone in business needs to understand the changing attitudes as they relate to all business concerns. We have a generation that does not have an emotional connection to the past and different way of investigating information in real time . This plus the use of social media tools shows how they are shaping public policy. These approaches can be applied to other areas, such as policy that affects business concerns, or how the interaction affects PR. This article merely showed an example that was political, but alerted us to the sees difference emerging, and thus is highly relevant.” I could not agree more.
According to Gallup: Americans’ careful spending habits characterize an economy still struggling to get on its feet and households continuing to find ways to pinch pennies to make ends meet. The poll results underscore the tension between doing what is right for the larger economy — spending more — and doing what is right for one’s personal economy — spending responsibly and reducing expenses. Using coupons, price shopping, buying store brands or generics, and sticking to a budget are some of the ways Americans are trying to do more with less. A majority of consumers are using coupons when they shop, suggesting that coupon use, as well as other ways of obtaining price discounts, is firmly entrenched in the American consumer’s mindset.
Content, we all say that content is king, but do consumers really have the time to read all that content? Not according to a new survey from FleishmanHillard. The big takeaway here seems to be that coupons (76%) and promotions (59%) still rank highly in the hierarchy of information a company can provide.
Meeting customer expectations is one of the three most important reasons that an organization has to adopt digital applications according to a new report that I just read. That statement, in my opinion, is wrong. Every brand has to not only meet consumer expectations they have to exceed them to keep customers loyal. However before you can exceed expectations you need to know exactly what expectations consumers have for your brand.
Here we go again. All over the Internet online media like Fast Company and Business Insider are trying their best to convince executives that digital is essential to their organization when in reality this may not be the case. The idea that consumers need or want digital interaction/interruption from brands that they take for granted is a clear indication that a lot of brands believe digital marketing is the answer when they don’t understand the question(s).
In an article on the HBR blog Greg Satell said that “marketers need to act more like publishers” I would challenge this assertion because I believe that there is already way too much content online that consumers are becoming overwhelmed with it. I mean there will be people who like to go to a website on salad dressing to get new recipes, but are they going to go back to it again and again?