Let's Talk About Your Customer's Bestfriend
One of the many common things that now we do most every morning as human beings (and I don’t talk about making coffee or get out of bed) is: checking our smartphones. Today, this happens especially to the millennial generation like me which don’t leave the smartphone for any reason other than the bathroom, and even there we bring it sometimes just in case. I bet you also thought of it while reading these lines!!! I think social media platforms are the first we look at. And what is in it that interests us so much to pay attention to? You will ask yourself. Basically, entertainment.
The entertainment and marketing industries have evolved to become one in this digital era. Everything that makes you happy, emotional, personal or related to who you are and what you project as a person, therefore attracts you and creates a connection wherever you are or will be. Think your smartphone as your best friend: it is always with you, it will help you when you are in trouble, the one that understands you the most, and primarily is someone with whom you spend time with or in other words entertains you.
In digital marketing, the ecosystem increased towards entertainment, especially online streaming. Brands like Spotify, Netflix, and YouTube are turning also into your customer’s best friend because they are transforming the entertainment into valuable personalization, and there are three reasons behind that. The brands are “TUNE IN” when the customer wants, wherever the customer is, and for what the customer wants.
WHEN: The customer has the final decision about when he/she wants to play music, see an influencer’s video or watch a new series.
WHERE: The fact that the customer can be in USA, China or the Antarctic and still be connected with what he/she is looking for is something worthless.
WHAT: You are giving the customer the power to control and click at that exact moment from a wide variety of options.
You as a marketer have to consider that you must be at the same place as your target is, and right now your target is always with its “best friend”. Consequently, you have to convert that bf in your better ally, so you will be able to do your moves without your audience noticing it. Don’t forget that the clients are the ultimate goal and you have to know them from head to toes, learn from them, and know what they really want in order to go in the right online direction otherwise, you will lose them on the way.
Online entertainment can be a successful tool for marketers to boost with brands and could bring it to the first thing your target audience see at waking up when checking their smartphones. Because: “Entertainment is a little wild West right now. These services and technologies are creating all kinds of opportunities for marketers,” notes Michael Kohn, VP of platforms and marketing at streaming platform ViewLift.
Senior Marketing Manager
5yHi Daniela, I can definitely connect. I don't go anywhere without my phone, and when I don't have it with me, I wonder where it is. I can also see why companies like Spotify and YouTube compliment the usage of the smartphone. The fact that we don't go anywhere without our phones gives an advantage to any company trying to reach us. if we were to think about how we can apply this to our professional life, businesses should rethink optimizing their customer service to anticipate their needs and wants before they do. That will create a sort of hierarchy in the consumer's mind. Smartphones have also helped greatly in customer service, with the inclusion of live chats and 24/7 representatives, we feel like we are being taken care of all throughout our customer experience.
Sr. Coordinator of Online Learning
5yThere is a lot to be said about the fact that people are constantly looking at social media and their phones just to have them near them. It becomes almost an obsession but it is what people are attached to. The fact that people are always trying to be entertained and phones are the most portable to do that with makes being a digital marketer more interesting. As long as a digital marketer you can entertain your customers they will always be there. This was not the case when our most used advertisements were the radio and newspapers. The ability to create new content comes at faster speeds and the need for the audience to consistently be entertained is also faster. This means that getting through to someone on their mobile device as a company advertising and marketing need to be extremely creative and think outside the box in an artist point of view.