With the ever-growing reliance on technology, consumers are constantly connected allowing marketers to reach and communicate with them from a variety of channels. Whilst technology is still a dominant force, more and more consumer groups are switching off as tech fatigue grows, particularly among generation Y consumers. These consumers, known as the ‘digital generation’, are highly tech savvy yet value the importance of experience, nostalgia and privacy. Now more than ever, it is pivotal for brand managers to ensure the ‘physical’ is not neglected in favour for digital and is integrated into the marketing mix.
Source: ACRS June Insights 2015