is your company ready to serve you? – WAU
The evolution of marketing in recent years has been marked by the transition to the digital age. Today, TV, radio and print media need to share space with the internet. Amid these changes, a new concept has emerged to help the company and direct its marketing: the consumer 4.0.
Consumer 4.0 is the result of the means at their disposal. This profile has very specific characteristics, especially marked by the high level of demand, the total adaptation to digital and the wide and easy access to information.
Today, it is not enough to just sell an interesting product. It is essential to involve, but using the right means and platforms to attract that consumer.
Is your company ready for this? In this post, you will understand more about consumer 4.0!
Know its characteristics, what it seeks and how companies should align with it. Also understand the evolution of marketing over the years.
What are the stages of consumer evolution?
Over the years, marketing has always guided companies so that they are able to position themselves before the market.
Thus, they could capture the attention of the public and show their products, proposal and the way they saw their own business.
This tool is and has always been indispensable, always impacted by society’s customs and available resources.
In each era, marketing was done in a different way, precisely because, in each period, society had distinct behaviors, habits and demands.
Public opinion has also undergone many changes over time, and all of these issues impacted not only the way of doing business, but also the way in which marketing was conducted. All of this generated a cycle of natural evolution.
If we talk about consumer 4.0 in this content, it is not difficult to understand that we live in the period of marketing 4.0. To understand the current context, it is necessary to go back in time a little.
For that, check out an approach to the consumer and his evolution over the years, since its first version!
In the first era when marketing began to be applied, the consumer still did not have an understanding of what the brand was. It didn’t matter to him the added value, but what that product could bring as a solution.
The focus was the end, not the means. If a company sold cars, the interest of consumer 1.0 was in the technical specifications of the product. This pragmatism was a consequence of poor access to information and simplicity in the lifestyle and demands of society at the time.
There was not much differentiation between the types of public, that is, brands did not have to worry about segmentation. Thus, consumer 1.0 wanted a product, and that was his only relationship with companies.
Consumer 2.0 is marked by a period in which competition between companies has increased. In broader markets and with more competitors, of course, there was the option of choice for the public.
Along with this, the question also arose: if there are two or more companies that sell the same product or service, which one to choose? That was the turning point of consumption.
If there are more alternatives on the market, there is also a chance to choose your favorite brand. At that point, the consumer becomes more demanding, reacting to the way the market has behaved.
Thus, marketing 2.0 was geared towards initiating the concept of brand and positioning. To serve this audience, it was necessary to show why your product is better than the competitor’s.
Consumer 2.0 was already seen with its features highlighted. These consumers started to be segmented, precisely, to be served, since, during this period, they had greater requirements related to their needs.
To communicate with them, it was necessary to address their problems and then show how the product or service solved it. They were open to that conviction.
Newer and closer to what we see today, consumer 3.0 has shown demands at higher levels. Simple demand segmentation was already felt as an obligation. It was then that the brands felt the need to conquer the public more deeply.
With so many alternatives, consumer 3.0 now needs to feel included. The search was for sense of belonging. As a result, these people were already more inclined to positioning campaigns, in which brands increasingly showed a personality.
Naturally, these characteristics should be fully aligned with what the consumer thought. These social guidelines became important and shaped marketing, showing the strength of the consumer 3.0.
This concept is recent and does not differ much from what is seen today. This public profile is very demanding, seeks a closer relationship with the brand and feels understood when it sees a company positioning itself.
Consumer 3.0 seeks this empathy and the feeling of belonging and understanding. He stops being just who buys to be part of this whole process.
Who is consumer 4.0?
Consumer 4.0 is an evolution of 3.0, however, with a fundamental detail that changes everything: technology.
All this more segmented approach, considering the public and its social demands, followed normally, however, the current consumer has wide and constant access to technology. The era of digital transformation brought about profound changes in today’s society and, of course, impacted consumption.
In addition to demanding personality, proximity to values and alignment with thinking, consumer 4.0 has a demand for more digitalized communication and relationships.
Today, social networks have a very big impact on the life of society, and consumption has reflected this. More than simply having a profile on social networks, companies need to have an adequate performance.
It is not enough to expose yourself, advertise and show products and services. It is essential to have a complete presence on networks and the Web, as a whole.
Service, for example, is one of the factors most considered by consumers 4.0. It requires digital channels on which it can communicate, so that it does so within your daily habits. If he uses the internet for everything, he also wants to be served there.
Wide access to information
Another major impact generated by the digital age is the wide access to information. Knowledge is power and, precisely, this feeling is what consumer 4.0 nurtures when it is in a purchasing decision phase.
Today, before searching for a service or product, it is possible to do extensive research on a specific brand on the Web. Feedbacks are extensive and provided by the public.
If the consumer has more information, he is better able to be demanding at levels never seen before. So, in addition to positioning themselves on the Web, brands need to be ready to handle evaluations.
The consumer seeks to understand the history of the companies and how they have behaved towards the customer. This can lead to a positive conversion or rebuff.
The importance of experience
The level of consumer demand 4.0 has reached such high levels that the product or service is no longer the exclusive focus on the business relationship.
Today, the complete consumer experience is of great value, being able to retain or alienate a customer for good. It is not enough to simply offer your product. The consumer needs to be involved in a much more complete process.
Today’s society has enough information to know where to buy, which product is more qualified, which has greater added value and which has an interesting cost-benefit. In such a competitive market, companies are looking for prominence.
The increase in information and options of companies has made the consumer more demanding. He wants a positive cycle, from research to purchase. Within this concept of experience, it is possible to highlight some factors that conquer consumer 4.0, such as:
- innovative advertising;
- use of storytelling;
- alignment of values between the public and the brand;
- humanized service and made through several channels;
- nearest company that treats the consumer as part of the business;
- integrations between retail and online.
How can your company adapt to consumer 4.0?
The big challenge for companies today is to be able to deliver their products and services to consumer 4.0. With so many demands, insecurity can arise, but there is no mystery.
The current public has very specific demands and the need for greater proximity to brands. With solid strategies, it is possible to have good results. Find out how to reach them next!
Get closer to the audience
Nowadays, the consumer wants to have greater participation in the company. He doesn’t just want to consume, he wants to have power of influence, be heard and have your desires translated into products and services. The greater the opening for this, the more engagement the brands get.
This can be done through opening up on social networks, showing the daily life of the company, or through campaigns that request some action from the public. Thus, there is the desired participation.
Offer outstanding service
For a long time, service was the Achilles heel of many companies. Today, it is impossible to survive in such a competitive market without outstanding service. This means humanization, different channels of contact and, mainly, solutions!
If the consumer invests his capital, he wants his demands to be met. In addition, he also wants to see the brand concern in post-purchase. This is essential to build customer loyalty.
Build added value (show how good it is to have that product)
Never has the added value of a product been more important than it is today. People seek more than an object or service: they want everything that comes with it.
The consumer positions himself through what he consumes and, thus, he succeeds belong to some group. A great example is Apple, a computer giant and one of the largest companies in the world. Even with so many solid competitors, its products are among the most desired.
Offer through different sales channels
The advancement of digital has also made it easier for consumers 4.0 and he has given a lot of value to that. Buying is only the last moment of the business relationship, but he needs to close the experience with a flourish. That is why, the more practical this step is, the better!
Brands must offer their options in e-commerce and replicate the offer of their products on social networks, in addition to email marketing. This streamlines the process and makes it easier for the consumer.
Attract by Inbound Marketing
Consumer 4.0 consumes a lot of content on the internet, from videos to blog posts. Many of these are from companies that strategically attract consumers. This concept of capturing an audience is the basis of Inbound Marketing, which brings the public through a value offering.
When working on this fundraising, companies have previous contact with consumer 4.0, bringing prominent content to them. In addition to having a qualified audience, the company meets the requirements.
Have a broad presence on social networks
The presence on social networks is a very clear need for today’s companies. The consumer is in these environments and, there, can better understand the brands. If your company is no longer where your audience is looking, it is failing and may no longer be relevant.
More important than the presence itself is be on suitable platforms. A law firm may not have to worry about gaining followers on Instagram, unlike a fashion retailer.
The secret is to know your persona well and identify the channels in which he is actually present.
Interact with the audience
Consumer 4.0 loves to interact with their favorite brands! This gives him the feeling that it is more than just a buying relationship. He feels important and are sure that your opinion has an impact on companies’ decisions. For brands, exercising this proximity is essential.
Engagement is of great importance in the marketing strategies of companies today. As an indicator, they show how involved your audience is on social media.
The concept of consumer 4.0 is of great importance and must be understood by brands and marketers. Only then, it will be possible to bring to the public exactly what he expects from companies.
Did you like this content? As you can see, it is essential to adapt to changes in the market, and that includes your team. To learn more, download our e-book on Digital Transformation and Marketing right now.