The Changing Dynamic Between Brands and Shoppers

To remain relevant in our increasingly digital, ecommerce-driven economy, marketing companies can help adjust advertising and business strategies. Business Insider, a business intelligence site, says, “In the first quarter of 2014, 198 million U.S. consumers bought something online… That translates to 78 percent of the U.S. population age 15 and above.”

Consumers are spending less time in brick and mortar stores and more time shopping online. Despite the fact big differences separate these two types of shopping, consumers expect the same experiences online as the experiences offered by traditional stores.

Avoid Annoying Ads

Marketing Land — an online daily publication that covers all aspects of the marketing industry — says, “There’s a big gap between what people want and what they experience online. People still see ads follow them around the web featuring items they’ve already bought or receive offers that are nearly irrelevant to them.

Equate this to a sales person following you around the mall and trying to convince you to buy something you’ve just purchased… Herein lies the disconnect between consumers and the advertising efforts of some marketing companies. Consumers are more in control now than ever, thanks to online shopping, consequently their expectations are a lot higher.

The Consumer Is Always Right — Especially Online

To remain competitive, marketing companies must focus on providing seamless transactions and excellent experiences. “In order for marketing to be welcomed by consumers, it has to be spot-on. It needs to be relevant, relatable and meaningful, and it needs to provide value — not deter people from the shopping experience or make them feel misunderstood.”

Today, successful marketing means having a thorough understanding of who your consumers are, what type of buying experience they want and providing it to them without all the unnecessary bells and whistles. In the modern era of consumerism — the consumer rules and brands must cater to the wishes, wants and expectations of these targeted buyers.

Nicole Donaldson writes for Fusion 360, an SEO and content marketing agency. She writes for many other clients as well. Follow on Twitter