Technological advances, increasingly efficient internet search procedures, extended use of mobile devices and the generalized use of social media (that permit to share experiences, compare prices and evaluate products and services) have increased the customer power.
Other relevant aspects to be considered are the growth of mobile connectivity; the progressive implementation of HTML5 new programming language, that allows better designed online spaces; the use of digital devices embedded in physical products such as cars, machinery etc. (Internet of Things); the advances in handling “big data” techniques to store and analyze huge databases.
The consumer have at their disposal the opportunity to perform online search based on images, voice or gestures; participate in social media activities online, or explore new possibilities with devices as Google Glasses, that augment reality in their field of vision.
Consequently, marketing decision makers must:
At the same time, companies must strive to provide high satisfying experiences to their customers, across the decision journey (sales processes, customer services, product utilization, etc.).
They also must organize the collection and analysis of all kind of data generated in the interactive process between the customer and the brand.
The organizational structure must evolve also to integrate new functions and processes brought by the change in customer’s attitudes and by the increased power he now enjoys, focusing marketing activities on customer experience, in a more personalized way.
Other relevant aspects to be considered are the growth of mobile connectivity; the progressive implementation of HTML5 new programming language, that allows better designed online spaces; the use of digital devices embedded in physical products such as cars, machinery etc. (Internet of Things); the advances in handling “big data” techniques to store and analyze huge databases.
The consumer have at their disposal the opportunity to perform online search based on images, voice or gestures; participate in social media activities online, or explore new possibilities with devices as Google Glasses, that augment reality in their field of vision.
Consequently, marketing decision makers must:
- Optimize search positioning criteria.
- Increase the utilization of social media activities, easing the possibility to interact with customers, publishing relevant content and monitoring the activities developed in social media that could affect both the brand and the business sector.
- Establish simple and automatic mechanisms to facilitate that customers could express themselves about brands and show their engagement with them.
At the same time, companies must strive to provide high satisfying experiences to their customers, across the decision journey (sales processes, customer services, product utilization, etc.).
They also must organize the collection and analysis of all kind of data generated in the interactive process between the customer and the brand.
The organizational structure must evolve also to integrate new functions and processes brought by the change in customer’s attitudes and by the increased power he now enjoys, focusing marketing activities on customer experience, in a more personalized way.
Excellent job!
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