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Today’s marketing world is ever-changing – how prepared are you for these new realities and consumer expectations?
Small is big. Today’s consumers love smaller brands that they feel they can really know and trust. They associate “small” with attributes like “authentic,” “specialty,” “healthier,” “environmentally conscious.” Think Halo Ice Cream, Rx Bar and Beyond Meat. Another way “small” is coming into the mainstream is with “solo” consumers who demand smaller sizes, single servings and custom sizes and products to fit their smaller households. Even the largest companies must think about how they can deliver “small.”
It’s personal and it’s a segment of one. Our digital world has changed personalization from a want to an expectation. Consumers expect closer, more personal relationships with the brands they choose. One way to do this is by creating relevant, “personal-like” experiences – re-framed benefits that address specific needs like skin or health concerns or messaging that guides to the “right” solution. “Hyperpersonalized” takes it even further with products created for “segments of one at scale” like Tito’s Vodka customized celebratory bottles and Ollie’s dog food specially blended for your dog’s specific nutritional needs. How can your brand get more personal?
I’m always on, are you? Consumers are always on. Think with Google reports that 84% of Americans are shopping for something at any moment in up to six different categories. In nearly a quarter of shopping occasions, people say they turn to their smartphone first – for research, for recommendations, for location and to purchase. Always-on means consumers want it now – Amazon has made two-hour delivery a reality. Direct-to-consumer means we can buy anytime, anywhere. This means your brand must be always-on as well.
Sustainability is an expectation. Really. In the past, if a brand had a sustainability message or recyclable packaging, it could be a tiebreaking choice at the shelf. This is no longer the case – sustainability is an expectation that really matters. Consumers are looking for products that are “healthy for me and healthy for the planet.” According to a 2018 Nielsen study, 48% of U.S. consumers said they would change their consumption habits to reduce their impact on the environment. And sustainable products are growing faster than those without a sustainability commitment. How can you connect with consumers through sustainability efforts?
AI, AR, VR. It’s all here. Now. Artificial intelligence, augmented reality and virtual reality take personalization to another level. They bring experiences that help consumers make decisions. They create new connections throughout the consumer journey. Brands like Sephora, Jack Daniel’s and Budweiser leverage these tools to tell engaging brand stories and make personalized recommendations. Don’t shy away from this new world – understand how both your brand and consumers can benefit from AI, AR and VR experiences.
