Truly reaching your audience requires an ability to identify consumer insights that enable you to communicate to your customers as individuals. But perhaps you’re starting by focusing on the wrong generation or putting too much emphasis on emerging generations like millennials. That’s why we’re paying attention to the 50+ group (boomers+), how they buy, where they spend and what motivates their spending power.
It’s no secret getting to know your customers is essential for marketing success and data is a key element to achieving this. Marketers have long leveraged data to gain insight into the behavior of their customers and send promotional offers based on data attributes like past purchase behavior or upcoming celebrations (birthday or anniversary). But in the age of digital really understanding your customers is two-fold. Marketers need to first understand who their customers are, their demographics, past purchases and lifestyles. And they need to extend these insights to gain a deeper understanding a customer’s life stage – which research shows plays a large role in determining consumer preferences and behaviors. Going beyond more traditional data attributes, marketers must then look to gain a single view of their customers across devices, time and media to succeed in the era of digital.
Engaging customers is hard. There are more than 30 billion mobile moments happening every day in the U.S. according to research from Forrester Research, Inc. And marketers must be ready to meet customers in these moments and deliver compelling experiences that will engender loyalty. This is especially true for quick serve and fast casual restaurant (QSR) operators – whose customers are inherently on-the-go and whose business model limits the amount of in-person and online interactions with customers.