2024 is imminent, bringing with it a series of projections and trends that are essential for Marketing professionals. Here, we have already shared the paths that should be followed by video producers and brands that want to position themselves as creators on TikTok, for example.
On the other hand, it must be admitted that none of these trends will be completely effective if their observers fail to consider what lies ahead regarding the most important part of any Marketing strategy: the consumer, increasingly aware of their relevance and in search of good experiences and, of course, good products.
With this in mind, Gustavo Boyde and Marcela Klein, Marketing Director and Senior Product Manager at Twilio, respectively, listed the five main characteristics of the consumer of tomorrow. For the duo, the consumer of the future is:
Flexible: everyone wants more freedom and flexibility, and the greece whatsapp data internet is responsible for a new spatial notion. People can work from anywhere, have leisure time anywhere and consume anywhere. Likewise, companies need to be ready to serve customers anywhere, which highlights the need for omnichannel customer service, as well as the possibility of providing service on more and more platforms, such as social networks and messaging apps;
Conscious: consumer decisions are increasingly based on the individual’s conscience, who no longer seeks to separate their consumer persona from their social persona. In this context, there is a demand for unity. Sustainability, diversity, class and social consciousness are increasingly taken into account when consuming. This is important for the consumer and needs to be important for brands that want to engage with them;
Personalized: The customer of the future demands personalization. Services and products need to deliver exactly what people need and want. What suits a wide range of individuals is no longer enough in a world where everything is customizable, from the color palette of household items to the screen of smartphones. The same goes for consumption and consumption experiences, which go beyond the product or service.
Consumers no longer accept anything that is not designed exclusively for them, and to achieve this, it is necessary to rely on powerful tools such as CDPs (customer data platforms) and CEPS (customer engagement platforms), which allow the collection of information about customers and contribute to the personalization of each experience. Therefore, the use of data becomes extremely important as it enables the use of large-scale personalization tools, such as recent generative artificial intelligence;
Instant: The customer of the future has no time to waste. The concept of “waiting” will disappear. Therefore, companies must be ready to serve their customers 24×7, for real, with personalized and effective interactions;
Improved: consumers are in a constant process of change and are modified by better and more complex experiences and technologies. It is important to consider that consumers’ reality is expanding more and more. As a result, they become more demanding, more changeable and demand that services, experiences and relationships be equally adaptable to them. Generative AI will play an important role in this process.