Methods of engaging consumers in adopting more sustainable behaviors or purchasing more products and services will no longer just be about marketing and communicating. Rather, customer engagement will be about connecting to and socializing with them.
Consumers now have the power of information at their fingertips, enabling them to comparison-shop and make purchases anytime and anywhere.
This trend is projected to accelerate as mobile communication devices will continue to proliferate and be an even larger transformative technology as it provides independent access to information.
Trust will remain a key issue with consumers, who will continue to trust peer recommendations over company-provided information. Additionally, the sense of consumer loyalty that existed in previous generations will be more short-term and influenced by social networks.
What are you doing to build relationships with your customers?