Knowing how your customer base consume content is crucial. There is litte point focusing your brand’s attention on content and websites that they do not visit or use.
Understanding customers’ needs is imperative
No matter how big or small a business is, it ultimately relies on its customers and its ability to continually give people buying goods and services exactly what they want.
One of the ways to do this is through website content and knowing what your target market is and how they interact with your brand, whether it be through a computer, laptop, smartphone or tablet, or all of the above.
The multi-tasking customer
In the past, you had a person’s undivided attention for the time they were visiting your store, virtual or brick and mortar, but a lot has changed since then.
According to a study conducted by Microsoft, there are now four multi-screening pathways and people want to be able to engage and interact with content on their own schedule.
The is done by around 68 per cent of consumers and most commonly takes the form of reading two different types of content on separate devices,such as checking email while watching TV, which is becoming a lot more common.
This consists of consumers using multiple devices to find out information about a specific topic, such as watching sport or a film on TV and finding out about the teams playing or the actors in the movie.
This is engaged in by 39 per cent of consumers, according to Microsoft, and the focus is on social networks and sharing content across devices,such as telling people about the films you have watched.
This is the most efficient way of consuming contentand it involves the use of two screens to complete a specific task, such as using a smartphone to take a picture of a product and then looking it up on a tablet or laptop.
How does this affect you?
As a small business trying to market yourself to the typical consumer, it is important to be aware of the habits of your target audience and make sureyou stick to the principles of content marketing.
Deliver unique, engaging and interactive content regularly and remember to appeal to mobile devices.