Digital Consumers Vs Marketers.
They are the future consumers! I will be considering them as Digital consumers
rather than splitting them up. In future there would be one kind of consumers
“Digitized Consumers”.
If we observe the present consumers, we can guess the digital consumer of future.
Slowly they are getting occupied by the technology. If we forecast the trends based
on the insight of today’s consumer, our brand already attained 15% of the market
share 5 years from now.
The word “online” is changing the rules of marketing / advertising of the past!
They can shop online!
They can compare the products online!
They can bargain online!
The ratio of online shopping is increasing every year, around the world. If we ponder,
we can find some interesting things on the attitude of the future consumers.
Since they shop online and getting the works faster with the help of the digital
technology, it doesn’t mean they are lazy, it reflects that they tend to save time!
Since most of the shopping will be happened online, we shouldn’t assume that the
traditional outdoor media is dead. No! , The outdoor media helps a lot to create a
top of mind recall. Once they were home, he will surf about the product / brand,
which acquired his/her attention.
Okay, forecast most shopping will be online in future, then why the shopping malls
and hyper malls have been a huge success? Around the world the walk-ins to the
malls has been registered some surprising numbers!
Read on...

To buy a pack of Tide, no one goes to a shopping mall! The increase in the walk-ins,
is an impact of the increase in the income standards and of the booming economy in
almost all countries. Though most of the walk-ins will be turned as a business, the
purpose differs. To buys a bottle of shampoo/soap etc they won’t drop in to a mall.
But they may buy chocolates or cookies when they visit a mall, it’s a psychology!
Again, to buy a diamond ring/platinum pendant/Gold chain/Rolex etc... They always
like to feel it before they buy high-priced products/brands. But then again,
remember they will always check for the unique feature by comparing the products
of our competitor.
A sample purchase of a digital consumer
Our guy wants to buy a book. When he decides to buy, he search online about the
contents, review about the book. Then he visits online book stores, compares the
offers of leading online book stores. Then he finds an offer interesting and using his
online banking / e-wallet, he buys the book. Within 10 minutes he gets his e-book
mailed to him. He transforms the copy to his mobile (with 5GB of storage space!).
The purchase took just 30 minutes of his time to buy a book online. If he drops in to
a book store it will take a minimum 1 hour for him to decide on the purchase.
But this may vary, depending on the product. As I mentioned earlier, the products
like dresses, apparels, luxury items etc… they tend for a touch and feel experience.
But then again, he checks online about the offers, discounts offered by the different
shops and finally shortlists an outlet to drop in.
As a start of this trend, we can see a lot of shopping is happening online now, and
the product reviews has been viewed than ever before. Right from the menu for the
dinner, ticket for a movie, even parking tickets are available online!

To sell a product / brand it’s not an easy task like the past or the present. Every
thing need to be planned by pondering in to the consumers’ state of mind, habits,
trends etc…The Cost Factor would not be counted as an advantage for the brands in
the future.
So what all these things tells us
We Need To Wake Up
To Tap The Sleeping Giant