According to TechCrunch there are over 2.6 billion global smartphone users, and that number is projected to rise near 6.1 billion by 2020.
With the digital revolution well under way, brands have no choice but to shift their strategic processes toward tech-based communication or risk losing relevance among modern consumers.
Considering the plethora of touch points and mediums, there is no shortage of potential and opportunity. However with so many options available, it can be difficult for a brand to decide how and when to communicate with their ideal customers.
It’s a fine line to walk; on one side, messaging can lose importance as consumers become immune due to over exposure. On the other side, too little engagement risks a brand falling into the pit of irrelevance.
So, where is the elusive balance point for a brand looking to remain competitive now and into the future? The answer is an everlasting crowd pleaser – it depends.
Modern consumers are typically reluctant to be grouped together with others, regardless of how similar they actually are. So it helps to consider your target customers as a set of individuals; a population that shares high-level commonalities but each with their own unique preferences.
This makes effective communication strategies particularly challenging, however there are ways to increase the odds of success while decreasing risk along the way.
- An agile brand is going to manage the ebbs-and-flows of a perpetually changing marketplace better than one that is slow-moving. By monitoring and reporting key metrics in real time, companies can identify and correct campaign missteps before losing considerable time and resources.
- Rather than dumping all eggs into one marketing basket, develop an omni-channel marketing approach to offer consumers a consistent brand experience across all their favorite mediums. Modern consumers operate in perpetual motion so brands should focus on delivering a message where they are going to be, not where they were.
- Bridging the gap between digital and in-person touch points will offer consumers a seamless experience which has proven to yield increased conversion rates. If a consumer first interacts with a brand online then visits a storefront location, that brand’s image and messaging will either be reinforced or fragmented depending on their overall strategic cohesiveness.
While there is no singular recipe for success, there’s no shortage of data with which brands can make informed decisions. A continued process of customer research and analysis will equip department heads with an accurate view of how things exist today in an effort to prepare for tomorrow.
There are many more steps companies can take to maintain relevance as the tech-based marketplace continues forward.
For a look at how modern consumers are driving demand for improved customer experiences, click here.
If you’re ready to take your brand to another level within the digital playing field, we’re here to pave the way. We’ve spent over 30 years equipping brands with the information they need to stay relevant in an increasingly competitive market spaces, and we can do the same for you.