Product Marketing for Always-On Consumers
Sitting on the couch, after a day at work, watching a TV show. What’s in your hand? If you’re like over 70% of the population, it’s probably a smartphone or a tablet. A secondary device, as we call them. Whether scrolling through social media, checking scores of your favorite sports, or checking email, our devices enable consumers to be “always on.” And this transition to constant access has fundamentally changed product marketing.
A recent report from IBM elucidated on these evolving consumer buying behaviors:
Thanks to mobile technology and social media, consumers have been rewired as it pertains to shopping, and it may usher in one of the industry’s biggest shifts in consumer behavior. Today’s always-on consumers come highly informed with specific demands pertaining to price, ingredients, delivery options, production methods, and much more. And they shop whenever and wherever the mood strikes them, in so called “micro-moments,” often while doing other tasks. In other words, consumers today shop anywhere, anytime, and increasingly, any way they want.IBM Research Insights
There are three points that the report focuses on that can positively influence shopping behaviors: visibility, sustainability, and posing a compelling value proposition. And packaging can help.
Crafting a Product Marketing Strategy
Visibility is fairly simple to achieve in a mobile space. Buying mobile ads is relatively straightforward, targeting audiences is a science, and it’s not a huge barrier. However, your product needs to be able to sell itself as well. Creating packaging that is attractive and reads well through a phone screen is key.
Sustainability is the second point that influences buying behavior in a big way. And it’s not surprising, is it? As we become more and more aware of the impact of humanity’s consumption, it only makes sense that we become hyperaware of our own consumption. Especially when we utilize products that don’t align with our desires to lessen the impact. This leads us to the final point.
Some consumers are value-driven, and some are purpose-driven. Tapping into your target audience – and where they fall on the spectrum – is a key part of a successful product marketing strategy. The packaging strategy should follow suit with messaging to appeal to those audiences.
Integrating Product Marketing into Packaging Strategy
Understanding your audience and how they decide to make purchases should inform your retail product packaging. Let Sunrise Packaging help determine the course of your custom box design.