Technology is constantly evolving, and marketing is certainly no exception. In the last decade we have witnessed technological and social changes that have completely redesigned the relationship between companies and consumers. In a recent article published in Forbes , Blake Morgan , customer experience futurist, describes 5 trends that will revolutionize the customer experience and make it the real factor on which companies should invest for their competitive advantage. Multi-channel approach, profiling , personalization of communication and offers but not only: in 2020 companies will have to adopt marketing strategies that put the customer at the center, with their interests, needs and aspirations.
1) Customer experience: space for psychology
For decades, brands have wondered sale leads, armenia email address how to create relationships with their customers that could give them personalized and extraordinary experiences. While technological evolution has provided the tools, on the other hand it has become necessary to change the point of view and consider the customer first and foremost a person.
So, in 2020, a company's marketing strategies can no longer ignore a deep understanding of the psychology of its customers and potential customers and their purchasing behaviors.
How does a customer feel about a brand? Does the customer appreciate the service? How can the customer emotionally connect with a brand? Customers who feel they have an emotional connection with a brand become loyal advocates, make repeat purchases, and recommend the brand to family and friends. They themselves will be so interested in creating a continuous and consistent experience with the brand that, of course, cannot ignore technology as a tool to achieve it.
2) From product to service to experience: a new paradigm is emerging
In recent years, consumers' attention has increasingly shifted from products to related services. In an increasingly saturated market, people often choose a brand's product rather than a competitor's, not so much for its functional characteristics, but for the service and above all the values that the brand embodies. Consumers are often, more than anything, looking for experiences and emotions and companies find themselves having to rethink many of their commercial practices, often too focused on exalting the product and its characteristics.
