Spend some time looking through vintage print ads for cars, jewelry or food and you’ll notice something interesting. These ads have paragraph after paragraph all about the product itself. The features, the durability, the high quality standards…
But life (and marketing) has changed a lot since then. Across all aspects of daily life, consumers are looking for more flexibility, customization and convenience – especially online. So brands are changing their focus to show how their products fit seamlessly into a consumer’s lifestyle. We call it customer-centric marketing. It’s a strategic shift away from pushy sales jargon towards understanding and focusing on the personal needs of the consumer.
For brands that are ready to make this strategic shift but not sure where to start, there are four key areas to focus on.
1. Find and embrace data
With so much data at their disposal, many brands are taking the opportunity to personalize their consumer’s shopping experience in a way that feels unique and relevant to them.
Look at the undisputed leaders in personalization, Netflix and Spotify. Both companies leverage user patterns to suggest new content that matches their preferences. Users can find new shows through their “recommended” feeds or custom curated playlists based on their listening habits.
Brands can take a closer look at their data to uncover buying habits, age and demographic patterns or even just the preferred way their consumers like to engage with them. These insights can lead to creative and strategic marketing improvements built around their needs.
2. Consider flexibility in the customer journey
As more shoppers turn to their phone and social feeds for shopping and recommendations, brands are considering the flexibility and accessibility of their buying process.
Instead of just checking the box on online ordering, Starbucks went above and beyond by creating an acclaimed mobile app. The app makes it easier than ever for consumers to order on their phone, earn rewards and pick up on their schedule.
Brands should consider new or more convenient ways consumers can order and interact with their products. If a shiny new app feels out of reach, smaller updates like a website refresh are a great place to start. But remember: the most important part of updating or adding a new touchpoint on the customer journey is making sure it feels consistent with the rest of the brand, both visually and tonally.
3. Invest in improving customer experience
Purchase decisions are so much more than just choosing the superior product. Today’s consumer wants to know that if they have a question or concern, brands will be there to help.
For years, JetBlue has been known for their quick responsiveness on social media. They address concerns and give updates in a timely manner, enhancing their reputation, showcasing their customer service and building confidence in their brand.
It’s important for brands to put themselves in the customer’s shoes. What happens if they have a question or concern? What is our response time? How do we stand behind our products? In today’s marketing world, these aren’t just nice-to-haves, but key factors in the buying decision process.
4. Build out an approach to sustainability and ethics
For many consumers, sustainability isn’t just a buzzword, but an important consideration from the brands they buy. As a result, more and more brands are using their marketing efforts to showcase their commitment to sustainability and ethics.
Consider Patagonia, who transparently showcase their ethical practices and commitment to sustainability across their marketing materials, donating money to nature and wildlife organizations and creating an innovative recycling program for their old clothing. As a brand centered around enjoying the outdoors, this commitment to the planet feels especially relevant and impactful.
If they haven’t done so already, brands should begin to build out their stance on sustainability and ethics. From there they can partner with relevant organizations, find philanthropy opportunities and even build their first ESG report. Consumers will appreciate the transparency and active commitment to going green.
Customer-centric marketing is so much more than describing a product. It’s showing consumers that brands care about the things that matter to them, have products that fit their needs and have created a seamless shopping experience. Brands that continue to shift into a consumer-focused world will see the value in not just attracting their target consumer, but building relationships that last.
Following these key steps is a great way to begin creating a marketing strategy that feels more personal and relevant to their audience. Ready to discover how we can boost your marketing in a consumer-focused way? Reach out and learn more about our collaborative approach.