In today’s rapidly changing market, it is essential to
stay connected with consumers. Cyberspace has revolutionized the way consumers interact with brands,
from how they seek information to how they buy products and how they advocate a brand. It has altered
viewing preferences, transformed media experiences, and amplified voices. What people are watching,
saying and doing in cyberspace is influencing their buying decisions.
The conventional marketing constructs such as the purchasing funnel and consumer
decision journey no longer adequately capture the nature of these influences. The engagement is
multi-faceted and non-linear, and the touchpoints have changed.
Marketers must adapt by embracing the new touchpoints and developing a strong
online presence that provides useful information to attract and retain consumers. They should
invest in fostering word-of-mouth to increase brand awareness and loyalty.
