The Battle for the Digital Consumer

Global and local companies engage in a never-ending battle to build a loyal bond with existing and new customers. They fight to become the customer’s trusted consumer electronics partner. One of the many struggles on the road to achieving this goal can be won by utilising the resources available in the marketing mix as effectively as possible.

 
Today, marketing managers are presented with a multitude of channels and platforms from which they can target consumers. However, in order to maximise their marketing resources efficiently, it is crucial not to use a spray and pray approach but to meet the consumers where they are – and when their needs arise.
To do this, you need to know what is important for consumers. How you can reach out to potential new customers via today’s many touchpoints.  Discus Communications and the market research company, Berent, have conducted a survey, which identifies some of the factors that play an important role in consumers’ buying decisions regarding electronic devices and gadgets. 
 
The report Digital Lifestyle on the Move – Brand Marketing Insights 2014 highlights the most important findings in the survey and reveals – among other findings – that only six percent of the respondents find design to be the most important factor when choosing a consumer electronic device. Surprised? Check out the survey and see how well you know your future customers. Learn more about what Facebook users would like to hear from your company – and what they dislike the most. Also, see where the younger generation get inspiration for their next purchase.
 
The report Digital Lifestyle on the Move – Brand Marketing Insights 2014 highlights the most important findings in the survey and reveals–among others findings–that only six percent of the respondents find design to be the most important factor when choosing a consumer electronic device. Surprised? Check out the survey and see how well you know your future customers. Learn more about what Facebook users would like to hear from your company – and what they dislike the most. Also, see where the younger generation get inspiration for their next purchase.
 
Websites are Important
So what are the choices you have to make in your marketing mix? No matter which target group you are aiming for, we recommend that you have a clear website strategy. And that you make it as user-friendly and informative as possible. Your website must make the users feel welcome. It must lead them easily through the decision-making process. According to the survey, the website is the most important channel for gathering information about a product for consumers – even more important than the physical store, friends, family, colleagues, articles and product reviews. 
 
About one third of the 913 Danes who participated in the survey state that they first and foremost make their purchasing decisions based on the information found on the manufacturers’ websites. Thus, your online display window will give you the greatest opportunity to influence a potential sale. It provides guidance on alternative products as well as creating preference and loyalty with top-of-the-shelf customer service.
 
Young People Prefer Ratings and Tests 
If you are especially interested in young consumers (age 18-34), it is important to work with PR.  Many young people (33 percent) cite information from magazines as the second most important information source – next to the website – when evaluating electronic equipment. You need to make sure that your products are mentioned, rated and tested in the relevant media, blogs, newspapers and other platforms. 
 
Women are on Facebook
If you want to be successful in communicating to females, you need to influence the people in their lives. They especially seek advice from those that are close to them – friends, family and colleagues. And speaking of friends: Do not overestimate Facebook as a potential platform for marketing even though 70 percent of the women in the survey have a Facebook profile.  
 
Be careful not to praise your products too much. Shout out about campaigns that they will see elsewhere or too many predictable initiatives from your company quickly become boring and noisy. You should use Facebook as an exclusive club for loyal fans and give them something they will not find elsewhere. E.g., insider-tips, sneak peeks on product launches, a glimpse behind the scenes and maybe honest communication about things that may not have turned out the way they were intended.  
 
Speech is Silver…
Do not post too frequently on your Facebook page. Our survey shows that as many as 72 percent actually only want to hear from companies 1 -2 times a week or less. With that said, you should not expect any reactions from your followers either. The majority of the respondents say that they never like (57 percent), comment (72 percent) or share company-updates or comments (68 percent). 
 
However, this does not mean that they are unsatisfied. Often, it is easier to get negative comments from followers than it is to get positive feedback, so be satisfied with the silence. It generally means that your followers are pleased. In this respect, speech is silver and silence is gold. 
 
If you would like to learn more about the findings in the survey, please download Digital Lifestyle on the Move – Brand Marketing Insights 2014. Or send us an e-mail at info@discus-communications.dk