Marketing Forum > The New Digital Buyer - Tech Savvy and Brand Sophisticated

The New Digital Buyer - Tech Savvy and Brand Sophisticated

11-Jul-2014 03:06 PM


Posts: 3

Meet today’s buyer. She has the upper hand when it comes to making purchasing decisions. Tech savvy and brand sophisticated, she is wise to the ways of marketing, and she expects a lot. She believes you should inform and even entertain her, but never bore or, worse, irritate her. And she’s fickle — if you don’t keep communications interesting, she’ll opt out lickety-split.

The answer: your email must be more trusted, more relevant, and more strategic. It must be more engaging.

Buyers today are more empowered. Information is abundantly, overwhelmingly available, and buyers are using that easy access to tune out unwanted marketing messages while simultaneously seizing control of their buying processes.

In this environment, old-fashioned “batch and blast” email will serve only to alienate buyers. With short attention spans and intelligent buying and browsing habits, digitally-savvy consumers want personalized, relevant communications.

  By the time a buyer comes to you, he or she probably has already made their purchasing decision, so it’s time to throw out the old model of a persuasive shop girl greeting your customer at the door.