With changing demographics, marketers who have succeeded have changed with the new consumption patterns of the customers – both digital and physical. When in-store marketing and copy influence the ad-hoc consumption in Store, online consumption was determined by the visual medium. The rise of Instagram and Snapchat, along with YouTube’s dominance as an alternative to traditional TV channels, is a hint of how customers have changed. They are no longer shying away from broadcasting their life or venting their opinion about brands through Social Media.
No one knows the next wave of disruption, but the applicant knew one secret of understanding Customers – a commitment to observe.
Sample Yale SOM Commitment MBA Essay: Marketing (489 Words)
As a retail marketer, finding buying patterns requires a keen sense of observation. Analytics as a tool for observing online behavior can be useful, but the real value is realized when we observe customers in physical form.
The nuances of the communication between the customer and friends or a customer and her parent while reading the labels, choosing one product, keeping them back after developing an awareness of the price, or finding the key differentiator to be less valuable for their immediate need cannot be captured in an online store.
While working for a retail giant on strategies to increase customer order value, the issue facing our company was ...
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