Digital media is transforming consumer behavior in terms of how we shop, how we relate to brands, and how we expect brands to relate to us. As a result, your market research also needs to transform to address how consumers live their “digital lives” and therefore relate to your brand.
“More than ever, there needs to be a value exchange with the customer. Marketers can no longer ‘message’ at the customer. The customer expects much more and looks to us to deliver relevant content on their terms.”
Michael Lacorazza, SVP Brand & Advertising, Wells Fargo
Empowered to research their options, consumers now rarely make a purchase without reading reviews from past buyers. These decisions are increasingly based on which products and brands are perceived to best fit their lifestyle and needs.
Consumers are now interacting with brands on a variety of platforms, devices, and sites at every hour of every day. Figuring out the key touch points, and maximizing their effectiveness is crucial to building any great brand.