What Always-On Connected Consumers Can Teach Retailers About Marketing Relevance and Segmentation in the Digital Era

Donna M Iucolano

What Always-On Connected Consumers Can Teach Retailers About Marketing Relevance and Segmentation in the Digital Era

Donna M Iucolano

Molloy University

Research & Scholarship: Contribution to conference › Presentation

Abstract

This paper provides insights into the dynamic shopping behaviors of always-on connected consumers and raises concerns about retail marketer over reliance on customer segmentation using static profiles and personas; and, highlights contradictions raised around privacy, online reviews, and retail hospitatlity which together have implications for retail executives as they continue to shift marketing dollars awar from traditional efforts and towards digital ones.

Original language	American English
State	Published - Aug 2017
Event	2017 AMA Summer Conference (Innovation Sustainability in Marketing) - San Francisco, CA Duration: Aug 1 2017 → …

Conference

Conference	2017 AMA Summer Conference (Innovation Sustainability in Marketing)
Period	8/1/17 → …

Keywords

always-on connected consumer
AOCC
retail
digital commerce
shopping behavior
marketing relevance
customer segmentation

Disciplines

Business
Marketing

Cite this

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title = "What Always-On Connected Consumers Can Teach Retailers About Marketing Relevance and Segmentation in the Digital Era",

abstract = " This paper provides insights into the dynamic shopping behaviors of always-on connected consumers and raises concerns about retail marketer over reliance on customer segmentation using static profiles and personas; and, highlights contradictions raised around privacy, online reviews, and retail hospitatlity which together have implications for retail executives as they continue to shift marketing dollars awar from traditional efforts and towards digital ones.",

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