In a day in age when consumers are analyzing every detail about a good or services prior to purchase, marketers have to get smarter. They know the consumer will search about the product using both external and internal searches. Most will avoid marketing controlled informational sources due to the fact that marketers use this source as a persuasive tool for the product. Sites like Rotten Tomatoes and others are common when reviewing products or services.
This being said, consumers of Blackberry products are similar in some aspects and different in others. Individuals who did their research on Blackberry products tend to be new customers. Blackberry has done a superb job of retaining customers each year with newer products and devices. The new customer is new to this and may be skeptical on the device, the service, and the overall experience.
Crackberry.com, a famous site catering to Blackberry users and fans, is guilty of the aforementioned Marketing Controlled Information Source. A site like Crackberry, although personally enjoyable and informative, cannot be a valid persuasive tool for new customers learning about Blackberry. Cnet.com is a more reputable source for consumer reviews and gives potential customers an un-biased review of the device, service, and carrier.
Due to technology’s place in our everyday lives, it comes as no surprise when most consumers turn to blogs for answers too. Opinion leaders or those who influence others tend to voice their opinions via the web and are not afraid of their POV.
There are many factors when it comes to buying a phone, let alone a Blackberry. Many consider a phone a necessity when realistically, it is still a want. This distinction is discussed in depth and is a part of Maslow’s Hierarchy of Needs. In order to remain a successful brand, Blackberry must keep up with the market and continue to investigate and research what consumers hold as necessity, want, gratification and other important factors.
