Streamlining Marketing for the Evolved Consumer Experience
Who could have foreseen that QR codes would replace traditional menus before the pandemic? Or that curbside pickup for online-ordered groceries would surpass in-store shopping? Or that purchasing a car without visiting a showroom or test driving it would become commonplace?
We have experienced, and continue to live through, a time of significant transformation in our daily lives. Consequently, people's purchasing motivations and expectations of a remarkable brand experience are undergoing unprecedented shifts.
However, while the need to keep up with changing customers intensifies, marketers are facing exhaustion. Limited budgets, the management of numerous channels, and the overwhelming task of analyzing vast amounts of data only contribute to this weariness. Nonetheless, if marketers can eliminate distractions and unnecessary tasks, and focus on engaging customers where they are, they have the opportunity to not only revive but also thrive.
So, why is this change important for the industry and for you?
This change is crucial for the industry and for marketers like me due to several reasons. Over the past two years, the pandemic has brought about significant shifts in daily life, affecting how people engage in activities such as dining out, shopping, and managing their tasks. Consequently, people have had to quickly and completely adjust their expectations of brand experiences in ways never seen before.
Based on a recent survey conducted, which involved over 25,000 consumers across 22 countries, it was astonishing to discover that 50% of customers worldwide have reevaluated their personal purpose and reconsidered what truly matters to them in life due to the pandemic. We refer to these individuals as the "reimagined" consumers.
With their new priorities and expectations, these consumers now have different motivations when making purchasing decisions. Our research identified five additional consumer motivations beyond the traditional factors of price and quality that influence how, why, and from whom people buy goods and services. These include ease and convenience, service and personal care, trust and reputation, product origin, and health and safety. While some of these motivations have been evolving for some time, others are entirely new. However, they all have significant implications for marketers.
Before embarking on this challenge, what are the fundamental elements that need to be established?
The shifting purchasing behaviors of the reimagined consumers demand not only new approaches to connecting and communicating with them but also a reorganization and adjustment of marketing teams' methods of operation. Your team should be structured in a way that enables them to listen and adapt to customers' needs. Here are the foundational steps to consider:
Listen and learn: It is imperative to gain a deep understanding of your customers and the broader contexts that matter to them. This requires a combination of human insight and leveraging technological advancements. Additionally, evaluate if you are collaborating with the right partners.
Clear the clutter: Determine the essential activities that enable you and your team to excel in your roles and make a meaningful impact. Sometimes, this involves identifying marketing activities that should be avoided as you streamline your strategy for effectively reaching customers where they are.
Embrace change: Foster a culture of innovation and creativity as the pillars of your work. Allow yourself and your team members the freedom and time to think differently. One approach is simplifying processes and reevaluating collaboration dynamics to identify key individuals who can drive progress.
When undertaking this type of change, there are certain aspects that people often overlook. Here are some key considerations:
Embrace complexity: Recognize that complexity is a permanent aspect of the current landscape, and it's crucial to be comfortable with it. Traditional methods of conducting business may no longer be effective. Instead, focus on understanding the evolving mindsets of the reimagined consumers, which transcend fixed demographics. Your opportunities for success lie in adapting to these shifts.
Foster a mindset shift: It's essential to change your own mindset, as well as that of your team members. Continuously evaluate how every action, or lack thereof, contributes to reaching and engaging your customers effectively.
Look beyond tools and channels: It's not just about utilizing specific tools, assets, or channels. Teams must also cultivate soft skills and deeply human qualities that cannot be automated. Consider whether you have the right people with the necessary skills and attributes on your team to navigate this changing landscape successfully.
Who are the teams/people you need to align with and bring along with you on this journey?
To embark on this journey, it is crucial to align and collaborate with various teams and individuals within the organization. Here are some key stakeholders to consider:
Cross-functional teams: Every function within the business, beyond just the marketing team, plays a role in shaping and delivering the brand experience to discerning customers. Engage with teams from departments such as sales, customer service, product development, and operations. Foster collaboration and ensure everyone understands their contribution to the overall customer experience.
Senior leadership: Gain support and alignment from senior leaders who can provide guidance, resources, and strategic direction. They can help champion the necessary changes and align the organization towards customer-centric goals.
Stakeholders with outdated perspectives: Identify individuals who may hold outdated beliefs or metrics that are no longer relevant in the current landscape. Engage with them and help them understand the changing dynamics and the need to adapt. Bring them along on the journey by demonstrating the value and impact of embracing new approaches.
Individuals from non-marketing areas: Look for "white spaces" within the organization where collaboration and innovation can thrive. Identify colleagues from different departments or areas who can provide fresh perspectives and insights. By working together, you can uncover new opportunities and address customer needs more effectively.
Remember, in this new world, collaboration and inclusivity are key. Engaging with a diverse range of teams and individuals allows for a holistic approach to delivering exceptional brand experiences.
How can you effectively advocate for change?
The rapid and significant shifts in customers' mindsets and motivations have presented a new landscape for marketing. While the field is accustomed to adapting quickly, the speed, breadth, and scale of changes witnessed in the past 18 months are unprecedented. In light of this transformation, expecting the status quo to be sufficient is unrealistic when the people marketers serve are undergoing such definitive changes.
The truth is, as customer mindsets and purchasing patterns evolve, marketing must evolve as well. To effectively connect with customers where they are, marketers need a deep understanding of their new motivations and expectations, and they must respond accordingly. Failure to do so may result in customers seeking alternatives and choosing to support brands that better align with their evolving values.
In the midst of this ongoing transformation and amidst the constant influx of new marketing tools and technologies, simplicity is key. Take the lead in driving change by simplifying strategies and focusing on what truly matters to your customers.