DIGITAL AGE

Affect of Digital Age on Consumers and Marketers

Affect of Digital Age on Consumers and Marketers

Introduction

Digital age, known also as the information age or the new media age, is that period in the history of man that is highlighted by a major shift representing the advent of an economic system that is based entirely on information technology, from traditional industry brought by the industrial revolution. Digital age is the outcome of a digital revolution, (Baym, 2010). The phenomenon of the digital age is that a society based entirely on knowledge, is created by the digital industry.

This society contains a global economy that is based on high technology, expanding its influence on the operation of manufacturing and service sector operates in a convenient and an efficient manner. In a society that is commercialized, the digital age industry allows individuals for exploring their private needs. It, therefore simplifies decision making procedures pertaining to various transactions and lower costs for buyers and producers, both, (Claire et al, 2010). Those who actively participate in the economic activities, accept it for the purposes of economic incentives and efficacy purposes, thus being encouraged indigenously.

Digital age came into existence by the capitalization of the computer technologies and the creation of internet. All thanks to the personal computers in the 70s and the internet's popularity that it had in the 90s. The adoption of this technology by the users at large, contributed to a faster evolution, (Dominick, 2007). Ever since then, it has been changing the lifestyles of the people. It is influencing our daily lives and has helped in bringing about innovations in the fields of education, media and entertainment. With the advancement in information and technology, the world is experiencing a major change that is enabling the consumers, as well as the marketers look into different aspects of what this change is offering them, and in return they promise to provide the consumers with endless opportunities. In our discussion, we will be focusing on the affects that the digital age plays on the consumers and the marketers.

Discussion

Digital age and consumers

Digital technology is very convincing and persuasive in the consumer life. One can see that the services and the product range are expanding online. Various opportunities for interacting with the companies, friends, service providers and others are growing at a faster pace. Innovation in communication and the creation of devices have provided the consumers with a new platform for accessing and sharing the information. In the 80s and 90s, people used to shop for products that were analogue in nature, such as television sets and radios. During that time, these products were considered to be the most modern products, as they gave customers an opportunity to experience something that they haven't experienced before.

It was due to the short comings in the devices used back then, that manufacturers went for innovation and modernized the products. Consumers asked for a better and a more user-friendly range of products and services, and thus to carter the ...