The term “information superhighway” might have first gained traction in the 1990s in reference to the Internet and other forms of digital communications, but the prominence of digital in Americans’ day-to-day lives has taken this “superhighway” to another level.
“The impact of digital is two-fold,” says Joy Joseph, practice leader of marketing productivity and strategic analytics for Chicago-based Information Resources Inc. (IRI). “One, it has created a highly informed shopper that is now more discerning about the alignment between their specific needs and consumption choices. This has created a proliferation of segments and microsegments.