Canon is a Japanese multinational corporation specialised in the manufacture of imaging and optical products. It used to produce optical glasses and cameras. With the development of the technology, almost everyone has a camera on their smartphone in the digital age. The consumption of the camera is decreasing. As I remembered that my parents had bought a camera 20 years ago, they want to use the picture to record the family time. But now I even can not found this camera. It has been forgotten due to all of my family members have their self-phone which is more convenient and multifunctional than a camera.
All marketers should have the market sensitivity which is an ability to catch the trend of products and predict the development of goods. Taking appropriate action before the customers have realised the changing of the environment. Therefore, this blog is going to talk about how Canon can stay relevant in the digital era.
One of the Canon marketing campaigns is “there is a ‘good enough’ attitude in the marketplace. ” The marketers believe that they need to overcome this opinion by engaging their company culture to the audiences. If the customers want to take a extreme quality photo and video, it can not achieve without a Powershot (Canon products). This campaign is most likely to target the customers who care about the high-tech products should have a Canon.
To match with the digital era, Canon keeps launching their product to satisfy customers’ need and gain the market share. And also generating novel advertisements to capture customers’ eyes. As Canon travel further into the digital future, the company bringing its new generation electronic products and marketing concept to customers.
Such products like newspapers, Kindle also need to consider about their development in the digital era. What actions should they take to overcome the situation?