Last year, businesses recognized the need for social media in their marketing strategy; but, they are now beginning to see a need to shift from accumulating likes and pushing out content, to forming deeper relationships. Moving into 2014, marketers shift more towards customer service to develop authentic and deeper consumer relationships as user data becomes bigger and consumer touch points grow. Here are 5 predictions that may shape how marketers connect with consumers in 2014:
- Social logins will grow. Social logins allow consumers to register and log into sites and apps without filling out registration forms or another username and password. It also lets consumers interact with a site or app’s from other social features so they can engage with content and products. For businesses, social logins help increase engagement, reduces entry blocks AND provides valuable first-party, permission-based consumer data that benefits marketing and promotes closer connections between brands and consumers. Facebook still holds the top but Google+ is growing significantly. Also “Login and Pay with Amazon” is gaining momentum as a top social identity.
- Omni-Channel Strategies, especially from mobile devices, will also continue to grow. It’s a more seamless, consistent and cohesive cross-channel consumer experience through all available shopping channels, i.e. mobile internet devices, computers, bricks-and-mortar, television, radio, direct mail, catalog, etc. Retailers are creating specialized supply chain strategy software in order to use all multi-retail channels simultaneously, socially connecting consumers from one channel to another, allowing customers to return through a different retail channel to finish the browsing or purchase process where they had originally left off.
- Logged-in user data also helps create connections because it allows marketers to tie all cross-channel user activity to a single identity, turning an anonymous user into a know customer, therefore allowing personal consumer relationships.
- Marketers will use cloud storage databases, which will allow marketers to quickly access information and adapt messaging to consumers’ real-time wants and needs.
- Consumers will want more privacy control. Marketers who don’t request permission to access user information and describe how it will be used will lose the confidence of the consumer.
For 2014, when marketers focus on a connected, authentic and trusting relationship with consumers, it will benefit both the consumer and brands alike. Consumers will enjoy the customer service, therefore spending additional time in the shopping experience and spending more dough. It’s a win for consumers, brands and marketers.Sources: