Camille: 1) Understand the customers. Leverage the data available about your customers, whether quantitative, or qualitative. The former can be taken from your existing data set, but the latter through what they say about their pain points, and about their experience with your product/service. 2) Use these insights to come up with a key message that resonates.
Mark: As Filipinos grapple with change and face unprecedented challenges, brands need to hit both expectations around efficiency and convenience but also address deeper human needs. With the uncertainties brought by COVID, customers expect brands to aid them in their daily life. They need a good product and service, but a seamless experience is equally important. Brands need to fulfill a wider role in our lives.
Gian: Given the uncertain future and economic impact of the pandemic, consumers are looking for tried and tested value-for-money offerings. They are not in the condition to try out new product offerings, especially ones that command a premium versus their current purchase. Consumers are looking for services and benefits that they have known to deliver time and time again.
Q4: What marketing metrics do you think are overrated and underrated? Why should we use more or less of these metrics?
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