Another word for perpetuals might also be “distracted.” The old statistic where marketers had 7 seconds to connect with consumers when they land on your website has been replaced with 2 or 3 seconds on mobile. So how do you best reach these people? By inviting them to come to you. At the heart of your approach is content – but not just any content. Marketers need to shift from “sell” to “serve” in their overall approach. Start with sharing something useful. Content, advertising, videos, downloads and more all need to revolve around the needs of the customer. Where are they on the customer journey? What are they struggling with? What story can you share to support your brand mission while serving, educating or entertaining the customer?
How can you reduce the friction in any part of their lives?
Johnson & Johnson was an example shared during a presentation. As a brand that features baby products, soaps and lotions, they could have focused on their products, or their company history. But instead they placed their customer first, helping them deal with one of the greatest challenges of new parents – sleep. Their utility approach to reaching customers includes a highly rated app with instructions for bathing newborns, how to make a baby cozy before bedtime, lullabies, and more. Not only is the information useful – it also supports the overall brand vision.