If you look at the results of the latest studies such as "State of Marketing" or "State of Connected Consumer," it is clear that consumer expectations have evolved. Personalising the message is becoming increasingly important — no longer even to specific target groups, but to individual people. Digital experiences and the way customers are served have also become extremely important today.
The "State of Connected Customer" report shows that, according to 88% of customers, the service environment offered by a company is just as important as its products or services. This figure has never been so high — customer loyalty also seems to be losing importance. In the past year alone, 71% of consumers decided to switch brands at least once because their priorities, lifestyle or financial situation had changed. This should come as no surprise, since we have learned to compare offers quickly and easily. More financially attractive propositions and higher product quality are, according to the research, the main reasons for choosing another brand. There is, however, a small "but." Issues relating to customer experience, such as quality of service and ease of contact, are also taken into account. Representatives of Generation Z and millennials, regarded as the precursors of new behaviours, are more likely to switch brands because of the convenience of interaction than members of the baby boomer generation, which means this trend is likely to continue.
This means that brands must pay more and more attention to the way and form in which they interact with their customers. Here, according to Polish marketers, the most important channels are, in order: social media, video and digital content. Younger generations, who are becoming an increasingly large group of consumers, make massive use of digital solutions. It is therefore obvious that effective marketing must keep pace with them and be where the consumers are. It should be emphasised that social media is the marketing channel whose value has grown the most in Poland during the pandemic. A study conducted among 1,600 global shoppers as part of the fourth edition of the Connected Shoppers Report shows that by 2023, as much as 25% of purchases will be made outside a website, app or physical store. So where will buyers be? Where they feel most comfortable — on Facebook, Instagram or TikTok — and that is exactly where companies must communicate with their consumers.
Both of the cited reports show that the expectation of highly personalised communication is growing year on year. Consumers expect companies to know them and, as a result, to be able to communicate with them in an appropriate way. This cannot be done, however, without access to data. Although there is a great deal of talk about the protection of personal information and reluctance to provide it, research actually shows something quite different. As many as 61% of respondents agree to their relevant data being used in a transparent and beneficial way — in 2020 this figure was 52%.
The need for personalised communication and, at the same time, the growing role of social media in sales will mean that marketers will need new tools, not only to automate activities but also to personalise them. Consumers want to remain the centre of attention and to be recognised by their brands, and this translates into a need for individual offers. A bit like with Netflix: "because you watched and liked Heartstopper, we recommend Young Royals rather than Dark."
Ed: PN
