Zoom’s Consumer Shift

We are approaching a year of Coronavirus madness. Over the last 365 days, there have been many adjustments that people and businesses have had to make. One of the companies that stick out to me the most is Zoom, the video conferencing platform. BC (before Covid) Zoom was merely a tool that businesses used to hold meetings. 

However, once Covid-19 made its way into our lives, things changed.

Companies shifted to remote operations. Universities conducted school online. With gatherings not being allowed, suddenly, people needed a space to connect socially. Zoom listened and adapted. By observing and studying the rapid change in consumer behavior, they were able to cater to a new segment. They began to not only promote themselves as a platform for remote meetings and school lectures but as the place to keep friends and family together during unprecedented times. 

In the same essence that people ask for a "Kleenex" when they need a tissue, Zoom was able to gain so much traction that consumers have turned "Zoom" into a noun and a verb. Zoom's nimble actions to their market segments and pricing (they made their basic plan free, making it very accessible) have generated brand equity and loyal customers. This example shows that observing your consumer's behavior and adjusting to the findings is key to success.