How the internet is changing consumer experiences and relationships between brands and consumers

The Internet has changed many things. It has changed how you buy, even how you work. It has changed how we organize vacations and how we investigate the things that interest us. The network has made everything different from how it was a few decades ago and has pushed brands to make decisions for change if they want to continue reaching the hearts of consumers.

Among all the things that have changed are, without a doubt, buy mobile singapore experiences. As the latest Digital Trends 2015 report prepared by Microsoft shows, consumers are increasingly willing to be part of the digital universe and have it affect their relationship with brands. In fact, Internet users hope that the brands are at the level of the new playing field and that they know how to respond to this new challenge in conditions.

In general, consumers are very interested in using new digital tools in their relationship with brands, especially when they offer something in return or modify (for the better) their consumer experiences. 28% of consumers already use devices or tools that can follow their habits or interests and 24% are very interested in them (which leaves 52% positive sentiment). 22% use services that offer rewards for their personal information and 28% are interested in them. And 19% have tools that filter the information for them (31% are interested) and that make them only receive messages when they are really interested.

They are not the only interesting percentages on how consumers are willing to negotiate and play with the information so that it reports something in return. 18% use solutions that manage their information online (32% are interested), 22% participate in social communities on specific topics (27% interested), 16% have tools that follow the things they have (31 % would use it) and 15% use product recommendation services (28% are interested in them).

These percentages are not only a sample of the playing field on which brands are now moving, but also a palpable sample of the three main groups of trends that are modifying consumer relations today in the internet age.Those that change the playing fieldThese trends, as their name suggests, can have a direct impact on the relationship of consumers with products, or, as they explain in the report, “highlight the potential of digital to change how consumers fundamentally do things.” Brands must be alert to these new needs because if they follow them, if they meet these expectations, they will find enormous potential to become disruptive elements and to generate innovation.

The first of these trends is what Microsoft has dubbed ‘ value me’. Consumers have begun to be aware that the information they generate and that brands receive has value and is an element to generate wealth for brands. If they offer all of this, they expect brands to give back in some way. They expect to receive value for the information that comes out of them for the brands, although they are still not very clear how to negotiate with the brands to achieve it (in fact, according to the Microsoft study, 49% of global consumers are aware of the potential of their data, but don’t know what to ask brands in return) One in five consumers say that they are already using services that offer rewards in exchange for their data, although 28% are receptive to start being part of them.

The second of these trends is the need for everything to be smart.. The study recalls that consumers now expect brands to use data and technology “at the right time, in the right place and on the right screen.” In fact, the percentages of users who are willing to allow brands to do a little more to accommodate this point have been growing. 39% of De Phone Number say they are happy with brands analyzing and tracking data to make a personalized shopping or browsing experience and 64% are open to implementing filters to receive brand messages only when it is really necessary . They want technology to help brands anticipate their needs and therefore they can be much more humane in dealing.

The third is that the spaces and their perceptions have been redesigned . The barriers between physical environments and digital environments have been falling and consumers are increasingly willing to embrace experiences and activities that they only performed in the former in the latter. The percentages of users who are willing to be carried away by experiences and brand resources that mix one environment and another are increasing.

Those that modify the executionThe trends imposed by the digital world not only have an effect on what the consumer does or does not do or what they expect from brands and the environment they create. The digital environment also changes what brands do and how they must respond to consumer needs. The needs of consumers on the Internet are different and increasingly specific and companies have no choice but to understand and comply with them.

Thus, consumers are increasingly concerned with online identity . In fact, 57% of the consumers surveyed say that they want to be in control of how long the information they share will remain on the network. Consumers have begun to vary their perception of privacy on the Internet, since they are aware that it is impossible not to leave a digital footprint, but although they are no longer so concerned with being or not being on the Internet, they are with what is going to happen with the information they share.

On the other hand, the perception of this information has ceased to be like that of an avalanche of personal information and has become a source of analysis on daily life . Companies have to see that information as a source of wisdom to understand their needs and the things they expect from them. 43% of consumers are willing to use devices and services that collect data about them if they are going to benefit their daily lives.

And, finally, in this universe so controlled by technology and in which things are increasingly refined with analysis, consumers have begun to value creativity , allowing them to be themselves. 56% of users are much more open to consuming the products of a firm if it allows them to personalize them or give them a form much closer to their own interests. 42% also want to learn how to adapt or personalize technology services. In the midst of that unifying element that new technologies seem, consumers value what makes them unique.

Those that push explorationConsumers are no longer passive elements in this new consumer environment, but they also want to be part of it and are active elements that search the internet for new ideas and broaden their horizons.The network has become a new kind of era of discovery . Consumers have a thirst for new things and expect brands to become catalysts for finding them. In fact, 48% of those surveyed expect that companies will know how to help them discover products and services that fit their needs and the things they expect. 55% are even willing to adopt technologies that help them in this and a significant percentage (especially among millennials and surprisingly among parents) are very positive about the services of brands that recommend things to them based on their previous behaviors.

Furthermore, the internet has allowed the birth of infinite networks . By networks we do not necessarily speak of social networks but rather consumer groups who share interests and who allow us to know more about one topic or another. Customers have become enthusiastic about niches and are increasingly willing not only to talk to those who share their specific interests but also to interact with brands in those specific contexts.

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