Ever-rising expectations, mobile obsession, often contradictory preferences—these are just a few that marketers are dealing with daily. Some customer behaviors, however, matter more than others. With that in mind, we asked marketing industry insiders what change in customer behavior will impact marketing the most in , and why. In the eBook below, they predict the most significant ways that B2B and B2C buyers will behave differently this year—and share their advice on what marketers should do about it.
Scroll down to read their insights or or click the image to download the PDF. In customer expectations will also be higher than ever. Consumers are becoming accustomed to immediate accessibility and will expect their brand experiences to be personalized and easy to navigate. With so many options just a click away, customers won't wait around if the brand experience is not a positive one.
Businesses can no longer afford to drive blind. Instead, brands need to rely on sophisticated technologies to personally engage with today's customers. Tools like customer analytics, social intelligence, and machine translation are all crucial components designed to assist brands in the delivery of the experiences that customers really want, through messages that resonate across the right languages, markets, and touchpoints.
While this is already beginning to have a profound impact on advertising, it is symptomatic of consumers becoming increasingly intolerant of marketers abusing their data. In short, consumers are looking for a new deal on how marketers use their data. In parallel, regulators are gearing up for a new onslaught around data privacy, led by European Union regulators who are planning to ban any form of tracking without explicit consent.
Consumers will continue to give their information to brands, but with a growing expectation of a fair value exchange. In return for data, they expect better experiences. This translates into personal offers and personal experiences that increasingly define the consumer-to-brand relationship. That means we need to stop shouting at customers and start listening to what they want and need right now. To create truly personal experiences, marketers have to understand individual customers.
The old adage was never truer: You can't personalize unless you know the person. That means tackling the customer data problem, because today data is scattered across a large number of customer facing systems, making it impossible to really understand what's relevant to a particular customer at any moment in time. Marketers need to start capturing customer intent data so that marketing and experience can become contextually relevant to individual consumers, perhaps for the first time.
The winning brands will focus their efforts increasingly on providing personalized, contextual messages that are driven by data. We can also expect that marketing will be less about a quick sell and more about building a long-term relationship. It will be less about immediate sales conversions and more about brand loyalty and long-term value. Chubbies is a men's apparel brand that's already excelling in this capacity by interacting with their customers less as a brand and more as a friend.
Their communications range from a touchpoint like a random joke, to something a little more traditional like an alert that something is on sale. Further, brands will stop making their customers fit their specific mold and instead learn their preferences to communicate offerings and deals specific to each individual's needs.
This will drive meaningful interactions and conversions rather than a meaningless onslaught of content. This was the case in , but we can expect it to be even more so in Brands should not only keep the variety of channels and the expectation for individualized experiences in mind, but also the fact that customers are increasingly global; they don't only live in your backyard—they're across geographic borders, speaking various languages with unique cultural nuances.
At Blackboard, we [aim] to meet these digital and global demands by delivering a mobile responsive website and effectively targeting specific customer personas. Bill Muller, CMO, Visual IQ From mobile phones and tablets to laptops and desktops, today's consumers are using an ever-increasing number of devices to access the Web, search for information, make purchases, and more.
Even if a brand isn't running campaigns across devices, consumer responses are still being harvested in greater numbers across multiple device types. As m-commerce continues to grow in , expect marketers to look for solutions that enhance their understanding of their marketing's true impact across all channels and devices, as well as how to best allocate their spend by device to meet their goals.
By deduplicating unique users who are exposed to marketing touchpoints across multiple devices, these solutions will provide marketers with a more holistic view of their consumers' paths to conversion, and the ability to more effectively allocate their budget by device type. Mayur Anadkat, VP of Product Marketing, Five9 In recent years we've seen customers' expectations grow rapidly as they seek simple and instant degree support. Customer expectations will only continue to evolve, forcing marketers to keep the customer experience as top priority.
In marketers need to collaborate with technology departments to create synergy between customer relationship management and the technology behind it to improve a brand's voice through better customer service. By getting behind the right customer relationship management technology, marketers will be able to keep up with their customers' rising standards.
Don't waste my time. If they're an existing customer, they want to be treated from a standpoint of knowledge about the past business they've done with you, and if they're a prospect they want relevancy and consistency to their industry. Consider retail, which often is first to adopt new technology. Retailers have been quick to adopt segmentation, serving different experiences based on factors such as location, previously purchased items, and past spend. Business buyers expect that same level of personalization, especially if they have previously engaged with your content or completed a form, thereby letting you know who they are.
In the enterprise we see that B2B sellers are not as well prepared to deliver seamless omnichannel experiences because of the enterprise hurdles of scale and siloed ownership: One group likely owns acquisition through digital media, while an entirely different group owns the email nurture channel; CRM is almost always out of the purview of either of those groups.
Enterprises often successfully clear these hurdles when a demand gen or marketing operations function owns the goal of optimizing omnichannel and can reach across the existing organization barriers.
What should marketers do about it? B2B marketers are quickly realizing that they have access to the data they need to deliver a seamless omnichannel experience, but it exists in silos that are hard to manage.
Getting a handle on the data channels and using data to market and sell more effectively will be critical in New technology offerings will bring together disparate data to enable marketers to accurately segment visitors, deliver personalized messages to prospects, and help them quickly move through the buyer's journey.
The key is to find solutions that work well together, allowing marketers to seamlessly transfer customer data from one platform to the next. Social media — Millions of people reflect their lives on social media, so information that can enrich several strands of consumer behavior can be uncovered with the right tools. The broadest thing social can help with is collecting consumer insights, found through social media research , which can take all sorts of forms. You can ask specific questions, or investigate consumers talking about your brand.
Sentiment analysis — Understand the sentiment about your brand or product, and how that changes in different demographics. Intelligent market segmentation — As everyone has different motivations, segmenting consumers into groups is vital to understanding your customers in a nuanced way.
By Alex Jones Sep 13th. By Brittany Ryan Sep 6th. By Gemma Joyce Sep 4th. By Manish Dudharejia Sep 3rd. Marketing Published October 28 th What is consumer behavior? The study of consumer behavior includes: How consumers think and feel about different alternatives brands, products, services, and retailers How consumers reason and select between different alternatives The behavior of consumers while researching and shopping How consumer behavior is influenced by their environment peers, culture, media How marketing campaigns can be adapted and improved to more effectively influence the consumer These considerations are influenced by three factors: Social intelligence and consumer behavior The broadest thing social can help with is collecting consumer insights, found through social media research , which can take all sorts of forms.
Kit Smith Content Writer.
To fully understand how consumer behavior affects marketing, it's vital to understand the three factors that affect consumer behavior: psychological, personal, and social. Psychological Factors In daily life, consumers are being affected by many issues that are unique to their thought process.
Consumer behavior involves services and ideas as well as tangible products. The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for .
Customer Experience What Change in Customer Behavior Will Impact Marketing Most in ? What Change in Customer Behavior Will Impact Marketing Most in ? Marketing insiders predict the most significant ways buyers will behave differently in —and what marketers should do about it. A more in depth definition will also include how that process impacts the world. Consumer behavior incorporates ideas from several sciences including psychology, biology, chemistry and economics. "All marketing decisions are based on assumptions and knowledge of consumer behavior," (Hawkins and Mothersbaugh, ).
Customer Behavior marketing guides and reports for the busy professional Influencer Marketing Success Stories With examples including Forbes Digital and Virgin America, this new Case Study Collection will show you how use influencer to boost brand awareness, introduce new products, increase sales, and more. Consumer behavior is a hotbed of psychological research as it ties together issues of communication (advertising and marketing), identity (you are what you buy), social status, decision-making.