It's time to get back to the basics. While products and services are rolled out, ideas are flowing, let's not forget about the behavioural aspect of the people we want to reach.
Simply put, people are lazy and expect the providers to give them a good 'first' hand experience before even considering the users to do some customisation of their own.
Phases of adoption
Let's take for example, if we want to get onto the mobile platform. Which would be more logical? Web-enabling your existing website with a streamlined version of your site and important services brought upfront or develop an application filled with services?
Behaviour of web users are task oriented and when they want to access something online, using their mobile, the first behavioural task would be to remember a URL or website to perform that particular task. This, with mobile sites like m.facebook.com, it's easier to market and gain mobile adoption before diving further to the next behavioural step.
Profiling consumers and behaviour
In order to fully understand your customers and target audience better, it's important to track. Challenging as it seems, it's time businesses explore integrating business intelligence systems or softwares in their processes. Through logins and digital trails of users on your website, understand their patterns and work in delivering something that will enhance and benefit your customers ultimately. Remember, it also expands to online platforms like YouTube and Facebook which is a challenge for many marketers.
All in all, remember the basics of what we studied in University, though some examples back then may not be relevant, just remember these two words: Consumer Behaviour.
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