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These days, consumers don't go online; they are online, all the time. With continuous connectivity, the distinction between consumers' online actions and their real, geographic behaviors is rapidly blurring. Marketers need to be aware of how 'living in the moment' is changing audience expectations and driving a bigger demand for convenient, personalized services. 

Mobile networking puts users in a perpetual marketplace. They have instant access to a universe of digital information, and they're able to make decisions with the touch of a button. As a result, they're less tolerant of unsolicited or irrelevant messages. To score real returns from this dynamic arena, businesses need to focus less on promotion and more on discovering and providing the information consumers value most on a personal level.

Published in The Marketing Edge

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