Today’s blog post title quotes an article I read recently on Marketingmag called Are your customers Millennials or just highly evolved?
To summarise (for those who can’t be bothered reading), Anjali Lai an analyst for Forrester wrote an article about how technology and growth in digitisation will change Australian marketing. Forrester uses a spectrum called “Empowered Customer Segmentation” to measure the shifts in consumer behaviour and attitudes responding to innovation and categorising them into segments.
Here’s the image provided in the article. It demonstrates how to apply Forrester’s Empowered Customer Segmentation in Asia Pacific.
These are the five different segments consumers fall under, depending on their response to innovation and change.
- Progressive Pioneer: demand product and service innovation
- Savvy Seekers: first to learn about innovation & engage with new changes
- Convenience Conformers: anything that is convenient only after they are widely available
- Settled Survivor: motivated by adaptation, not trends
- Reserved Resisters: least enthusiastic about product or service
From these segments and the percentages above, you can see that Australian companies have an opportunity to engage customers through digital. There is a wide-open opportunity to increase the number of Progressive Pioneers and decrease the number of Reserved Resisters.
So, what does this mean for you? Why even care about this segmentation? What does it imply to a future marketer? What does this imply to a consumer?
Well, that’s simple. The title explains it all.
Consumers are ever-changing with their wants, needs, and demands that it doesn’t make sense to group people based on their function of age or life stage.
Forrester’s Empowered Customer Segmentation has opened a gateway to a different perspective of understanding a consumer and looking for a new way to reach them digitally.
For a future marketer, as empowered customer expectations grow, there will be a need for a better understanding of customer motivation, growth in empowerment, trends, smartphone usage etc. With this growing need of learning more about consumers,
(1) You can definitely find a job. There is so much work to be done in terms of developing and maintaining digital marketing, that there is no way you’ll be unemployed when you graduate (given you actually try and put in the work).
(2) There is so much more to learn. Look at all the opportunities we have, as future marketers, to embrace and take advantage of. Now is the time to act.
For a consumer, as the world is becoming digital you have the power to make things the way you want it to be. Businesses and marketers are always analysing your every online move. So, move swiftly and carefully as it can determine how you use the internet.
Even with all of this knowledge there is one important factor that cannot be overlooked. It is prominent that marketers, business leaders, and organisations understand that it’s about finding the right digital experience, not about the product or service.
Yes, the quality and value of a product and service is important. However, it means nothing if it doesn’t provide the consumer with the experience they want from the product or service.
This article has given me so much to think about in terms of where digital marketing can take us. But I leave you with some questions to think about:
- What type of segment do you fall under?
- How has going digital changed your life?
- What do you want to be improved?