Marketers love to slap labels on groups of consumers. We've got the "millennials" and the "digital natives," who might be driven around by "soccer moms." As digital marketers, we're primarily concerned with the "connected consumer," and we're especially interested in "early adopters." We cater to the "online consumer," but we're really interested in reaching out to the "social consumer" who can spread our message through networks of "influencers." But no matter how far we might skate on the cutting edge, most of us still have to deal with "traditional" consumers who are more often than not "late adopters" or even "digital resisters."
All those labels are fine for spiffing up our presentation decks and justifying our media plans. But let me give you another label that probably includes most consumers these days: "the distracted consumer.".... Read more.