Before today, the consumer’s experience was marked by the equally necessary, yet disjointed functionality of the online and physical worlds. Marketers were very much two-track-minded: focusing on improving the quality of online shopping and/or encounters, and separately working on enhancing physical company-client interactions. In the face of contemporary marketing however, it is crucial that marketers grasp the reality of the “no-line” consumer experience; though consumers were once interacting with brands either physically or online, they are now doing both. Thus, marketers must adjust and advance accordingly: without any such line dividing the two worlds, and with the willingness to prioritize the consumer.
In a recent Google article, Matt Lawson, Director of Performance Marketing, talks to Google’s VP of U.S. Sales, Retail & Telecom John McAteer about the changes that have evidently accompanied this shift in marketing needs. He discusses, for example, the prominence of the smart shopper: although consumers certainly still shop in-store, they are likely to have conducted their own research on the company, prior to the physical visit. What this means for marketers then, is a critical focus on the quality of consumers’ digital interaction with their brand. Learn about smart shopping, and much more in Google’s Why You Can No Longer Define Your Strategy by Channels.