I’ve just built a house. Naturally, the construction company carried the overall responsibility. But I still spent lots of time researching the Internet, downloading information brochures, subscribing to newsletters and browsing through web shops. I was looking for do-it-yourself instructions to lay tiles. I also wanted to know what information I had to report to which authority after moving. If that weren’t enough, we needed new furniture and my wife was keen to find some initial inspiration for designing the garden.
This was a perfect opportunity for DIY stores, garden centers, furniture stores and relevant online shops to show me their products and some interesting added value. Provided they noticed that I was actively looking for all of this information. From time to time, I did come across a few advertising banners by companies whose websites I’d visited a few days before. But they were the exception. Many companies did not use the opportunity to offer me their services.
Business may take a nosedive if this happens frequently or if companies are lacking a digital strategy to recruit customers and foster their loyalty. It’s impossible for companies to have remained blissfully unaware that potential customers scour the Internet. Most providers have also realized that customers use the net for more than just reading material. Instead, customers want information with additional benefits that are helpful in their personal life situations. They want to sense that providers know what they currently need. Besides the content, they want to be able to access information on any device, at any time, and wherever they happen to be.