This book comprises of consumer and branding behavior in digital age. Back in the day, you’d have to meticulously plan a trip to the mall in hopes of finding that specific product you want to purchase. Salespeople were the gatekeepers of information—you needed to ask them about anything you needed to know about the product you wanted to get. If you encountered a salesperson who knew all the ins and outs of the product, then you’re lucky. If not, well then, you’re left with very few details that don’t help you make an informed decision.
It’s not until technology transformed the way we do things that some tedious tasks became more comfortable to do, including shopping.
Now, the digital age has allowed people to browse and buy items right at the palm of their hands, without leaving their seats. The internet contains the information buyers need to know about products via a simple search. In fact, 81% of shoppers turn to search engines before they make a purchase.
Even word-of-mouth marketing and referrals have transitioned online in the form of reviews and testimonials. This marketing strategy dramatically influences a prospective buyer in completing a purchase, as more and more people believe online reviews as much as their peers.
Businesses have adapted to these changes by setting up their e-commerce websites or listing their products in marketplaces to retain their customers.
This book will tell how the internet has upended consumers engage with brands. It is transforming the economics of marketing and making obsolete many of the function’s traditional strategies and structures. For marketers, the old way of doing business is unsustainable.
This book has also explained on having sound marketing practices, excellent customer service, and stellar products and services are the ingredients for success in your business. Part of ensuring you have all three is getting to know your buyers more and learning the way they think.
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