This article is very interesting because it is all about Businesses actually listening to their customers, all with the idea of letting them shape future products. Whilst this cannot be said to be new (marketing has always been about finding what people want and them giving to them), it is fascinating to see that BIG businesses are really taking the idea on board.
Of course, this idea of giving people what they want goes further than just the products, it also affects the branding and the website, both of which are important areas to Rouge Media.
Public Domain from pixabay
It is all perhaps more interesting to website designers than many other professions too, especially those that are taking on board the concept of Semantic SEO. The connections are many, but perhaps the strongest is that Semantic SEO is all about understanding what the message, your brand, and your products really are, in effect you get to understand their ‘meaning’ in a way rarely reached before.
Understanding this meaning is vital of course, but, and this is the tie in, you therefore have to understand what your customers want and are expecting. If you get this wrong your site will suffer from high bounce rates (people leaving as soon as they arrive) and / or low average page views / time spent on site.
Google is Listening and LEARNING
But there is more than even this, as perhaps the biggest company using C2B will be Google. This is all because Google takes account of every click to a site and whether the person stays on that site or leaves. If too many bounce back to Google, then eventually Google will down rate that site (at least for that search term).
The same sort of feedback is being used in deciding what sites to list in the first place (before any bounce rates are considered) as if a site’s listings do not get clicked on very often the resulting low CTR (Click Through Rate) could well make Google decide not to ‘waste’ a listing and simply not include that page at all in the future.
All of this makes it vitally important that we know what our customers want AND that we are providing it to them…
Brands are leveraging data and more sophisticated analytics to do C2B marketing, a term referring to marketing plans driven by customers’ established likes and behaviors.
There’s business-to-business marketing and business-to-consumer marketing, but the increasing availability of data makes way for another kind of marketing: customer-to-business (C2B). With more analytics, brands are able to market based on what they know customers like, essentially letting customers dictate the marketers’ strategies.
C2B marketing is exemplified by brands like Apple and Uber, whose products have become synonymous with the user experience, according to Deepak Advani, general manager of IBM Commerce, during the keynote at IBM’s Amplify conference in San Diego yesterday.
“We’re moving into a world where companies spend a lot of time and energy understanding what makes all of us tick,” Advani says. “They’re developing experiences that blow us away, turn us into advocates and turn us into fans.
Advani said that when brands combine attitudinal and interactional data, they can get a better sense of their customers. As a result, they can have more “personalized, relevant, in-context conversations.”
“When you put all this data together, you get a feel for who your customers are: what they’re doing, how they’re doing it and the most important impact of all, why they’re here,” he said.
While Advani called C2B the future of marketing, Tom Blaisdell, senior marketing manager for ecommerce at Hanes, says it’s already happening. While all brands like to innovate and come up with new products, Blaisdell knows that a large portion of Hanes customers keep coming back for the classic underwear they’ve been buying for years.