De consument is een evoluerend beestje. Een onderzoek van Forrester Research toont 5 dimensies aan waarin de consument zin/haar gedrag heeft aangepast. Die dimensies tonen niet enkel aan in hoeverre huidige communicatie is afgestemd op de digitale wereld, het biedt ook inzichten voor uw digitale marketing.
Wat definieert de ’empowered consumer’?
De 5 dimensies van de ’empowered consumer’ die het onderzoek onderscheidt, belichten elk een uitgesproken kenmerk van de moderne consument. Elk onderdeel is een onmiskenbare eigenschap van de moderne gebruiker die digitaal veelal integreert in analoog. Op deze vlakken doen ze dat.
Willingness to experiment
We are hardwired to avoid risk and minimize loss, but the economics of digital disruption mean that the barriers to engaging with new products and experiences are falling fast. As a result, consumers use emerging technologies and try new experiences more rapidly and more easily than before. Empowered customers have become accustomed to not only seeing but also participating in marketplace innovations. For instance, in the year after the iPod’s release in 2001, 3% of US online adults expressed an interest in buying an MP3 player; within 12 months of Apple unveiling the iPad in 2010, 14% were ready to purchase a tablet
In October 2014, the number of gadgets on Earth surpassed the number of people, and device production continues to grow five times faster than the global population. Consumers now sport personal networks of connected devices and live among a plethora of home technologies. Between 2013 and 2015, the percentage of US online adults owning a personal computer, a tablet, and a smartphone grew from 6% to 37%. Consumers now rely on and are empowered by technology to accomplish everyday tasks: US online adults spent an average of 1 hour a day using their mobile phone in 2013; by 2015, the daily average had grown to just over 2 hours
As devices have become ingrained in consumers’ daily lives, the gap between digital and physical experiences has narrowed. Given mobile technology’s high penetration rates and increasing sophistication, empowered customers rarely think of digital experiences as separate from their physical ones — the two are becoming seamlessly integrated. For example, a growing 17% of US online adults now use their mobile phone to get additional product information while walking through a brick-and-mortar store, while 46% want to use in-store tools to visualize a product in their home today. As the line between the physical and digital worlds blurs, mobile is morphing from an independent “channel” into an essential component of the empowered customer’s experience.
In 2010, scholars announced that media consumption had hit saturation point among US youth because there simply weren’t enough hours in the day for children to spend more time using media. But to their surprise, time spent with media continued to grow as young people began consuming content heavily across multiple devices simultaneously. Now, with streams of information at her fingertips, the average adult consumes five times more content than she did 30 years ago. However, empowered customers are not only exposed to more information than before, they are also referencing more resources and developing greater finesse when navigating, evaluating, and discerning the value of that information. While 21% of US online adults in 2013 frequently read detailed peer reviews before making a purchase decision, 42% did so in 2015
If today’s “selfie” culture is any indication, consumers are fueled by an urge for attention, a desire to be seen as unique, and a need to project the best version of themselves. They want to be in control of their choices so that they can discover what’s best for them. They are also hyperaware of how others perceive and treat them — from ethereal followers on Twitter to iconic brands striving to win their loyalty. This tension between owning their identity and receiving meaningful acknowledgement drives consumers to seek out personalized, enriching, and emotionally satisfying experiences. This concept isn’t new, but the way in which it appears today is: Digital services and accessible, comprehensive information allow empowered customers to evaluate myriad options and take control of their experiences more easily than before. For example, consumers who don’t feel that their insurance or financial providers put them first are increasingly inclined to take their business elsewhere.
Hoe kan ik daar rekening mee houden in mijn digitale marketing?
Hoewel de moderne digitale consument op veel vlakken voldoet aan deze 5 dimensies, blijft het belangrijk vooral een digitale marketing te voeren die relevant is voor zowel uw zaak als uw consument. De huidige digitale marketing focust zich vooral op betekenisvolle content. Daarom is het meest onmisbare element om uw consument content te bieden die zij willen op een maier aangepast aan hun noden. Hoewel er geen one-size-fits-all-methode bestaat, kan u er wel heel veel aan doen om uw consumenten tevreden te stellen.
Het volledige onderzoek kan u downloaden op de website van Forrester. Wil u zelf meer focus leggen op de empowered consumer in uw digitale marketing? Contacteer ons voor een strategie op maat.