Expert Mode: Winning the Distracted Consumer
This article was based on the interview with Kelsey Chickering, Principal Analyst at Forrester by Greg Kihlström, AI and MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The modern consumer is a multifaceted, multi-tasking marvel, juggling decisions and distractions with an almost superhuman ability. In a world of fleeting attention spans and relentless notifications, capturing and retaining customer engagement is no small feat. Kelsey Chickering, Principal Analyst at Forrester, offered her expert insights on navigating this complex landscape during a recent interview. Her perspectives provide a roadmap for marketers seeking to connect with consumers in meaningful ways. Today’s consumers face a constant barrage of information and choices, making it increasingly difficult for brands to cut through the noise. The sheer volume of decisions a person makes daily creates a state of cognitive overload, impacting how they interact with brands. Marketers need to recognize this reality and adjust their strategies accordingly. It’s not enough to simply create compelling content; brands must find ways to deliver it in a manner that respects the consumer’s limited attention and aligns with their fragmented customer journey.
The Non-Linear Customer Journey:
The traditional marketing funnel, with its neat and orderly progression of stages, is a relic of a simpler time. Today’s customer journey is anything but linear. Consumers enter and exit the buying process at various touchpoints, often influenced by a multitude of factors. Chickering highlighted this, saying:
“Well, I also think that the reality is that we are living in a crazy spaghetti journey… Because consumers are just sort of dropped into an interaction.”
This “spaghetti journey” requires marketers to abandon outdated models and embrace a more fluid approach. It’s crucial to ensure that every interaction, regardless of where it occurs in the customer lifecycle, is consistent with the brand’s values and reinforces the desired customer experience. This means aligning messaging, tone, and offers across all channels, recognizing that a customer may encounter the brand in any order.
The Power of Creators:
In the age of distraction, authenticity and relevance are paramount. Consumers are more likely to engage with content that feels genuine and speaks to their specific needs and interests. Chickering pointed to the creator economy as a powerful tool for achieving this, stating:
“…creators are actually a really helpful way to make sense of this in some ways because being able to get your brand message through a different voice and to communities that you might not otherwise found or realized were important to you. I think that’s really powerful…”
Partnering with creators allows brands to tap into pre-existing communities and leverage the trust and credibility these individuals have cultivated. It’s about more than just product placement; it’s about co-creation and authentic storytelling that resonates with the target audience. However, Chickering cautioned against over-direction, emphasizing the importance of giving creators the freedom to express the brand message in their own unique voice.
Bridging the Silo Gap:
Silos within organizations are a persistent challenge, often hindering a brand’s ability to provide a seamless customer experience. Chickering emphasized the importance of interdepartmental communication, particularly between marketing and customer service, noting:
“…there’s this level of triaging that people need to get better at that will ultimately allow you to really bring that brand and customer experience together.”
Simple steps like sharing campaign calendars or customer feedback can significantly improve alignment and prevent disconnects. When marketing and customer service work in harmony, they can create a unified brand experience that fosters loyalty and advocacy. This collaborative approach ensures that every customer interaction, from initial awareness to post-purchase support, contributes to a positive overall impression.
Finding the Personalization Sweet Spot:
Personalization can be a double-edged sword. While consumers appreciate relevant and timely messaging, they can also be turned off by overly intrusive or “creepy” tactics. Chickering suggested:
“…let’s ask our customers, let’s test this, let’s see what works and doesn’t work to make some decisions around them.”
This customer-centric approach emphasizes the importance of feedback and experimentation. By actively soliciting consumer input and testing different personalization strategies, brands can find the right balance between helpful and invasive. It’s about using data responsibly and respecting individual preferences.
Marketers must be agile and adaptable. They need to understand the nuances of the distracted consumer, embrace the non-linear customer journey, and leverage the power of creators. Breaking down internal silos and finding the personalization sweet spot are essential for building strong customer relationships. Chickering’s insights provide valuable guidance for navigating this complex landscape. While the challenges of reaching today’s distracted consumer are significant, the opportunities are equally compelling. By embracing a customer-centric approach and leveraging the right strategies, brands can cut through the noise and create meaningful connections that drive business growth.
