The expression \u201cthe customer is king\u201d might\u00a0date back to the 1930s\u00a0but it\u2019s never been more relevant than today. After all, if someone isn\u2019t happy with the experience, product, or price a company offers, endless other options are just a click away.<\/p>\n
So how can brands meet these rising customer expectations? We spoke to marketing leaders to find out.<\/p>\n
Deliver personalized experiences<\/strong><\/p>\n Not that long ago, brands could get away with blasting the same ads at different people, regardless of their individual tastes and preferences. But today, customers want something more personal. For example, 63% of people expect brands to use their purchase history to provide them with personalized experiences.1<\/sup><\/p>\n That\u2019s something Jeremy Hull, the VP of innovation at iProspect, a digital performance marketing agency, told us he\u2019s noticed. \u201cIt used to be about just waving and saying, \u2018Hey, I\u2019m here, here\u2019s my generic pitch.\u2019 But now brands have to be much more personalized and thoughtful in their responses.\u201d<\/p>\n Provide a seamless path to purchase<\/strong><\/p>\n Customers constantly move across different platforms. For example, our research found that 80% of people say they typically switch between online search and video when researching products to buy.2\u00a0To meet growing customer expectations, then, brands have to create a seamless experience across all these channels.<\/p>\n \u201cI call it fingertips or footsteps. Whether or not a customer is walking in the store or shopping online or using a voice-activated speaker \u2026 we have to bring our A-game to all those channels,\u201d explains Jerri Devard, Office Depot\u2019s chief customer officer.<\/p>\n Lean into video<\/strong><\/p>\n Video isn\u2019t new, but some of the consumer expectations we\u2019re seeing around this format are novel. For example, while you might assume people only head to platforms like YouTube to hear from their favorite celebrities and influencers, that\u2019s not entirely accurate. In recent research we commissioned, 70% of shoppers said they\u2019re open to learning about products on YouTube from brands.3<\/p>\n The marketers we spoke to are already seeing this behavior play out. \u201cVideo is more important than ever before,\u201d explains Ann Bair, Nationwide\u2019s chief digital officer. \u201cIt\u2019s the way customers want to interact with us. They spend more time on video and interact with us more deeply.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":" Here are 3 Ways Brands Can Keep Up The expression \u201cthe customer is king\u201d might\u00a0date back to the 1930s\u00a0but it\u2019s never been more relevant than today. After all, if someone isn\u2019t happy with the experience, product, or price a company offers, endless other options are just a click away. So how can brands meet these […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[79],"tags":[],"class_list":["post-3117","post","type-post","status-publish","format-standard","hentry","category-social-media"],"yoast_head":"\n