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KENYATTA UNIVERSITY
SCHOOL OF BUSINESS
DEPARTMENT OF BUSINESS ADMINISTRATION
BBA 304: CONSUMER BEHAVIOUR
MEMBER
Q1. Identify the challenges giving real examples. (5mks)
The problems faced by today's marketers have been outlined below.
1. Coherent Analytics: Marketers and analytics don't exactly go together. That's not to say they're not interested, just not getting the actionable data insights they want. Marketers need analytics solutions they can execute and interpret themselves, in a format that offers a comprehensive (and customizable) strategy rather than the basic (and free) tools that are often used.2. Targeted Customer-Product Connections: Customers are no longer siloed into one specific location. Now, they are spread out across mobile, web and social platforms. Engaging them across multiple channels is not easy. As a result, marketers are in need of solutions that support and offer prioritization across platforms and consumer behaviour so that the appropriate connection can be made.3. Accuracy, Agility: Digital engagement requires that marketers deliver actionable goals for users. For mobile platforms, especially, it's essential that brands are able to coordinate messages with their other channels to avoid making it inconvenient for consumers to complete other secondary transactions. By deploying real-time marketing applications, marketers can deliver relevant offers based on customer-specific factors, enabling message accuracy and improvements in time-to-market and marketing cycles.4. Ease-of-Use: Other than accessibility, what everyone wants is for it to be easy to implement and integrate the appropriate tools into their marketing campaigns. Like others in the enterprise, cloud-based services are especially attractive, as they allow access and usability at a reasonable cost.
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