Who is the connected consumer? And, why does it matter?

“It’s no use going back to yesterday, because I was a different person then.” -Alice, Alice in Wonderland by Lewis Carroll

At first blush, the “connected consumer” seems like yet another example of marketing jargon that tries to sell you something you neither need nor want.

This healthy skepticism is actually part of what defines the connected consumer, and whereas in the past, limited choices and a less democratic media enabled brands and their agencies to override their audience’s…