The popularity of digital shopping is growing exponentially. At the same time, the rising consumer, the Millennial, is choosing non-traditional, experiential, and ultra-personalized modes of shopping. Together, these trends are profoundly and irreversibly changing the way brands build meaningful connections with people. They are also giving marketers a major headache.
How do they succeed in this brave, new world where the criteria of closing the deal with consumers have changed from shouting big, bold and loud to managing micro-moments and making meaning? Traditional monolithic, iconic brands are finding it hard to be relevant. Many brands simply haven’t yet woken up to the new reality yet.
That said, most global players now know that ignoring it, and hoping that all the old certainties will return is a vain hope. To survive and thrive in this new world brands need to understand the shifts that are taking place, get to grips with how these are changing the key moments of sale, and figure out how to adapt.
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Upcoming Relevant AICC Training: Selling Digital Print Seminar | May 16-17, 2017