How has the Internet changed consumer over the past 10 years and how can marketers best adapt?

With the new media landscape we face a new era of consumer involvement that for the companies needs attention to. The new way of approach is the use of social media such as blogs, Twitter, Facebook, and other Web 2.0 platforms. As said this is where the consumers are, contributing, sharing and accessing constantly on the overall World Wide Web. This new thing is not only for shaping the consumers but also to empower them in the fields of internet marketing. For the marketers this means that if they can through social media influence the consumers’ perception and behavior then marketers can reap the commercial gains as long as companies are willing to adapt to the behavior of their consumers (Akar and Topcu, 2011).

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