Consumerization

Definition: Consumerization is the economic and also cultural trend where individual end-users and consumers have high expectations for ease of use, convenience, and personalization. It also includes the trend to increasingly accommodate and apply these demands to business-to-business (B2B) and other professional purchasing decisions. This means that B2B buyers now expect the same seamless, digital, and user-friendly experiences they encounter with consumer products, and marketers must adapt by creating content-rich, intuitive, and self-service journeys.

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More on consumer theory: Consumer Decision Journey, Customer Value, 30 Elements Of, Customer Variability, Hidden Needs, Mental Accounting, more on consumer theory...

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