There are broadly 3 things that customers want everyone to understand and execute
- · Know me,
- · Simplify for me,
- · Assist for me …and all of this at the right time and in the right way
Customers expect companies to be transparent, accurate and available for them at any point of their requirement
Some of the key challenges in today’s world for marketers are
- · Customer behaviour is not linear anymore
- · Messaging no longer seems to work as everyone wants dialogues particularly the millennials..
- · New age customers don’t go out searching for any brand,You will have to be present at places and in ecosystems that the customers are present in
As a marketer there are 3 choices to target customers
- · Use the company’s internal data to target
- · Look elsewhere to know more about customer behaviour
Online and social platforms where people come to browse, Buy sell, and look up information hold loads of data on customer choices and preferences
All of the below helps us understand individual customer patterns in detail
- · Today the time spend on TV is 30 minutes a day while a person is online for four hours
- · 100 million visit Facebook for at least 20 minutes a day
- · Consume at least 3 you tube videos in a day
- · How to do it yourself guides ,reviews ,bloggers, etc are more sort after before decision making than ever before
Social media has also given rise to two new but very powerful content formats
- · UGC or user generated content
- · Ephemeral content
Ephemeral messaging is the mobile-to-mobile transmission of multimedia messages through WhatsApp etc.. These content also disappear after a short period
Data of customers helps us find what decisions will work in what conditions and then this use this information to plan the marketing campaigns. As vanilla adverting alone wont help you reach the target audience , content is becoming most prominent in brand communication strategy. After assimilation of all customer data the next important step is the creation of right content and then marketing of the content which will include
- · Personalisation and
- · Mass customisation
According to Havas Meaningful brand research there is a 71 percent correlation between how a brand performs on improving personal wellbeing and the strength of its content.So in this scenario Multi screen story telling becomes of paramount importance because Tv has revived with smart technology,OTTs like Netflix,Amazon prime etc are best watched on TV
This is where machine learning and artificial intelligence comes in..Machin elearning helps us target the right user at the right time with the right content. The more information that is fed in the more accurate and personalised the results are
So ML(Machine Learning) and AI(Artificial Intelligence) could be used for creating a movie trailer or a sports highlights or news capsules as per the user requirment
Havas Cognitive is an example of AI implementation for brands
So to conclude Content ,Personalisation and mass customisation after studying personal patterns and delivering the story across multiscreens are going to be the key to any marketing stratergy
