The State of the Digital Consumer

The State of the Digital Consumer

man using tablet on couch

The number of digital devices available today has exploded. In fact, Americans own four digital devices on average and the typical US consumer spends 60 hours a week consuming content across devices, according to Nielsen’s 2014 U.S. Digital Consumer Report.

Enabled by technology, today’s consumers have more choices for accessing digital content and, as a result, they’re more connected. What does this mean for businesses? In order to take a slice of the projected $5.9 trillion pie, companies must adapt their marketing strategies to cater to the demands of the digital consumer.

Below are five ways to create a customer-driven experience:

Provide a Seamless Experience
According to research from Accenture, 65% of consumers find it frustrating when they’re presented with inconsistent offers, experiences, or treatment through different channels. If your company engages with potential buyers through multiple channels, it’s important to ensure that each provides a seamless experience. Try these three tips to ensure multichannel marketing alignment:

  1. Complementary channels: Whether you’re using social media, email marketing, or video, make sure all of your efforts support one another, not compete against each other.
  2. Visibility: Increase visibility across all your communication channels to report and measure the success of each program.
  3. One voice: Having one branded voice across all channels is important; contradicting messaging can confuse and deter buyers.

Show Buyers That You Know Them
Today’s digital consumer wants hyper-relevant, personalized content beyond their name, age, and gender. Use customer analytics to examine potential buyers’ behaviors across all channels. For example, what do they “like” on Facebook? This type of information can help you better understand their path to purchase and allow you to offer more relevant content.

Provide a Mobile Option
Mobile is extraordinarily important to the digital consumer. In fact, 45% say offering better service options via mobile would have made a difference in their decision to switch providers, according to the Accenture study. However, before launching a mobile marketing strategy, it’s important to determine how customers are using their mobile devices. Is it to purchase products or find out information on the go? Gathering this information will help determine what elements and features your mobile marketing strategy must include.

Don’t Spam or Bombard
There’s a fine line between spamming and engaging with buyers. According to Accenture, 44% of consumers who are not using digital channels would engage with companies if given a guarantee that they wouldn’t be spammed. To avoid being thrown into the spam folder, make sure every initiation with a lead has a purpose and provides some type of value.

Get Social
Today’s buyers are connected to social media 24/7 and they expect the same from you. In fact, people are more likely to do business with a company they know can interact within a social media environment, according to Accenture. Don’t just use social media to engage with consumers; use it to glean insights into their behaviors so you can better support their needs.

man using tablet on couch

The number of digital devices available today has exploded. In fact, Americans own four digital devices on average and the typical US consumer spends 60 hours a week consuming content across devices, according to Nielsen’s 2014 U.S. Digital Consumer Report.

Enabled by technology, today’s consumers have more choices for accessing digital content and, as a result, they’re more connected. What does this mean for businesses? In order to take a slice of the projected $5.9 trillion pie, companies must adapt their marketing strategies to cater to the demands of the digital consumer.

Below are five ways to create a customer-driven experience:

Provide a Seamless Experience
According to research from Accenture, 65% of consumers find it frustrating when they’re presented with inconsistent offers, experiences, or treatment through different channels. If your company engages with potential buyers through multiple channels, it’s important to ensure that each provides a seamless experience. Try these three tips to ensure multichannel marketing alignment:

  1. Complementary channels: Whether you’re using social media, email marketing, or video, make sure all of your efforts support one another, not compete against each other.
  2. Visibility: Increase visibility across all your communication channels to report and measure the success of each program.
  3. One voice: Having one branded voice across all channels is important; contradicting messaging can confuse and deter buyers.

Show Buyers That You Know Them
Today’s digital consumer wants hyper-relevant, personalized content beyond their name, age, and gender. Use customer analytics to examine potential buyers’ behaviors across all channels. For example, what do they “like” on Facebook? This type of information can help you better understand their path to purchase and allow you to offer more relevant content.

Provide a Mobile Option
Mobile is extraordinarily important to the digital consumer. In fact, 45% say offering better service options via mobile would have made a difference in their decision to switch providers, according to the Accenture study. However, before launching a mobile marketing strategy, it’s important to determine how customers are using their mobile devices. Is it to purchase products or find out information on the go? Gathering this information will help determine what elements and features your mobile marketing strategy must include.

Don’t Spam or Bombard
There’s a fine line between spamming and engaging with buyers. According to Accenture, 44% of consumers who are not using digital channels would engage with companies if given a guarantee that they wouldn’t be spammed. To avoid being thrown into the spam folder, make sure every initiation with a lead has a purpose and provides some type of value.

Get Social
Today’s buyers are connected to social media 24/7 and they expect the same from you. In fact, people are more likely to do business with a company they know can interact within a social media environment, according to Accenture. Don’t just use social media to engage with consumers; use it to glean insights into their behaviors so you can better support their needs.

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