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Answer – eMarketing Product

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This is the suggested answer to the eMarketing Product exercise on Colorado Ricardo Mountain Bikes.

eMarketing product: how digital changes the product experience

A Build Configurator

Letting a customer choose frame size, colour and component options online, and see the price update instantly, turns a static product listing into an interactive experience a printed catalogue cannot offer – and gives Ricardo real data on which options riders actually want.

Video Demonstrations and Customer Reviews

Short videos showing the e-mountain bike surviving rough Colorado terrain, alongside reviews from existing loyal customers, let new visitors experience the durability story that has so far spread only by word-of-mouth.

Key point: a digital product experience does not just describe the product, it lets a prospective customer interact with it and hear from other buyers before purchase – exactly the kind of trust-building Colorado Ricardo has previously relied on word-of-mouth alone to provide.

This complements the targeted advertising recommended in the Internet Advertising exercise – the ads bring visitors in, and the digital product experience is what convinces them once they arrive.

Written by Marketing Teacher.
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