Reaching The Connected Consumer

By John Maxwell, global leader for retail and consumer practice, Pricewaterhouse Coopers

Today's consumers wake up with their smartphones and are constantly connected. Retailers need to reach these connected customers in new and innovative ways

Given the competition for their attention in the digital age, many consumers are quick to recognize “advertising as interruption” for what it is. This new reality raises the bar for what passes as compelling content: Ads must entertain and, more importantly, engage consumers as never before. The goal is to manage the process better while at the same time making advertising messages more relevant to today’s media-savvy consumers.

No one would dispute the notion that advertising strategy — from messaging to media planning — is to transform as times change. As Coca-Cola Executive Vice President and CFO Gary Fayard said at a recent industry conference, “You’ve got to change your marketing mix, you’ve got to change what you’re doing, because consumers are somewhat liquid, and they evolve, and they are changing all the time with what they’re looking for. And to connect with those consumers, you’ve got to change your marketing.” Smartphones, tablets, and digital readers vie for consumers’ attention along with the Internet, television, radio, and ink-on-paper editions of newspapers and magazines. Unlike in eras past, there are no simple gold standards in advertising currencies today.

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