Member Article

Consumer trends of the ondemand marketing revolution

In the midst of economic stagnation and an accelerating technology revolution, we have witnessed the remarkable evolution in the role of the quintessential consumer. Consumers are not oblivious drones anymore and have become informed and empowered decision makers who are now key players in dictating the marketing strategies and business dynamics of companies.

With a ubiquitous web of information weaved by search engines and social media services, consumers are now able to retrieve the right information at exactly the right time. The rise in mobile connectivity, voice and gesture recognition tools, NFC technology, big data and other next-gen innovations are all perfect catalysts that are reshaping the marketing landscape of organizations worldwide.

As a result of this digital revolution, marketing models of organizations are going to be structured to perfectly collaborate and coordinate with nearly every facet of the business in order to cater exactly to the needs of their consumers.

Here are consumer demand trends that I believe are setting the stage for the on-demand marketing era, as well as how to approach these trends in order to capitalize on this paradigm shift:

Instant Interaction

As a tech-savvy consumer, it’s rather easy to fall prey to the information overload syndrome; and sustaining attention on a particular object or service for too long is quite a challenge.

Hence, marketers must design engagement platforms that facilitate instant connection to their services for consumers. As I wrote in a previous post on 900feet.com, this is their Jedi force. Factors like good mobile connectivity and diversity in data services will greatly help brands roll out engagement opportunities that customers can tap into wherever they are and whenever they want.

Information through Innovation

Companies that lead the market are the ones that always take the initiative to harness the latest technologies and utilize them to set trends of their own. Their radical marketing ideas involve the implementation of cutting-edge programming and unique interfaces to give customers a one-of-a-kind opportunity for interaction.

The innovation of augmented reality apps and NFC tools are doing a brilliant (if not slightly frightening) job of creating an omnipresent brand experience.

Personalized Marketing

The massive volume and velocity of information aggregated via digital platforms can either be a gargantuan waste of time and resources or worth a million bucks and more.

It all depends on an organization’s ability to create personalized marketing strategies that maximize the value of information captured from these digital footprints and deliver content that they love. Mapping out and analyzing the patterns in interaction conducted across each stage of your marketing campaign will significantly help you in plugging up the holes in your future customer engagement plans.

Simplicity & Availability of Services

The core purpose of technology in business endeavors has and always will be to simplify and facilitate easy access to its services for customers.

Streamlining processes, simplifying interfaces and utilizing a creative engagement model for your customers to explore will not only capture their attention, but retain them as long-term loyal users.

The on-demand marketing revolution is coming. The question is for brands, how will they respond. And for marketers, how will the track and filter through the mountains of available data at the speed necessary to ensure success? Only time will tell.

This was posted in Bdaily's Members' News section by Eric Fullbright .