Mobilisation of Consumption Consumers increasingly consume at home or onthe move. there is a trend that consumption takes place not only where theconsumer wants but also when the consumer wants. These trends are facilitatedby new technologies accessible 24/7 platforms making it possible for consumers to make orders whenever theyfind it convenient Globalisation The global communication and networking hasbecome the focus of the globalbusinesses.Asproduction has become increasingly international, demand is also affected byglobalisation trends. Consumers now expect products from all over the world tobe delivered to their doorstep. It has generated the changes across the world.
Digitalplatforms have made cross-border trade convenient and economical. Consumers fromdifferent parts of the world now have access to similar products in the globalmarket. Mindfulness. In a world of social networking , peopleare seeking more depth and meaning..
People are craving time away from thestimulus of the internet,and are severing their connection to technology.People are also becoming increasingly aware of the ethical impact of theireveryday lives. They are encouraged to think about–and take responsibilityfor–the ethical status of the things they do, buy and support. Super-Personalized Personalization has been taken out of the hands and tastes ofconsumers. Advances in technology mean that products are able to read consumersand give them what they want – sometimes without even being asked. Whilemass production is an important part of globalisation, an important countertrend is customization of products and services to individual needs and wishes.An example of this trend is the increasing importance of customized productsand servicesCustomer EngagementEngagement on the Social Web meanscustomers or stakeholders become participants rather than viewers.
Theengagement process is, therefore, fundamental to successful social marketingand to the establishment of successful social business practices. Engagement ina social context implies that customers have taken a personal interest in whatyou are bringing to the marketSocial business, therefore, isabout equipping your entire organization to listen, engage, understand, andrespond directly through conversation and by extension in the design ofproducts and services in a manner that not only satisfi es customers but alsoencourages them to share their delight with others. If social media is thevehicle for success, social business is the interstate system on which it ridesinto your organizationAcross industries, the percentageof consumers saying they participate in at least one customer loyalty programhas increased since 2009 as has the percentage indicating such programspersuade them to stay with a provider. However, program adoption is primarilydriven by the desire to gain access to the “best deals,” indicating a sort ofshort term loyalty that fails to keep customers committed for the long haul.
While consumers stated increased loyalty due to such programs, their actualbehaviors indicate they continue to leave providers at a high rate. Omni-channel AccessWidespread use ofmobile devices has also raised the need for organizations to have a 24/7presence on their social media pages to handle the complaints and queries ofcustomers. Mobile devices are going to change the way organizations areencompassing the user’s perceptions and feelings before, during and after theirinteraction. The mcommerce now outweighs the e-commerce traffic. Clearly,shopping on smartphones has already changed the game. Industry experts believethat mcommerce will soon contribute as the major revenue provider. Therefore,rather focusing on different channels of customer service, organizations shouldfocus more on creating great user experience in the mobile-driven world
