The digital consumer is not aware that he/she is any different to the traditional consumer. Along these lines, Brian Solis, leading analyst at Altimeter Group, analyzes how a company should change its strategy and place the customer at the center of its business.
This means watching the customer, his/her behavior, his/her habits...to try to improve the user experience. “This is what most businesses forget”, points out Brian Solis, leading analyst at Altimeter Group.
Millennials, or digital consumers, are not a specific demographic group because they are not defined by an age bracket, or education, or financial problems...instead they are grouped by their interests, aspirations and behavior. And this makes them different.
Solis, as a “digital anthropologist”, stresses that this type of digital consumer is one who uses this technology to express him/herself and validate his/herself. In this interview he describes the strategies that must be followed to attract the attention of digital users and millennials: