The term ‘connected consumer’ pops up on virtually every blog that covers social media and digital marketing. As usual, the danger is that in the end everyone talks about something different when using the term. Furthermore, it’s important to understand the connected consumer if you want to serve him well. So, here is what you should know about that connected consumer.
Everyone understands what the word ‘connected’ means so let’s skip that part. While I’m writing this, I’m looking at a book in my ‘library’, called ‘Connected Marketing: The Viral, Buzz and Word of Mouth Revolution’ published in 2005 and written by Justin Kirby and Paul Marsden.
Unfortunately, for the authors, we don’t often talk about ‘connected marketing’ but about ‘social media marketing’ (too bad, really, since the latter term emphasizes the media too much).
It’s obvious that people are more connected via digital channels and hubs of common interest nowadays. It’s also clear that we use more connected devices.