The Evolved Consumer And The Art Of Earning Their Attention

Consumers today are very different from those a generation ago. While their parents tended to stay with a brand and didn't change unless there was a compelling reason to, this generation of consumers like to experiment with their choices before (and if) they settle down to a brand. In fact, consumers today place higher value on the differentiation and variety offered: the auto industry, with its explosion of offerings, is a great example of how much consumer tastes have changed in the last three decades.

?Another key differentiator is the ease of access to information. Consumers today have unprecedented access to information, and this is something brands have leveraged very successfully through branded content, websites with dedicated blogs, creative Instagram presence, video content, and influencers and celebrities who personally endorse their products.

?This is a departure from celebrities declaring a product "the best" on a TV commercial. This approach doesn't work anymore. Today's consumers want to know why the celebrity favours a particular brand, and have a keen eye for spotting paid promotions. This trend has spawned the careers of several YouTube, print and social media reviewers, and creators of explainer videos. Several of these content creators are regular people - often from heartland India, and it is their authenticity that draws audiences in.

?Creating brand loyalty therefore, is a matter of meeting several parameters. Consumers assess brands on the basis of their interactions with them, how cost effective they are, how easily available, and how responsive they are to questions and concerns. Sometimes, all it takes is one bad customer interaction with a rude customer service person to create a Twitter fallout.

In my opinion, brand loyalty today is about forging connections that matter. It is about being available to customers when they're ready to purchase or renew, armed with the information they want, and at a price that is competitive and offers the customers significant value. Also, the quality of these interactions matter, so a strong customer service attitude is a must have.

In terms of marketing strategy, Omnichannel design checks all the boxes: it creates an ecosystem where the customer's brand perception is high and reinforced often; products and offerings are seen as high value; and the pricing feels competitive or even friendly. By leveraging the right use of social data and a strong customer service ethic, brands can come close to the brand loyalty that they have enjoyed in past decades.

Maintaining brand perception and brand loyalty takes much more effort and consistency than it ever has before. However, this also offers consistently high rewards in the form of repeat business and high promoter scores. By building layer upon layer of great customer experiences, brands recruit happy customers to their cause, thereby creating a loyalty that is very hard to shake.?