For our very first feature, we’re sitting down with DBMG’s Vice President of Client Strategy, Jake Pakula. He’s sharing his thoughts on how customer behavior has shifted since the onset of COVID-19 and how businesses must work to meet them where they are. Read on to learn how your company can best communicate to consumers in 2021.
As the general consumer begins to move forward from their recent purchasing hibernation, they may find themselves armed with the knowledge that over a year’s worth of research can provide. During the pandemic, they were left with nothing but time, allowing for endless web search black holes. (Just think about all the things you Googled!)
As a result of this research, consumer expectations have shifted. They’re on the hunt for bespoke, curated, seamless experiences when they go to open their wallets. Businesses have no choice but to rise to meet them.
What does this mean for a retail store, a restaurant, a hospitality provider? As the expectations from customers shift, so must the marketing strategies that were utilized to reach the same consumers previously. A true one-to-one marketing strategy must now become the standard once the 80/20 rule is pushed into the depths of history.
So, now what happens? How does a business successfully make that change?
There is one solution, and it has been around for a while: data. However, having data at your fingertips does not formulate a campaign on its own. In most cases, there may be too much data clouding the valuable insights you need to get your campaign off the ground. Integrating the data and calculating it in a meaningful and relevant way is an extremely complex yet necessary process to get you the results you need.
To do this, you can start by leveraging online and offline marketing channels, along with custom products, to drive the customer journey. When your data drives the execution of your marketing campaigns, you’ll see real results across all stages of the customer journey: acquisition, growth, and retention from existing customers. In addition, centralizing all data points, rather than individual silos, allows for smooth transitions based on trends, concerns, patterns and new opportunities.
Next, really delve into your data to properly maximize messaging. Creating segments and personas allows for additional individual attribution. Applying an omnichannel approach and analyzing every engagement point connects the consumer with truly personalized and relevant content. In today’s day and age, consumers expect that their previous behavior should influence how a brand interacts with them. How and when a business contacts a consumer is just as important as the content being served.
COVID-19 has impacted all aspects of life, including consumer behavior. The need for a one-to-one marketing approach will not just be a trend; it will now be the standard for all campaigns. Consumers will appreciate customized experiences unique to your business, and you’ll continue collecting fresh data for optimization. It’s a win-win!