Great brands and compelling marketing campaigns are created when marketers uncover “insights” that reveal consumers’ true needs in a product category.
Marketers may stumble onto an insight (most do) or find one after deep observation of consumer behaviors and motivating beliefs. Once found, the path to building a unique and competitive brand is much clearer.
Please take a moment and watch my short video on the differences between simple observation and uncovering powerful consumer insights:
The advantages and disadvantages of internet retailing could be studied in contrast to traditional marketing considering issues related to online branding, consumer loyalty, spam, and advertising strategies.