The digital consumer: Building attractive digital environments to increase engagement, views, shares and sales

Larry Weber and Peter Prodromou

Journal of Digital & Social Media Marketing, 2015, vol. 3, issue 2, 103-113

Abstract: Today’s digital consumers expect more from brands. Less patient than ever, these consumers are attracted to ease, experience and personalisation. This paper will equip marketers with the basic tools to reach their target audiences. It shows that a truly customer-centric business model combined with a system of well-designed, engaging content production will increase both sales and brand awareness. The paper also explores how bricks-and-mortar environments can engage consumers as well as facilitate the e-commerce experience. The research gathered here will help marketers cater to consumers through convenience, accessibility and human interaction.

Keywords: digital consumer; digital marketing; customer engagement; consumer experience; B2C marketing; e-commerce; brand awareness; digital advertising (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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