When people go online for information, they expect every experience to be tailored just for them. Today, people expect brands to understand their intent.
For marketers, this means meeting these demanding consumers with the right information in the right moment.
Because of mobile, consumers now have a personal stylist, hairdresser, and makeup artist right at their fingertips, 24/7. To make sure we are there and useful whenever our customers need us, we must offer more than just customized products. We need a personalized digital experience, too.
The big challenge we’re embracing next—the challenge all companies should be embracing—is continuing to deliver on mobile while also translating that seamless experience to the new technologies consumers are flocking to. Things like voice and AI are only going to make customers even more demanding.
What consumers want and expect has changed dramatically, especially in the last five years thanks to the devices in our pockets. We used to market to the masses. Today, customers demand personalization.
To be first choice for guests used to be about great amenities. That’s becoming history. Customers’ expectations today are accelerating. Our customers are accustomed to controlling their life from the palm of their hand.
Expectations have never been higher. We’ve seen that people increasingly use personal language—such as “me” and “I”—in their searches. Whether they are problem-solving or learning about the world around them, people want the most relevant and personal results in any situation.
And that applies to location too. People expect relevant results even as they're providing less information.