Published Wednesday, Oct 23, 2019
The world is experiencing rapid growth and change in technology, business, and culture. In the age of the consumer, old consumer journey models are obsolete.
There are many choices when it comes to technology. With tech-savvy consumers holding the purchasing power, it's no wonder brands think the answer to all their business problems is throwing more digital technology into the mix. But the answer isn't more technology. The truth is that advertising needs a new model.
Advertising moved from the traditional "one to many" approach to the "one to one" digital marketing approach, and now it's time to take the next big step in reaching consumers. It's not just about messaging the right person; it's about messaging the right person at the right time. At every stage, the consumer's needs change, and messaging needs to change with it. If you're looking to reach consumers but you're not focused on providing value, you'll miss the mark every time.
Adopting the right approach and tweaking your strategy is imperative if your brand is going to be successful. Emphasize consumers from the very beginning, and continue the relationship with them beyond the purchasing phase.
So how do you do this?
To be successful in this environment, your brand must consider the consumer journey at every point. It's not enough to be consumer-centric — you have to be consumer-obsessed.
Learn more about how to execute a consumer-obsessed advertising strategy in Valassis' webinar Powering the Evolving Consumer Journey, Part 3: Evolving Advertising Approaches,"featuring digital marketing expert Joanna O'Connell, vice president and principal analyst at Forrester.