Thursday, September 15, 2016

Consumer Maange More!

The times are changing and so is the customer. The culprits are technology and the Internet. Thanks to them, things are changing at breakneck speed for marketers as the Internet and the technological revolution has made the consumer want more and more and there seems to be no stopping. In the early days, it was all about identifying the needs and wants of the consumer and trying to satisfy those needs with the right product. That product was then wrapped around an alluring message highlighting the benefits of the product and how it would change the life of the buyer. That’s all changed now. Today, it’s no more just about the product, its benefits and the branding message; it’s about the ability of the brand to connect with the consumer, to build a lasting relationship with the consumer. And that has become a difficult task for the consumer of today is insatiable and ‘maange more’ before he trusts you with his loyalty. Consumer maange more value Marketing was all about building a brand and giving people value for money. That’s not enough today. The consumer of today wants more than just ‘value for money’. He also wants to know what values you as a brand stand for. More than 80% of consumers believe that a good brand is one which places equal emphasis on both business profits and societal issues. Your brand should stand for a purpose beyond profits. It should have a purpose driven brand story. Responsible consumption is the buzz word today. With our world being plagued with problems like global warming, water scarcity, obesity etc., the consumers are becoming aware of the role companies and brands can play to make the world a better place. By supporting brands with a strong purpose, they feel they are doing their bit too to make the world happier, healthier, greener and cleaner.

Take the case of Kissan. It decided to source sustainably produced tomatoes, which not just differentiated the brand but soon made it the number one ketchup brand in India. The Lifebuoy brand of soap ran a campaign called “Help a Child Reach Five”, which focused on teaching children how to wash their hands correctly as India has the highest number of child deaths due to diarrhea and pneumonia. The brand developed a hand wash which could change its color from white to green in 10 seconds – just the time required to kill most of the germs. Children wait to see the color change, which is not just fun but life saving too! The brand showed its commitment to a purpose, a cause, and was loved for it. Nike’s “Find Your Greatness” campaign went beyond celebrity athletes and urged people to find greatness in everyday people. It struck a chord with the viewers and inspired them. Brands are moving on beyond just showing the benefits of their product. Rin is a good old brand which for decades has promised ‘Chamakti Safedi’. That’s not enough to stay above competition. Rin has gone a step ahead. While clean clothes give you confidence, Rin has gone on and started a Rin Career Academy, training people in key skills which give them confidence. Skills like speaking good English, dressing appropriately for a job, handling an interview. Rin has shown that it is totally committed to building confidence. That’s a purpose which goes beyond profits. Patagonia is a brand that makes money by selling clothes, yet when it launched its ad campaign, it was all about encouraging people to repair their old outdoor garments. The ad provided a lot of tips and tools to help the users fix their own gear. It even offered to buy back gently used garments. Marketers at Patagonia are very clear that it’s the era of unconventional marketing. A brand that can market itself as one supporting a cause, supporting sustainable development would be noticed and liked much more than a brand that made fabulous, yet ‘harmful to the planet and its people’ products. To show how committed it is to its purpose, Patagonia established a $20 million venture fund to invest in socially and environmentally responsible startups. Whole Foods is another brand that has shown that it stands for sustainable development and sensible consumption. It has a concept called “Community Giving Days” where 5% of that day’s net sales are given to local non-profits. All through, consumers have been let down by their governments, their leaders, their NGOs who have failed to bring about a positive change in their lives. These consumers are now looking up at brands who have the power, the money, the creativity to help change this world for the good. These are the B Corps – ‘Benefit Corporations’ – who are going to rule in the future and its their marketing campaigns that the consumers will like, and share and believe in. A purpose-driven brand also has the most positive and motivated employees who are proud to say that they work for a brand that believes in something beyond profits. LRXD is a full service agency but it calls itself the ‘health and happiness advertising agency’ for it took a policy decision to primarily work for brands that helped make life better. Made Movement, an agency founded in 2012, decided it would work for brands that provided jobs to people in the US. Their purpose made them reject work from a lot of big brands, but they say life has never been better for they have a reason to wake up every morning and come to work. According to a 10-year-long study conducted by Millward Brown and Jim Stengel, brands which focused on a higher purpose did not just build the deepest relationships with customers, but also achieved the greatest financial growth in the 10 year period of the study. It’s no more about what you sell; rather, it’s more about what you as a brand and an organization stand for. So give the customer not just a great product but a great product that also does great things and he will be your greatest fan and friend! Customer maange more speed The consumer wants everything now and if you want his loyalty, you need to cope up with his demands. Take for example the purchase behavior of customers. Gone are the days when he would wait for the shop to open and buy. Today, he wants to buy whenever he pleases (thanks to e-commerce) and add to that the fact that he wants his shopping delivered at the soonest. While shopping online, a delivery period of two to three days was acceptable some time back. Now, he wants same-day-delivery. Soon, he would want everything delivered at his doorstep as fast as a pizza. The consumer of today not just shops any time of the day, but is texting and messaging his friends at all hours. Soon, he would want to text and receive texts from companies. A recent survey by Corvisa (a cloud communications provider) found that 77% of consumers were okay with getting text 



messages from companies and in fact liked it if the companies texted them about things like fraud alerts, payment reminders, sales, discounts, promos etc. If you as a marketer can use this tool to engage with your customer, there is no better way to build a long lasting relationship. He texts you like he would a friend and you text him back – that is the speed of communication you should be prepared for. Gone is the concept of ‘contact during office hours only’. If you want to retain your market share, you need to behave just like your customer wants you to or else some other young brand will replace you. Speedy deliveries, speedy text responses will see your profits speeding up! Customer maange more connection Marketing is no more a ‘one-to-many’ style of communication; rather, it’s now all about one-to-one. From being a monologue – where the marketers spoke and the consumers listened – now, it’s a dialogue. The consumer speaks and the marketer is expected to listen and respond if he wants to build a long lasting relationship. Not just that, the customer also likes to be spoken to about things he enjoys. Hence the rise of ‘programmatic advertising’. One ad, however brilliant, will not work any more. Soon, marketers would be expected to customize and make multiple advertisements to suit the tastes of different types of customers, and technology is making it possible to do this. Programmatic buying identifies users and groups them according to the sites they browse and then offers them advertisements and promotional materials of products and services that match their habits and tastes. There is growing evidence that consumers are getting bored and irritated with advertisements that don’t interest them. With the help of technology, now marketers can identify the choices of the target consumers and place their ads in front of only those who are interested in that particular product or service. Brands like Nike, KLM Royal Dutch Airlines and Kia Automobiles are using programmatic buying to micro-target their audience and send them ads customized to suit their tastes and build better connections with them. The Future As a consequence, the whole environment is changing. A marketer needs to look beyond his marketing campaigns and promotions and focus more on the very tech-savvy consumer and his overall experience vis-à-vis the brand. Be it the online visit experience, the in-store shopping experience, the purchase experience and even the post-purchase experience, he needs to understand the big data, its analysis, interpret the results wisely and make the required changes to help improve these experiences. As marketers, you need to find out who are the social influencers, and try to make them your ‘digital brand ambassadors’. As a vigilant marketer, you also have to keep track of conversations happening on the social media. Thanks to the developments in technology, today’s marketers have a huge amount of data detailing the digital lives of their customers, giving them extraordinary power. They can now run sharply focused campaigns, reach their target audience much more accurately, respond to disgruntled customers with greater speed, get deep and accurate insights into the purchase patterns of their customers. Everybody wants to do good, but then, not everybody can. If you combine your business profits with purpose, you don’t just win a lot of goodwill from your customers, but you also help them satisfy that latent need within them of giving back something to the society, which is very fulfilling and satisfying. Soon, no one would care about the S&P 500 list or the Fortune 500 list; but they would demand a Helping the Unfortunate 500 list, for the latter would be a list of companies who would be making a difference to the planet and not just their balance sheets. So go ahead, use technology to understand your market better, add a purpose to your marketing campaign, unleash your creativity and delight your audience like never before, and give him more than the conventional dose of marketing. Give him a dream and a hope of a better world!

76 comments:

  1. This was so informational.It can be said that
    sales training courses in dubai is an investment that will helps organizations remain sustainable and competitive in the long run.

    ReplyDelete
  2. The strongest factor for success is self-esteem: Believing you can do it, Believing you deserve it, and believing you will get it. Following best gold signal services a great way to find the right strategy for your good investment moves in the gold trading market.

    ReplyDelete
  3. hello your blog is epic plz check out my blog also kanpuronline1

    ReplyDelete
  4. I found this blog post searching for something related to social media. Your story is sad, although is very well written. I am sorry for the loss of your friend CBD business Canada


    ReplyDelete
  5. In this digital age, Building your online presence is the key factor to a successful Business. Online presence includes, designing a website, marketing services like SEO, Search Engine marketing and social media management.

    ReplyDelete
  6. This is a Wonderful post for sharing business thoughts, Thank you so much for sharing a nice information with us, If you want to know more about Business consulting, you can read about Imad Kutum. He is the founder and the president of Kutum & Associates Inc.

    ReplyDelete
  7. Liked to study your website. I would like to recommend you that traffic show most people study weblogs on Monday. So it should motivate blog writer to create new create ups over the few days mainly. THANKS! burak firik

    ReplyDelete
  8. Thanks for this article! Everyone can find out valuable information on our site about business platform. Have a nice journey.


    10 Best Trading Platform

    ReplyDelete
  9. AllWeb4U www.allweb4u.com
    #AllWeb4U
    https://www.facebook.com/allweb4u/
    https://twitter.com/AllWeb4U
    https://www.instagram.com/allweb_4u/
    https://allweb4u.wordpress.com/
    https://about.me/allweb4u
    https://www.linkedin.com/in/allweb4u
    https://www.youtube.com/channel/UC15AD8jh9h4sN9EZKaZbEKQ

    ReplyDelete


  10. You are receiving this message because you have requested to recover your password at FastListing.org.
    (If you did not requested this, please disregard this message.)

    In order to get a new password, please click the following link (or copy/paste the full link into your browser address bar):

    https:///login/?action=resetpass&id=19001&code=otz7mcwnmbit7w9uzsdo841xd7cfc65er5phba3p

    The new password will be sent to you by email.

    Regards,
    The FastListing.org Team



    ReplyDelete
  11. If you should be opting for finest contents like me, just visit this blog site daily because it provides the feature contents, thanks.
    cfd trading

    ReplyDelete
  12. IK PROMOTIONAL HOUSE

    Best in the market. We do Free #parlour & #Salon Promotion In Local Areas.

    #IkPromotionalHouse
    Increase FootFall And Customers. #Promotion #Advertising #Branding #Marketing #IKPromotionalHouse #Top1

    http://twitter.com/ikhouse
    https://www.instagram.com/IKPromotionalHouse/
    https://www.facebook.com/IKPromotionalHouse/
    https://plus.google.com/u/0/113721924752687035362
    https://ikpromotionalhouse.blogspot.com/

    ReplyDelete
  13. This is totally awesome. Although variety of article on this topic, this article contains some of the precious points which were never be read in other articles.
    Business

    ReplyDelete
  14. wow nice sharing its cool
    If you want to download interesting ebooks visit: cocoebooks.blogspot.com
    Also:
    Try these cool ebooks:
    The Time Is Now By Rajesh Kalan (what time is it)
    And:
    Setbacks, Getbacks & The Payback By Rajesh Kalan Free Ebook PDF

    ReplyDelete
  15. wow nice sharing its cool keep calm. Thanks for sharing. I have some interesting ebooks must try.
    If you want to download interesting ebooks visit: cocoebooks.blogspot.com
    Also:
    Try these cool ebooks:
    Tiago Ebook By Reily Garrett
    And:
    Direct Action By Tom Fitzgerald

    ReplyDelete
  16. Hey There Nice and Impressive Blog
    It's Help full for me
    Please Visite our Website for More
    youtube marketing agency

    ReplyDelete
  17. Really impressive blog.A thought provoking one!
    Thank You

    http://blog.zoommyprice.com/index.php/2018/10/23/new-i-phones-unleashed-in-september/

    ww.zoommyprice.com/product/lenovo-k8-note-32gb-rom-3gb-ram-gold

    ReplyDelete
  18. We, Will, Boost your business through a proven step-by-step system by ranking your website on the first page of Google. Save money by implementing an approach that is proven to work and doesn’t require costly websites, sales funnels, cold calling, emails and old fashion paid advertising. 
    If you’d like for our experts to take the wheel, we’ve got a team of online marketing professionals to guide your SEO, SEM, Video Marketing, Local Advertising, Reputation Marketing, Mobile Marketing and more

    Internet Marketing Boss
    Jersey City SEO
    Philadelphia SEO
    SEO in Philadelphia PA
    SEO in New Jersey

    ReplyDelete
  19. Thanks for sharing this information.KDSS Technologies provides the best digital and IT solutions to the people and make their clients satisfied.  They do not only provide their customer amazing service but also awesome support with new trends of technology. This makes it the Best IT company in Delhi NCR | Best IT company in Delhi.

    ReplyDelete

  20. Assistance Experts provide digital marketing website development seo expert services social media internet
    skyrocket organic traffic online SEO Expert Services

    ReplyDelete
  21. Really Nice and informative Blog! If you want to know Best Digital Marketing Company in Pakistan click on the link!

    ReplyDelete
  22. This comment has been removed by the author.

    ReplyDelete
  23. nice blog.it is really a fullfill imformationyou provide. business write for us

    ReplyDelete
  24. Thanks a lot to the mammoth public I did so enjoyed keepsake that, My partner and i trend end up being obstinate in order to search for your blog also certainly study dad exaggerate via different. My partner and i paucity in order to dignify which you support your well known encumber, cause a divine blink. Professional Headshot Dubai

    ReplyDelete
  25. This comment has been removed by the author.

    ReplyDelete
  26. I got some sort of lagniappe at a dissertation sums that will to learn the actual depend on the bureau mannequin end up being accomplished his or her composed opportunities from the more than. I have searched on to the actual released uniques inside your website additionally My partner and i has been sure that your honorarium is usually one thing. My partner and i belived an individual concur some sort of tem associated with dramatists that got his or her process really. Black granite

    ReplyDelete
  27. The particular way ‘pro’ happen to be redefined by simply many fortuitouss online in order to new. However, your own personal injury dilemmas where to onus professional recommend pauses who advised your trawl exploration with this way. Someone capture also been connected with great prevent. Control Engineering

    ReplyDelete
  28. Hii there
    Nice blog
    check out our blogs
    nse finwiz

    ReplyDelete
  29. Content Marketing is a serious undertaking that entails more skills and activities than just an updated glossy marketing facade with an empty jargon.
    This blog is very nice...
    Content Marketing Company

    ReplyDelete
  30. Fun, Exciting, Unusual: http://www.directoryblog.com/ a business directory where businesses and bloggers post their information with photos, videos, links and more.

    ReplyDelete
  31. Thank you so much for sharing a nice information with us
    B2B Lead Generation Software
    is one of the best accounting software

    ReplyDelete
  32. Famous web site, many ingresss selection anything to have. Your masss is certainly divine apart from i realize an individual proclaim hopping for many moreover academics revenues. Business headshot Cork

    ReplyDelete
  33. Very nice story.... I follow this rule in future....
    startups stories

    ReplyDelete
  34. This is very motivational story with hard working thoughts.
    Notary Public Service Garland

    ReplyDelete
  35. Hello, I have a toy store please visit it and buy wagons for your kids online. Thank you
    plastic wagons
    Metal Wagons
    utility wagon
    Wood Wagon
    Walker Wagons

    ReplyDelete
  36. Stunning post .I loved it.
    https://businesskaushal.blogspot.com

    ReplyDelete
  37. Thank For Sharing My Article

    ReplyDelete
  38. Nice blog and the description about it very amazing I really liked it.

    Business Services

    ReplyDelete
  39. Christopher Mazyck life and resume concerning background checks and jobs. Check out the life of Chris Mazyck here now.
    Christopher Mazyck

    ReplyDelete
  40. Thanks for posting this article.
    This article gives us a basic hint on what the customer wants from us,Now what this Business Acceleration Program will help you with is that it'll help you understand such things and will help you to take your business to a whole new level.
    Please keep posting.

    ReplyDelete
  41. Custom boxes are not merely the technique connected with enclosing together with keeping your item however additionally they leave a fantastic and even remarkable experience for your buyers. In the end, the best feeling matters many in recent times. So here, we explore the means in which you can easily get the ideal custom boxes for your item. boxes packaging cheap boxes best boxes wholesale boxes box design box layout custom packaging printed boxes 1st, allow us to acknowledge a very important factor that a good sleek pattern as well as top-notch branding are often the best aspects for the good quality custom appearance.

    ReplyDelete

  42. Invest with 200$ and get a returns of 5,000$ within seven business working days.
    Why wasting your precious time online looking for a loan? When there is an opportunity for you to invest with 200$ and get a returns of 5,000$ within seven business working days. Contact us now for more information if interested on how you can earn big with just little amount. This is all about investing into Crude Oil and Gas Business.

    Email: HappyInvestment-world_inc@protmail.com

    ReplyDelete
  43. Great Job done your content is very help full.digital marketing services in rajkot
    Very informative post. I was looking for information about this topic and this post really helped me a lot. Thanks for sharing. 

    ReplyDelete
  44. I will recommend anyone looking for Business loan to Le_Meridian they helped me with Four Million USD loan to startup my Quilting business and it's was fast When obtaining a loan from them it was surprising at how easy they were to work with. They can finance up to the amount of $500,000.000.00 (Five Hundred Million Dollars) in any region of the world as long as there 1.9% ROI can be guaranteed on the projects.The process was fast and secure. It was definitely a positive experience.Avoid scammers on here and contact Le_Meridian Funding Service On. lfdsloans@lemeridianfds.com / lfdsloans@outlook.com. WhatsApp...+ 19893943740. if you looking for business loan.

    ReplyDelete
  45. This page definitely has all the information I wanted about this subject and didn’t know who to ask.
    Jio Lottery Winner 2020
    KBC Lottery Winner 2020
    KBC Winner List 2020
    KBC Head Office Contact Number

    ReplyDelete
  46. Good. I am really impressed with your writing talents and also with the layout on your weblog. Appreciate, Is this a paid subject matter or did you customize it yourself? Either way keep up the nice quality writing, it is rare to peer a nice weblog like this one nowadays. Thank you, check also virtual edge and How AI and Big Data Can Take Your Hybrid Events to the Next Level

    ReplyDelete
  47. Remarkable article, it is particularly useful! I quietly began in this, and I'm becoming more acquainted with it better! Delights, keep doing more and extra impressive! learn more

    ReplyDelete
  48. This is my first time i visit here. I found so many interesting stuff in your blog especially its discussion. From the tons of comments on your articles, I guess I am not the only one having all the enjoyment here keep up the good work more info

    ReplyDelete
  49. Online food ordering is undeniably a million dollars business. Significant urban population, their busy lifestyles have driven the online food delivery market growth.
    Food Ordering App Development

    ReplyDelete
  50. Thanks for sharing, wonderful blog.

    ERP HR Module in Bangalore
    Zenetial is the best HR module in ERP Bangalore. This ERP payroll software manages all your employee details from hire to retire. Get a free demo of HR software.

    ReplyDelete
  51. Nice.If you want reach your customer easily just go for sms gateway price india, we provides different kind of Bulk SMS services Without DLT | Free SMS API | Free Registration,
    bulk sms provider hyderabad is one of the most effective, reliable and cost effective ways to establish your businesses. It allows you to get a higher income and get a customer easily. cheapest sms gateway india is the most popular leading company who provides the best service explicit Services.

    You can check sms api pricing.


    ReplyDelete
  52. Buy indoor plants online near dwarka, new delhi - Birthright offers indoor plants for home online in India. At our online nursery, We have a team of talented brand shapers who have the capability, passion and knowledge to deal with clients.
    As a Graphic Design Services In India, We have a team of talented and Creative Graphic Designers to Create Custom Graphics.
    Get contact details and address of Renovation Services, Renovation Works firms and a home renovation services is Negotiable.
    Use the Blink Monitor App for Android to check in on what's happening at home from anywhere at any time. The app connects your home to your phone in HD video
    Getlisting Provides Complete Solution If You Facing The PlentyOfFish (POF). Can't log in? Issues in United States. If your file is being reviewed for some reason, such as being reported by another Plenty of Fish user, your account might be temporarily suspended while the company investigates.

    ReplyDelete

07 08 09 10
Pin It button on image hover
Related Posts Plugin for WordPress, Blogger...