Mary’s life is centered around her mobile and she uses it for so many things: She posts comments and status, quickly checks for reactions from friends, takes pictures and shares them, checks for updates and news, and uses apps that she likes. Can companies understand her and what she wants by identifying moments of truth and increasing engagement? Further, can they customize things to be exactly what Mary wants? If they can do that, Mary will not only be a customer but become a partner with the company—she will give ideas to it about new things to make, becoming a co-creator.
In this chapter, we explore the buying behavior of connected consumers.
Earlier, they went to the store and bought what they needed, guided ...
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