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One of the recurring things in studies is that consumers are now looking for different relationships with companies. That they also expect them to offer different content, different actions and establish links. All this based on different things from those used in the past. In the language of brand strategy, new words, such as feelings, emotions and experiences, have begun to appear more and more persistently. In this last point, companies are still beginning to understand what they should do and how they should play with it. In fact, the experiences are not only important for themselves, but also begin to be important for their impact on other elements. Experiences are key to generating those emotions and feelings that consumers are seeking to establish as links to their favorite brands. They're sometimes the only possible way to create that value relationship with them. Few are the companies that have a budget destined to connect with these consumers using the marketing of the ex

Internet does not have a schedule: everything is open 24 hours a day during all days of the week, whether it is a holiday, or at night or an hour too early in the morning. There is not a moment of rest and there are no moments when you can close for vacations. The Internet is an environment that is always open, always available and where things are done when you feel like it or when you feel you need it. And this has changed the dynamics of access to information, relationships and, of course, consumption. The network has eliminated the opening hours and has made the stores have become an always active and always open element. Ecommerce does not have schedules and consumers can buy their products at any time. And this has already had an impact on what is done on a recurring basis and the customs of consumers. Consumers no longer buy with store hours. Shopping has spread throughout the day and, especially, at night. The most salient finding of the study on buying habits and the timing of

    Millennials have ceased to be the future of electronic commerce in favor of Silver Internet users. Internet use among those over 65 has increased greatly in recent years. The first users of Internet shopping were the Millennials, however, this generation has lost purchasing power in favor of their parents and grandparents, who are maintaining stable incomes and even pensions, have more time available and money to spend on the Internet. On the other hand, the population of the whole world is aging. By 2050, it is estimated that there will be more people over 65 in the world than children under 14. In particular, the number of adults over the age of 80 is expected to quadruple by 395 million. The idea that Internet and online shopping are oblivious to this older consumer has become obsolete, however, the budget allocated to this target audience in marketing departments is minimal. However, online retailers are not easy because the category of over 50 is very varied. It is a complex g