According to a CNN Business report on Procter & Gamble, consumer needs and buying behaviors are changing. It’s safe to say all consumer habits, needs and desires are changing.
Remember when the emphasis was on “experience” and not things? The boat, pool and hot tub industries are booming in many areas of the country. I would anticipate that the TV, audio and computer electronics industries will also see an uptick. Needless to say, we need to stay close to our stakeholders.
What we do know now is that the shift to online everything is “accelerating.” It’s time to get the digital house in order.
Here are a few ideas:
- In a recession, people tend to lean into the brands they trust. Strengthen your branding.
- Sell value and trust.
- E-everything. Make everything available online, but don’t sacrifice user experience.
- Tighten up your online giving and electronic pay user experiences.
- Build credibility on your site. You must exude trust and confidence in every article, video and graphic.
- Rewrite your site to take advantage of Google’s E-A-T (Expertise, Authority and Trustworthiness). It must be incorporated into your site. This is the result of a Google Update called “Medic” released in late 2018.
- Research your users and how they rate your site.
- Don’t rely on the “just” effect, as in, “Oh, just put a contact us section at the end.” The key is engagement and time on site. Build a site that people want to dig deeper into with relevant information and ideas.