Gearing Up for the Snapchat Generation

January 10, 2017 by Taylor Wiegert in Consumer Behavior, Strategy

The holidays are a time to get together with friends and family and learn just how inept you’ve become compared to your younger family members. Watching an experienced Snapchat user go to work as they respond, Snap and share is… impressive.

As a Millennial, I like to think I can consume a lot and respond quickly, but my generation will look incredibly slow compared to the next generation. Marketers should take note. They are not going to give marketers any time to make their cases. Marketers need to embrace the speed and responsiveness of the Snapchat generation.

The (Dis)Connected Consumer

April 05, 2016 by Taylor Wiegert in Consumer Behavior, Trends

You can certainly have too much of a good thing, and for a growing number of consumers, technology is one of those things. There is a growing awareness of the detachment that can come from being overly-attached to our devices. Hyper-connected often means over-extended and science is proving that this can have negative consequences on our overall well-being and relationships.

A digital detox doesn’t mean completely cutting the cord, but it does mean being more mindful in how we use our devices and how they affect us. New apps like Headspace help users pause, breath and cut back on just how connected they are—technology being used to alleviate the stress brought on by technology. Apple’s latest iOS update includes Nightshift Mode to allow users to switch their devices to a mode that won’t negatively impact their sleep (as much). Hate for email is only growing as an emphasis on quick in-person meetings grows in popularity, and some people are even turning off their devices for a set number of hours per day (gasp!).

For a variety of reasons, people are trying to unplug, cut back and separate from technology bit by bit, but marketers have grown accustomed to and have counted on a hyper-connected consumer. If customers become less connected, what does that mean for brands?

Becoming a Culture Geek in the Name of Relevance

October 02, 2015 by Taylor Wiegert in Consumer Behavior, Engagement, Messaging, Optimization, Real-Time Marketing

In an era of tech proliferation, we have a lot, but one thing becoming increasingly scarce is attention to spare. For marketers, reach is one thing, but getting people to pay attention when they tell their stories is an entirely different ball game where relevance is everything.

Relevance is a loaded term. It conjures up eye rolls and is easy to dismiss, but when it comes down to it, it’s about what advertising has always been about, making a message relevant to a consumer’s life and current mindset. The challenge now is lifestyles are more diverse and mindsets shift on a minute-by-minute basis. But understanding what is on a large segment of the population’s mind is easier than ever if we pay attention.

Are You Prioritizing Your Footprint for the Future?

May 29, 2015 by Taylor Wiegert in Consumer Behavior, Trends

Mary Meeker’s digital trends report is always a fantastic and insightful look at where things have been and where things are probably going. Her latest report is full of insights that I still want to explore further, but one, in particular, stood out in my initial read-through.

The most important social networks for teens (in order from most to least), according to Meeker, are:

Instagram
Twitter
Facebook
Snapchat
Tumblr

Not only is this different than what we typically hear (Snapchat is where teens are, teens don’t care about Facebook, etc.), it’s also in contradiction to what most marketers are prioritizing when it comes to their social footprints.

Meeting Expectations at Lightning Speed

January 13, 2015 by Taylor Wiegert in Consumer Behavior

Digital can accomplish almost anything. I find myself thinking this all the time. “There must be a way.” “How can this be possible?” “This has to be better.” These are all thoughts that run through my mind personally and professionally. Considering the fact that the iPhone has only been around for seven years, Facebook ten and mobile ubiquity only years old, expectations are set very high for how short of time technology has been infused into our lives.

People have access to a seemingly endless amount of personalization, content and experiences to fulfill any one of their desires. And those choices are just a click away from your brand's social profile, website, email and message.

A product doesn’t have 5 stars? Look elsewhere. I haven’t heard back on my customer service tweet in 10 minutes? Find another brand. My favorite blogger recommends a competitor? Buy from them instead. People are able to make decisions to buy and not buy, to be loyal or disloyal and more in seconds, and technology enables this behavior more and more everyday.

Social Success is in the Day-to-Day

October 01, 2014 by Taylor Wiegert in Advocacy, Best Practices, Campaign, Community Management, Consumer Behavior, Customer Relations Managment, Planning

Over the last few days, we've seen the meteoric rise of Ello, and once again, shiny object syndrome has set in with marketers excitedly thinking through the possibilities and hopefully, exercising restraint. We are in an industry of constant flux with ever-evolving consumer behaviors and the rise and fall of new platforms.

As exciting as digital and social media marketing can be, the real success isn't found in flashy campaigns and new platforms. It's in the everyday, seemingly mundane interactions with customers and advocates. It's in those quiet, micro interactions that loyalty is nurtured and relationships are built.