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If one word can best describe the modern consumer, that word would be “pragmatic.”
Today’s shoppers identify the problems that they’re currently having and specifically look for products and services that will solve those problems.
That means consumers are much more willing to take a pragmatic approach to their shopping by doing extensive research before making a purchase. The rise of social media and mobile devices has made this easier than ever before.
Businesses that gear the marketing of their products toward their problem-solving potential will find the responses more positive. In other words, today’s customers aren’t as easily swayed by emotional appeals like they have been in years past. Businesses also better be able to follow up on their promises or suffer the wrath of a unsatisfied customer.
Know how your customers are changing or risk failure.