The ways consumers discover products and develop loyalty to a brand has changed dramatically. A customer may see an ad for sunglasses served to them on social media, hear about it from a friend and do their own research on them, before actually adding them to their digital cart.
Advertisers need to rethink the entire marketing funnel. They need to find new pathways of making initial and lasting connections with audiences by rewriting the aspects of what makes a positive shopping experience.
Personalization isn’t as Much Work as You Think
In today’s market, digital platforms offer more than just a place to shop — they provide unprecedented opportunities for exploration. Personalization is widely perceived as the foundation for attracting clear engagement from consumers, but too many brands view personalization too widely as opposed to literally.
Personalization can’t be applied to “Gen Z”; it can only be applied to individuals who have a specific age, and define themselves by specific genders, cultural backgrounds, locations, etc. That doesn’t mean that a brand that sells toothbrushes needs to tailor every single product they make to 70 million different people. It just means their marketing messages need to be placed within the right context for people with a matching mindset.
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This isn’t as hard as it sounds. It does, of course, require original thinking and careful planning, but understanding how consumers’ control varies is rarely considered.
How do shoppers’ exert greater control over their experiences today? They want to take ownership of their journeys by doing their own browsing and research. This often takes place through a mix of traditional and non-traditional channels.
Social media platforms and delivery apps have become integral to the consumer journey, blurring the lines between content, commerce and convenience.
Meeting Consumers Where They Are (Again, and Again)
Today’s consumer is mobile and incessantly multitasking, and they expect brands to accommodate their lifestyles and their mindsets. This means not interrupting them as they’re heading out the door or when they’re engaged in a pivotal scene in an episode of a series they’re bingeing.
Brands need to interact with customers on the move in a frictionless manner, whether through mobile apps, social media platforms, AI chats or commerce sites.
Prioritize Digital Innovation and Personalization
In the age of data overload, personalization has moved from a luxury to a necessity. No one has time to sift through spreadsheets. And consumers don’t want to waste a second of their own online time.
Shoppers expect brands to understand their preferences and anticipate their needs. This requires continuous innovation in data collection, analysis and application.
Provide Creative and Additive Value in Advertising
As consumers become increasingly adept at tuning out traditional advertising, brands must shift their focus from mere product promotion to providing genuine value.
The transformation of the consumer journey presents both challenges and opportunities for brands. Those that successfully adapt to this new landscape will be positioned to forge stronger connections with their audience and drive growth in an increasingly digital world.
To harness the flow of the new consumer journey, brands must be agile, innovative and, above all, customer centric. By meeting consumers where they are, embracing digital innovation and personalization, and providing creative value through advertising, companies can not only navigate this shift but thrive within it.
The future of retail is being rewritten every day. The most successful brands are flexible enough to keep up with the sharp turns consumers take on their shopping journey. By naturally integrating into the digital lives of their consumers, by providing valuable reasons to engage at every step of their journey, brands can leverage digital platforms to drive tangible business results while enhancing the consumer experience.
Megan Petrie Ramm is a seasoned digital advertising and marketing executive with over 20 years of experience driving impactful media and brand partnerships. As the Global Head of Sales for Uber Advertising, Ramm leads a high-performing global team focused on connecting the world’s top brands and agency partners with Uber’s unique advertising platform — creating meaningful consumer experiences that build brands and drive results. Before joining Uber, Ramm was an early team member at Snap Inc., where she led strategic partnerships across the food, beverage and retail sectors. Prior to that, she spent six years at Google, spearheading initiatives within the food, beverage and financial services verticals. She began her career in media on the publishing side, holding roles at Forbes.com and Reuters.
