Living In The Era Of The Digital Consumer
Nice deck by Kyle Lacy from ExactTarget on changing consumer behaviour. Some interesting ideas and direction around mobile, data and service as well as some gems on the increasing need for brand and personalisation. However as a consumer (marketing hat taken off) I take offence to the idea that my path to purchase was ever predictable or controlled. It’s so easy to package up today’s consumer revolution as a dynamic shift in behaviour compared to a tired and linear process of yester-year. Fact is the path to purchase was never ‘linear, predictable or controlled’. It has always been fluid and dynamic. We as marketers just have more opportunities to influence that process thanks to the consumer being increasingly digital.