What should they do?
Brands need to leverage social listening alongside other consumer signals, such as search behaviour, as the first step in delivering meaningful brand experiences.
Takeaways
A good data strategy can mean the difference between a dissatisfied and a loyal customer.
All consumer signal sources provide some part of the truth, and it is more crucial than ever to prioritise speed and gaining a holistic overview for decision-making.
As consumer expectations for convenience rise, other parameters such as personalisation become imperative to stand out and increase share of search.
Final thought
Marketers need to adapt for a future with more seamless integration between physical and digital behaviour. This in turn will change where they look for insights and how they measure success.
Smooth, speedy digital experiences are now expected by Australian consumers, meaning that brands must find ways to be truly memorable in order to stand out, Gabey Goh, WARC’s Asia Editor, argues in this introduction to a new, expanded APAC Spotlight series.
As Australian marketers seek to maximise digital growth, the challenge is less about enabling seamless purchases and achieving a meaningful degree of personalisation – both of which are now table stakes – and more about standing out at a time when most companies are deploying similar tools and tactics.
How brands can succeed in this endeavour is the focus of this first instalment in a new, extended APAC Spotlight series that offers advice from client-side marketers and best practices from researchers and agency leaders who are at the cutting edge of the latest digital trends.