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Is Convenience the new Narcissism?

Join us as we explore how brands must continuously evolve to make themselves more convenient, more personalised and more accessible at every stage of the buying process in order to stay relevant and continue to grow. For decades research has focused largely on brands, asking questions about brand saliency, brand features, and benefits, product developments, and hypothetical scenarios surrounding brand loyalty. Now, we must start to align our research with the real world and focus on connections with an increasingly elusive audience. We’re operating in an environment where the consumer is in control, technology is making their lives easier, and this new reality creates barriers to traditional brand marketing. Brands have to build a much deeper understanding of their customers.

We must start to navigate this tension between convenience technology and brands in an entirely new way. Convenience has taken on a whole new meaning. With a tap of your phone screen, it’s possible to order and pay for your milk in a matter of seconds – and drones will soon be able to deliver the milk to your door in less time than it would take you to walk to your local shop. But while connected devices have undoubtedly made tasks like ordering milk more convenient, they’ve also made the process much more complicated.

For brands, it’s easy to see why this is a scary prospect. How can you build a relationship with consumers when they no longer have to visit your store – or even your website – and they are being presented with a bigger range of retailers, products, services and service providers than ever before?

Decision fatigue

Clinical studies have proven that our capacity to take decisions is finite, meaning we find it harder and harder to make choices over the course of the day. As modern life becomes ever more connected, consumers are bombarded with an exhausting array of choices and offers, which continues to grow. In this environment, it’s hardly surprising that people want more personalised offers and services which are convenient, tailored to their need, and simplify or even remove the decisions they need to make about what to eat, what clothes to buy and where to go on holiday. It’s now common to use apps and other technology to help us combat this “fatigue” and make choices or recommendations on our behalf. Brand loyalty may be harder to come by in the digital age, but those that embrace technology and data, and use them to simplify our lives at every touchpoint, can make it easier than ever for consumers to say “yes”.

Our Panel includes:

Deirdre Bourke Marketing & Ops Director Microsoft

Ronan Mc Evoy Consultant FREE NOW

Paul Sweeney Co Founder & EVP Product Webio

P.O Box 58, Bray, Co.Wicklow.
Tel : 01 276 1995
Mail : info@marketingsociety.ie

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