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Technology is the bonfire around which we tell our stories

In many ways, there has been a sea change in storytelling that is altering the way we have traditionally marketed. Let’s consider what this means for the way businesses do marketing today.

Simply put, people’s habits are changing and companies must adapt using today’s storytelling methods. Otherwise, people (potential customers) can go where the customer experience is most to their liking. This has implications for both B2C and B2B companies because people’s habits follow them wherever they go.

It has been said, almost to exhaustion, that Millennials are the main disruptors due to their penchant for using digital technology to the nth degree. What hasn’t been said so much is that Gen X and the Boomers are after them. The persistence of digital communications technology, which has spread from the desktop computer era and now to our smartphones and tablets, explains why this is a generational trend and not a fad.

Businesses embracing the changing social habits are positioning themselves to remain relevant in this brave new world of omni-communications – that is, digital bonfires. Companies that continue to feed only the traditional ways may find out the hard way that no one is listening. They risk sounding like the grown-ups in the popular Charlie Brown cartoons, if you listen to them at all.

Maybe it’s time for a reality check. As explained in a recent webinar hosted by Retail customer experience, Retailers feel compelled to go beyond tradition (think Thanksgiving Black Friday sales) because millions of millennials are disrupting the shopping experience by using mobile devices powered by real-time data and social media to search. the best deal with a laser-like approach. . Price is apparently more important to Millennials than traditions.

According to the webinar, Millennials disrupt shopping: the new world of connected shopping,

  • 89 percent of millennial shoppers use smartphones to connect to the internet on a daily basis.

  • Fifty-five percent trust social media as their primary source for shopping news and information, easily surpassing television, which ranked sixth.

  • 95 percent of Millennials have the same or greater sensitivity to price than last year.

  • Google and Amazon are by far the preferred method of comparison shopping for millennials on smartphones.

  • 88 percent would consider shopping online and picking up at the store to save $ 10 on a $ 50 item.

Tackling this issue head-on in his most recent book, Adam Richardson, author of Innovation X: Why the most difficult problems of a company are its greatest advantage, Richardson argues that the customer experience needs continuous transformation to meet the needs of empowered consumers in today’s disruptive culture.

In fact, there have been billions of milestones in communications since Gutenberg’s printing press in 1440. From that time, print media grew slowly to dominate the landscape until our world was filled with books, magazines, newspapers, billboards, posters and finally the most prized print of all money!

But everything changed in the 21st century. Today’s headlines are more likely to be read on digital screens than in print. Hence, the digital communications revolution has exploded and has become so ubiquitous that it now sends a more timely message from a portable device wherever one goes.

How does a company adapt? The best way is to present your communications in all the ways people consume them. This approach to reaching your audience is called omnichannel marketing. It integrates all forms of communication, both online and offline, and places your media where your customers are. It offers personalization of the media so that they can be consumed in a way that suits the lifestyle of the consumers. According to omnichannel marketers, the places where potential customers or customers cross paths with your brand are called “touch points.” In total, there are about 14 common touchpoints.

One of the less common touch points is called digital signage. Unlike the internet, email, mobile devices, and other forms of digital marketing, it is an emerging point of contact, but it is far from a de facto standard. However, it can be just the ticket to differentiate your communication strategy and the catalyst for people to start talking around your digital campfire, so to speak.

Here’s what some recent research on digital signage reveals:

  • According to a place-based digital video study conducted by Arbitron, videos shown in public capture the attention of about 70 percent of consumers.

  • Data from Samsung indicates that 84 per cent of UK retailers believe that digital signage creates substantial brand awareness, highlighting the importance of maintaining a consistent and digitally focused brand image to show the dynamic story of your business. company.

  • A Price-Waterhouse-Coopers survey illustrates that retailers can reduce the stress of the experience by using digital signage to inform and entertain consumers while they wait.

  • According to NCR Global Consumer Research, 87 percent of customers want similar ways to access products and services, regardless of whether they are online, on their mobile device, or in person at a physical store. [think digital signage].

How will your company’s story be told in 2016 and will someone listen to it? Regardless of the variety of tactics you can use to engage and engage the audience in your products and services, today’s digital bonfires are where most people are. tell, listen and share his stories. After putting in place a solid internet and mobile communications plan, digital signage fits perfectly with an omnichannel marketing strategy, and may well be one of the key differentiators in disrupting disruptors with something that resonates with their lifestyle.

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