Zoom calls, grocery deliveries, telehealth... the future is now.
The past year felt like a decade of new trends condensed over a minuscule period of time. However, while technology evolving at a fast pace is nothing new, if the past year is any indication of what the future could be like, consumer behaviors and their relationship with tech will continue to change at an accelerated pace.
Thus, understanding how technology changes consumer behavior and how their needs guide innovations is crucial for marketers.
1. Danger! Information overload.
The good news: Tech is making everyone better at multitasking.
The bad news: Switching between devices and tasks is the new norm, but the average attention span has dropped from 12 to eight seconds from 2000 to 2015.
Thus, brands need to adapt to waning attention spans and go all-in with bite-sized content. Combining short content formats with highly-targeted ad and SEO campaigns ensures that the right information reaches prospects at the correct moment.
Because the message might not stick the first time around, engaging and re-engaging users across platforms is key. The Rule of Seven is more relevant than ever, and some marketers can even benefit from aiming for a higher number of impressions.
2. Split-second decisions (and frustrations)
Today’s consumer is faster than lightning when making a value judgment. Their time is precious, and brands only have a few seconds to deliver what users want before they get frustrated and click away.
The solution? A customer-centric approach where brands engage with users on their own time and on their own terms. Brands with a strong omnichannel strategy are staying ahead of the game by letting users decide how and when they want to interact.
It's the customer's world, and marketers are just living in it.
Another winning strategy that focuses on how technology changes consumer behavior is betting on highly customizable experiences in the user’s journey and using analytics to map out this journey. That way, marketers can identify potential friction points.
3. A not-so-simple matter of trust
The hard truth: A frictionless and omnichannel experience isn’t enough.
Because consumers make decisions fast, trust is now a key differentiator. During COVID-19, some majors trends emerged, such as a preference for eco-friendly and health-conscious businesses. Transparent messaging about these values can build trust.
4. Automating human tasks -> Humanizing automated tasks
The frustration consumers experience often stems from barriers that brands unwittingly introduce when adopting tech solutions like automation. While self-service and chatbots are convenient options for simple tasks, automating human tasks can feel alienating.
Intelligent systems can work two to three times faster than a human and are central for delivering the kind of personalized attention customers have come to expect. However, automation shouldn’t be the end goal. This isn't "I, Robot." (After all, everyone knows how that turned out.)
It’s time to look for ways to strike a balance between efficiency and humanizing automated tasks for an optimal customer experience that inspires trust.
For instance, a focus on authentic interactions over scripts can result in a connection that feels more genuine. Workflows that integrate human interactions into self-service tools or chatbots can also reduce frustration. Video calls that were a necessity during the pandemic could become a long-term solution for connecting with customers as well.
Technology changes consumer behavior, so it's time to turn to tech
Technology innovations create new opportunities for brands, but they also mean that the goal post is moving. Over the past few years, keeping up with digital transformation was the prime directive for businesses. With competition heightening for many industries and technology influencing customers’ expectations, the new marketer’s holy grail is to deliver an experience that feels human.
Understanding how technology changes consumer behavior and how they shape technology results in better decision-making. Check out the CXOsync podcast CXOstories for this and other stories from real CXOs.