Empowered Customer
An empowered customer is an individual who leverages digital tools and information to make informed purchasing decisions and actively engages with brands online.
Description
In the digital marketing industry, an empowered customer is someone who utilizes the vast array of digital resources available to make well-informed decisions about their purchases. These customers are not passive recipients of marketing messages; instead, they actively seek out information, compare products, read reviews, and interact with brands through various online channels. With access to smartphones, social media, and review platforms, empowered customers can quickly gather insights and feedback from a global community. This shift empowers them to demand higher quality, better service, and more transparency from brands. As a result, companies need to engage with these customers in a more meaningful and personalized way, providing value beyond just the product to build trust and loyalty.
Examples
- A customer researching the best smartphone by reading reviews on tech blogs, watching YouTube unboxing videos, and comparing features on the manufacturer's website before making a purchase.
- A shopper using a price comparison app to find the best deals on a new pair of running shoes while standing in a physical store, ensuring they get the best price available.
Additional Information
- Empowered customers often rely on social media influencers and peer reviews to guide their purchasing decisions.
- Brands need to focus on creating authentic and engaging content to connect with empowered customers effectively.