Listening to consumers online and offline

Abstract

Marketing strategy today has to track and act on the information exchange happening online as well. Facebook, Twitter, Orkut and other online social media have attracted both consumers and marketers. Conventional consumer decision-making needs to address contemporary developments in the environment while retaining its inherent strengths. Parle, for instance, came to know that Hippo, one of its snack offerings, was not available in certain retail outlets through social media. Adidas had created awareness and, perhaps, enhanced consumers' intention to buy the brand through its Facebook page. According to a Google study, 64 per cent of consumers were inclined to buy a brand if it responded to their queries on Twitter. There may be several other aspects of online interfaces that may be useful for marketers, but at a fundamental level, there is a need for brands to have a framework that can integrate their offline and online strategies to address consumer decision-making. Read more at: https://www.thehindubusinessline.com/catalyst/listening-to-consumers-online-and-offline/article23029099.ece