Too much noise and too much data are causing distractions between brands and customers, and a lot of that noise. On top of this, the new buzzword that everyone is rushing to adapt is “omnichannel,” but how many of the brands you have in your pantry do you want a digital relationship with?
Brands like to complicate marketing. Analytics, data, and buzzwords floating in the trade media make brand marketers feel inadequate. It’s all designed to confuse us even more when it’s pretty simple to take care of customers and convert prospects.
Before I write anymore, let me preface this post with a caveat. Not all public market research reports apply to all product categories. The way people shop for yogurt is a hell of a lot different than the way they shop for new hard goods like appliances. Each customer journey is different, and there’s usually is a direct correlation between higher prices and the length of that journey. Someone who buys protein milk is not going to spend a lot of time online debating the different brands, but on the other hand, consumers will spend a lot of time shopping for a new fridge, most of which CAN be done online.
For some reason, too many brands believe that their customers want a relationship with them. When you register a new product online, you’re usually opted into communication from them at a time when you’re overwhelmed with junk email. Most of us want the product to work as promised and want to be left alone.
Omnichannel does have some utility for digital coupons, but eventually, many brands are going to realize that their customers don’t need to go to the brand website.
What about data? I’ve read some market research reports that are rubbish. Is the price more critical when purchasing? Other data says customers are willing to pay more for better products and services. Do consumers want a digital experience? For some products, yes, but for butter?
My theory is this: the more data you have, the more distance between you and your audience.
Get out and watch people shop. Talk to retail staff and ask questions. Understand the importance of merchandising and shelf position, and above all, make sure your product makes people feel good about their purchase.