What they need, when they need it
Another theme we found our respondents talking about was timing. For marketers, it’s about meeting consumers where they are at just the right time when a brand’s input is needed or appreciated.
When thinking about 2021, Jose Sanchez, Listening Lead at Publicis Media, wrote about being “as close as possible to the consumer, respecting their physical space and privacy, but to be present at the moment they require it in order to help them meet their needs.”
This is echoed in our DCI in Practice guide on Trend Spotting which discusses the importance of timing insights to make them as actionable as possible. An example of doing this well is delivering insights at a cadence that fits with regular meetings of key stakeholders so that decisions can be made quickly based on the data.
Timing is also key when things are moving quickly. That relates to reacting in real time to opportunities, bringing agility into the heart of all operations, and, where possible, using predictive trend spotting to proactively prepare for what’s ahead.
Many of our respondents talked about the need for consumer-centric content. This doesn’t necessarily mean bespoke content for each consumer. Instead, it’s about recognizing segments of your audience that might have different needs or preferences to others.
Looking ahead to 2021, Jennifer Chan, Digital Content Manager at Amnesty, wrote: “Ideally, knowledge of audience should direct our content creation and distribution.”
Ivan Rio, Chief Marketing Officer at Urilingo, acknowledges the challenges which come with segmenting by generation or age: “Developing intergenerational content that connects with each consumer in a personal way is definitely the challenge of the century as the border between generations is getting blurrier and blurrier.”
Meanwhile, Immediate Future CEO Katy Howell noted that a challenge is to get brands to think about consumers in a multi-dimensional way: “Convincing brands that they need to move beyond tracking their own brand and actually listen to all their consumers – beyond just demographics and two dimensional personas.”
All this is to say that knowing what your consumers want and delivering the right experience at the right time in a way that works for the individual is what marketers must be working towards.