Hybrid marketing for a hybrid consumer
Posted: Mon Jan 06, 2025 6:31 am
Hybrid marketing exists to respond to a growing demand for hybrid experiences, a specific request coming from a type of consumer, increasingly numerically significant, who no longer draws a rigid distinction between online and offline channels: the hybrid consumer .
In a study by Forrester Consulting entitled Reignite Growth with Hybrid Customer india whatsapp resource Experiences, the success of hybrid marketing actions is directly linked to the emergence of this hybrid consumer. And hybrid customer experiences represent the fulfillment of a circular relationship between brand and customer, and are configured as relevant and contextualized experiences that embrace devices, applications and touchpoints, digital and analog, along the entire customer journey.
The hybrid consumer has the world just a click away : he uses his smartphone to search for what he needs and, if he finds it, in a few seconds he can refine his purchasing decision. He is reassured by social proof, which represents an important element of validation of his choice. The main criterion that pushes him along the funnel is, generally, convenience , more than price, brand reputation or perceived quality. And it is not just a question of simple economic convenience: what contributes most to convincing him is the possibility of a quicker and simpler path through which to obtain the desired product or service, with the least possible delays and friction.
Hybrid Marketing Today: Opportunities and Challenges
Hybrid marketing, since its appearance, has translated into concrete actions what was in effect an awareness on the part of companies : the traditional funnel could no longer be limited to a single interaction model. There was no other way: analog and digital both had to appear in the marketing mix . Given the conditions from which hybrid marketing originated: what differentiates pre-covid hybrid marketing from current hybrid marketing?
In a study by Forrester Consulting entitled Reignite Growth with Hybrid Customer india whatsapp resource Experiences, the success of hybrid marketing actions is directly linked to the emergence of this hybrid consumer. And hybrid customer experiences represent the fulfillment of a circular relationship between brand and customer, and are configured as relevant and contextualized experiences that embrace devices, applications and touchpoints, digital and analog, along the entire customer journey.
The hybrid consumer has the world just a click away : he uses his smartphone to search for what he needs and, if he finds it, in a few seconds he can refine his purchasing decision. He is reassured by social proof, which represents an important element of validation of his choice. The main criterion that pushes him along the funnel is, generally, convenience , more than price, brand reputation or perceived quality. And it is not just a question of simple economic convenience: what contributes most to convincing him is the possibility of a quicker and simpler path through which to obtain the desired product or service, with the least possible delays and friction.
Hybrid Marketing Today: Opportunities and Challenges
Hybrid marketing, since its appearance, has translated into concrete actions what was in effect an awareness on the part of companies : the traditional funnel could no longer be limited to a single interaction model. There was no other way: analog and digital both had to appear in the marketing mix . Given the conditions from which hybrid marketing originated: what differentiates pre-covid hybrid marketing from current hybrid marketing?