{"id":8113,"date":"2025-03-26T01:18:22","date_gmt":"2025-03-26T05:18:22","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/03\/26\/marketing-to-the-new-informed-consumer\/"},"modified":"2025-03-26T08:01:30","modified_gmt":"2025-03-26T12:01:30","slug":"marketing-to-the-new-informed-consumer","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/marketing-to-the-new-informed-consumer\/8113\/","title":{"rendered":"Marketing to the New Informed Consumer"},"content":{"rendered":"\n

By Cristy Garcia, CMO at Impact.com<\/em><\/p>\n\n\n\n\n\n

Today\u2019s consumer, more informed than ever, isn\u2019t shopping for new products like they were a few years ago. Email, ads, TV, and mail no longer account for all the product discovery opportunities someone has today. New research from\u00a0eMarketer\u00a0and\u00a0impact.com<\/a>\u00a0finds that 69% of consumers discover new products every week via a mix of online and in-person experiences.<\/p>\n\n\n\n\n\n\n\n

For younger generations, most product discovery happens on\u00a0social media<\/a>, which has led many advertisers to focus their efforts on reaching audiences on these channels. But, product discovery is only part of the full customer journey, which is actually made up of an intricate web of touchpoints.\u00a0EMARKETER\u00a0and\u00a0impact.com<\/a>\u00a0also found that people tend to engage with brands at least three times before buying and often do their due diligence of research before purchasing.<\/p>\n\n\n\n\n\n\n\n

This means marketers must consider the full and multi-touch research journey and use strategies to guide consumers to valuable and trustworthy content. Creating a personalized marketing approach can be an effective way to capture that product discovery and turn it into a sale.<\/p>\n\n\n\n\n

What Happens After Product Discovery<\/strong><\/h2>\n

Younger social-first generations are also the most savvy purchasers. While there are certainly some opportunities for capturing impulse purchases on social media, advertisers should consider the journey shoppers take once they see a new product. Interestingly, while Gen Z is most likely to discover products on social media, they are highly likely to do\u00a0research on their own<\/a>\u00a0before making a decision.<\/p>\n\n\n\n\n\n

That\u2019s where additional marketing strategies can make or break the buying decision. Shoppers will search for ratings and reviews, product details and comparative product information across the web.<\/p>\n\n\n\n\n\n

Advertisers can help guide audiences with content that provides value in several ways:<\/strong><\/p>\n\n\n\n\n