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The Connected Consumer by Dinesh Kumar

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CHAPTER 1

Traditional Marketing Faces a Challenge Today

Mary is a bright young girl born at the turn of the century, who loves her phone. She uses it for a number of things and checks it every few minutes. It is an addiction. Young people like Mary can’t do without 24/7 connectivity and their behavior is changing because of that. Consequently, how they search and buy things is changing too. The traditional marketing model no longer works and businesses have to change in response to tectonic changes in human ­behavior. Companies have to cater to a growing population of ­connected ­consumers like Mary, and we follow her in this book, discovering the huge changes that she and people like her are causing. In this chapter, we look at changes in the ...

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