Wrinkle creams have become some of the most popular items purchased on line this recent year, but it is not just the number of wrinkle creams that has gone up. There has been a wealth of informational sites that have popped up to help keep consumers informed and able to make the best purchase possible. By reading these informational sites, or wrinkle cream review blogs as they are sometimes called, consumers are able to gain an advantage in the marketplace. What many consumers, however, do not understand is that by taking their research a bit farther, they can uncover wrinkle cream articles. These articles, much like this one, are intended to further the education about wrinkle creams or anti aging products. Due to the more specific nature of these articles, they can often be far more helpful for certain skin conditions or more precise treatments.
For starters, who is it that writes these articles? That is a good question. The author can be anyone from an educated consumer to an industry expert. The level of experience of these authors can range quite a bit, so the content one uncovers must be treated as such, however overall anti aging consumers that have read articles on the subject are far better prepared than consumers who have not done so. But just how can a consumer become better prepared, you ask? The answer is fairly simple.To begin with there are far too many anti aging companies and brand names to choose from for consumers. In order to narrow the list down to a reasonable or manageable number, consumers must know what they are looking for. For the average consumer, the leading active ingredients for the treatment of wrinkles and other signs of aging are not household names. Names like Renovage or Matrixyl are not firmly established as industry leaders in the brains of the average anti aging consumer. So they have no idea what to look for. In these instances, having read about the best wrinkle cream ingredients in an article would be very useful, and one would say that they are better prepared to make that purchase.While the anti aging ingredient is one example there are plenty more examples where consumers benefit from being more educated. In fact, many industry experts would tell you that increasing your working knowledge of anti aging ingredients “levels the playing field” with the wrinkle cream companies. Understanding what will work and what is just window dressing, is 90% of the problems that consumers looking to purchase a wrinkle cream will face. Certain ingredients may become popular within a society, but just because it has some anti oxidant properties does not mean it will actually treat existing wrinkles. Take pomegranate juice for example, its anti oxidant properties are popular and many American consumers drink it regularly, but taking pomegranate as a supplement would do absolutely nothing for the treatment of existing wrinkles, and therefore should not be celebrated as an effective active ingredient.
It is information like this that consumers are able to read at article posting sites, or by reading industry related articles and studies. Being an educated consumer makes you a better consumer and far more likely to find the best wrinkle cream.
As consumers continue to change the way in which they interact with brands, we as marketers are finding that developing relationships and retaining loyal customers using traditional CRM methods has become more challenging. The ever changing and complex world of digital marketing is becoming increasingly popular as a form of communication because of its relevancy, cost efficiency and engagingness. So, how do we effectively use digital marketing to develop and build relationships and retain loyal customers without being swept away by technology and hype?Given that more and more consumers are, what seems to be, living online, interacting and communicating with them has now become a whole new ball game. The last decade has seen the field of marketing evolve from single sale, transaction focused strategies, promoting the product to being all about the consumer and how best to interact with them for the long term.
Welcome to the age of Digital Relationship Marketing. (DRM)
DRM is all about creating and nurturing relationships with your customers through digital means and is becoming more and more relevant as consumers spend more and more time online interacting with brands, and each other. It is a dynamic and versatile way of engaging your customers with timely and relevant content in a very cost effective way.
DRM also enables you to collect consumer information in bulk quantities and manipulate the data to create highly targeted communications which are important to building personal relationships with customers.
Consumers in today’s markets know what they want and will stop at nothing it seems to get it, even if this means switching brands at the drop of a good discount. It stands to reason that marketers now have a great challenge ahead of them to instill some sort of loyalty into their customers and lessen their tendency to switch to the competition so easily. But can this actually be done and how can we do it?
Marketers have been saying for years that loyal consumers cost a company much less and the key to creating loyal customers is developing a strong relationship with them over the long term. In addition, providing them with valuable material is crucial, whether it be information, discounts or freebies.
Communicating with consumers is one of the main elements to creating a strong relationship with them and the best approach is one that delivers the right message to the consumer at the right time. This has been hard to achieve through traditional forms of media such as direct mail, TV and print as the message is delivered at times where the consumer may not be present or they are not ready to engage in a message at that time.
This is where DRM enters the picture.
With many consumers increasingly using the internet and their mobile phones to research and purchase good and services, communicating with them via these digital channels allows for better rates of engagement and improves responsiveness to marketing communications.
DRM allows companies to build communications which not only deliver a message to the consumer but allow the consumer to interact more engagingly with the brand such as through questionnaires, incentive offers online promotions. All of this interaction builds on the relationship that is formed between the consumer and the company which will later on transform into higher levels of repeat purchase from the consumer.
Important to remember however, is that the value proposition must still be present in the communications? Sending customers an email does not automatically guarantee a purchase or loyalty for that matter. There must be something present in the communication that the customer perceives as value in order for them to pay attention.
DRM is happening now and more and more marketers are overcoming the challenges of their consumers living online by communicating with them through digital channels and turning them into loyal shoppers. DRM represents value for business with its cost efficiency, greater measurability, relevancy and the ability to engage consumers on a deeper level, making it the marketing method of choice for many marketers.
DRM is cost efficient, measurability, ease of integration with other communications, relevancy and the ability to engage consumers on a deeper level.