Today’s online marketers have more analytical tools than any generation before to track website usage. Amazingly enough, industry professionals, on the whole, lack knowledge of the buying process from the customer’s perspective. The tools we use track crude sales metrics, which make it difficult to understand what is truly important to customers.
Social media, however, has changed shopper dynamics and given the customer control of their experience. There are a few companies who are managing their business outcomes by leveraging customer feedback in social media.
According to Adweek, “Apple is a spectacular example. You walk through that Apple Store and everything, from the way the sales associate captures the transaction near the display to the nature of their training bar in the back of the store. Even the way the point of purchase is organized reflects what’s important to the shopper and not what’s important to the brand. And look at their display labels: they’re not filled with technical specs. Instead they tell you what the product does for you. That’s great shopper marketing.” Read the rest of the article here.
Follow Ghennipher on Twitter