Jaki jest dzisiejszy konsument? – 4 najważniejsze cechy

Kim jest dzisiejszy konsument? Poznaj 4 najważniejsze cechy konsumenta XXI wieku. Dzięki temu lepiej dostosujesz do niego swoje produkty i usługi a w konsekwencji zwiększysz sprzedaż i poprawisz odbiór Twojej marki.

Traktowanie klienta jako kolejną cyferkę bądź po prostu jak głupka jest bardzo zwodnicze. Niestety wiele firm ciągle tak podchodzi do kontaktu z klientem i traktuje go przedmiotowo i z góry zakłada, że jest kimś gorszym, głupszym. Polecam Ci podejście całkowicie odwrotne dzięki czemu, jeżeli zrobisz to dobrze to zaskarbisz sobie klienta na długie lata.

Konsument XXI wieku

Jeżeli chcesz skutecznie docierac do swojego klienta w internecie to musisz go dobrze poznać. Poniżej zaprezentuje Ci 4 najpopularniejsze cechy współczesnego klienta. Dzięki tej wiedzy dopieścisz swoje produkty i zwiększysz pozytywny odbiór Twojej marki. Oczywiście każdy klient (i w każdej branży) jest inny ale istnieje kilka uniwersalnych cech konsumenta XXI wieku.

Mobilny

Kilka lat temu, w 2015 roku mieliśmy przełomową rzecz w tej kwestii. Pierwszy raz w historii konsumpcja internetu na urzadzeniach mobilnych (telefonach) przekroczyła tę na komputerach. Od tamtych czasów mineło już kilka dobrych lat, zmieniła się również ta kwestia. Zdecydowanie na korzyść telefonów. Okazuje się, że korzystamy z nich zdecydowanie więcej.

Jeżeli prowadzisz stronę internetową, to samodzielnie możesz sprawdzić jak dużo osób przegląda ją z telefonów:
Google Analytics – Czym jest i jak je zainstalować na stronie internetowej WordPress bez wtyczek? [3 sposoby]

Dzisiejszy konsument korzysta z telefonów praktycznie cały czas. Podczas przechodzenie przez ulicę, spaceru, pobytu w restauracji , na wakacjach czy nawet na rodzinnych spotkaniach. Ponadto coraz więcej osób doświadcza dyskomfortu a nawet strachu jeżeli nie mają przy sobie smartfona (sam tak kiedyś miałem ;))

Okazuje się, że zwiększająca się mobilność generuje więcej negatywnych efektów. Dzisiejszy konsument jest niecierpliwy i chce błyskawicznego i bardzo widocznego efektu. W psychologii na to zjawisko nazywa się natychmiastową gratyfikacją.
W związku z tym pamiętaj o tym aby nie zanudzać swojego odbiorcy. Musisz prezentować konkretne treści które zainteresują użytkownika i nie pozwolą go zanudzić. Wtedy przyjdzie po więcej.

Szybki

Jak już pisałem wyżej, dzisiejszy konsument bardzo pędzi. Dobrze o tym wiesz, że w dzisiejszych czasach dominuje szybkość, pośpiech, dynamiczne życie i częste zmiany. Co za tym idzie, badania pokazują, że wspołczesnego konsumenta bardzo mocno denerwuje… czekanie. Bardzo denerwujące jest np czekanie na odpowiedź, na wysyłkę produktu czy e-booka którego ktoś zamówił.

Poza światem wirtualnych zakupów, możesz zauważyć to również w świecie rzeczywistym. Zwróć uwagę na to, że nikt nie lubi czekać w kolejce na zakupach czy w restauracji. Dlatego wiele świadomych firm stara się z tym walczyć – np oferując kasy samoobsługowe.

W dzisiejszych czasach dominuje szybkość i dynamiczność więc nie pozwól swojemu odbiorcy za długo czekać.

Narcystyczny

Większość osób nie zgodzi się z tym stwierdzeniem, fakty są jednak takie, że w dzisiejszych czasach praktycznie każdy z nas jest narcyzem. Media społecznościowe nakłaniają nas do skupiania się na sobie, robieniu selfie, pisaniu o tym co dzisiaj robiliśmy czy gdzie byliśmy. Ponadto badania pokazują, że social media bardzo często są sposobem na ucieczkę od realnych problemów i zewnętrznego świata. Właśnie dlatego stajemy się narcyzami i skupiamy się wyłącznie na sobie.

Więcej o tym jak zwiększyć zaangażowanie odbiorcy w social mediach przeczytasz w moim innym wpisie:
Jak zwiększyć zaangażowanie w Social Media? (praktyczne przykłady)

Firmy bardzo dobrze zdają sobie z tego sprawę i to wykorzystują. Dla przykładu sieć hoteli Mariott kilka lat temu przeprowadziła akcję #Travel-Briliantly. Polegała ona na wręczeniu gościom hotelowym kamerę GoPro i zachęcono do filmowania swojego życia. W efekcie, zadowoleni goście udostepniali nagrania w internecie i reklamowali firmę.

Więcej o kampanii #Travel-Brilliantly przeczytasz tutaj

Indywidualista

Indywidualizm jest czymś co idealnie pasuje do narcystycznego odbiorcy. Masowe rozwiązania nie pasują takiemu odbiorcy, zdecydowanie lepiej sprawdza się dedykowane, wykonane specjalnie dla niego usługi czy produkty. Szczególnie jeżeli Twoja marka jest mocno wbita w świadomość Twojego odbiorcy. Idealnym przykładem takiego zastosowania są limitowane serię produktów, z którymi może się utożsamić Twój odbiorca.

Konsument XXI wieku oczekuje spersonalizowanego pod niego przekazu, szybkiego kontaktu w mediach społecznościowych czy przez e-maila i indywidualnego podejścia do jego problemu.

Jaki jest dzisiejszy konsument w pigułce?

A więc jaki jest dzisiejszy kosument w pigułce?

Mobilny – Pamiętaj, że Twój odbiorca ma przy sobie telefon, często 24 godziny na dobe.
Szybki – Nie lubi na nic czekać, zadbaj o to aby go nie zanudzić.
Narcystyczny – Skupia się wyłącznie na sobie, kieruj swój przekaz stricte do niego
Indywidualista – Oczekuje spersonalizowanego przekazu i produktu

Pamiętaj o tych 4 najważniejszych cechach dzisiejszego konsumenta. Jeżeli będziesz świadomie korzystać z tych informacji w swoich strategiach marketingowych to odniesiesz duży sukces w dzisiejszych czasach.

@stronywwwdawidgicala

4 kluczowe cechy współczesnego konsumenta: Zrozum klienta i zwiększ sprzedaż! konsumentXXI, marketing, trendy, mobilność, szybkość, narcyzm, indywidualizm, strategiamarketingowa, biznes, sprzedaż, marka, klient, zrozumiećklienta, produkty, usługi, socialmedia, internet, marketingdlaKażdego, marketingtrendy, PrzedsiębiorcyXXI, zaangażowanie, personalizacja, spersonalizowanapropozycja, sukces

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134 thoughts on “Jaki jest dzisiejszy konsument? – 4 najważniejsze cechy”

  1. Dzięki, niby pamiętam o tym że dzisiaj klienta trzeba traktować jak pępek świata ale nie myślałam nigdy o tym ze jest to az tak wazne i trzeba patrzyc na kazda najmniejsza pierdołe. Spojrzałam na swoją analityke google i okazało się, że 67% moich odbiorców przeglada bloga na telefonie, szczerze jestem w szoku ze az tak duzo.

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