Flipping the Dynamic on Consumer Marketing

The landscape of marketing is undergoing a profound transformation, traditionally driven by two main factors: economics and attitude. Historically, marketing has been a one-way street, aiming to influence consumers to ‘buy our products’ or ‘choose us’ over competitors. This approach is inherently uni-directional.

sens is revolutionising this by drastically lowering the cost of market research, specifically the cost of deeply listening to consumers. sens provides precise and extensive insights at a fraction of the traditional cost. This shift is flipping the dynamic: instead of dictating to consumers, we are now listening to them tell us what they want.

As the cost of deep listening decreases, the power is increasingly shifting towards the consumer. In today’s competitive market, the only way to stay ahead is to genuinely listen to consumers. Those who embrace this new model will thrive in the future of marketing.

This shift in power is evident across various industries. Take retail, for instance. Consumers now have more choices than ever before. In the past, we had only four very similar banks to choose from in South Africa. Now, switching banks, and choosing where to shop for clothes and groceries have become much faster and easier due to increased options.

Previously, consumers would buy what buyers select on a seasonal basis. Today, we can shop online globally, significantly expanding our choices. Companies like sens are at the forefront of enabling this new advantage. In a world where consumers have more choices, it’s the listeners who will win. This is evident with brands like Shein and Temu, which have disrupted traditional retail by offering extensive options and responsive service.

Any business that interacts with consumers must adapt to these new rules. There’s a massive opportunity for those willing to truly listen, identify consumer needs, offer fair prices, and act quickly. This is the new equilibrium in marketing. Being agile and adaptive is no longer optional; it’s essential. Retailers are no longer deciding what goes into shops alone—consumers are actively telling us what they want.

sens is working with some of the largest retailers and setting up "Living Lab" capabilities for them. This means we have an always-on, deep-listening mechanism in place, constantly interacting with consumers on a monthly basis rather than relying on once-off market research efforts. This continuous engagement allows us to rapidly translate consumer insights into actionable changes in product features, pricing, and more.

The marketing game is changing rapidly. Consumers are more empowered than ever, and those of us who are willing to listen deeply and respond swiftly will be the ones who succeed.?

sens is not just keeping up with this change; we’re driving it.