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2015-09-16

Keep pace with the digital habits of your customers

Our daily habits and usual activities we like to do or have to do day by day – they are not apart of us, but a part of our lives. The connection between our deeds and us is even tighter. As John Dryden pointed out: “We first make our habits, and then our habits make us”.


Looking at the someone`s habits, you may underline for yourself some features of character to get to know the person better.  How is it important to realize your customers` priorities, understand the value they define and determine whether your products or services meet their growing expectations? Drawing the perfect portrait of the customer, as well as identifying your target audience is crucial for all business processes. Deep analysis of the client`s needs and preferences allows to build proper brand promotional strategy, as well as to create a clear client profile. 


How to understand customers` whims? What will motivate them to buy the product? What will be the best time for your client to communicate and make calls regarding the timetable? What are their habits, hobbies and interests? These and other questions come to the surface each time we attempt to earn customer`s trust. However, with the appearance of huge digital networking space answering becomes quicker and, what`s more – completely free. So what are they…digital habits of your customers? 

 

First and foremost: customers are always connected

 

Tell us who in the world don`t like to receive new messages from their friends, get info on the go and look for the most relevant information? In the US 63% of female and 73% of male smartphone users don`t go an hour without checking their phone. It seems to be not just the daily habit, but life habit. The next numbers are totally shocking:

 

 

Conclusions are reached:

 

 

 

We are absolutely in love with our smartphones. Our virtual reality has become the priority. When 44% of users sleep near their cell phones not to miss notifications, 40% - take their phone to the bathroom. We store all necessary material in digital space, maintain a virtual friendship, feel protected and much closer to each other with the opportunity of instant messaging. And what if to take your phone away for an hour or so?

 

 

Customers trust in convenience

 

Today the internet for people is not only a source of information, but also a big online shop. It`s easy, convenient and fast to make a purchase you want, from any corner of the globe with home delivery. However, with the expansion of Digital Web opportunities, the number of internet frauds continues to increase and transform into more sophisticated. Data via ThreatMetrix unveiled that approximately 72% of consumers are either “very concerned” or “concerned” about becoming a victim of online fraud, 84% of surveyed felt, that it was important for online payment services providers to protect them from fraud and other abuses, while 43% - felt that their perception of security can negatively affect their use of the site. 

 

People do not trust usual, strange websites and stores, they do not want to fill in the form and give personal information. 

 

 

Customers trust more quality advertising, surfing the official websites and social network pages. They everytime check the opinions and commentaries of others toward the reliability of the resource. Before making the purchase decision, the customers always check 4 or 5 similar websites and opt for the best one. If to talk about social media, we gladly see the positive attitude to the most popular. Google and Facebook truly gain confidence and firmly stay on the top list. 

 

 

Customers look for immediacy

 

Life is going on and time spent on waiting for web sites and files to download – will never return again. In the fast-developing world, where everyone hurries up, every second matter. Your customers take their time out of the day to look through the website and quickly find what they need. From five popular websites, they will certainly focus their attention and trust only one in the end, the most convenient in use and fast, and no matter how beautiful your website is in reality.

 

 

A 1-second delay in page response can result in a 7% reduction in conversations. Consequently, “If an e-commerce site is making $100,000 per day, a 1-second page delay could potential cost you $2,5 million in lost sales every year”. 

 

 

Over 70% claimed that a mobile optimized website is important to them. The statistic shows that 48% of surveyed spend more time on mobile optimized sites than on non-optimized ones. That`s important your customers receive valuable information and instant service in time. Do not let them wait, because one day – they will change their choices once and for all.

 

 

Customers ignore advertisements

 

Customers have a wonderful habit – avoid clicking the advertising banner or do it in exceptionally rare cases. The usual thing – to ignore ads. Of course, they do not have much time on clicking, especially when 75% even don`t believe that companies tell truth in the advertisements and some of them, certainly, use ad-blocking software.

 

However, it doesn`t mean that advertisements don`t work. No matter how annoying they are, they will always do their job and remain in our memory. Another question, whether this impression will be interesting and worthwhile or not, whether people would recommend your product for their friends and assure its high quality or opt for another one.

 

William Bernbach, American advertising creative director:

“Nobody counts the number of ads you run; they just remember the impression you make.”

 

Howard Hossage, advertiser:

“Nobody reads ads. People read what interests them, and sometimes it`s an ad.”

 

Customers are very smart, nowadays. The can find any information they like with their devices, and the best things here to make the ad as brilliant as the stars, but not obtrusive one.

 

“Tell me and I forget. Teach me and I remember. Involve me and I learn.”

Benjamin Franklin

 

That goes well with the ad. The latest small business trend – native advertising – is a very powerful concern to think deeply about.

“Successful native ads do much more than just look like part of your app. They need to fit perfectly within the overall experience to breakthrough without being annoying.” 

 

 

 

When your ad promotes out-of-the-box thinking and creative, it will definitely go far! 

 

 

Customers share opinion & information

 

Customers share their experience every day, every hour, every second. They have their own opinion and are not afraid to share it around the globe, using all possible pages and networks to make their opinion known.

 

  • 51% aim to influence others when they express their preferences online
  • 46% feel they can be brutally honest online
  • 23% share companies and products they like
  • 26% express dissatisfaction
  • 34% have turned to social media to air their feeling about a company (Source)

 

If two customers don`t like the service you provide or consider it being unsatisfactory, the internet globe will definitely know it the next day. The habit of clicking on “share it” has already turned into a powerful working machine. Just look at the next numbers…

 

 

What information customers will decide to share can be unpredictable, but always helpful for you to see and analyze their true opinion.

 

And what digital habits do you have?

 

 

Resources:

http://practicemanagementblog.onefpa.org/2013/11/19/how-to-create-your-ideal-client-profile/

http://www.forbes.com/sites/sap/2014/04/13/meet-your-consumer-in-2015-infographic/

http://www.seomworld.com/2013/09/on-average-we-check-our-smart-phones.html#.VfKCPxHtmko

https://www.lookout.com/resources/reports/mobile-mindset

https://www.ivend.com/wp-content/uploads/2014/10/Global-eCommerce-sales-and-trends-2014_infographic.jpg

https://d28wbuch0jlv7v.cloudfront.net/images/infografik/normal/chartoftheday_1473_Consumer_trust_in_advertising_n.jpg

http://threatmetrix.com/wp-content/uploads/2011/10/threatmetrix_infographic_fraud-threat.jpg

http://www.enginehounds.com/why_optimize_your_website.htm

http://smallbusiness.chron.com/disadvantages-online-advertising-options-10212.html

https://www.digitalgov.gov/files/2014/02/how-the-mobile-web-is-disappointing-global-users-437x1024.jpg

http://sharethrough.com/nativeadvertising/  

http://nativex.com/monetize/native-ad-formats/