Redding, CT (PRWEB) September 27, 2011
Q. Who defines today's brand identity?
The answer is not the same as it was for marketers twenty years ago, when agencies and marketers were able to guide -- dictate, practically -- the way consumers would embrace and define a brand.
Today, all bets are off. Thanks to the Internet, brand marketers are dealing with savvy consumers who are comfortable using technology to search, find, and buy products. Today's consumer is more interconnected than ever, with more information at their disposal. Today's consumer knows what he or she wants.
Two hosted whitepapers, The Smarter Consumer and Meeting the Demands of the Smarter Consumer, recently posted at Search Marketing Now, provide research and insights into global changes in consumer shopping behavior.
The whitepapers are free for download at Search Marketing Now and are sponsored by Sterling Commerce, an IBM® Company.
Global trends are also shaping today's consumer. While consumers are feeling the squeeze globally, the overall global population is simultaneously becoming more urbanized and more affluent. They are young, they are comfortable with technology, and they want to buy online.
According to the white paper, Meeting the Demands of the Smarter Consumer:
"In fact, 80 percent of global consumers want to use technology to shop and purchase, and a significant number of consumers (36 percent) are willing to use two or more technologies to browse for, and buy, the goods they want. Predictably, perhaps, many of these “instrumented” consumers, as we have called them, are quite young; 48 percent of Generation Y and 41 percent of Generation X respondents would be happy to use two or more technologies, compared with just 32 percent of Generation Jones and 22 percent of Baby Boomers."
These changes have huge implications for brand marketers -- and for retailers especially. Depending on the marketplace, the evolution of the consumer will have a dramatic impact on how certain companies do business.
And, according to the whitepaper The Smarter Consumer, it is estimated that by 2020, the online channel will make up more than 21% of retail sales.
What will consumers want? How will they prefer to interact with leading brands? With retail businesses?
Both whitepapers provide answers and tips for how brand marketers and retailers can successfully adapt to today's Smarter Consumer.
Sponsored by Sterling Commerce
Sterling Commerce, an IBM® Company, helps organizations worldwide increase business agility in their dynamic business network through innovative solutions for selling and fulfillment and for seamless and secure integration with customers, partners and suppliers.
About Search Marketing Now and Third Door Media:
Search Marketing Now webcasts are produced by Third Door Media, Inc. Third Door Media's mission is to empower interactive and search marketing professionals by providing trusted content and community services they need to be successful.
Third Door Media produces the conference series Search Marketing Expo - SMX, which includes SMX Social Media Marketing, SMX West, SMX Advanced, SMX East and other SMX conferences.
Third Door Media also publishes the search marketing news and analysis site Search Engine Land and Sphinn.com, the place for web, online, search, interactive and internet marketers to share news stories, talk within subject-specific discussion forums, build a network and stay connected to hot topics in internet marketing.