Appendix: Marketing to the Connected Customer

Chapter Summary:

In this section we examine 10 reasons why marketers must make the Connected Customer a vital part of their overall marketing strategy. Much of this has been covered elsewhere in this book, but these issues hold such importance for marketer that these should not be underestimated and, consequently, warrant additional emphasis.

Cited References:

  1. “Number of Apps Available in Leading App Stores.” Statista.
  2. The coronavirus pandemic has also resulted in many older customers having little choice but to make the internet and mobile technologies the resource of choice for information gathering and shopping. For more see: Cortney Moore. Coronavirus Drives E-Commerce as 5M New Shoppers Age 45+ Buy Online. Fox Business, June 22, 2020.
  3. During the pandemic and subsequent economic decline, overall consumer debt dropped mostly due to lower credit card balances. While consumers were still using credit cards to make payments, the rate of impulse purchasing likely dropped during the time. For more see: Prachi Bhardwaj. “New Money Study: How the Pandemic is Changing Americans’ Credit Card Habits, From Spending to Paying Down Debt.” Money, October 8, 2020.