A recent com Score 2016 study has indicated that Smartphone penetration of the lucrative 18 – 34-year-old demographic has now reached 93% in the United States. Total penetration of all age groups now stands at around 72%. E-commerce transactions though are still overwhelmingly taking place on desktops.
The statistics are impressive, but for a business owner what is even more interesting is why we are even talking about this.
The answer is of course that in this highly competitive business environment any business owner that ignores the role that technology plays as a contributing factor to business success simply has their head in the sand.
With increasing numbers of people choosing to make purchases online business use of technology such as the Internet is fast becoming the differentiating factor between those companies that will thrive in the online age and those that will fall by the wayside.
However, the purchasing behavior is only part of how the Internet is transforming both business and the lives of consumers.
Today brand loyalty is built increasingly on the strength of how a company handles their interactions with both existing customers and potential customers – that almost always means that some element of social media interaction is required.
It has been demonstrated that in today’s interconnected world consumers are more likely to trust the recommendations that others make on social media sites. Places like Personal Injury attorney Phoenix need a very specific campaign to get to their market. These channels have become incredibly important in building ‘brand champions’ – and the way to do that is through interaction.
Customers in the send decade of the 21st century don’t want to be ‘talked at’ through above the line advertising – they want to be part of a conversation.
So whether it’s via a mobile device such as a Smartphone or tablet, or via a desktop business needs to learn that building brand loyalty requires a proactive approach to the social media channels that exist – and make no mistake there are plenty of those.
In fact, business is today spoiled for choice when it comes to building brand loyalty – the first step in feeding that ever hungry sales funnel. The trick is not to try and be all things to all people. Analyse customer behavior, perform due diligence in the form of a comprehensive competitive analysis and if necessary bring in the experts to handle the heavy lifting of content creation and customer interaction. You’re not going to be able to be everywhere – choose your social media battlegrounds.
Just as the fax machine and the original mobile phone changed the way people communicated and did business today’s technology has changed the rules. Inventory control, just in time logistics, human resources and data management technologies have all played their part in making the business environment of the 21st century even more cut throat than ever before.
However the Internet – the most pervasive technology of them all has now changed the way that business engages with customers – and that makes it the most disruptive and promising technology of all.