Where is the digital consumer headed?
Orbitz, Hallmark, Target, SunTrust, Erwin Penland, Fifth Third Bank, Disney/ABC, Royal Caribbean International and others have chartered a significant body of research on the digital consumer – content, context, loyalty and data, smart environments and consumer requirements for the Internet of Everything.
'Context Comfortables' are consumers who want to share their lives online so that their homes, stores, cars, and work places can do more for them. They willingly share access to their location, social, biometric, and environmental data. For these consumers, the more devices connect to each other, the more the Internet of Everything creates a personal ecosystem uniquely beneficial to them.
At ISC, we'll explore the phenomenon of 'context comfortables' and what it means for marketing researchers, including a new emphasis on measurement and data experience design. We'll also explore how grounding strategies in consumer behavior to guide the development of business models, brand experiences and customer journeys can make your customers happier.
It's time to move past omni-channel and to start focusing on digital context!
Additional findings from our research are shared in the book Digital Context 2.0: Seven Lessons in Business Strategy, Consumer Behavior, and the Internet of Things available on Amazon.