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The Connected Consumer and the New Decision-Making Cycle
In an era of connected consumerism, one in which
Gen Cers are empowered to guide themselves through
the decision-making cycle, new strategies are required
to engage and inform. At any moment, customers can
ask questions in social networks, compare prices
through mobile apps, read real-time reviews by trusted
sources, and watch videos with product information
and customer experiences. In theory, they could decide
to buy from you without ever visiting your website or
speaking to a company representative.
Customers get buy with a little help from their friends
In Capitalizing on the Smarter Consumer, which
studied new customer expectations, IBM learned that
smarter consumers want to feel empowered and are
therefore empowering themselves with access to
information and people. According to the report, “They
want to use mobile technologies to make the shopping
process easier and more pleasurable. And they want to
take possession of the purchases they make in the
ways they choose.”
Connected consumers dwell in their own egosystems;
therefore, earning attention becomes paramount.
Without awareness there can be no consideration.
Hence, businesses today invest to varying degrees and
effectiveness in marketing, advertising and communi-
cations strategies. These are the traditional ways
businesses have reached out, and are not new today.
“They want to use mobile technologies to make the shopping process easier and more
pleasurable. And they want to take possession of the purchases they make in the ways
they choose.”
Capitalizing on the Smarter Consumer
Generation C
weaves an interesting web
Generation C and the
dynamic customer journey
Customers get buy with a
little help from their friends
C change in consumerism:
A new bi-directional approach
is needed
In summary:
The connected marketer 10

Publié dans : Business

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