Consumer behavior is an important consideration when
constructing a marketing plan. Businesses that cannot understand how a
consumer's mind works will have a more challenging time trying to figure out
how to target a campaign that will attract or catch attention. Can the internet
search giant distribute market and support hardware? The search giant will sell
a phone subsidized by a wireless carrier, probably T-Mobile. The Google-branded
Nexus One smartphone is set to launch early January. It's a radical departure
for an internet advertising company built on search terms and text ads to enter
the low-margin, cut-throat hardware business. Of course this increases the
rivalry with apple, as they already compete on browsers and desktop and mobile
operating systems. Google’s product will have a long way to go before it can
reach the iphone, and of course Google has none of Apple's chops in marketing,
retail and customer support, but, analysts and partners say, don't put it past
Google to draw on its rich arsenal of brand power and sheer will to disrupt and
experiment. Analysts say if Google was serious about selling phones in mass
quantities to consumers directly, it would have to quickly ramp up its
consumer-marketing efforts.
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