Marketing For Dummies, 5th Edition

Chapter 1

Understanding Consumers Today and What Matters Most

IN THIS CHAPTER

Fighting through consumer distraction

Marketing to different generations

Building trust

Creating great customer experiences

Having fun with guerilla marketing

There’s never been a more exciting time to be in business, especially in ­marketing. With all the communications channels and technology available today, you can truly learn about and communicate with customers one to one while marketing to millions. You can know with certainty how customers spend their leisure time, what media channels they use and how often they use them, what their interests are, their brand attitudes, shopping patterns, preferences, likes and dislikes, and what their precise value is to you over their lifetime of purchasing. With all this knowledge, you can determine when and what they’re likely to buy, how much and how often, and you can communicate specifically to their needs and relationship with you.

You can also monitor their ...