消费者行为

ummary
The rapid growth of personal technology that consumers are using to engage is staggering. Consider that, according to Pew Research, two years ago just 33% of U.S. adults owned a smart phone. By the end of 2012 that percentage ballooned to 50%, and the figure skyrockets to nearly 70% of adults in households earning more than $75,000. Forrester reports that 84% of U.S. adults use the internet daily, up from a mere 43% at the turn of the century. The near-ubiquity of digital devices and internet access, coupled with the sophistication of the technology and applications that make them so pleasant to use, has spawned a new age for digital marketers. While consumers’ adoption of digital devices and growing internet usage might not be surprising, the rate at which consumers are leveraging digital channels as shopping tools certainly is. Depending on the source, experts estimate that anywhere between 60% and 90% of in-store purchases are influenced by the web. Nielsen says 81% of consumers regularly research products online, 83% actively shop online, and nearly 70% have purchased online. Mobile shopping stats are catching up quickly; in 2012, ComScore reported that 4 out of 5 consumers use their smart phones to assist them while shopping. Never before has the consumer been so easily connected to and influenced from virtually anywhere. And—thanks to the hyperconnected nature in which consumers are now shopping—never before has the reality of a one-to-one, personal relationship with consumers been so close to reach. In this paper, we’ll illustrate the specific, personalized opportunities this new age of hyperconnectivity creates for brand marketers, by taking a journey with the “new consumer” as she navigates her path-to-purchase. In our example, we’ll highlight many of the opportunities the modern consumer gives us to collect information—information that helps us guide, inform, and influence her purchase decisions while maximizing her perception of the value she receives.
Dear Reader,
Consider for a moment just how connected consumers are today. It’s rare that the average U.S. adult isn’t within arms-reach of virtually any information they desire— whether accessed via their phone, tablet, laptop, or PC. This reality creates a great challenge to marketers tasked with keeping up on consumer engagement and preferences. But, with great challenges come great opportunities. In the case of the hyperconnected consumer, the great opportunity is in the data. Today, we can gather more information than ever to inform our decisions about how we market to these consumers. And that’s why data is at the heart of what we do. iGoDigital, an ExactTarget company, personalizes the user experience across channels by collecting data about your customers and using it to deliver content that is tailored to each individual. Today that content comes in the form of personalized product recommendations, recommendations in email, triggered messages, guided selling tools, and guided search. The end goal of personalization is to deliver the right content, to the right person, at the right time, via the right channel. Our customers realize the benefit of cross-selling and upselling by adding product and content recommendations to their websites and marketing efforts. Adding automated personalization to the equation ups the ante. Using the Customer Intelligence Engine (CIE), iGoDigital’s Personalized Recommendation Platform analyzes individual browser behavior, wisdom of crowds, and individual product, service, and content attributes to determine the most relevant products and content for each unique site user—in real time. Today, thanks to the nearubiquity of the mobile Internet and the hyperconnectivity of the modern consumer, we’re flush with the data that takes personalization to a new level. In this paper, we’ll illustrate the power of personalization to a hyperconnected consumer and how marketers can leverage that power to create profit. Enjoy the journey!
Sincerely,
Eric Tobias VP of Web Products, ExactTarget President & Founder, iGoDigital
We've helped 8 of the top 10 Online Retailers to personalize 1:1 interactions across channels.
THE HYPERCONNECTED CONSUMER
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Meet Stacie; The Hyperconnected Consumer
Stacie is a 31-year-old, married mother of two who is an elementary school teacher, avid foodie and aspiring chef. Stacie is also extremely socially active on a variety of networks. Stacie is a millennial, a member of the next great force in global consumerism, a generation with a unique distinction; it’s the largest in world history. Stacie owns a smart phone, and much like her generational counterparts, she uses it. In fact, she uses it a lot. She considers her phone an extension of herself; it provides access to her personal and professional management applications, a source of entertainment, a gateway to Facebook and Google, and a direct link to her friends and family. Stacie also likes to shop and she has the means to do so regularly. In stores, on her PC, or on her phone; it doesn’t matter to Stacie. She is the crosschannel marketer’s target consumer.