Managing Changes in Digital Customer Behaviour

Required Assignment 1.2:
Managing Changes in Digital Customer Behaviour

<Your Name>

Suggested time: 90 minutes

Task

Based on the faculty’s videos, write an executive summary on the digital marketing strategies you could apply to manage the changes in customer behaviour for your organisation. Specifically, consider the following questions and compose your executive summary around four of these questions:

1. How do you manage information overload?

2. How do you encourage customers to overcome inertia?

3. How do you attract customers knowing they have short and highly selective attention spans?

4. Identify a good personalisation campaign. Explain why the brand has managed the customers to not react adversely to privacy concerns.

5. How would you use the decision point theory to encourage customers to make better decisions?

6. How can customers’ exposure to greater peer influence be helpful to marketers?

7. What is your response to customers having greater power over a brand’s actions?

Note: This is a required assignment and counts towards programme completion.

Executive Summary

Suggested word count: 300-500 words

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