In the last 25 years, technology has dramatically changed the way in which businesses manage their operations and, above all, the relationship with customers. That has meant great challenges in terms of digital transformation, acquisition of new talent, investment in hardware and software, and leadership.
But it has also opened up great opportunities for growth, which only some have been able to take advantage of.
One of these opportunities is the exponential change in consumer habits, in all fields.
Think only about our day to day: how we learn about the news today, share data with our families and friends, investigate the characteristics of a product we want to buy or do our shopping.
Technology has not only transformed us, it has become essential for our lives. How many hours can we stay without an Internet connection?
While we prepare for the next changes, these are technological innovations that have impacted the most in our consumption habits. And as an entrepreneur you should not ignore. How have your business affected and how could you take advantage of them to make it grow more?
1. We look for information in networks
Before, advertising in the mass media was our main reference when we wanted to buy a product or service. That place was later occupied by Internet searches, with Google in the lead. And in recent years social networks have gained ground, both by the comments of those people that we follow (our friends or influencers) and paid ads. That is something that, despite all his problems, he understood Facebook very well, and now he is also taking advantage of Instagram. If we have a business, it is time to train in social media ads or seek the support of an expert.
2. We have become more distrustful of the content
Access to so many sources of information has made us more skeptical consumers. And that not only applies to traditional ads, but also for all types of content that we suspect is not objective, because it is paid for by a brand. Another problem for content marketing strategies is that the attention span of a person connected to the Internet is … 8 seconds!
And companies need to understand this. What is the option? Creative content and high quality, 100% focused on the needs and aspirations of the target market, and in attractive and novel formats.
3. We demand products and services at any time and place
As consumers, we no longer have to move from one place to another to make our purchases. The market has become “ubiquitous”, since through the Internet we can now buy products from China or from an agricultural producer located a few kilometers from our place of residence. This also applies to all services related to the shopping experience, even in a physical space: for example, it is now possible to generate purchase orders, check the existence of a product in the warehouse and make an invoice from any place in a store , thanks to the mobile point of sale platforms.
4. We are more demanding
Social networks have become a battlefield for companies that provide services: in most cases, their accounts have become the preferred channel to receive complaints and negative comments. In addition, as consumers we have less and less patience to expect to receive attention from a call center, especially when we have basic queries what to do.
The advance of automation and artificial intelligence have made possible the appearance of so-called chatbots, which allow responding to consumers without the need for the participation of a person. In the coming years, and with the advancement of these technologies, this will mean a dramatic improvement in the quality of customer service.