The fast-changing digital environment provides vast opportunities for marketers and the growth of technology has changed
Posted: Fri Jul 01, 2022 7:23 am
The fast-changing digital environment provides vastopportunities for marketers and the growth of technology haschanged the relationship between businesses and customers. This hasresulted in the decline of traditional marketing efforts and therise of digital channels.
Simulated Business Scenario:
Matviy is the marketing director for a high-end eCommercefashion retailer, We Are The Stuff. Your brand was created at thetail-end of the 2008-09 recession and has earned rave reviews fromloyal customers. Sales have increased steadily and so has thecompetition. The pandemic hurt many bricks & mortar retailersas consumers resorted to placing orders with online retailers. Asthe tide shifts back to the hands-on shopping experience, consumersare moving back to traditional shopping malls. We Are The Stuff isseeing new rivals continue to enter the marketplace all looking tobuild their market share.
Interestingly, Matviy’s research indicates disposable income isincreasing due to the pandemic, and Matviy’s team is naturallytrying to protect and grow their customers’ share of wallet withthe brand. No doubt, Matviy evaluates the threats posed by bothonline and the resurgence of bricks & mortar retailers andneeds your help in outlining and justifying the objectives he wouldset for a digital strategy designed to combat these threats.
Questions:
Simulated Business Scenario:
Matviy is the marketing director for a high-end eCommercefashion retailer, We Are The Stuff. Your brand was created at thetail-end of the 2008-09 recession and has earned rave reviews fromloyal customers. Sales have increased steadily and so has thecompetition. The pandemic hurt many bricks & mortar retailersas consumers resorted to placing orders with online retailers. Asthe tide shifts back to the hands-on shopping experience, consumersare moving back to traditional shopping malls. We Are The Stuff isseeing new rivals continue to enter the marketplace all looking tobuild their market share.
Interestingly, Matviy’s research indicates disposable income isincreasing due to the pandemic, and Matviy’s team is naturallytrying to protect and grow their customers’ share of wallet withthe brand. No doubt, Matviy evaluates the threats posed by bothonline and the resurgence of bricks & mortar retailers andneeds your help in outlining and justifying the objectives he wouldset for a digital strategy designed to combat these threats.
Questions: