Target the connected customer

It is important to know your target customer to succeed in this market with high competition. Marketers should identify and understand who to target and how to engage them. Demographic, psychographic, behavioral & interest are ways to segment and organize the consumer. However, the aim is to observe the best users and prioritize them.

According to Emesto Sosa, “with the rise of the mobile connected consumer, the growing penetration of new technologies and a purchasing process reinvented through social collaboration, retailers face a more challenging, complex environment affected by a complete disruption of the traditional retail business model” (Sosa, 2015). Offering so much access to consumers over the internet have given them the freedom to choose from various options just by a “touch”. The usage of the devices (Smartphones, Laptops, Tablets) are also influencing their behavior to some extent.

Online shopping: offer services people need to interact with

Digital trends are influencing the way consumers behave because internet is allowing them to always stay connected.  The biggest example is Social Media (Google, Facebook, Instagram, Twitter, WhatsApp).

Post Demographics is an old-fashioned approach of segmenting consumers which is now replaced by Valuegraphics. “Valuegraphics shows how to understand, reach, and motivate your target audiences more effectively and efficiently” (Carroll, no year). This can be done by knowing their interests, hobbies and how they behave online which will give the insights from social media as well to benefit the company in the market.

Values companies are adopting to target connected customer

“Technology can make or break the customer for a brand”. Company should be more open to go over digital platforms but only to the target audience to smooth out the whole process which will benefit them in terms of higher revenues and more loyalty. Other options are:

• Search Intent- Track what a person is searching

• Interest-based- What is their interest in specific

• Targeting through email- Personalized mails  

• Advertisement based- Offering ads on Facebook, Instagram and many more sites

One major aspect is Retaining your existing consumer rather than seeking new ones as their loyalty towards the company will recruit more consumers automatically.

The focus which was earlier on product is now shifted to the consumer because of STP. According to marketer; targeting the right audience based on the criteria size, money, should be accessible; then positioning the product with great planning post knowing where your competition is, and which segment will benefit them the most will help them stand out in the market.

*****

Bibliography

Image:

1) Online shopping: offer services people need to interact with. The future of retail. [online] Available at: https://www.telegraph.co.uk/business/business-reporter/future-retail-services-survey/.  [Accessed 13 Oct. 2019].

2) Values companies are adopting to target connected customer. Core Values Mission Integrity Value Icon Stock Vector (Royalty Free) 728810740. [online] Available at: https://www.shutterstock.com/image-vector/core-values-mission-integrity-value-icon-728810740.  [Accessed 13 Oct. 2019].

Text:

 1) Dorion Carroll, no year, Valuegraphics Home. [online] Available at: https://valuegraphics.com/.  [Accessed 13 Oct. 2019].

2) Emesto Sosa, 2015.  The Rise of the Connected Consumer and What it Means for the Retail Industry. [online] Available at: https://elearning.dbs.ie/pluginfile.php/991673/mod_resource/content/1/The%20Connected%20Consumer.pdf.  [Accessed 13 Oct. 2019].