Emergence of Hybrid Consumerism

Emergence of Hybrid Consumerism

In comparison to the 2009 "Mobile" article, the 2002 "Hybrid Channel Conflict" article exploits the fact that marketers had no idea what technological changes were coming their way in the upcoming 9 years and how they would have to adapt their marketing strategies for the upcoming consumer.

The 2002 article debates weather distribution via the Internet is a good or bad idea. They were clueless to the fact that technology was about to change the consumer and the way the consumer will want to buy. The 2009 article came to the conclusion that the future consumer of 2002 wants the advantages that come along with going into a store while having the convenience of buying the product from a personal device such as a cell phone or personal computer. The 2002 marketers failed to realize that the future consumer will want to learn about products before buying and want to know that they are buying the product from a well-known, trustful company. They will want to compare several different site and know that they are getting the best deal. They will also want to know that other consumers have used that channel and see positive feedback. In addition, customers will want expedited shipping and want the same customer service before and after purchase that one could access in a store.

In 2002, consumers and marketers who were unfamiliar with the Internet's capabilities were hesitant to invest in Internet channels. They cautiously analyzed the possible advantages and conflicts that an Internet channel could incur. They worried that the Internet would create goal incompatibility between the departments of the firm, and whether the competition between different firms would increase or decrease profits. However, what they did not understand was that the consumer was changing with the emerging technology and that they would be forced to adapt to their wants. The consumer