Behind Instagram-friendly photos, an e-cigarette company collects valuable data

The exponential growth of the e-cigarette industry has led to a race among a variety of companies to gain market share and brand recognition. Here’s my POV with NBC News:

The messaging has worked. “It used to be sexy to smoke a cigarette. Now, it is cool and sexy to smoke an e-cigarette,” said Dean Crutchfield, founder and CEO of Crutchfield + Partners, a market growth and development consultancy. “It is a fascinating market for brand marketing because of the uniqueness of that category. And data is absolutely necessary.”
As the industry continues to grow, Crutchfield said the grab for consumer data is about finding a way to measure the “influence, reach and engagement of e-cigarette marketing…The companies are testing this on teens. It has huge and rapid appeal,” he said. “This is the guinea-pig generation.”

Here’s the full article.

 

Author: Dean Crutchfield

Builds Brands and Fixes Them When Broken