Chapter 17 - Personal Selling and Sales Management

    Almost every business today is customer-centric. Motorola follows the same philosophy when it comes to marketing. They made a huge overhaul when they introduced their flagship device, Moto X last year, because it allowed the customers to customize the appearance of the mobile phone. It was something that consumers desired, since mobile phones lacked personalization. At the same time, Motorola's CEO stated in an interview that they always listens to the consumer's need as it is the base for their product's blueprint. It demonstrates Motorola's customer-centric approach to marketing.

    With their latest announcement, Motorola aims to generate leads for their new product line up this year. They introduced their new smart-watch with an exclusive advertisement on YouTube rather than publicizing it on conventional media. It allows them to gather feedback through comments, and see the expectations of their potential customers, and to change or add features according to that. Apart from that,  they held a public chat on Google hangouts where they answered many questions of people who were interested in the smart-watch. It provides valuable data about the potential customers which could result in favor of Motorola, since they are relatively new to the smart-watch business. 

Jim Wicks explaining the features of their new smart-watch which is due to release on this summer

    Since it's a mobile phone company, Motorola has the liberty to capture customer data directly from their mobile phones. The initial set up of a Moto X or any other Motorola smartphone asks the users consent to collect data from that phone, and these acquired data could reveal customer trends, such as what features they frequently use, and what is not. It also enables the users to send feedback about their new applications directly through the phone. These data could be used to change or add new features, and rectify issues in future releases that will benefit customers, and the company in the long run. Furthermore, interactions through social media, reviews, and comments from press gives valuable feedback to the company to keep or make changes to their products. The downside to this massive data collection is privacy breach. Therefore, the company abide by rules to collect those data anonymously in order to protect their customers private information.