Our relationships with brands are more personal than ever before in history. It’s all about individuals and what they need, not about the products the brand wants to show off. And we all want to be recognized as individuals with personal opinions by each brand we come in contact with on a daily basis.

For almost a decade now, consumer expectations have grown exponentially. And the evolution of each of these needs has helped to propel the rise in social and mobile media available.

Today’s consumer engages in six behaviors that lead to a purchase: openness, realizing wants or needs, learning and education, seeking ideas and inspiration, research and vetting and, finally, post-purchase evaluation.

This loop-like model moves consumers from behavior to behavior, resembling a spider’s web and always connecting things to our wants, needs and desires.

Marketers who understand this complex and continually evolving system while adding perceived value to their advertised products and services will be more successful in keeping their brand top of mind with the targeted consumer base.

Because – remember – it’s all about the people!

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