Today’s marketing is all about the customer or consumer. Whether you are B2C or B2B – it doesn’t matter, it’s all about B2H.
Business to Human.
Buckminster Fuller’s knowledge curve shows the challenge driving change in our world. Up to the 1900’s human knowledge doubled every century, by 1945 it was doubling every 25 years and today … human knowledge is doubling every 13 months! Brands have to think outside of the square or rectangle, or whatever shape that’s trending right now, to stay ahead of the curve.
Communication these days is complex, it's both instant and interactive — friends make plans faster, families are more connected and businesses provide answers more instantly than ever before. Customers expect conversations to happen how, when, and where they want. The convenience of mobile, email, Facebook, messenger apps, Instagram, and even Slack are driving the demand for a personal, fast and relevant content with a frictionless user experience at every touch point in the buyer journey.
"Previously your ‘product’ had to be 10x better than the competition, now your ‘customer
experience’ has to be 10x lighter than the competition. Technology in our personal lives has changed what we expect from businesses. As consumers, we’re constantly evolving to
favour the most convenient experience."
It wasn’t that long ago we slipped on the in-store headphones to listen to the latest vinyl or
shopped for a new CD, now we have access to an infinite library of digital online music thanks to platforms like Spotify. Back in the day, Blockbuster was one of the best places to be on a Friday night as you browsed the aisles for your weekend video selection, today we just launch Netflix for endless entertainment at our fingertips. And the experience is better too as Netflix’s AI technology makes thumbnails for the content you see tailored to your preferences. This combined effect of personalisation and recommendations Netflix claims saves them more than $1 billion per year, with only 20% of its subscriber video choices coming from search.
So what’s next?
As we move into 2020, a year that was featured in many futuristic movies our drive for convenience is moving from touch to speech. ComScore predicts that 50% of all searches will be accomplished by voice search next year.
If it’s not bad enough having faceless conversations with our friends and network via
messaging and social media, we’re now having conversations with AI driven Siri, Alexa and
Google Assist or maybe you prefer chatting with Watson, Bixby or Cortana?
The challenge for businesses in this new world of convenience and conversation is how to
stay connected to the consumer. With more choices than ever before, how you sell has
become more important than what you sell. We need to go from “being interesting” to “being interested”, asking visitors who they are, keeping track of what they do, and inviting them
to share feedback so we make sure our content is hitting the mark.
Create a brand that consumers love, need and want more of! 2020 is all about ...