It’s important for every company to promote its brand to promote itself and increase its awareness. The best way to do this is by creating good content marketing strategies that will address the needs of your customers while reaching the goals you’ve set for your business.
The same can be said for tech and one of the things that most tech-related businesses should consider is the tech habits of their customers. In order for tech companies to effectively spread brand awareness, they should know the latest trends in tech, the best gadgets in the markets, and what their customers are doing with said gadgets.
This is why it’s important that tech companies should adjust their content strategy based on their customers’ tech habits as well as understand the value of content marketing in creating brand awareness.
Why should you care about the tech habits of your customers?
The tech habits of your customers might seem insignificant compared to the grander scheme of things. However, technology has come a long way and if you underestimate or ignore consumer tech habits, then you’re missing out on a lot of opportunities to jumpstart brand awareness.
There are essentially two main reasons why you should care about consumer tech habits:
1) It's the next step to personalized content
A lot of content strategies are data-driven and basing your strategy on data does determine how far it will spread your brand and how well it will be accepted by your customers. However, creating content based on demographics like age, gender, and income won’t necessarily mean that your content will be accepted well.
It’s robotic and your audiences will feel like they’re being targeted specifically with a product that companies think that they like. It’s also intrusive and it doesn’t build trust between the customer and the brand. This is why it’s very important that companies take time to personalize their brands instead of creating content based on statistics alone.
According to Accenture, 83% of consumers are willing to use personal data for a more personalized experience. This shows that they are willing to trust companies with their personal information for a chance that they’ll be given a product that really vibes with them.
Personalization is key to making content that your customers will take positively, and you can take your personalization to the next level by studying your customer’s tech habits. What they do on the phone and what they search on the internet can determine what products they are receptive to.
If a customer is looking up articles regarding ultrabooks then this directly tells you that a customer is looking for ultrabooks to buy. But a more introspective analysis could be that the customer is looking for gadgets that will last for a long time.
This will be more apparent if the customer searches for high spec gadgets that can be used for many years in the future. Essentially making it “future proof".
2) Technology and consumer behavior go hand in hand
Technology plays a big factor in determining future products as well as the behavior of your customers. An article, titled “The impact of digital technology on consumer purchase behavior“ was published in The Journal of Financial Perspectives: FinTech.
The article states that digital technology has changed how retail businesses function over the past several years.
As of 2015, over 45% of consumers have said that they’ve performed shopping-related tasks on their mobile phones. This goes to show that the rise of smartphones and the emergence of mobile compatible websites have made it easier for people to shop online. It also shows that mobile apps are prospering thanks to digital marketing.
Smartphones and mobile compatible websites aren’t the only ones that have influenced consumer behavior. Social media plays a big role as well as considering that millennials and Gen Xers are highly receptive to social media. Data shows that 52% of Millenials and 42% of Gen Xers have purchased a product seen on social media.
All of the data suggest that technology and consumer behavior go hand in hand. With technology defining the way how customers shop and how they purchase their products. By taking this into consideration when devising your content strategy, you’ll be able to move one step ahead of your competition and more positive responses from your customers.
3) It’s a good source of qualitative data
Based on the findings of Edelman’s Consumer Marketing Study, there is a big gap between what’s important to people and what companies deliver. There are many factors on why this happens but one important factor to consider is that companies don’t communicate effectively with their customers.
According to the data of Edelman’s Consumer Marketing Study, there is a 41% gap between performance and importance when it comes to companies asking customers about their needs. This is because most companies don’t ask and focus on getting quantitative data based on demographics to determine what content they are making.
Numbers alone won’t communicate how customers should create their content, which is why companies need more qualitative data to truly get what their customers want. Qualitative data like direct customer feedback and studying customer behavior like their tech habits.
How to change your content strategy based on customers' tech habits
a) Use surveys
You cannot formulate a strategy without any information to base on.
Assuming your company did its demographic research on your customers, you’ll have a general idea of what kind of product your customers want. But you need to understand them more on a personal level, which is why you’re going to need to ask them direct questions. And the best way to do this is by using surveys.
The information you gain from a survey can help you create meaningful content that resonates well with your audience. Tiffany Sun, a successful writer at Medium, states that she uses surveys to create powerful headlines.
Tiffany’s survey showed that 54% of her readers would want to know what to write about. Using this information, Tiffany was able to create a powerful headline as well as create content for that headline that would attract and keep a lot of her readers. Creating a content strategy based on information taken from surveys works the same way as well
b) Search on Social Media
What’s great about social media is that it's free and that almost anyone has access to it. You can use it to boost engagement and promote your content without spending a dime. Social media sites like Twitter and Facebook are swamped with comments and feedback from their users.
Most users speak their mind and they don’t tend to hold back on their opinions. This essentially gives you honest and unbiased feedback.
Twitter is a good social media site to get feedback. You’ll see people’s reaction and all the positivity or negativity that comes with it. You can specifically search for “#” hashtags to find trends and better understand your audience.
You also don’t need to manually search for trends on the social media site as well. There are external sites like Twitterfall that make your job easier for you. In our case, we’ve used twitter fall to find out what people are thinking about laptops in general.
c) Take advantage of Memes
This idea might seem outrageous at first, however, there is a big advantage to using memes in your content strategy. There are even multiple pieces of research that back this up. An article titled published in ResearchGate states that internet memes have been used effectively as advertising vehicles.
This shows that memes are more than just funny pictures on the internet and if you use them correctly, you can create some amazing content with it. You can take advantage of this fact and use it in your content creation. A good way to start is to make the most out of the images you share on social media.
Memes are simply exaggerated and sometimes oversimplified pieces of culture immortalized in images. Although the subject matter of the meme is exaggerated and varies from user to user. You can’t help but deny its popularity and humor and there is some semblance of truth to it.
Companies don’t have to necessarily create and advertise memes themselves. They can simply study memes concerning their brand and product and use it to their advantage. A good example of this is Netflix advertising their service during thanksgiving.
“Netflixisajoke'' is a sub-account of Netflix and they’ve brilliantly created a meme-like ad that promotes their shows. They specifically took the viral templates of the current memes and used them to their advantage. That’s a very good example of creating content based on consumers’ tech habits. And here, it's the “customers' meme habits”.
Marketing evolves over time and the same can be said with technology. With this in mind, it is a given that the way consumers behave such as their tech habits will also change as well.
Consumers’ tech habits are reflections of the current state of the market, by studying them companies have a better chance of resonating well with their customers and creating content that they truly love.
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