In the digital age, customers are in control. With the popularity of online services from companies like Amazon, Uber, and Airbnb, it’s natural for consumers to expect that all transactions will be available in just a few taps. Now that mobile devices are so readily available and connectivity is the war cry of the world, consumers can — and expect to — get exactly what they want when they want it.
Every stage of the consumer journey is available on just about every device that consumers own, and it all fits naturally into the way that people live their lives. And because they’re used to convenience, they’re not going to go searching for every brand. Unless you’re providing consumers with a quick, easy, and unique digital experience, your business could suffer.
People are consuming media in new ways and on new platforms, and brands are being challenged to find innovative strategies to keep consumers’ eyes on their content. The average American uses four devices, and research shows that Millennials (Generation Y) use an average of five devices. Nearly 7 in 10 consumers are multitasking most of the time, so not only do you have to get their attention in this digital age of business, but you’ve also got to keep it.
Moving forward, few businesses will be able to maintain their level of success without changing their strategies and incorporating digital marketing. Without that, the era of business disruption and the “age of the customer” could spell disaster for companies that fall behind.
Are you interested in learning more about the tenets of digital disruption and putting customers first? Listen to Valassis’ webinar “Powering the Evolving Consumer Journey, Part 1: How the Journey Has Changed,” featuring digital marketing expert Joanna O’Connell, vice president and principal analyst at Forrester.