The 4 Paradoxes Of Connected Consumers

Data: 2019 m. gruodžio 09 d.

My CEO loves to remind the team that “connected consumers” aren't just hip digital natives Snapchatting their Spotify lists. They're all of us. 


Young and old, we are all swimming in the waters of digital connectivity and social networks. And what was once a linear purchase journey is now a labyrinth of multiple touch points with a steep new set of consumer demands.


This has been a lot to take in for even the savviest brands. In Zen Media's own efforts to master the modern purchase journey, we realized that though there were road signs aplenty, what was needed was a practical and comprehensive road map. In our quest to devise one, we did some research. What we found—from more than 200 surveys and several one-on-one interviews with people who had recently made a large purchase—challenged many of our initial assumptions.



What we learned is not only is today’s purchase journey and consumer more complex than we first appreciated, they are, in fact, paradoxical. And the best way to understand the connected consumer is by embracing four distinct paradoxes.


1. Connected Consumers Are Independent, Yet Interconnected


One of the first things we discovered was that connected consumers have an unprecedented amount of autonomy in their customer journeys. The ability to uncover deep product information from so many resources makes consumers incredibly independent—more so, perhaps, than any generation of consumers before them.


Read more here.