Surviving kit 2012( part 2)-understand new age customer

Like old times,don’t expect advertising to work for you.Earlier,brand managers had to choose a media vehicle and sit back to watch consumes buying your product.With less budgets, companies are shifting their advertising budgets to in-store marketing i.e.point-of-purchase and promotions at the buying point.

But, today’s customer “pre-shop” before entering a store. As per Google estimates, 70.0 % of Americans now consult product reviews, and 79.0 % use smartphones before making a purchase. I expect the same behavior from Indian consumers.

So, don’t wait for your customer to enter the shop and make a buying decision. Use search engines and social media to influence the customer, before he enters the shop.

Since customers “path to purchase” has changed- change your marketing strategy.

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