How is consumer behavior changing in an always-on, always connected, digital world?
Adam Cahill: Lots of ways, but if I had to boil it down to three key consumer behavior changes they’d be: more mobile, more simultaneous consumption, and more social. Jon Verna: Consumers are spending more time with digital media overall, due in large part to the mainstream adoption of broadband and smartphones, but they seem to be spending less time with each individual piece of digital content. MB: How is this changed behavior affecting your advertising strategies and tactics? AC: All three changes (more mobile, more simultaneous consumption, and more social) mean that our approach to communications has to be much more extensive than ever before. Brands need to think about what experiences connected consumers are likely to expect in any given situation, and try to meet those expectations. JV: A media agency’s job is to put their clients’ messages in front of the right people, at the right time, and of course the ads have to register in the audience’s mind in order to make an impact.
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