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Aug 7, 2019

Consumer marketing and the consumer of the future

Consumer Marketing

Consumer Marketing

Homes are becoming more technological and families are looking to make the most of their time by using Artificial Intelligence devices. Although it may seem like a lot, a middle-class family currently has around six devices connected to the Internet at home.

The general reality of families in modern societies tends to be increasingly digitalized, with a tendency to simplify processes that were once quite bureaucratic.

The challenges of integrated and multichannel marketing

How can companies make sure that their messages are getting through? Or how can they know if they are using the most appropriate channel for the target they want to achieve?

The truth is that companies that want to keep their business aspects adapted to the reality of today's market need to invest in multichannel marketing. Betting on single channels is unfeasible when the generation of the future is present in practically every medium and is looking for the most complete response.

The evolution of marketing multichannel: o omnichannel

While the multichannel marketing methodology develops proposals that make it possible to promote a product or service on several different channels and seeks to produce content adapted to each of them, the concept of omnichannel is on the table and promises to revolutionize the market.

This variant aims to develop a systematic methodology that can create a single communication system. Instead of complex procedures for developing unique marketing channels, as is currently the case with brands that adopt the multichannel marketing methodology, the omnichannel proposes an integrated use of online resources, social media and mobile applications and greater engagement with the user.

The Starbucks example

The Starbucks brand uses the omnichannel in its customer loyalty program that link their personal profiles and other accounts to their Starbucks customer account. Users now have the option of topping up their consumer card by smartphone or computer, via the mobile app or directly at the brand's point of sale.

The algorithms of the Starbucks allow, when a customer places an order through the appIt is also possible to calculate the travel time to the nearest store so that the product is ready when it arrives. Choosing the soundtrack of the store they are in is another of the possibilities the brand offers users of its communication channels.

This is a simple example of how Consumer Marketing can provide a positive customer experience.

There will always be a disadvantage as long as digital marketing strategies are not integrated and multichannel, or in this case, in the near future: omnichannel.

To highlight products or services and be able to survive in this competitive universe, it is necessary to fight for attention and the first place in the user's mind. Being present on just one digital channel can be a step towards failure.



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