Keeping your business going in digital age

Often, I try as much as possible to hammer it in to as many companies and brands that care to listen that consumers have changed. Consumers have evolved over time. They have so much changed that many companies and brands should try as much as possible to catch up with the pace of the changes.

In fact, it’s like a Toyota Camr.y 728 horsepower trying to catch up with a La Ferrari of 949 horsepower; an impossible dream for a Toyota Camry. Man is programmed to adapt to changes in his environment. It’s a law of nature – the same with factors that influences the consumer to change over time. It is advisable and smart for companies to get ahead of consumers. They should always be a step ahead of consumers. How? Put yourselves in your consumer’s shoes.

Years ago, customers have always believed what brands tell them in adverts and commercial messages. They take it hook line and sinker. It made the then consumers scared of change when making their buying decisions. They prefer to stick to a product rather than try other products. While growing up my mother sticked to a particular detergent because she felt that was the best brand in the market. As I grew old I found myself buying the same detergent. Suddenly, one day I decided to take a leap of faith to try another brand I have heard so much about. I got an outstanding result and I’ve tried several detergents over and over based on the information I’ve gotten over time. What turned the former consumers to today’s consumers?

•Exposure to Information: The rate at which people exchange information is as fast as the speed of light. The social media platform is really a good source of information. The social media pushes out tons of information every second. Consumers all over the world find it as a good place to seek referral and have a background check before making a purchase decision. There are numerous websites that have basic information about products and best brands in market. In fact some websites have the current market prices. Companies and brands can no longer hoard information about their products. People have already aired their opinions about your products. It’s just a matter of searching for information concerning the product online.

•Price consciousness: Consumers have always been price conscious. The consumer is a selfish being; always thinking of himself. Price is always at the centre of the consumers purchase decision and it will remain the same. What has made today’s consumers more price conscious is the extreme alertness not to feel cheated.

•Technology usage: Presently, we live in a technological world. Technology is shaping virtually everything we do today. Unconsciously even the illiterate is using loads of technology. For example, the infiltration of mobile phones has made people more conversant with technology. People now browse the Internet on the go. People can listen to radio on the go. People now share files on the go. However, thousands of apps are assisting consumer make good purchase decisions. They know which companies and brands are doing well in the market via these Apps.

•Referrals: Consumers can now check out product reviews; as well as get referrals online. Personally, I check movie reviews online by people who have seen the movie I’m about to watch. Referrals and reviews are basically unique to today’s consumers because they are blunt truth. Now, consumers prefer to listen to fellow consumers a thousand times over than being cajoled by brand messages and gimmicks. Some consumers are influencing other consumers without knowing. A simple post on your social media on how good a product is speaks volume of such a product.

•Customer care service: Gone are the days brands can get away with treating customers badly. Today’s customers are very different; they know their rights and the appropriate quarters to air their frustrations. Brands are upgrading their customer service often, devising new methods of pleasing their customers especially with the aid of social media platforms. This has made customers feel more powerful than never before. Brands that don’t put customer care as a priority in pleasing customers and keeping their customers are finding it difficult to retain the customers they have. The customer care service has created a craving of power for customers because they feel in control.

Don’t look today’s consumers like the consumers of old; really, they’ve changed. What better way to keep your business a going concern than to go with the change.