Today’s consumers are smarter than they were ten years ago. In fact, you could even say they’re smarter than they were just one year ago. They continually endeavor to stay ahead of the digital curve by learning more about their favorite brands through new and evolving technology platforms before making a purchase.

The innovative marketing minds behind today’s top brands are leveraging sales potential through a combination of email, social media and mobile. They are creating real-time, multi-channel brand enhancements to stay current with the modern consumer, where demand remains at an all-time high.

Brands who really know and understand their target customers, and keep in touch with their needs and wants, have a greater chance creating long-term brand loyalty. A strategic, methodical approach is vital for creating a campaign that will engage consumers, where customer sensitivity is key. With so many ways in which customers can quickly and easily access product information, ratings and reviews, videos and discounts, expectations are already high.

Exclusive brand concepts help establish an emotional connection between the consumer and brand and empower customers to connect—through exclusive offers, promotions, in-store events and online discounts. By using mobile and social to stream content, brands can meet with the consumer at any moment, anytime, anywhere. By providing customers unique, smarter ways to shop, brands create a dialogue where they can listen, learn and improve their relationship with customers. As brands cultivate relationships across multiple platforms, they acquire more value and insight, which is imperative for understanding what tomorrow’s consumer will want.

In Oracle’s March 2011 report, Cross-Channel Commerce: A Consumer Research Study, one of the research highlights found that “on average, more than three-quarters of consumers are using two or more channels to browse, research and purchase products.” Emails, promotions and push notifications are effective for connecting with shoppers to inform them about real-time, exclusive brand information. Social media and mobile provide significant engagement opportunities, as well. Platforms that allow customers sharing opportunities help lead to increased brand awareness, new customer acquisition and higher conversion rates. However, in order to fully leverage multi-channel platforms, all channels must be strategically connected so consumers can easily locate information and purchase from any touchpoint.

It’s a shopper’s market. Consumers know what they want and expect excellent relationships with brands and the experiences they have with them. While the technology revolution continues to change the rules for both the shopper and the brand, multiple touchpoints create interest and convenience for today’s modern shopper seeking options, access and rewards. The brands that will succeed in the future understand—and meet—these needs.

Holly Krenek is a social strategist based in Austin, Texas. Connect with her on Twitter
or LinkedIn.