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The Connected Consumer and the New Decision-Making Cycle
Engagement is as much art as it is science. But to
better understand the behavior of Generation C takes
practice with the social sciences, including digital
anthropology, psychology, sociology and ethnography.
When we understand behavior, we discover patterns
in consumer activity that in themselves reveal new
touch points.
IBM also observed in Capitalizing on the Smarter
Consumer that not only are connected customers
smarter, but they also shop differently. According to one
of the report’s findings, “They use technology to start
and stop the shopping process and take days or even
weeks to complete the various steps in the process,
instead of shopping in a continuous linear flow.”
These are important and timely questions to answer,
as they will reveal a new funnel of sorts—one that
more accurately reflects the connected customer
journey. The truth is that what we know and what we
need to know are separated by an unfolding reality
that requires immediate intervention.
Your market has already been disrupted. Through an
unforgiving series of technology revolutions paired
with an era of individual empowerment, not only are
your customers more informed, but their expectations
have matured as well. Spiraling steps have evolved into
something much more dynamic.
C change in consumerism: A new bi-directional approach is needed
The sea change in consumerism has ushered in a
genre of connected consumers. As a result, your
customers are learning about you or your competitors
differently. How they make decisions does not follow a
linear path at all. How they are influenced and, in turn,
how they influence others are profound in their reach
and effect. What was once a simple process is now a
complex customer journey that is much more dynamic
and connected.
Through an unforgiving series of technology revolutions paired with an era
of individual empowerment, not only are your customers more informed,
but their expectations have matured as well.
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 12

Published in: Business

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