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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...

Mathieu Lecompte

ACCC takes Meta to court over scam cryptocurrency advertising

Read more

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in