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#Consumer4sight No. 4: Continuous digital access is becoming the core of consumer life

From the series, #Consumer4sight

Living a digital life means carrying a mobile device that gives people ubiquitous access to the ‘net. Most well-off people have that and far more have basic mobile communications with at least texting (SMS) capability. And with that is the power of social networking, which changes the dynamics of what people do while connected. Network access, instant information, and social connections will be part of nearly everything people do. In their consumer lives, they will be essential tools and powerful influencers of what people want and buy. New information tools and channels will submerge traditional media—and advertising, in a cacophony of new, powerful influences.

The bottom line for business. Selling will be about tapping into social networks, harnessing buzz, finding what resonates with specific groups. You will need to find consumers in the cloud—you can’t wait for them to enter your store, whether that’s a brick and mortar building or a website. Consumers will become even more “brand fickle”—the forces of digital communications, social networks, and the pace of change in the marketplace move them off of long-term brand loyalty. You will be able to win over consumers to your products, but it will be hard to keep them. Image: philcampbell via Flickr, Creative Commons attribution license See prior #consumer4sight posts here: http://foresightculture.com/category/consumer4sight/

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