It’s the year marketers must combat the attention spans of distracted customers. Let’s face it, it’s no longer enough to say the same thing to everyone. Now more than ever, messaging has to respond to the customer behaviors. In today’s hyper-connected digital world, it’s no longer a luxury to provide personalized experiences targeting customers in real-time. In fact, 95% of consumers are doing other things while shopping, and 81% of consumers are also researching heavily online before they decide to make a purchase. More marketers — not just in the retail industry— are working hard to catch distracted consumers by making experiences easy, efficient, and fast as possible. Financial services, travel, and hospitality industries are also learning more about how to target consumers in meaningful ways that empower customers to move from researching to buying in an effortless process. They aren’t immune to customer distractions. For example, abandonment rates for online banking applications are at an all-time high of 97.5%.
Here are the top trends and predictions I discussed in my latest article in Forbes.
- High value products need more focused education
- Easier ways to complete forms, checkout, and bookings
- Turn up experiences at your physical locations
- Send individuals messages based on real-time and historical behaviors