Abstract:

The evolution of technology has fundamentally shifted the position of the consumer. It’s no longer about marketers talking at customers, but rather about customers choosing how and when to engage with brands. Today’s consumer is empowered by technology, choosing companies not based solely on local convenience, but on the value they offer. Businesses are aware of the new consumer, yet challenged with understanding their needs and how to engage effectively with them. We’ll demonstrate how a single-source methodology can help marketers to harness insights of today’s consumer at a 4-dimensional level, and uncover new insights for advertisers around purchase intent vs. actual behavior. This 1:1 approach was developed to further understand motives and behaviors of the digitally engaged consumer.