Social savvy consumers are changing the marketing landscape. Marketing today has to consider the important fact that contemporary customers are preoccupied and fixated on the daily grinds of life. Their attention, although not a considerable factor, makes it incredible for understanding the changes in consumer behavior. Word-of-mouth contagion has always been at the heart of smart marketing campaigns. Here are some of the factors that come into play in increasing its importance and impact on social savvy buyers.
Optimizing for Social Savvy Consumers
Optimizing for word-of-mouth to drive the consumer action more expediently is provided by the internet, to be more specific, social media.
Links as currency:
The highest advantage of word-of-mouth these days is link, the Trojan horse for word-of-mouth. Users of Facebook share more than one million links every twenty minutes approximately. And Twitter more than triple that. We are living in a social and economic environment which is ruled by electronic sharing of links and messages. Due to this fact, people don’t seek information but instead information seeks people.
The messenger matters:
Media plays a very important role. It is to be noted that Gen Y, who make up a bulk of social savvy consumers, spends an average of eleven hours with connected screens and devices. Consumption mainly depends on the recommendations of friends and relatives, with 70% of the shoppers stating that these recommendations make them indecisive about certain things. The trust in their friends’ testimonials and recommended brands, urges them to become customers themselves through word-of-mouth instead of a company’s originated promotion.
A Millennial shift:
People who are born in the digital age, make up twenty-five percent of the general population and represent eight hundred and ninety billion dollars in purchasing power.
Consumer Behavior
Core consumer buying behavior has been uttered irreversible in these following four ways:
- The choice to buy is not an easy task for many anymore. It’s becoming more and more social and distributive. Today’s consumers are not advertisement dependent in making buying decisions anymore. Hence, Marketers must be more relevant and present at all times with engaging conversation and immediately recognize what the consumers need at the second of aroused connection, irrespective of the surroundings.
- In today’s dispersed consumer journey, we have begun to see the convergence of owned, earned, bartered and paid media in impacting buying decision. Marketing can no longer hold dead ways, it must invite an interactive continuum. Why can’t a television advertisement not run to generate an online experience? Why can’t a printed article be published online? Every marketing opportunity should contribute to a confluence of platforms.
- As brand loyalty gradually fades into oblivion, brands are finding themselves turn to, what used to be considered less important, mathematically aimed search and social environment. With usage of social media accounting for more than 20% of users’ time online, companies must begin to incorporate these related customers data in product development, packaging and marketing.
- The best marketers are customers. According to Facebook’s CEO, Mark Zuckerberg, the volume of content we share online will double every year. Marketers must authentically get involved, and involve their market in the content creation process because the customer shares the ownership of their brands.
The Marketing Loop
[inlinetweet prefix=”” tweeter=”@smedio” suffix=””]The consumer is an ever evolving entity with technology in the forefront of buying decisions.[/inlinetweet] Hence, the result of traditional marketing funnel and customer purchase path is grossly impacted as follows:- Awareness is of less importance because in between the crowd and mob, focus is not permanent and it’s lost even more quickly.
- Thoughtfulness and rationale are just a mouse-click away from a more dispersed customer journey of short messages, tweets, banner advertisements and e-mails.
Social savvy consumers of today are locked within a marketing loop and the victory of influence over scope. If you can scale your influence, your scope is relatively scaled. Your understanding of this loop helps you predict behaviors that leads to sales that are platform dependent or independent. Overall, we must begin to take inspiration from the consumers and not our creativity.
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I love your point you make on the convergence of different media. This mirrors the larger trend of convergence we see with media i.e. social, mobile, and local. Understanding how each medium affects others is important in understand how to communicate with such a connected consumer.
Thanks Pavel. Abandoning one method and media for the other is akin to marketing suicide.
The competition for Consumers attention is keen and increasing; Where we dominated in long tail keyword searches to generate Google Page Rankings, today’s new shoppers are using ever shorter Key words on their Smart Devices and iPads.
We need to keep up not only with content but HOW they are searching.
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