Escaping the channel silo - researching the new consumer

It has been widely argued that the new consumer is active, knowledgeable, demanding, channel-hopping and, above all, experience-seeking.
  

Escaping the channel silo - researching the new consumer

Hester Stuart-MentethThe Eton Collection

Hugh Wilson and Susan BakerCranfield School of Management

INTRODUCTION

Extraordinary changes in the marketing environment over recent decades have altered the way in which firms go to market and build relationships with consumers.1Developments in information technology have delivered the internet, the contact centre and the direct mail industry, against a background of a shifting macro-marketing environment, one that has moved from being production driven to consumption led (Grant 1999; Venkatesh 1999; Baker 2003). The firm has responded by shifting...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands