Post by womobid820 on Nov 25, 2023 5:49:11 GMT -5
Anticipating is better than reacting. I experienced the birth of the web, I connected with Mosaic on Windows 3.11 way back in 1995 through a 14,400 baud modem (at that speed it would now take me 10 minutes to download a photo of a kitten from Facebook). I saw the birth of websites, search engines, the first e-commerce, the birth of communities on blogs, forums and years later the arrival of the first social networks. An epochal transformation that lasted twenty years. Wanting to imagine what to invest in in the future, we must consider the trends that have transformed the current scenario to understand what to invest in in the coming years. Such a disruptive technology must be studied and analyzed to understand the most appropriate and effective language.
When large companies decided to invest on the web, at the dawn of the new economy, they thought of the new digital media as a one-way communication tool, in which brands spoke to a future crowd of possible Cell Phone Numbers List buyers as happened in traditional media. They were soon brought back to reality: on the web users converse and form opinions through the influence they exert on each other. I remember very well that the initial challenge of e-commerce was all based on price, it was thought that to create a winning site, price was the most decisive element (in addition to being found in searches, obviously). This suggestion was quickly dismantled in the subsequent era of web 2.0 , the revolution that allowed anyone to express their opinion, deciding whether the product deserved to be purchased.
The customer and his modus operandi
We cannot create a decent digital marketing campaign if we are not aware of which mental paths coexist in the potential customer. There are many, it is impossible to analyze them all, in my opinion one of the most classic paths is this:
Knowledge
Getting to know a certain good or service is the basis of everything, companies like Apple have even formed a need that didn't exist before. We mere marketing mortals have to communicate the existence of a product in a multitude of ways and media, trying to highlight it to the right segment of the public.
The user who becomes aware of the product/service starts looking for information, in the past he would have turned to magazines, asking an expert friend and going directly to the store. Today it carries out a search on search engines: Google first, YouTube second and, based on the type of product, also through industry sites and blogs.
Reputation
At this point, the customer, convinced that the characteristics are right for him, moves on to look for the opinions of those who have already purchased it. This is a practice that is increasingly consolidated and which is linked (often included) to the second point. The investigation into the reputation of the seller and the manufacturer consolidates the predisposition to purchase and this is the real innovation that is changing the rules of customer acquisition.
Purchase
The user who is aware of the characteristics of the product, after having become aware of all the guarantees and the reputation of the product and the manufacturer, ultimately purchases in an e-commerce site (or in a shop, whoever said that digital marketing is only used to sell on the web ?) that has an affordable price, but NOT ONLY. E-commerce will also have to offer the guarantees, services and reputation that reassure the customer that they will not feel abandoned immediately after paying. Amazon , Zalando and many other platforms have based everything on these guarantees, and it has been the secret of their success.
When large companies decided to invest on the web, at the dawn of the new economy, they thought of the new digital media as a one-way communication tool, in which brands spoke to a future crowd of possible Cell Phone Numbers List buyers as happened in traditional media. They were soon brought back to reality: on the web users converse and form opinions through the influence they exert on each other. I remember very well that the initial challenge of e-commerce was all based on price, it was thought that to create a winning site, price was the most decisive element (in addition to being found in searches, obviously). This suggestion was quickly dismantled in the subsequent era of web 2.0 , the revolution that allowed anyone to express their opinion, deciding whether the product deserved to be purchased.
The customer and his modus operandi
We cannot create a decent digital marketing campaign if we are not aware of which mental paths coexist in the potential customer. There are many, it is impossible to analyze them all, in my opinion one of the most classic paths is this:
Knowledge
Getting to know a certain good or service is the basis of everything, companies like Apple have even formed a need that didn't exist before. We mere marketing mortals have to communicate the existence of a product in a multitude of ways and media, trying to highlight it to the right segment of the public.
The user who becomes aware of the product/service starts looking for information, in the past he would have turned to magazines, asking an expert friend and going directly to the store. Today it carries out a search on search engines: Google first, YouTube second and, based on the type of product, also through industry sites and blogs.
Reputation
At this point, the customer, convinced that the characteristics are right for him, moves on to look for the opinions of those who have already purchased it. This is a practice that is increasingly consolidated and which is linked (often included) to the second point. The investigation into the reputation of the seller and the manufacturer consolidates the predisposition to purchase and this is the real innovation that is changing the rules of customer acquisition.
Purchase
The user who is aware of the characteristics of the product, after having become aware of all the guarantees and the reputation of the product and the manufacturer, ultimately purchases in an e-commerce site (or in a shop, whoever said that digital marketing is only used to sell on the web ?) that has an affordable price, but NOT ONLY. E-commerce will also have to offer the guarantees, services and reputation that reassure the customer that they will not feel abandoned immediately after paying. Amazon , Zalando and many other platforms have based everything on these guarantees, and it has been the secret of their success.