The Rise of the “Intelligent Consumer”

• Only a few years ago, consumers would read the newspaper for the best sales events and then make a purchasing decision right from an ad. As a result of the Internet and the vast amount of information that is available from it, a new “intelligent consumer” is making purchasing decisions based on objective information from other consumers with similar interests.
• The rise of the “intelligent consumer” is based on a new extension of the Internet, called “social media” — blogs, podcasts, videos and online communities — where other customers are encouraged to contribute information and opinions about their positive or negative shopping and product experiences.
• Now customers can make more intelligent purchasing decisions by doing a search on Technorati (www.Technorati.com) to read blogs posted by other consumers or by doing a search on YouTube (www.youtube.com) to watch video reviews.

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