09
Mar
2010
Digital and the Deliberate Consumer
A new report from PriceWaterhouseCoopers re-affirms our analysis of post-recession consumer attitudes: Shoppers will be more deliberate and purposeful in their spending due to high levels of unemployment and personal debt. Boomers in particular will show more pragmatic shopping behaviors as they focus more attention on rebuilding their nest eggs.
So what does this mean for brand marketers? Price pressure won’t lift anytime soon and brands positioned as premium or luxury will continue to struggle.
Here are just a few ways brand marketers can use digital media to sway the deliberate consumer.
- Aggressively nurture your reputation for providing value
- Provide do-it-yourself/cost-saving content
- Expand coupon distribution via online channels and mobile
- Deploy loyalty/continuity tactics that leverage digital
- Augment the usefulness and versatility of your product/service through apps
- Give consumers tools that can help them evaluate value beyond price
- Make it easier for consumers to find you via digital
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