Seven ways digital technology affects consumers and how marketers must adapt. First of a two-part series.
As an online marketing analyst, when not writing a report or column, I spend most of my time answering client inquiries on how best to implement Internet-based strategies for customer acquisition and retention and efficiently manage return on investment (ROI) optimization tactics. Occasionally, I'm asked broader, big-picture questions: What's the future of marketing? How will we be advertising to consumers in five years or more?
My response to this type of inquiry is to consider the effect digital technology is having on the growing proportion of consumers who adopt it, particularly regarding their media consumption and how this may affect marketing in specific industry sectors. By analyzing and assessing digital consumer trends, one can identify potential marketing opportunities and threats these present to different business arenas. Doing this helps reduce clients' anxieties. They can then begin to formulate strategies to embrace the opportunities and mitigate the threats.
In this column, I'll outline some key digital technology effects on consumers all marketers should be aware of. In part two, I'll consider what this means for marketing moving forward.
At Jupiter Research, we've identified seven emerging trends:
Digital and online technology play an ever-greater, more central role in modern consumers' lives. Businesses can't afford to ignore these developments. In part two, I'll look at how marketers must address increasingly empowered, in-control digital consumers in the future.
Julian Smith conducts research and analysis on the European interactive marketing and advertising arena as an analyst with Jupiter Research, which shares a parent company with ClickZ.
His areas of expertise cover all aspects of the online advertising industry, e-mail marketing, mobile (SMS/MMS) marketing, search engine marketing, eCRM, online branding and Web site design. His particular area of interest is in the use of digital media for the acquisition, retention and development of customers.
Prior to joining Jupiter Research, Julian spent over six years working in a variety of interactive marketing agencies in London. These included Razorfish, Euro RSCG Interaction and TBWA/GGT where he worked in strategy and client service roles helping develop online solutions for leading blue chip clients. Most recently he assisted in the integrated marketing launch of 3, the new 3G video mobile phone, one of the largest new product launches in the UK in 2003.
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