Marketers will understand customers better in the future. Data-driven marketers will be better equipped to draw from the wealth of information available through sources such as mobile, social, and the Internet of Things. But that won't make marketers' jobs any easier. Customers will have different and higher demands. They will expect their preferred brands to be available in every channel and to be transparent about service and price.
Marketers need to prepare for that future reality today. Mobile retailers stand at the vanguard of the connected customer evolution. The average consumer's life is increasingly lived online and there are almost hourly revolutions in technology. With more sophisticated mobile apps, cloud technology, big data and the Internet of Things, we are becoming more and more symbiotic.
To stay relevant, retailers need to evolve their mobile platforms and strategies how to foster 1-2-1 relationships with clients through these connected channels. They have to re-think and enhance their existing processes and be prepared to stay agile.
One of the most integral skills for a business is to master data management and analysis and ensure that the right processes are in place. Research shows that less than one percent of customer data is analysed by business. Companies ignore the data available on their connected consumer at their peril.
User experience and speed is of the essence. Connected customers value their time – 55% of US online users say that they are very likely to abandon their purchase if they cannot find a quick answer to their question, with 77% saying that their time is one of the most important things a company can do to provide them with a good service.
Communities rule for e-Commerce as well as customer delivery: By 2020, 30% of all purchases will be made through an online community. Marketing will take an important role within companies in building these communities and ensuring that purchasing is part of a customer engagement life cycle.
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