Digital, through a number of technology touchpoints is redefining how different generations interact with Brands. Consider that of a global population of 7.68 billion people, there are 5.11 billion unique mobile users, 4.39 billion internet users and 3.48 billion active social media users! In 2018, there were 1.79 billion digital buyers, representing 23.3% of the world’s population. We live in world where customers are always connected. However, effective marketing across Gen X, Millennials, Gen Z, and Baby Boomers requires an understanding of their digital customer preferences.
The Connected Customer - Digital Customer Preferences
People are no longer constrained to the telephone, mail or the internet as they can now engage with a brand in many other ways including: mobile web, mobile or tablet applications, smartwatch apps, live chat, kiosks, instant messaging, social media and mobile apps. As such, digital enables customers to be constantly connected, allowing them to get what they want when they need it.
A Salesforce study of marketing touchpoints found the average consumer uses 10 channels to communicate with companies, and lists 6 of those channels as preferred.
Getting New Customers and Winning Loyalty
Digital is creating an increasing number of ways for consumers to connect with companies and they have been conditioned to expect newer and better experiences. As such, they are harder to impress. Today’s connected consumer requires brands to account for all digital channels in the shopper’s purchasing process. If this is not embraced, brands will have difficulty to win customers – let alone their loyalty.