How do you get a consumer who knows your product exists to take the leap and actually use it? That’s one tough egg for marketers to crack. According to ride-hailing platform Grab’s head of marketing in Singapore, Ershad Ahamed, customer inertia is what lies in the way of every successful product.
At the #SPEAKEASYASIA: Digital Engagement and Conversion event recently, Ahamed said that was what he learnt from really getting to know his consumers.
"Are you spending enough time with your customers to know them well enough, and are you taking the effort to learn about them?" he asked.