A speedy, automation-driven personalized experience is what’s driving consumer motivations in 2019 and into the new decade. Even now, 49% of companies are currently using market automation and 60% of those could see more room to innovate. Marketing automation drives a 14.6% increase in sales productivity.
The rise of automation in the industry are pushing consumers to demand brands to have a more personalized consumer engagement. It’s funny--the more that technology is innovating, the more humanized they need to be.
And the more humanized they are, the more up-to-date with current events they need to be, as consumers are also driving eCommerce brands to communicate their stand on social causes and events.
These technological and socially-conscious trends are outlined in the following blog post, in order to make you more aware of up-and-coming consumer motivations, so that you can win over your customers on Amazon.
1. Consumers are paying attention to brands driven by technology.
Consumers adapt to automation
The possibilities of AI are endless. More and more companies are integrating and relying on AI to do almost everything all around, and consumers are following these trends. From chatbots to drone deliveries, consumers know that the best businesses are using automation to their advantage. Consumers are looking out for personalized connections with technological devices.
You’ve heard of Alexa and know of all the Echo devices associated with it. Amazon’s play for the future includes highly automated machines. They already have a platform for machine learning on AWS. Already, there are 25 million Echo speakers sold, expected to double in 2020. As of now, Alexa offers 25,000 third-party skills.Through thorough research from the minds of the new generation of developers, they’re able to come up with regular updates to AI intelligence.
Starbucks Barista is one of the brands incorporated with Alexa, so Alexa can manage orders and take payment. It’s also got My Starbucks barista built into their mobile app, which has all the skills of a human barista.
Sephora, an early integrator of AI, has definitely upped the ante for new digital shopping experiences, via Sephora Virtual Artist. It lets you upload a photo and then find a specific shade out of thousands of different kinds of makeup, using facial recognition. Sephora is also using chatbots for an enhanced user experience, and location-driven AI to find out user information from Messenger.
If you’re not already incorporating AI to your brand, this would be a good time to develop one. Examples of AI that are driving consumers to a brand are personalized physical training and meal plans, map routes incorporating weather and time, wholly interactive chatbots, image and voice recognition, and websites developed on AI. Drive your potential consumers intelligently with AI.
Consumers are shopping on mobile more than ever.
So you know people are spending more time online, but do you know how? Not only do they spend time on their laptops, but they also shop using their phones. Now, with the widespread use of smartphones and their increasing capability, mobile marketing is a growing area of specialty. Mobile advertising has an untapped minefield of potential consumers.
Be ready with promotional materials specially catering to customers on smartphones. Create a mobile app, if you don’t have one already. Make your mobile app as interactive as can be. Create banner pages specifically tailored for mobile websites. Make great SMS messages. Promote, promote, promote using mobile advertising.
Consumers pay attention to videos.
Literally everywhere online, from social media to Google and Amazon to Youtube, most people are paying attention to videos. It’s a simple and easy way to get attention. Think Apple Iphone ads. The way they’ve been advertising through videos from 2007 onwards has been an entertaining and successful ad campaign for their product.
Amazon product videos are the new “it” thing lately. Amazon lets you add a video to the top of the detail page, and related videos on a separate page. This is one example of a successful video from GoPro.
GoPro, through their video, not only detailed the product in a way text just can’t, but also gave visual images of user interaction with the product. The features of the camera are taken apart and described. People are seen using the camera. And, the ad shows that GoPro is enhancing a life full of adventure and fun. This product video definitely shows the product in a good light and engages consumers.
Rethink your video marketing strategies to incorporate video. Would a live stream be good? How about an event video for a launch? Or a webinar? From product demos to promotional ad campaigns or whatever strategy you want to take, videos are the proven way to go about it.
2. Consumers want a humanized, personalized digital experience.
They crave a humanized experience.
As more and more technological innovations are being integrated into the framework of business, consumers are realizing they are talking to robots. They’re okay with adapting to that--but they still crave a humanized digital experience without the need for human intervention.
The key to your consumers having a humanized experience on your Amazon site is to remember the human aspects like emotion, needs and wants for the data you derive on each customer. Personalized data on your consumers will let you know the steps to take to make your landing pages and your ads tailored to each visitor.
Relying on AI to make personalized decisions on each customer will be necessary. Automated continuous learning, as well as analytics about your consumers, is the first step to making a humanized experience for them.
Brands that have been in the frontlines of automation is IBM Watson and Under Armour, who are using AI to launch a Cognitive Coaching System. This system will use IBM’s cloud computing technology for data-backed health and fitness insights.
As part of the system, they’ve launched an app for UA athletes, the first 24/7 connected app that assesses a variety of factors that affect health and fitness programs, including: Personal, Physiological and Behavioral data; Nutrition; Expert Training Knowledge; and Environmental factors.
IBM and Under Armour are making sure their consumer needs are humanized through automation, by tracking all types of factor that affect human behaviour; and, through their app, they are bettering human lives.
People-based marketing will ensure that you know your customers individually. Acting in real-time on a multichannel, multi-device method will make each customer feel that they are having real experience on your site.
They want a personalized experience.
Personalization is a huge trend these days because consumers want to be able to virtually walk into an Amazon store and have their needs tailored to them.
Make sure you have different landing pages for each customer. Make sure your ads are personalized, for the varying generations that are on your site. Have specific notifications for your customers, as well as different newsletters based on the consumer metrics you’ve gathered. These include age, gender, search history, location, etc.
Have a connected experience with a visitor through multi-channel marketing, if one visitor sorts through all your channels. Remember, the more channels they’re in, the more likely they’ll be loyal to your brand.
Again, what will drive this is consumer data and analytics, as well as automated continuous learning on each and every customer.
3. Consumers have a need for speed.
Capturing today’s consumer is necessary because everyone’s clicking with such a rapid attention span. In one minute, your customer can share, like, comment or message your brand; in the next, they’re out of your site or store altogether. Managing to secure their attention for those few minutes that they’re on your site is of the utmost value. By gaining their attention, you’re gaining them as a follower, and all their followers too.
Top performing brands make speed a priority. New products are up regularly, shipping times are faster than humanly possible, and the customer service team responds in real-time.
Again, product ratings, reviews, consumer data, and social media trends are your best friends when it comes to a speedy interaction with your consumer. The more data on your hands, the more you can respond to them in the fastest and simplest way that will solve their problems.
Remember, speed is a competitive advantage. It works hand-in-hand with personalization. If you’re paying attention to consumer needs, you’ll know to act in real-time with the data, tools, and automation necessary to interact with your visitors. This will drive you to stand out amongst your competition as well as gain a loyal following and unique visitors.
Your consumer wants you to act in real time, and you want them to see now and buy now. It’s a two-way street, so keep in mind speed.
4. Consumers spend more time on social media
Studies show that more and more people are spending time online, and this means more time on social media. This consumer behavior enhances the chances of visibility for your brand, your products, and your ads. Most consumers on social media are already online when effective social media campaigns reach them.
Through social media, consumers can browse, click, and share with each other their purchasing demands and needs. Effective social media campaigns will both be very engaged and convenient for the consumer.
There is no one better at social media than Amazon itself. They have millions of likes on their Facebook page, but they’re adamant at leaving comments on every single comment they recieve. They utilize video, give discounts and coupons, and post updates more than humanly possible. They also use Pinterest, Twitter, and Spark, and are proactive on it as well.
Amazon also acquired the social media reading giant, Goodreads. We’ll just have to look out for what’s in store in the future of the book industry, with Amazon leading the way.
This means more posts with quick reach and fewer clicks to get to the product. For the fourth quarter, outreach on social media is essential. A unique social media presence increases the chances of consumer spending.
5. Consumers follow brands that take a stand.
In the midst of the #metoo movement, the LGBT movement, and countless other social issues that are populating current events at this time, consumers want to know if you’re taking a stand on social issues.
These could be as a marketing strategy for cancer and AIDS awareness, or as simple as an eco-friendly, clean living stance.
Airbnb took the much-coveted ad spot during the Superbowl for their direct response to President Trump’s threat to temporarily close U.S. borders to refugees. With the words, “We believe no matter who you are, where you’re from, who you love or who you worship, we all belong. The world is more beautiful the more you accept,” the ad showed a montage of faces of different shades, shapes, and sizes.
It’s a powerful message, combined with the hashtag #weaccept, that showed the ways that a brand can take a stand on a social issue. Whatever issue you take a stand on, make sure it follows your value proposition and makes your brand stand out from the rest. You’re taking a stance on social media, you’re doing your part for the environment--these things will not only drive unique visitors, but you’ll be
TLDR: How Can Amazon Brands Take Advantage of Consumer Motivations?
The bottom line is, technology is leading the way. But the more that technology is on the rise, consumers are demanding a more customized, human experience.
How can you as a brand lead the way? Well, first, make sure you’re taking advantage of consumer data. If most of your customers are GenZ, odds are, they’re looking for more social engagement, not just on social media, but on current events as well. If your consumers are from an older demographic, they could use video to help manage their time on social media.
For all Amazon sellers, the following strategies are helpful to winning customers on Amazon and offsite:
Mobile-friendly product listings, enhanced brand content, and banner ads.
Videos, videos, videos especially now on Amazon itself.
Multichannel marketing through various touchpoints such as social media.
Alexa and other AI integration in and out of Amazon.
Relevant current events socialization to keep you updated with your consumers.
At the very least, determine your platforms by keeping in mind your target consumer. At the end of the day, they’re humans too, just like you.
If you’d like to know more insights about 2019 trends, MarketplaceOps is here for you. We are a team of online marketplaces and e-Commerce experts who have been in the industry for many years. We’re willing to help you every step of the way. If you have more questions about our article or if you simply need help in starting or handling your Amazon business, just reach out to us by sending an email or requesting a free consultation today.