Targeting the ‘Always-on’ connected consumer [Infographic]

When was the last time you had a digital detox? Even if that just means you went on a bushwalk without your phone to take a selfie at the lookout you hiked to? The reason I ask is to help put our digitally connected ‘always-on’ life into perspective. Chances are you are probably even reading this right now on a connected smart device while you are in between tasks. Businesses have the challenge of understanding what the always-on consumer wants and building valuable meaningful relationships with them.

So what does the always-on consumer want?

Convenience. As our digital media consumption habits evolve we expect our digital lives to become easier and more convenient. Brands now have the challenge of enabling that convenience to stand out and stay relevant and connected with their target audience. From helpful, timely social media posts to mobile friendly content to reach them at just the right moment, consumers’ expectations should be guiding brands strategies to deliver a valuable customer experience.

Understanding and meeting the demands of the always-on consumer

Can you think of a time that you recently engaged with a brand using your phone or a connected device? Hold that thought and consider these five expectations of the always-on consumer and how your brand can help to meet their needs:

1. They want to be recognised

The ever-evolving path to purchase has multiple touch points. Marketers need to recognize how consumers interact with brands and be present and available at every opportunity. Thanks to digital media and data, understanding and serving consumers needs has never been more complex or achievable.

2. They want to be treated as individuals

Understanding your target market goes beyond identifying a group of consumers that have a need for your product or service. It now involves anticipating individual needs and preferences and tailoring your offering at a personal level wherever possible. Consumers have more choice than ever before and will return to and recommend brands that provide a solution that recognises and serves there individual needs.

3. They expect ease of use

The always-connected consumer expects convenience and ease of use. Is your business innovating to make it easier for consumers to do business with you? I fly to Sydney or Melbourne every week at the moment. Although prices may vary between carriers I always choose one airline over the other because everything from the booking process to checking-in using a smart device is easy to use and make my life easier. Improving the customer experience for the always-on consumer should be a mandate as opposed to a strategy.

4. They want a voice

Are you listening to what consumers are saying about your brand? Even if you’re not, your competitors and potential customers probably are. Always-on connected consumers expect their opinions and needs to be heard. By enabling them to share their voice through social media and real-time customer feedback technology, marketers can resolve issues, develop new products & services and engage brand advocates.

5. They expect you to anticipate their needs

Always-on consumers expect businesses to listen to them and understand their needs. Through co-creation and relationship marketing brands can now use data and consumer interaction to anticipate customer needs and identify opportunities to service the market better.

Conclusion

I guess the underlying message here is that it’s futile to imagine that as you read this on your computer or device that your customers will be any less ‘connected’ than you are right now (or in the future). My kids don’t even understand why they can’t do a Google search on our TV (yet). So which simple changes could you apply to connect with the ‘always-on’ consumer? Even a basic social listening routine could make a massive impact.

Social media never sleeps and I hope that these insights will help encourage businesses to ‘Be There’ when their customers need them. If you have found this article helpful or valuable please consider sharing it to help brands connect with the always-on consumer and improve customer experience. If you would like some easy (free) ideas about how to position your business in the evolving digital landscape please CLICK HERE for some great ideas. Thanks for reading and sharing.