2022 DIGITAL CONSUMER TRENDS INDEX
For generations the path to purchase was relatively linear. Marketers simply had to fill the funnel with a few ads and shuffle consumers straight to the brick-and-mortar cash register. Life was good, creative was the difference maker, and sales steadily grew year over year. As eCommerce emerged and digital channels evolved, marketers still seemed to control the game as they leaned hard into marketing and advertising technologies that kept them one step ahead of consumer trends.
What used to be a simple game of persuasion, which marketers had nearly mastered, has morphed into the age of consumer empowerment where control, choice and convenience rule the day. Marketers need to pivot energies from trying to persuade, to a model that tries more to support a customer. This means being in every possible marketing channel, while delivering value, and critical product information in real-time, as well as understanding the consumer as an individual rather than lumping her into a segment. Like it or not, this is the “new normal” and the way in which we “internet” has been changed forever.
Additionally, loyalty programs continue to be the preeminent way to build profitable and lasting relationships with consumers. They expect comprehensive programs that go beyond points for purchase and will reward brands that are delivering engaging, interactive experiences. Other successful factors include providing exclusive access to new products, truly-personalized product recommendations, public brand recognition and providing an interactive community component. If there is one clear takeaway, it is that even your own customers will buy from your competitor if you do nothing to engender their loyalty. Adopting a comprehensive loyalty program should be a goal in your greater relationship marketing strategy as it feeds both your customer acquisition and customer retention needs simultaneously.
A new global research commissioned by Cheetah Digital reveals what consumers expect from the brands. Download the full report.
