Get to know the consumer of tomorrow it is a great challenge for brands and a job that requires a meticulous analysis of the behaviors and trends that will shape the world of tomorrow.
Without real consumer knowledge, brands are missing out on the future. It is therefore essential to use the consumer insights to intelligently approach these new consumer profiles that are gradually taking shape.
To understand the breadth of the topic, do not hesitate to read: How to approach consumers as a brand? Then you can download the Shape Tomorrow report with lots of data that will allow you to get closer to the future more serenely.
Use Consumer Information – Know the consumer well
For any self-respecting company or brand, knowing your target is undoubtedly one of the fundamental pillars that leads to success. However, knowing him is a radically different thing from knowing how to name him! It is therefore about know your goal personally (by far) to the point of recording her actions and being able to seize the most opportune moment or moments to touch her.
Knowing her personally does not imply a direct relationship here, but an in-depth analysis to allow any brand or company to develop a effective and efficient marketing strategy. If we do not know the consumer we are targeting, all the strategic work that will follow will lose its purpose.
For this the solutions of consumer intelligence how Talkwalkerthey allow you to analyze a segment, a market and provide data that can be used for the strategies to be implemented.
While it is essential to know the consumers, it is also to be closer to the trends. Whether it is changes in consumption as well as many environmental and sociological problems.
Finally, there are many solutions and actions that will allow brands and companies to collect data in order to exploit and analyze them. Let’s take a look at some of these levers below:
Consumer knowledge: the levers and information used
All information collected by brands and companies they are sources that will help to better understand consumers and thus to better meet their needs and expectations. There are therefore a multitude of strategic levers that will enable this data collection. We can count on the online presence of brands and companies through social networks in particular.
Resorting to community management, they will rely primarily on their communities through their community manager. The latter will be able to develop and implement various actions, with a view to recovering data to get to know consumers better. We can launch contests, surveys and all promotional actions that require the provision of certain data.
Social networks in themselves already are powerful databases that everyone can use, without violating regulations and laws of course. They are packed with information of all kinds, which brands can capitalize on.
It will be the same for the Digital Marketing where each landing page conversion tunnel, for example, will once again gather valuable information. Note that all this must also be done with the utmost respect for the consumer, as we will see below.
It is not the Metavers that will influence data collection and consumer knowledge, quite the opposite. They will gradually become, in my opinion, the new communication vectors at the service of brands, to meet and get closer to their customers and consumers.
As for data to be collected, will no doubt be in the Metaverse, but perhaps in a different way from the point of view of the context, but also with the freshness of the universes that will be recreated within the Metaverse. Note that consumers will already be transitioning to new ways of consuming.
The consumer at the center!
On the one hand the consumer and on the other the brands and companies. At the center are the many channels, tools and everything that makes data collection possible. Yet the consumer should be at the center, with a lot of work by the different entities, go the relationship with the customer in particular, but also on everything related user experience.
A satisfied consumer is committedbut a consumer in the process of reflecting, discovering or searching for information, does not need to be subjected to many forms, to be tracked down and to be probed for everything and for nothing.
Any brand or business must first earn trust and as such, influencers are currently the best leverage to establish this relationship with the consumer.
Collection of information in respect of the consumer
Gather information and analyzing them in order to exploit them, must always be done in compliance with the rules and with respect for the consumer. While we have seen an upheaval in terms of laws and especially at the level of the GDPR, it seems that many adjustments still need to be made.
Many players, and Google primarily, need to continue their compliance, particularly through tools like Google Analytics. Also, this free tool is one of the most used to track Internet users on brand and company websites. This entails serious problems in terms of data collection to refine your offer in particular.
However, we do not blame the implementation of data protection regulations and laws, because in all cases the consumer must remain at the center. Unfortunately, it has often been overlooked in conflicts between some brands on this issue.
Remember the recent showdown between Apple and Facebook when it was discussed that the iPhone offers a way to block ads. Facebook has criticized the Apple brand by claiming the shortage of small businesses, but in no time has it raised the user and his right to be in control of what he wants to see.
Which in my opinion was a big miscommunication for Facebook! Data at all costs except the user or the consumer, who cares! which sums up what Facebook was showing. Companies pay for what the consumer reveals, what he does and what he does, etc. but in this case it is not paid.
What is the purpose of the collected data?
The data researched and used by brands and companies serve to better identify the needs, expectations and desires of consumers. They are also related to purchasing attitudes, behaviors, feelings expressed by consumers and everything that will allow you to get closer to them and interact by strengthening their commitment. There is no limit and it depends on brands and companies.
Demographic data, geolocation data, projections, budget management, customer reviews and so on have no limits through collection. It’s time for consumer information!
Simple information like the time you close the connected shutters will be useful to a business. From there you need to be able to let the collected data speak and analyze it to develop new products that respond more precisely to the identified needs. It is an important topic in the digital business transformation.
Why does a bank ask for your date of birth, to check your eventual file? etc … Everything is usable and has a purpose, but where is the consumer in all of this?
Consumers are becoming more and more volatilebrands therefore have a lot to do create retention sustainable and building loyalty in the best possible way. Many problems are still to be solved through online shopping, such as cart abandonment, the aforementioned volatility, building trust, ad saturation, forms of advertising, consumer reviews, etc.
Unfortunately, many automatisms are emerging within the companies present online, such as chatbots in particular, and this risks hindering the user experience as well as relationships with customers. Let’s go back to the problem of having the right information at the right time, of triggering a purchase act and with that the human relationship who should be on the front line.
The content that brands produce and the operations implemented in influence marketing are levers to be considered to create proximity and build trust reciprocity between brand and consumer. There are many, but it requires resources, a lot of time, investments and a real painstaking work to be undertaken to (re) conquer the consumer.
The guide to consumer information
In conclusion and to deepen the topic, find out the complete guide consumer information, written by Talkwalker: