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The digital consumer: Building attractive digital environments to increase engagement, views, shares and sales
Journal of Digital & Social Media Marketing,
3
(2),
103-113
(2015)
Abstract
Today’s digital consumers expect more from brands. Less
patient than ever, these consumers are attracted to ease,
experience and personalisation. This paper will equip marketers
with the basic tools to reach their target audiences. It shows that
a truly customer-centric business model combined with a system of
well-designed, engaging content production will increase both sales
and brand awareness. The paper also explores how bricks-and-mortar
environments can engage consumers as well as facilitate the
e-commerce experience. The research gathered here will help
marketers cater to consumers through convenience, accessibility and
human interaction.
Keywords: digital consumer; digital marketing; customer engagement; consumer experience; B2C marketing; e-commerce; brand awareness; digital advertising
The full article is available to subscribers to the journal.
Author's Biography
Larry Weber is the founder, chairman and chief executive officer (CEO) of communications agency Racepoint Global. He also founded Weber Shandwick, one of the world’s leading global communications and marketing services firms; and the Massachusetts Innovation and Technology Exchange (MITX), the world’s largest internet marketing association. He is widely regarded for his forward-thinking insights on the seismic shifts technology has had on business and marketing. He has authored six books covering disruptive forces such as the internet, digital technologies, and the new business imperative of social purpose, offering marketing strategies that drive deeper customer engagement.
