5-Step Process to Understanding the DNA of the New Consumer

Where consumers spent also shifted. Spending on apparel and home décor, for example, declined 12 percent each in 2009. Consumers spent 3 percent less on children’s products and 4 percent less on gifts last year. Marketing has changed more in the past five years than the past 50 years. Consumers are in control and choose when and where they want to interact with brands and receive communications. Therefore, it's critical that marketers understand customer channel preferences and behaviors within each channel. Campaigns should be strategic and used in conjunction with other channels for a fully integrated approach.