how to market to the modern consumer

How to market to the modern consumer

The world of marketing has changed over the last few years. Consumers are more connected to technology than they’ve ever been before. With over 26.8 million internet users in South Africa, you need to ask yourself: Are my online marketing efforts meeting modern consumers’ needs?

Technology has made communication and access to information a lot easier. Consumers are no longer at the mercy of advertisers who, in the past, decided when the consumer could access advertisements on channels such as television and radio. Now, consumers control when and how they get information.

market to the modern consumer

We need to evolve our marketing strategies to suit the modern consumer, who is:

  • Always connected to their computers, tablets and smartphones.
  • Sceptical of traditional advertising, such as television, magazines and newspapers.
  • Always comparing prices, reading product reviews and seeking trustworthy content.
  • Very opinionated and quick to share their opinions on Social Media and other online forums.
  • An around-the-clock shopper.

Best Marketing Tactics to Attract the Modern Consumer

Use Multi-Channel Marketing

This means that you should engage with your consumers across different channels and devices, including websites, social media, emails and even physical locations. This will enable your consumers to find your products, access your content and purchase your products or services using a channel of their choice.

Share Effective Content across Every Marketing Platform

Over the past few years, consumers have become very selective with what content they are willing to engage with. To ensure consumers receive content that is relevant and useful, content should be tailored to different online ads and platforms.

Use Remarketing Ads on Display & Facebook

Remarketing ads allow you to retarget people who have previously visited your website. Furthermore, dynamic remarketing can be used to show previous visitors ads that contain specific products or services they showed interest in on your website with tailored messages. These Display Ads or Facebook Ads are ideal for consumers who are still in the deciding phase of the buying cycle.


The world of online marketing is continuously changing. We need to make sure we adapt fast enough to satisfy the modern consumer’s needs. This can only be done by adapting marketing strategies according to collected data and striving to create the best user experience for the consumer.

Contact our team of online marketing experts – we provide marketing strategies that work!

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