Digital Connection. Value 5 of the Captive Economy Consumer

We have been building a digital reality for many years now, with significant step jumps along the way. If we were already on this digital journey before now, we are certainly on it for good now. Without the ability to physically connect with one another or brands, we have all turned to the digital model instead. While this is nothing new, it does change how we perceive digital. For some it will mean first interactions, and for others a deepening of their digital lives. New ways of digital interaction will change consumer expectations for all brands. It is also interesting to see how quickly consumers are losing interest in digital content unless it is unique and value-adding. Over the past 2 weeks, every brand and celebrity craving attention (remember celebrities are brands too) are pushing out digital content, from Insta Live connections to You Tube content. The market is saturated, consumers jaded and cut-through is about to get a whole lot harder. In this new digital reality, your content has to be so different, so unique, so shareable that the consumers will share it. This is not the time to push out digital content for the sake of ‘doing something digital’. The average consumer, either B2C or B2B, is being bombarded by webinar invites, social WhatsApp calls and Zoom dates. Digital engagement is something that now requires significant creativity in the Captive Economy. Read the full Captive Economy Blog post here: http://www.kenhughes.info/the-captive... Ken Hughes is world’s leading Consumer & Shopper behaviouralist and a global thought leader in the areas of shopper psychology, consumer behaviour, retail futurology, retail strategy, omnichannel, and shopper marketing.