Customer Journey in digital age – Must read for Marketers
Digital disrupted the consumer’s behavior
Recently, while going to industry white papers, I came across an article from Google- Think Google, highlighting the changing consumer’s behaviors and it had highlighted this aspect using 4S method.
This article got me intrigued and I kept on reading it and loved the explanation and kept thinking… so true, how we have changed our shopping or response behaviors with social commerce & with our eyes glued to screens.
This newsletter I shall explain in my words the 4 S formula.
“4S” –Streaming
We are always streaming whether we are watching IPL cricket games on app, or YouTube video or even movies streaming from Netflix etc.
We are continuously consuming data and this is an opportunity for the marketers to tap the attention of their customers through story telling.
My suggestion –
Use & embrace Reels, shorts and short form videos on tiktok to narrate your stories about your brand.
Many brands, like Glossier, Quaker, and Temu, are coming to YouTube Shorts to tell their stories in just a few seconds.
“4S”- Scrolling
Scrolling today is a modern day’s window shopping. I call it 3secs window to make an impact to capture the attention of your customer with a “hook”.
Use visual hooks to grab the attention in the first 3 secs of your content. Hooks can be influencer doing something crazy or voice over narrating a headline in a funny manner.
Use AI tools to develop your attention grabbing “Hooks”.
“4 S” – Searching
Earlier, we used to depend upon Google now the dependence has lowered by AI tools. I use Gemini tool to ask or search any topic.
I suggest using deepseek.ai or ChatGPT – deep insights tool to research any topic.
It is important for the brands to figure out a way that they appear in the results generated by these AI tools.
“4 S” – Shopping
Shopping has become truly seamless wherein the customers can shop through OTT streaming platforms or from apps or even through social commerce i.e. shoppable click ads in Instagram or TikTok shops or may end his purchase in a physical store.
Truly, we are living in the digital world and doing business in the digital world. Sooner we embrace this fact, things will be smoother for professionals leading their businesses into digital transformations.
To develop your Influencer’s Marketing Plan, click here.
Watch the video explaining the zero click searches.
