Is your company prepared for consumer 5.0?

Rodrigo
16/11/2020
The characteristics of the 5.0 consumer 1- They value freedom of consumption The customer no longer needs to go to a physical store, much less be limited to business hours to make their purchases. They want to consume whenever they want and on the platform that is most convenient at the time, whether by phone, email, social media, website or app. In addition, they also want to move through all channels smoothly, without having to restart their purchasing journey. Check it out: Multichannel Marketing 2- They influence the decisions of other consumers Access to information has made consumers much more discerning with their choices. Thus, to make a purchasing decision, they watch videos on YouTube, read reviews on blogs and also want to hear the opinion of those who purchased that product/service. Therefore, the 5.0 consumer knows very well that their opinion has power over brands. If they have a bad experience, they will certainly use this power to negatively influence other people, which highlights the importance of investing in this concept. On the other hand, if they have a good experience, they will become a brand promoter. 3- They value relationships Finally, consumers no longer want to feel inferior or “hostage” to a company. They want to interact with brands in a closer and often informal way, in the same way they talk to friends. They want increasingly direct communication. This means that the old vertical and rigid customer service model, where people find it difficult to communicate, no longer works. It’s time to invest in customer experience!

Is your company prepared for consumer 5.0?

Vertical communication, boring products and standardized experience. Do you think that pleases people? Well, in the not so distant past, it was not necessary to worry about these factors, but nowadays, that is no longer enough. Buying and selling relationships have changed and, to please the consumer 5.0, it is necessary to focus on customer experience.

After all, when demand was much greater than supply, companies didn't have to make as much of an effort to satisfy customers. However, everything is different now. The product no longer fully satisfies. Now, Consumers want to interact with the corporation and experience unique experiences.

Want to understand how this “new consumer” behaves and what to do to satisfy him? Read the text!

First of all, understand the evolution of the consumer!

Understand that the main factors for changing consumer behavior are significant transformations in the economic and social context around the world, with technology as the main driver for this. Check out the change in consumers:

5 foolproof tips for creating your persona The personification of your ideal client. This is the best definition of persona. This is what you should think about before planning your sales strategies and even the type of product or service you are going to sell. Want to know more about this concept? Follow our article and discover 5 foolproof tips for creating your persona and not making mistakes in your approach. You will read about: What is a persona? Difference between persona and target audience How to create a persona? What is persona? The persona is the personification of your ideal customer and it is built using real data about the behavior and demographic characteristics of your customers. To create your persona you need to know their stories, motivations, challenges, goals and concerns. Therefore, in order for you to define your persona correctly, you need to have contact with your target audience. This makes it possible to identify characteristics, consumption habits, pains and desires in common among potential buyers of your product or service. Difference between persona and target audience This is one of the most common questions for those who are starting to understand these concepts, so let's make it clear: persona and target audience are not synonymous. In a way, target audience is a broad segment of society to whom you sell your product or service. While the persona is the representation of your ideal client, in a humanized and personalized way. Here's an example: Imagine you own a furniture company and want to focus your sales on people who are buying their first home. Your target audience would be: Men and women over 25 years old, already graduated from college, with an average monthly income of R$3.000. Your persona would be like this: José Luís, 26 years old, newly graduated engineer with a steady job. After finishing college, he decided it was time to move out of his parents' house. So, he rented an apartment close to his work. Now, you are looking for cheap furniture because you want to save your money to start your master's degree. However, due to his work, he has little time to research furniture and therefore uses the internet to find products and services. Did you notice the difference? At first glance, you may get the impression that the definition is the same. However, it makes a big difference to think about a marketing strategy aimed at José Luís, who has difficulties and desires, and not at a large target audience. “But I have several types of clients.” That’s okay, you don’t need to limit your strategy to a single persona. It is common for some businesses to have more than one defined persona. However, be careful not to lose focus. By choosing multiple personas, you may end up not speaking to any of them and your strategy will have gone down the drain. Read more about: Digital marketing planning Relationship marketing How to create a persona? To create the right personas for your business, you need to answer some questions about your potential customer. Therefore, you need to know your audience. Check out 5 foolproof tips for creating your persona: Benchmark your competitors If you are just starting out and don't have any clients yet, you can benchmark your competitors' social networks. What type of audience is there? Are most of them men? Are they younger? What type of content generates the most audience engagement? This helps to identify the profile of people who consume this type of product or service. Assess your audience You don't sell yet, but you already have a profile on social media? Then you can assess who your audience is. What kind of people follow your page? What content do you like the most? The idea here is to try to identify a common behavior pattern that can guide the creation of your persona. Listen to your customers If your business is more mature, you can use your customers to reach your ideal customer. To do this, talk to some of them and find out their main needs. You can do this over the phone or by sending out a simple survey on Google Forms. And most importantly, understand how your product or service solves a real problem for your customers. You can also use these survey forms on your page or website. Offer something of value to your audience To encourage your audience to respond to your form, offer something of value to your persona! How about an e-book on a topic of interest to the persona? It can be very attractive and triggers reciprocity. Questions that cannot be missing from your forms What are your pain points? What are your wishes? What brands do you usually use? What is your daily routine like? What are your goals? From this, you will have an idea of ​​what your persona wants and needs, and thus, you can offer a solution that meets their needs. Additionally, you will discover what type of content your persona is interested in, and with that, you can think of content that talks about their problems and desires. This way, you create a connection with your audience, as you demonstrate that you know what they go through on a daily basis. What’s more, it shows that the solution to that problem is closer than she imagines. You will enjoy reading about: Marketing strategies Use the empathy map When it comes to defining your target audience, the empathy map is one of the most used tools in Digital Marketing. This tool allows you to understand each customer segment in a very visual way. With this, you can establish clear hypotheses regarding the main needs, behaviors and personal attributes of your ideal client. Fill out the form below and download your empathy map for free: Well, the empathy map is made up of six questions related to the customer: What do they think and feel? In this quadrant, you should put what your product or service awakens in the minds of consumers: How does the persona feel about the world? What are your concerns? What are your dreams? What are your short-term plans? Difficulties you face on a daily basis What is a typical day like for the persona? What do you hear? Here, you can ask about idols and other influences that the persona receives from different media, such as communication: Which people and ideas are they influenced by? Who are your idols? What are your favorite brands? What communication products do they consume? Read more about: How inbound marketing works How to attract customers 3) What do you say and do? This quadrant refers to the consumption of the product or service from the moment the persona decides to purchase it. Therefore, it is necessary to understand their behavior: What does the persona talk about? What topics interest you? What are your hobbies? What do you do in your free time? 4) What do you see? This quadrant should talk about the visual stimuli that your persona receives. You may ask: What are your friends like? What do you do on a daily basis? What is the world like that person lives in? 5) What are your pains? It corresponds to the difficulties that your audience experiences daily: What are they afraid of? What are your frustrations? What's stopping you from doing something you want? 6) What are your wishes? It's what you're going to offer your persona: What is success for the persona? Where does she want to go? What would end your problems? With all this data displayed in a visible way, you can draw your persona’s profile. To enrich the construction of your persona, brainstorm with your team to collect ideas and suggestions that can characterize your persona adequately. Don't forget to define the name, gender and age of your persona. Now that you know how to create a persona, and with that, improve your shopping experience, know that there are other digital marketing strategies that will boost your sales! Meet GS2 Marketing We are experts in mapping your ideal customer, attracting visitors and generating leads for our clients. Our success strategy is based on designing your persona's purchasing journey. We gather data and analyze our successful clients from different segments to come up with a methodology that will increase your sales. We have the most strategic areas of digital marketing to make your business grow! Want to know more about how GS2 Marketing can help you map your ideal customer and sell more?
1- Consumer 1.0

This type of customer is one who only had access to what was produced and sold locally, whether at fairs or by store salespeople. Therefore, these people did not have many options and accepted what was offered without much resistance or research.

2- Consumer 2.0

With the increase in the number of stores, customers now had a variety of options to choose from. It was therefore possible to conduct price research and compare the quality of competitors' products. 

Furthermore, with the arrival of television, the best-selling products were those that appeared on the “small screen” and aroused desires in those who saw them. 

3- Consumer 3.0

The 3.0 consumer is one who is already beginning to have access to the internet. At this stage, e-commerce has emerged as yet another consumption alternative, while social networks and blogs emerged as ways to convey information and influence people, with commercials and advertisements that last much longer than the 30 seconds on television. 

4- Consumer 4.0

Consumer 4.0 is already someone who uses the internet on their smartphone, which has made online shopping much more practical and dynamic. As a result, it was no longer necessary for individuals to use a computer to shop, and they could do so from anywhere.

5- Consumer 5.0

Finally, this category includes digital native consumers, that is, those who were born with access to technology or who saw the transition from the analog to the digital world up close. 

The most significant change in behavior during this period is in the type of relationship these customers want to have with brands. They are no longer satisfied with just the product, but with the experience.

Consumers want to have access to value-added items and have the best shopping experience, in addition to being able to interact with brands horizontally and instantly.

The characteristics of consumer 5.0

1- He values ​​freedom of consumption

Customers no longer need to travel to a physical store, much less be limited to business hours to make their purchases. They want to consume whenever they want and on the platform that is most convenient at the time, whether by phone, email, social media, website or app.

Furthermore, they also want to move through all channels seamlessly, without having to restart their purchasing journey. 

Check out: Multichannel Marketing 

2- It influences the decision of other consumers

Access to information has made consumers much more discerning about their choices. So, to make a purchasing decision, they watch videos on YouTube, read reviews on blogs and also want to hear the opinion of those who have purchased that product/service. 

Therefore, the 5.0 consumer knows very well that his opinion has power over brands. If he has a bad experience, he will certainly use this power to negatively influence other people, which highlights the importance of investing in this concept.

On the other hand, if he has a good experience, he will become a brand promoter.

3- He values ​​relationships

Ultimately, the consumer no longer wants feel inferior or “hostage” to a company. They want to interact with brands in a closer and often informal way, in the same way they talk to friends. They want increasingly direct communication.

This means that the old vertical and rigid customer service model, where people find it difficult to communicate, no longer works. It's time to invest in customer experience!

But after all, what is customer experience?

Customer experience can be defined as the impression that the customer in question had regarding your brand or product from any contact, whether through a personal interaction or visual contact with your logo, for example.

It is through a good customer experience that the 5.0 consumer will identify with your brand.

It is very important to emphasize that customer experience should not be associated only with the customer's initial impression, so your company must focus on the durability of a good customer experience, even after the purchase process itself, through after-sales service.

What does your company already do to improve the consumer experience?

Does your company already have a process in place to deal with this type of consumer? How does it interact with them? If this is not something that your company has in place yet, contact us and find out what to do!

Read also Generation C inspires strategy changes

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