How To Address the Hyper-Connected User

Marketing Manager
Valtech Denmark
Maria Brunckhorst Schmidt

September 22, 2014

In the digital era we are living in, the consumer has taken back the control. They create content, like and don’t like and grade brands and products. Many marketers might confuse this control with the consumers having new needs, which is actually not the case.

The needs have been there all along but have previously been ignored by brands. Now, in order to survive as a brand, you can no longer ignore your customer’s needs. The long-term success for a company depends on letting the consumers take ownership of their brand identities. The consumer says where he wants to go and it is up to the brand to translate his expectations into products and services.

The long-term success for a company depends on letting the consumers take ownership of their brand identities.

Marketing is undergoing a transformation and is now creating a new relationship between brands and consumers. Its focus is on real interaction that views their consumers partners rather than targets. These partners are spending more and more time on connected devices and expecting relevant services. They are always looking for inspiration (sometimes in the form of other consumer's opinion) and instantly communicate their feelings about brands, products and experiences through social word of mouth.

So how can a company or brand connect to this type of consumer?

  • Moving from a product-oriented business model to a consumer-oriented business model. Every brand must create or reawaken a link with consumers and develop a community of influencers who help to keep these links fresh and dynamic.
  • Mobile strategies must include indicators that track and follow up on consumer activities. Purchasing behaviour studies show that there are variations of users depending on the device used. The more refined the tracking indicators, the more personalization and conversion rates improve.
  • Monitoring is key to digital progress. The constant advances in usage and technologies require companies to constantly adapt to the changing digital environment.
  • Collective decades of knowledge and marketing intelligence within the company brings together local talents from around the world in project teams. Three different types of talent are increasingly assembled to develop digital marketing capability: individuals with an international, multi-cultural profile, those with technical expertise, and others with cognitive marketing skills.

Read more about the hyper-connected user and digital transformation in our latest whitepaper- Digital Transformation, a Case for Digital Change. Download it here.