Special strategies must be developed for this type of consumer, always connected and less and less confident of conventional advertising
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<p>It is not new to talk about digital consumers. Since 2014 he began to identify them as a special group that had to be treated differently.
The issue began to deepen when offline marketing began to see them as a threat to their business, and they were finally accepted with the rise of streaming platforms, social networks, and the impact of smartphones connected to the internet.
Thus, it is crucial that companies undertake strategies to satisfy these groups.
According to Reach First, they are very knowledgeable people who are difficult to influence with conventional messages. Forbes, believes that it would be necessary to implement Artificial Intelligence to improve your experience. For its part, Strategy + Business points out that having strong ties can help to keep the public's attention sparse.
In this context, it is clear that brands and businesses must do everything possible to connect with these consumers. However, the way forward is not always obvious. According to Fast Company, it is difficult because it is about balancing the concept that each individual is unique with the idea that there is not a single person who does not share something with another. The ISDI notes that the success of creating ties with the audience is in six specific keys:
Have a true understanding of consumers
Companies cannot relate to an audience they don't know. In this sense, digital skills and tools must be exploited to the fullest. Today, it is possible to collect an exorbitant amount of consumer information. This data, with a correct analysis, can give a great competitive advantage to any company.
Develop comprehensive strategies
Today, the universe is mainly omnichannel. Of course, digital consumers are mostly online platforms. But it is increasingly common that they want a unified experience, regardless of the situation. In that sense, companies must invest in campaigns that address all possible points of contact with the public.
Focus the digital offer to a user experience
As already mentioned, consumers want to be served with a comprehensive vision. But this approach transcends contact channels. It also involves creating real consumption experiences. That is, that businesses provide added value in their services, products and content through additional and complementary elements.
Constantly update the systems
If companies do not have the latest tools at their disposal, they run the risk of falling behind their competition. The above does not necessarily mean having the latest software, machines or systems. It also implies that the entire organization is up to date on the latest trends that affect and attract the attention of consumers.
Focus the experience on a collaborative feeling
Consumers no longer want to carry out individual-business transactions. They want to connect with other people. In this sense, businesses must listen carefully to the opinion of the audience. That way, not only can your personal needs be better served. These changes can also be made with a qualitative approach, rather than quantitative. These, in turn, will strengthen the added value of the company as a whole.
Professionalize the workforce
As said before, not everything is the material and technical resources. Consumers will benefit from a better prepared and diverse workforce. It is particularly important to develop profiles focused on creativity, innovation and science. In this way, within the same work team, areas of opportunity for the business can be detected. It is even possible to develop new products and services to improve the brand, Mercado2.0 said.
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