Engaging The Always Addressable Customer
Nearly one-third of US online adults accessed the Internet multiple times per day and from multiple physical locations last year, according to a recent Forrester survey of 8,400 respondents, and that number is only going to go up. This data represents advances in both technology and user behavior that have ushered in a new era of interactivity, where marketers have a brand-new consumer to reach: the always addressable customer. This evolved consumer owns and uses three or more connected devices, goes online multiple times per day on any device, and goes online from many away-from-home locations.
For the always addressable customer, active engagement in advanced social media and mobile technology is a matter of fact, not an exception to the rule. “These consumers have internalized technology to such a degree that they don’t even think of it as technology anymore: It’s how they live their lives,” writes Forrester Senior Analyst Melissa Parrish in a new report. And it’s not just the younger generations displaying this integrated advanced behavior — 38% of all US online adults can be defined as an always addressable customer.
So what does this mean for marketers? It means that buzzwords like “SoLoMo” aren’t enough to account for what customers truly want and need. The bar has been raised for marketers when it comes to offering value and service, rather than just messages, to the majority of brands’ audiences. But there is good news for marketers: The opportunity now exists to be able to address customers’ needs wherever and whenever they crop up.