the “always availableness” of information has reshaped the habits and expectations of modern consumers

ambient findability – modern consumers expect to be able to find the information they want from whatever device they have, whenever they want to. 

 

Excerpt from “missing link marketing” article

The “ambient information” available today also empowers customers to do as much (or as little) research as they want before they decide to make any purchase. The abundance of such information drowns out the interruptive ads that advertisers push out and modern users have come to expect more information than could be delivered in TV spots, print ads or radio spots. The objectivity of this information (i.e. not crafted by advertisers) makes it seem more trustworthy in the eyes of customers. The “always-availableness” of this information makes it more useful to consumers because they can find it when they want it rather than be hit with it when they don’t — e.g. when checking email, watching TV, etc.

 


By: Dr. Augustine Fou Tuesday, January 20th, 2009 digital, marketing, missing link

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Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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