Brands that understand the needs, motivations, and preferences of their customers, and then take decisions based on these insights and behavioral data, will have a great advantage in a market economy. In previous years, this type of customer research would be fairly straightforward, as each demographic had fairly predictable interests that were well understood.
In recent years, however, technology has opened new doors, made others obsolete, and empowered consumers to research brands as thoroughly as brands had carried out research on them. The COVID-19 pandemic has accelerated this shift, while also distorting it: Some important new demographic shifts would likely not have happened if 2020 had been a more ‘normal’ year.
Our web design agency in Bangkok has reviewed the latest data, summarizing some of the most important lessons below.
Everything old is new again
The across-the-board rise in online purchases during the pandemic has been well documented, and businesses must take full advantage of the digital space if they are to remain competitive moving forward.
Yet other increases have been less often noticed. One highly significant example is the rapid embrace of social media use among Baby Boomers. Social distancing and virus-related concerns have led many older people to use social media as a way of staying connected with the outside world.
This change in social habits seems to have been the catalyst for an evolution in behavior within this older generation. One recent report found that “70% of internet users aged 55-64 say they’ve bought something online in the past month, and 37% are planning to continue doing so more frequently when it’s over.”
Every company knows that social media is the best place to reach young people, but it is increasingly becoming the ideal venue for engaging the older generation as well. Of course, the communicative approach must also be adapted to older audiences, as different styles of language and content tend to resonate with different groups.
Baby Boomers may need encouragement, reassurance, and instruction about how to do things (like buying something online, or subscribing to a newsletter), whereas younger people may only need to be convinced that a particular action will be worth their time. Older audiences might also respond more enthusiastically to older influencers.
Finding your niche
With over half the world now on social media, brands must make sure they are investing in the right platforms and messaging.
Facebook remains the king of the jungle, but TikTok continues to grow in popularity, while newer apps such as Clubhouse appear to be on the verge of entering the mainstream. These, in addition to popular platforms like LINE and Instagram, can be used in combination to earn maximum reach and engagement for each marketing campaign.
However, success is not guaranteed on any platform. Brands must strike the right note with their audiences, which increasingly means a type of storytelling that incorporates a pair of key attributes:
- Values. Although weighing in on social issues may seem like a dangerous move – and indeed it must be done carefully – brands are expected to stand for something. By connecting with the wider culture on topics people are passionate about, brands can better earn the loyalty of those they seek to engage.
- Conversations. Social media is a two-way street, and is most effective when brands use it to speak as well as listen. Real interaction may also bring side benefits, such as inspiring authentic user-generated content that brands can re-purpose for their own needs.
The recommendations above will put your business on the right path for 2021 – but more twists and turns are certain to appear in the future, and your content strategy should always be flexible enough to adapt to changing times. For professional marketing support that can help your brand succeed both today and tomorrow, contact our web design agency in Bangkok right away.