Forrester: Rapid tech adoption giving marketers false sense of consumer behaviour

Report claims digital disruption is causing customers to apply less rational decision marketing to purchases than before, and looks at how to minimise rather than add to this consumer stress

A barrage of digital technology is causing customers to apply less rational decision-making processes, making their behaviour more difficult for marketers to anticipate.

That’s the view of Forrester VP and principal analyst for B2C marketing, Shar VanBoskirk, in her latest report, How People Choose. The report claims the pandemonium of media and devices that have been triggered by digital disruption has aggravated natural consumer stress when it comes to decision making. This has made buyers even less rational.

As a result, the future of marketing will be about more personal branding and one-to-moment marketing and less about advertising, the report stated.

Getting consumers to choose your brand by marketing to the critical influences means investing in becoming an ‘anchor brand,’ the report suggested. Anchor brands are reference points against which buyers compare every other option, resonate with empowered customers, and are trusted.

If you already are an anchor brand, the report recommended demonstrating your brand promise by “being visibly and functionally useful”. Brands also need to fight fiercely to save their spot by investing in loyalty programs, shelf space and brand awareness.

With advertising spending predicted to decline, the Forrester report also advised a more personalised approach to marketing, which means a shift from one-to-one marketing to one-to-moment marketing.

To help marketers minimise the level of stress triggered with consumers, Forrester offered a number of recommendations around helping consumers make decisions. The first was to “curate common considerations” by limiting consumer options and marketing concepts as much as possible.

“One hard part about marketing to irrational customers is that while too much choice overwhelms us, we lose interest when there isn’t enough. Accommodate overstimulated, hyperadoptive consumers’ ‘diminishing half-life of delight’ by methodically adding to your product experiences,” the report advised. “Or innovate in small ways that are adjacent to your original concept.”

In addition, offset a consumer’s concerns around potential loss by tackling buyer’s remorse head-on, the report stated. As an example of how to do this, it pointed to Zappos outsmarted buyers’ remorse with its guaranteed return shipping.

According to the report, marketers who have grasped these principles are actively participating in users’ decision processes, help guide them at points of stress, and even support irrational influences by recognising emotional and personal preferences as part of the buying experience.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in