This document discusses how consumer behavior is changing in the digital era. It notes that technology has empowered consumers by making them more informed through reviews and expert information online, more connected through social media, and giving them access to global markets and more brand choices. The document also discusses how consumers are now interacting with brands through new digital channels like mobile apps and spending more time on mobile devices than desktop computers. Marketers need to understand these changes in order to remain relevant and keep up with consumer expectations.