"Digital Age Consumers and Brands" explores consumer and branding behavior in the digital age. Previously, shopping required meticulous planning and interacting with salespeople for product information. Technology has revolutionized these processes, making shopping more convenient.
Today, people can browse and buy items from the comfort of their seats, with 81% of shoppers using search engines before making a purchase. Online reviews and testimonials have replaced traditional word-of-mouth marketing, significantly influencing buyer decisions. Businesses have adapted by setting up e-commerce websites and listing products in marketplaces to retain customers.
This book examines how the internet has transformed consumer engagement with brands, reshaping marketing economics and making many traditional strategies obsolete. For marketers, the old ways of doing business are unsustainable. We highlight the importance of sound marketing practices, excellent customer service, and stellar products and services for business success. Understanding buyers and learning how they think are crucial elements for success in today's market.