The Demand Cycle
Technology re-defines the traditional path-to-purchase. By Mitch Blum and Jeff Williams. The current era of consumer empowerment is a wonderful thing — if you’re a consumer. From a marketer’s standpoint, things have gotten exponentially more complex and challenging. Time-shifting, customization, social integration, personalization and real-time customer service are all examples of how consumers are demanding more from brands while simultaneously expecting to pay less.
Underneath this consumer empowerment is one consistent catalyst: technology. Digital innovations have trained consumers to expect exactly what they want, when they want it, how they want it, and all at the best value. Woe betide the brand that fails to deliver on the consumer’s heightened expectations. They’ll be punished with a scathing blog post, a negative review, a mocking hashtag and perhaps even a YouTube video about a broken guitar that receives more than 11 million views … read >>
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