How does a young company inspire and maintain the loyalty of consumers? Simply put, lead by listening. The success of the company is determined by quality of listening not the quality of speaking deems Simon Mainwaring, founder of leading social branding firm We First, and NY Times best-selling author.
He describes 8 technology trends that are reshaping marketing and 6 engagement tactics to motivate and maintain the loyalty of customers. The dynamic mobile market is gaining popularity with consumers. Brand marketing has transitioned from direct broadcasting to consumers to the consumer now telling you what they want. The polarity of brand and consumer relationships have changed as we must, lead with listening.
To begin, we must identify the new trends and later into the text, we will go in depth as to what this means to you and your company as well as examples of how to put these new trends into meaningful use.
8 Technology Trends to help reshape marketing
1. The future web is being rebuilt around people
2. Social technology is being adopted and adapted by consumers before brands
3. Consumers now expect real time, personalized and seamless engagement
4. The amount of information consumers can access is increasing exponentially
5. Competition for consumer attention is increasing exponentially
6. All this information and all our relationships are now available everywhere through tablets, smart phones, and the cloud
7. Brands will be distinguished by the quality of their social listening.
8. Consumer activism about brand behavior is rising.
The future web is being rebuilt around people with the increased use of social media, multiple channels to reach the consumers as well as the consumer’s ability to provide feedback. The consumer can simply tell you what he or she likes or dislikes about the product or service. Since there is so much competition for time and attention the knowledge of consumer preferences helps to co-create and overall enhance the product.
Social Technology is being adopted and adapted by consumers before brands are complete. Companies are utillizing new ways that customers are using the products. This includes allowing for Beta testing of products to be “tried out” by the consumer before mass production. And gaining a better understanding of how the consumer would like the product to work.
Consumers now expect real time, personalized and seamless engagement with the increases of instant messaging and social media feedback. Consumers are expecting personal service in addition to the personal service, they are inadvertently giving their peers/follower/friends/contacts feedback and input on the product.
The amount of information consumers can access is increasing exponentially. Mobility is increased and accessible from many channels.
Competition for consumer attention is increasing exponentially. How do you keep their attention with so many competing for it? There are many media channels in which to find the very same subject manner. The task is to capture their attention and maintain it over the long term.
All this information and all our relationships are now available everywhere through tablets, smart phones, and the cloud. Mobile space is important as the home screen of a smartphone is the increasingly becoming the most valuable real estate on the planet. Personal information, Social Media, Relationships can be access from basically everywhere. We are not landlocked in the ability to access multiple channels, information is literally in our hands.
Brands will be distinguished by the quality of their social listening. The success of the company is dependant on its listening ability instead of its speaking quality. What better way to know what consumers want and how to market towards them than to ask?
Consumer activism about brand behavior is rising. Citizen and consumer activism is on the rise and the awareness of business practices. Consumers are beginning to demand change from the brands they support. It is not simply listening well and embracing new technologies, brands must remain authentic, transparent and accountable for the behaviors of the company.
These eight different trends are reshaping the marketplace and together they provide a glimpse of the different facets that are changing business.
Finally, we leave you with an interesting graphic we came across that lends itself to the growing importance of corporate listening, values and responsibilities! We invite you to also join us next week as we will continue to post more information on the changing mobile technology, marketing and corporate social responsibility landscape. Many of you have expressed your interest and we are excited to share with you our journey as we learn more and work more with fortune 500 companies, national foundations and communities the globe over! Stay tuned and please continue to send us your comments!