The Amazon Effect: The New Rules for Influencer Marketing and Customer Experience

The Amazon Effect: The New Rules for Influencer Marketing and Customer Experience

We spend more time consuming digital media today than any other medium, and it’s never been easier. The proliferation of channels and adoption of social media as our primary source of information, amplified by the expansion of connected devices, has made it possible to remain always-on even when we’ve ‘opted-out’.

When the number of consumer touchpoints are infinite, technology and design alone can not account for disruptive growth. Considering the rise of Amazon, and other digitally-native vertical brands (DNB) that have led disruption in their industries, such as AirBnB, Uber, Glossier, Dollar Shave Club, Warby Parker, what they all have in common is not just a fanatical obsession with customer experience – but how they used technology and design to embed consumers’ circle of influence at every touchpoint. For these customer-obsessed leaders, influence is not just one customer journey touchpoint – it is the customer journey, a customer experience powered by customer influence.

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