Monthly Archive September 2016

iCustomer – The Generation-C evaluation

A recent article was written by Brain Solis – “Mobile is eating the world”, a new generation has been specified and named as Generation-C or iCustomer. The concept of iCustomer or Generation-C has been evolved from a research which Google has done sometimes back in 2015, May. Google revealed that mobile search had overtaken desktop search in the research. The study reveals that that mobile consumers look at their phones on average 1,500 times each week and they spend 177 minutes on their phone each day. With every pinch and zoom, touch and swipe, people are rewiring their brains to find, process, and act in mobile worlds. And as they do, mobile users are learning to expect that every business look, feel, and operate just like their favorite apps.

The Generation C or iCustomer is not a generation defined by age, income, education, or other demographics. This is a group that’s defined by a digital, mobile, real-time, always-on lifestyle.

To know more about the Generation-C or iCustomers, we need to look at the behavior and habits of this generation. Among their daily mobile habits, they:

  • Deposit checks by taking pictures on their mobile device.
  • Travel using mobile boarding passes.
  • Get from point A to point B using Uber or Online Taxi Services.
  • Research online to purchase in-store (Webrooming) and research in-store while shopping online (showrooming).
  • Date via mobile apps.
  • See which friends are near them at any moment using geo-location services.
  • Think of smartphones as TVs and on-demand content as new TV shows
  • Visit YouTube to find videos of product demos, how-to information, customer experiences and reviews, alternative product use cases, and so on.
  • Use apps to find local favorites for restaurants, services, and goods, then visit Yelp or other review sites to gauge peer experiences.

Mobile devices and apps are introducing new capabilities hence we can observe new behaviors and expectations among iCustomers. Searching and making decisions about brands and making purchases is rapid fire, happening in micro bursts dozens of times each day.

The mobile consumers have created their own decision-making journey because today’s desktop-process-turned-mobile is outmoded and filled with friction. Hence its high time to move away from the traditional way of desktop-process-turned-mobile and think about the connected generation purchase journey for the improvement of business. That means you need to think about the Generation C or your iCustomers and create products, services, and experiences that are “born digital” and “born mobile” without legacy PC philosophies.

Brian Solis have described four ways marketers need to rethink customer experience management to deliver mobile-first experiences for Generation-C customers, they are :

  • Mediumism is not the message
  • Mobile experiences comprise many real-time micro-moments
  • Brands must rebrand for a mobile audience
  • Map context-driven, mobile customer experiences

Concluding, start first studying your consumers’ behavior, expectations, objectives, preferences, and values. Then you must study the role technology plays in all of this and how they interact with other companies. Doing so unlocks innovation in user experience and ultimately every aspect of engagement, from product development to marketing to service and support to customer relationship management to corporate culture. When all of these experiences add up, a brand is not just created, it’s co-created through the experiences you design and the experience people have and share.

Mobile, social, and the real-time web have changed everything. The good news is that brands that learn, adapt, and engage will earn relevance and loyalty. All it takes is understanding customer context, intent, and desired outcomes to add value to each mobile-moment. So watchful and transform your industry technology to meet Generation-C expectation and iCustomer needs.

Brian Solis is globally recognized as one of the most prominent thought leaders, keynote speakers, and best-selling authors in innovation and digital transformation. You can find the full version of the ebook on “Think With Google” resources or you can get in touch with me, I can provide the same as on request.

The Customer Journey to Online Purchase – Digital Marketing Channel influence!

Recently Google has crafted the “Customer Journey to Online Purchase” nailing the behavior of netizen on Internet for various sized companies (Small Medium and Large) and categories (includes FMCG, Travel, Banking, etc) for 8 different (The US, The UK, Australia, Brazil, Canada, France, Germany and Japan) regions.

The methodology Google has used is reading the analytics data flowing through the Google Analytics platform of various companies and convert them into actionable data insights. The fact of the matter is, even though you have secure access to your analytics data on Google analytics, still Google has access to the data flow and anytime they can use your analytics data for research and optimization purpose.

While Paid Search and Organic Search assist the interaction of the online purchase funnel in Electronics and Computer market in “The UK” Email, Display Advertisement and Brand Paid Search has significant influence in the purchase funnel. Given below the Online Purchase funnel for Electronics and Computer category for UK region for a Small-sized company.

Online Purchase funnel for Electronics and Computer category for UK region for a Small sized company.

Online Purchase funnels for Electronics and Computer category for UK region for a Small-sized company.

(Channels to the left tend to play an early and assisting role in the typical sale, while channels to the right are more likely to be the last interaction before a purchase.)

While the Small sized company heavily depends on Email, Display and Brand Paid Search for their ‘Last interaction’ influence on the Online purchase; Social plays vital role along with Display Marketing for Medium sized companies in “The UK”. Whilst “Brand Paid Search” also influence the customers, Email and Referral channels are in “Assist Interaction” on the online purchase funnel. Starting the assistance of Online purchase with Organic Search, the most effective channel is Direct Customer”. Given below the illustration of the Online purchase funnel for Medium sized Electronics and Computers company.

Online purchase funnel for Medium sized Electronics and Computers company.

Online purchase funnel for Medium sized Electronics and Computers company.

When we look at large sized company in the UK, the Online purchase funnel starts with “Display Campaigns” as the ‘assist interaction’ for online purchase; Referral, Email and Brand Paid Search are the significant channels to concentrate on “Last Interaction” on the purchase funnel. Whilst Organic search and Paid search plays a little less influence in the purchase funnel, Social channel has become the strong support channel. We can see Direct channel plays the vital role here as well like for other sized companies. Given below the purchase funnel for large sized business conglomerates.Given below the purchase funnel for large sized business conglomerates.

Given below the purchase funnel for large sized business conglomerates.

Almost all categories and sized business, ‘Direct Channel’ is the most powerful and influenced channel in the purchase funnel for ‘last interaction’ and Organic Search is the essential channel in ‘assist interaction’ in the funnel.
Online Marketers can make use of this great insights to create their marketing plans based on their regions, unfortunately, Google has not provided Online purchase behavior insights for Asia content, especially for emerging markets like India, China and UAE.

You may visit the tool page on Google site @

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