The digital age has changed consumer behavior permanently. Your online shop is no longer the only and most important sales channel. Today’s reality is much more complex. Customers purchase on mobile devices, via voice assistants or within their social media feed on Instagram, Facebook or Snapchat.
Hardly a day goes by without media reporting on a new app or digital trend. These new technologies have changed customer relationships and fundamentally influenced business models. Customer experience is therefore no longer just a marketing issue but becomes a critical factor for your corporate strategy in the age of digitalization.
BOUNDARIES BETWEEN OFFLINE & ONLINE ARE FADING
The effects of digital change go far beyond online trading. The smartphone in particular is nowadays our daily companion and has an enormous impact on our everyday lives.
On the one hand, the use of mobile devices is changing consumer behavior and interaction between customers and companies on the other. Product searches, which used to begin in stationary shops, are now started on the Internet on Google or social media platforms. We search online for information, no matter whether we are: at home, on the road or in the store. There is no longer a clear distinction between online and offline customers.
The revenues of stationary shops are strongly influenced by online channels and digital devices and vice versa. Classic advertising measures can have the same effect on online sales.
In average, we spend up to 9 hours a day with audiovisual media in Germany (Media Activity Guide 2018, SevenOne Media). Linear television accounts for the largest share of media usage with 4 hours per day. In second place is radio, another classic medium, followed by internet usage with 1 ½ hours per day. The latter includes online videos or social media platforms.
But the day only consists of 24 hours. In order to do justice to the enormous time we devote to media, consumers frequently use several channels and devices at the same time. According to Statista, 48% of consumers are second-screen-users and surf, for example, on their smartphone while watching TV.
ADVERTISERS NEED AN OMNI-CHANNEL MARKETING STRATEGY
Companies must respond to these changes in order to offer their customers an optimal customer experience. A smooth shopping experience should be offered across all channels at all times. If a customer researches for a product on his smartphone in an online shop in the morning, he must be able to order it quickly and easily via any of his devices later in the evening. Be it via desktop, smartphone or voice assistant.
Advertisers therefore need a multi-channel marketing strategy. Focusing on the consumer rather than the channel, multi-channel marketing is about creating personalized, relevant experiences that reach the consumer in the right place, at the right time and with the right message in order to drive conversions.
Today, attribution technologies not only enable advertisers to track consumers across multiple devices, but also measure the exact value of each touchpoint in the customer journey in full compliance with data protection regulations. These solutions provide marketers with insights into how content and advertisements seen by users on one device affect actions taken on another.
This provides marketers with accurate insights into the effectiveness of their campaigns and enables them to make smarter budget decisions.
The growing media landscape has a crucial influence on consumer behavior. Although each platform offers its own individual advantages for consumers, there is still a symbiotic relationship between traditional and digital technologies. Users can extend their TV experience by using their smartphone to report about it via social media, or by purchase products in connection with a radio advertisement that they are currently listening to.
Marketing specialists who are prepared to recognize and target users in this multi-device and multi-channel world have enormous advantages over their competitors.
Further reading: 3 Tips for an effective Multi-Channel Marketing Strategy