Do you feel that you no longer sell how you used to? The problem may be your marketing strategies. Because if you are using the marketing strategies you used 2 years ago, you must change them urgently. Consumption habits have evolved! And therefore, you must change your way of reaching customers and selling.
It is a bit of redirecting your efforts and studying again and much more closely to the current consumer, but especially your specific consumer.
Follow me as I explore in detail the 5 consumption habits that will shape your new strategies.
The change in consumption habits from the pandemic
The arrival of a pandemic, the isolation, and the change in priorities boosted the change that has taken place since 2019. Consumers began to give greater importance to what they consumed, from content to the products they purchased.
According to Deloitte research, the majority of consumers today are focused on making changes that reflect their personal well-being and are consistent with their life purpose.
Consumption habits are aimed at well-being, personal growth, and experiences. After the quarantine, consumers are focusing more on those brands that not only offer a great product, but also a great experience.
5 consumer habits to consider when creating your marketing strategy
Start implementing better strategies that do give you results and help you focus your sales correctly.
1. 58% of consumers prefer to shop online
This leads us to the fact that consumers are increasingly using their mobile devices to buy and not just PCs. Since we spend more time on mobile phones than on computers, we have adapted to buying directly from apps or websites adapted to this format.
So if your strategies are directed only to your website, it is better that you start adapting everything to mobile as well.
In this same consumption habit, I must mention the vertical content. Instagram and TikTok are the preferred tools of several generations, this is due to the vertical content, the ease of consumption that it has, and how entertaining it is.
How can you adapt this to your marketing strategy? Start adding this content format to your app and website, not just to your social media content. If you are going to add images and videos, make sure you do it vertically, make sure you have a KPI, and in a period, after implementing these changes, evaluate if they have worked.
2. Customer service and customization
Consumers no longer want to buy what everyone is buying just for the sake of it, which is why it is so important that we become customer-centric businesses. Focusing on our client, but above all on the personalization of our attention and the sale of our products.
For example, there is a type of shampoo for each type of hair, and they all have the same function: wash the hair.
But there are many types of hair. If I go to a store, where I get multiple options, I don’t want them to recommend the one that everyone has. I want them to evaluate my hair and offer me the best option for me.
That is what the consumer is looking for: personalized actions towards their specific needs.
To implement a better customer service and personalization strategy, two things are important: knowing your customer very well and knowing the services you offer very well.
Only then can you hook the customer and make them feel that your brand is close to them.
3. Focus on emotions
What does not excite, does not sell. It is a reality today that with so much competition in the market, consumers bet on brands that reach their emotions, that make them feel joy, nostalgia, doubt, etc.
Storytelling can become your best ally to focus on this consumption habit. Put yourself in the shoes of your consumer, and what they feel, need, and would like to obtain.
I share this example of Amazon that they launched as a commercial in 2020.
4. Word-of-mouth marketing
There is this saying in marketing, no marketing supersedes word of mouth. You just can not beat it.
One of the biggest hashtags on TikTok for business is #TikTokMadeMeBuyIt. User-generated content has been free advertising for many brands within the platform, to the point of making one brand’s products go viral in different countries without the need to invest in an ad campaign.
With only the collaboration with some influencers, they have gained the attention of users of the platform, who have created FREE content showing the products and have given their brands greater credibility and positioning.
What does this mean? According to a 2021 Stackla report, UGC is 8.7 times more impactful than influencer content and 6.6 times more impactful than branded content.
Be sure to ask your customers to create content, leave a comment or review your products, you can even reward them for it. The Shein brand awards point to consumers who leave reviews, these points are converted into discounts on their next purchase.
5. Buy now, pay later
This payment strategy is almost a standard in many Latin American countries. But, as of 2020, it is spreading to the rest of the world.
With this modality, customers can distribute the payments of their purchases in installments without interest or credit card.
It’s especially popular with Generation Z (or Centennials) who are just entering the workforce and may have lower incomes.
An example of buy now, pay later is this Colombian skincare brand:
Evaluate how you can implement this payment method in your business. And if you want to learn all about proven sales, strategies, and processes, you can leave a comment below.