The consumer of the 21st century is completely different from that of the last century. Indeed, the psychology of the consumer and the way he acts evolve every day. The consumer today is on average less loyal and bored of the product more quickly. The life cycle of the product therefore becomes shorter and shorter …
In addition, the current customer is much more informed, he knows the different alternatives better and does not comply as easily as before.
Among the changes and adjustments to the necessary actions that companies must face to adapt and take part in this phenomenon, one of the most important is the way we have to reach the target audience.
First, we need to think about adapting the information we offer to the target audience. The information that the company transmits does not have to be general, but adapted to each niche of the market that we want to reach.
It is a question of realizing an intelligent, renewed and attractive offer for our target audience, and for that, we must take into account the following points:
- Listen before you speak. Indeed, we must listen to our customers so that our marketing actions are directed towards the right path;
- Understanding the client, his needs, his concerns and his curiosities so that he can give him what he needs, when he needs it. This will allow the client to receive the information without rejecting it and with great interest;
- Bring value to the potential customer, that the information sent to it is of interest, regardless of the type of product we sell. The client must receive information that interests him and that brings him something;
- It’s not about bombing constantly the customer with information. You must send information within reasonable time periods so that the receiver does not feel harassed and rejects the product due to excess information.
Secondly, we must also take into account that traditional means are no longer the only way to reach our target audience. Consumers today can be reached in a number of ways. We’re going to cover two of them today:
They are used more and more by companies and represent a means to communicate with customers in an active way. You can pass the information on to your target audience and they can react immediately. It is important to take into account the information that we have already shared, because the abuse of information via social networks can be perceived in a very negative way by the customer. Social media is the quickest and cheapest way to reach the end customer and get feedback that you wouldn’t get otherwise.
The mobile format
This is an option that we need to consider, as buying with this tool is becoming more and more common. It is advisable to start using this means and to adapt promotional offers and corporate communications to this format, that is, everything can be viewed on the mobile: the web page, the mailing, The advertisement…
Information is a source of wealth for the company which, if properly exploited, will bring you many benefits.