Immediacy, New Media Channels, and Omnichannel Experiences Influencing Today’s Consumer

by Jackie Davis

Today’s marketers know that consumers expect a unique, memorable experience in the domain of their choice, and according to research by Google, this couldn’t be more true in 2020. With an increasingly complex customer journey, new channels of media consumption, and the demand for immediate gratification, marketers have their work cut out for them.

Below are three areas that marketers must consider while interacting with consumers this year.

The Complex Journey

The choices and channels are endless – making customer journeys difficult to guide and track. Shoppers are embracing the omnichannel experience shifting from online to in-store journeys. 83 percent of U.S. shoppers who visited a store last week say they used online search before going to the store, highlighting the importance of a fluid experience.

New Media Channels

From augmented reality to podcasts and video, the number of media channels is growing which means there are even more areas that marketers can connect with potential customers. In the past two years alone, the watch times for shopping-related videos on YouTube have quintupled. As consumers’ media habits continue to evolve, marketers must stay aware of the channels their target customers are using.

Immediacy > Loyalty

Seventy-five percent of smartphone users expect to get immediate information while using their device. Brands that can satisfy a customer’s immediate needs are more likely to make a sale. “Near me” searches have increased across every category, with consumers focusing on locally available brands that can be interacted with sooner. Mobile queries for “where to buy” and “near me” have grown over 200 percent in the past two years.

As we continue into 2020, these evolving customer habits will influence how brands position the customer journey, advertise, and sell.

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