The New Customer Path

With increased mobility and connectivity, customers already have limited time to consider and evaluate brands. As the pace of life accelerates and their attention span drops, customers experience difficulty in focusing. But across multiple channels - online customers continue to be exposed to too much of everything: product features, brand promises, and sales talk. Confused by too-good-to-be-true advertising messages, customers often ignore them and instead turn to trustworthy sources of advice: their social circle of friends and family.

Companies need to realize that more touchpoints and higher volume in message do not necessarily translate into increase influence. Companies need to stand out from the crowd and meaningfully connect with customers in just a few critical touchpoints. In fact, just one moment of unexpected delight from a brand is all it takes to transform a customer into the brand´s loyal advocate.

Companies should focus their efforts to intensifying communication, strengthening channel presence, and improving customer interface - to improve those critical touchpoints as well to introduce strong differentiation.

Moreover, companies need to leverage the power of customer connectivity and advocacy. Nowadays peer-to-peer conversation among customers is the most effective form of media. Given this lack of trus, companies might no longer have direct access to target customers. As customer trust their peers more than ever, the best source of influence is the army of customers turned advocates. Thus, the ultimate goal is to delight customers and convert them into loyal advocates.

As you notice this really is a NEW WAY of how things work related to marketing and advertising, technology allows customers to become this way, the good strategy is to use the same technology to handle the proper way of influence customers and not only advertising to them. That is why when business stablish a foundation before posting ads online their results are so much better. I talk about this foundation on this video.