An afternoon in Amsterdam on consumer trends….exciting and confirming what we see happening around us. The hyperconnected individual who brings ON and OFF line together is here. Although this sounds like a paradox, individualism and connected society OR on and off-line, it is not. Next year will be about this individual, consumer or just ordinary person, who wants (and gets) more control over his life, his health, his expenses, his …. . And above all this connected individual doesn’t want traditional marketing or other 20th century models to help him out ordening and informing his life. Yes, you marketeer better be ready to shift into marketing x.0 to serve this individual.
It’s not information overload, you stupid, it’s infolust we’re taking about!
This connected consumer is confronted with a compelling amount of information, often called an information overload. Nevertheless this consumer has a true appetite for information AS long AS it is relevant for him/her. This is the big shift, where we used to be overwhelmed with information when we all searched Google, our connected customer has access to relevant information through spot on access points. For Instance JC Penny’s in store kiosks give customers relevant information on any item they want to purchase (reviews, additional information, …) OR C&A Brazil who equipped their clothing hangers with small screen which show the likes of the clothes on display, so you can see what’s hot and what’s not! Relevant information for you as an individual.
These examples also show how the online world is integrated with the off-line world.
As posted in my previous post, Do It Yourself health is also an example of this. But The British National Health Service (NHS) has gone one step further, asking their doctors to prescribe health apps to their patients. This way people can track and follow-up their own health. Research has shown that people who keep track of their health are less often ill (and this way save NHS a lot of money).
Marketeers move over, it’s customer time!
This has been the talk of town for a couple of years now, but recent numbers show a decrease in trust towards advertising or traditional marketing and a rise in trust from community or peer reviews, recommendations, …. A company or brand can regain this trust be being (or becoming) honest, open or just being genuine! It’s about your product or service, not about your image or campaign
Above this our connected customer surfs on the wave of “Make It Yourself”. This customers wants to be involved! So you need to bring this customer into your company/product/brand, and this is more than just collaboration, this is institutionalised co-creation.
These trends tend to freak out traditional marketeers, since they’re used to tell their story instead of building and creating a story with the (individual) customer. The individual between brackets is a rather important side-note to this, since you’re addressing to one individual. Social and database marketing will be the reference. And if I recall correctly, recent studies show marketeers aren’t to fond of and struggle with “big data”… To be continued!