According to Statista, there were a total of 265 million digital consumers in the United States in 2020. This is a whopping 80% of the population. As more and more buyers turn to online shopping for its convenience and ease, one thing to keep in mind is that the customer journey and the buying experience have also changed.

Have you factored this into your current marketing plan?

With the worldwide web at their fingertips, consumers no longer rely on retail managers for the latest trends. Think about it – when you need information, the first place you go is Google. Your customer is no different.

The power of buying has flipped in that consumers are now telling companies what they want, when they want it, and how they want it. More than ever, it’s become crucial to get the right messages to the right customers and the right time – and do it at scale. The challenge here is that, while shopping is no longer done in person, the customer still wants a personal experience.

And the downside of online shopping is that the personal experience is hard to achieve. Your customer is no longer standing in your store. The atmosphere has changed and brands no longer have the advantage of friendly sales staff with eye contact and big smiles. This means that the way you communicate with your customer needs to change too. So, how do you do this?

It all starts with your customer.

Using a data-driven approach and an integrated marketing plan, platforms like Google have made it possible to ask your customer exactly what they want – no assumptions necessary. Through technology, it’s become easier to present customers with the solution they’re looking for and let them take themselves on their own journey at their own pace.

Brands can leverage their customer-centric marketing with Google through the right mix of channels, automation, and testing, it is possible to achieve marketing optimization and a personalized customer experience. By building a system for your customers that creates value on their digital journey, you allow your company to budget better and make meaningful, informed decisions for future product development.

To learn more about how to get your message in front of your customers, watch Customer Experience: Insights from Industry Leaders here.