“The consumer is not a moron; she is your wife.”
David Ogilvy, the Father of Advertising, Founder of Ogilvy & Mather
This is especially accurate today when we have IOT-enabled devices which are constantly monitoring every move that we make and feeding this data back to corporations. The consumer is able to see the insights that are gained from this analysis and make decisions about how they can change certain things in their lives. For example, there is a certain insurer who uses your IoT-enabled phone in order to monitor your driving patters according to pre-determined criteria. They award your points based on the information that they receive. Because you can redeem these points for physical goods, you strive to earn as many points as you can. The company also wins because its reducing your risk profile and, as a result, is lessening the possibility of them having to pay out for your claims.
The consumer is now an active participant in the marketing process whereas previously he was merely a passive spectator and was served messaging. If he wants to buy something, he will go out and research it. This is backed up by statistics which state people make 63 000 searches on Google per second.
He won’t wait for the company’s marketing to land in his inbox. In fact, if he feels that he is being marketed to too aggressively, you’ll lose him as a potential lead. This is why digital copywriters and content marketers have opted for soft-sell copy as opposed to the hard-hitting sales letters that were popular in the days of direct mail.
Your consumers are online
Your consumers are spending more and more time online. Be it researching information on Google or checking out their friends’ latest social media updates, they are preferring to spend more time glued to their phones. This means that if they are preferring the virtual world over the real one, you need to communicate with them where they are. This means that you and your company needs to have a digital presence and you need to have a solid digital marketing plan.