For the next five days, the biggest names in digital marketing and the newest ideas in the field will converge in Austin for SXSW. CJRW will be there too, and we’re not coming back until we’ve seen it all! Follow along as we share all that we learn.
The days of herding consumers from one destination to another are long gone. Today’s consumers are free range. They move unrestricted across a varied landscape of traditional and digital media, integrating multiple sources, online and off, into their purchase decisions. Consumer choices arise now from a cat’s cradle path of inputs, from word of mouth to traditional advertisements to branded apps to third-party review sites to social media, bouncing back and forth until landing on a decision. Pinning consumer purchasing decisions to a single cause is not only more difficult but over time is becoming less and less relevant. The contemporary consumer makes buying choices like a committee reaches consensus, only with the best advice from every available group member.