With the progressive use of the Internet by the masses, including new technologies, people are increasingly “digitizing” their life habits, that is why the continuous migration of audiences to digital media, thus creating a New digital consumer profile.
The advertising that comes has to adapt to these new consumers and companies should specialize in hybridization between new media and traditional, thus palpable a personalized advertising in which it primes information and Contents of your consumer.
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New habits for New Times
Today’s consumers are pushing the boundaries of traditional buying; The trends, which as we have seen before, change often (mobiles are used much more assiduously to buy, requires better service and greater knowledge of employees in the store).
Digital buying habits
The total retail 2016 report, made from interviews with 23,000 buyers from around the world, analyses the consumption habits of the new consumer profile in a total of 25 countries (also Spain).
In it, it is concluded that the electronic commerce market, called e-commerce, has not yet reached a stage of maturity, Spanish consumers still make a limited use of this, preferring the physical store.
Only 19% of Spanish consumers buy online, at least once a week, standing below the world average (29%), while 66% go to the physical store once a month, being 40% who do it as little once a week.
New booming sectors
Another interesting aspect to highlight is the preference of certain products by consumers when making a purchase: books, music, movies and video games (55%), following electronic articles (38%) and fashion (34%). On the contrary, the current Spanish consumer would be less willing to buy food, jewellery, watches and furniture.
How do digital consumers behave?
Having dealt broadly with consumer trends and consumer habits, we went on to discuss how their behavior is, what they expect from their environment, what they aspire to, etc.
We start from a context where the impact of digital technology, the Internet becomes palpable more and more, being noticeable today and closing everywhere. The consumer is oriented in the social, the multiscreen and in multiple channels.
Companies change the focus of communication
Consumption has begun its recovery, with a positive but gradual trend. It continues to maintain a control of spending (from obsessive spending to a more rational one). That is why brands can now leverage to emphasize consumer advertising, recovering credibility.
New values appear (health, leisure, equilibrium, technology…) and the usefulness and improvement of the life of the users and their environment are pursued. There is a simple tendency to take care of the details. And as a result, the consumer is regaining control.
Characteristics of the digital consumer
Alvin Toffler, in his work “The Third Wave”, introduced for the first time the term prosumer, in which the roles of the producer and consumer are unified. The balance is increasingly balanced and the consumer is recovering his identity again. Currently, there is a need for bidirectional communication with the company, as if it were a conversation, forcing the company to be transparent, integral, coherent, etc.
This type of consumer, among other types of traits, brings together the following sections:
- It is a demanding consumer
- You have more information in your possession
- is more active in the process
- Demands both excellence and personalized treatment
- Ask for reasonable prices.
- Try to have variety and immediacy
In short, the digital consumer is an increasingly skeptical individual about the discourse of conventional advertising. This implies that, on many occasions, it is based on the recommendation of another consumer.
In addition to consumer, creator
Add that they are also a co-creator consumers. In recent years, it is originating a new type of relationship with the company/brand.
It is the consumer who introduces a creative input into the value chain and contributes to creating products or services based on the needs and aspirations that he himself possesses.
But it does not remain there the consumer’s reach, but it also contributes many times to proactively generate advertising messages of the brand, amplifying the advertising message in that way to more social mass.
This new consumer is different from the other consumers-type of yesteryear in terms of its multitasking capability: multi-screen and multichannel. In the first case, the use of more than one device simultaneously (TV, mobile, tablet, laptop), in which it is glimpsed that TV and mobile make a very good pair.
That is why brands can take advantage of these synergies among them, thus generating trans-media content; An example is the broadcast of a television program and its promotion of hastags on Twitter for the dissemination of content and user opinions related to the TV program.
All this is aided by the audiovisual material, which is more powerful and attractive every day. As for multichannel, it is important to highlight that the consumer wants to contact the company or the brand in different ways, and this means that companies must integrate the services offered by the different departments they have.
It is because the consumer expects to have a single interlocutor who knows his entire history, without being treated as a mere bureaucratic process, passing from window to window.
The content is the King
And at the communicative level, it must be clear that the content is the king and the involvement or implication of the consumer (engagement) with the brand or the advertising message is the other great asset.
What these new consumers of the Digital age want is relevant content that will provide them with really useful information. He also wants entertainment and to tell him stories that reach the heart (called storytelling among the professionals of the communication).
Brands that broadcast advertising campaigns egocentric about themselves today would not have much success with this kind of consumer.
For this same reason appears in scene a new trend on the rise: the branded content that consists in the generation of contents related to a brand that allow to connect to that brand with the consumer, and this is very useful in an inbound strategy Marketing.
In short, the future for more effective advertising for The advertiser, and for the user more interesting and useful.
Advertising will have to be transformed to adapt its structure to the new consumer. Companies have to focus on customization and segmentation of their communication for according to which targets. In addition, it will be necessary to consider the provision of a multimedia brand promotion, either in different networks, different media (TV, radio, email, etc.) or combined each other.
On the other hand, they have to strive to be transparent, and to make them see that they are an interactive brand, with which people can communicate at all times. In this way, they self-promote themselves, avoiding being too intrusive.
Already in another step, it would be ideal for the brand contents to have a viral autorreplicación effect, instantaneous, measurable, that facilitates the purchase to the consumer and that is broadly supported by the new technologies.