Communicators often perceive modern consumers as web-savvy, smartphone-empowered data sifters, who snap up whichever is the best deal of the day. There is an increasing belief that brand loyalty is vanishing. In response, companies have sought to engage with their markets through an abundance of information, under the expectation that these increasingly distracted customers will be won over. But for many consumers, the cacophony of messages has become overwhelming.
One of the biggest drivers of ‘stickiness’ to a brand is decision simplicity — the ease with which consumers can gather trustworthy information about a product and confidently weigh their options. What consumers want from communicators is, simply, simplicity.
Realigning messaging toward decision simplicity and helping consumers confidently complete the customer journey is a profound change, one that demands an overhaul of the brand marketing lexicon and requires a smarter and leaner rethink on how to craft communications. The processes of simplifying navigation, building trust and making it easier to weigh options often happen simultaneously.
Simplifying Navigation
Demanding attention from already overloaded consumers can lead them down confusing decision-making paths. Creating a more efficient path means minimizing the number of information sources consumers must touch, while moving confidently toward adopting a brand or making a purchase decision. The savviest brands achieve this by personalizing the route.
This approach is becoming more widespread to communicators who have caught on that the simple and effective learning paths involve touchpoints that are often beyond the control of the brand. Consumers need not be dazzled by a funky interactive experience on a branded website, but an exchange with other users about the pros and cons of the product, and how it would serve them and fit into their life.
Building Trust
When considering decision simplicity, ‘trust’ isn’t solely about the brand, but also about the information gathered. One key consideration is credibility, and a person who can provide insight gained from experience will build trust. One example of this is Walt Disney World Moms Panel. This concept comprised Q&As from a select group of moms experienced with Disney World, who would advise about Disney vacations.
Weighing Options
To help consumers evaluate choices, most brands describe their differentiating features and benefits. Some go a step further, offering buying guides containing side-by-side brand or product comparisons. For example, a bank might compile a catalog of its checking account options that lists the features of each one. Both approaches provide lots of information, but neither offers much guidance, leaving the consumer as confused as ever about the ‘best’ choice.
To take clarity to the next level, communicators need to provide tools that will help customers to assess which aspects relate to them. De Beers for instance used the ‘4 Cs’ (Cut, Color, Clarity and Carat) to assist consumers on which diamond would best suit them. This empowered buyers to make the decision themselves in an engaging way, ensuring that they have made a well-informed decision.
The universally available information to consumers constantly overloads them. The way to cut through this is to draw attention through trust and simplicity that will inspire confidence. The name of the game is to let customer stick rather than throwing a stick.
