Today we bring you a guest post from BJ Kito, VP of business strategy and general counsel at Digital Surgeons, a full-service agency driven by the relentless urge to move brands forward.
There is a movement out there: a movement of passionate consumers who search for and evaluate every available piece of data before making a purchasing decision. This “infolust” has sparked the emergence of a new and expanding persona: the Infosumer. The movement has created an inflection point in our society: consumers appreciate the abundance of data at their fingertips and use it for more than settling arguments at a bar.
Consumers have extended their love affair with research, comparison shopping and product reviews. They are interested in where things are being produced and what type of impact (both positive and negative) the brand they are supporting has on the community.
They want to make their own decisions.