Advertisers must realize that it is no longer a matter of developing a one-way promotion (top-down) as it has been since the 1950s. In a…
Big Player strategies very often are not able to achieve sales success: the cause is the inability to understand the real meaning of change (of Trends). It is necessary to ● understand the complexity of the interactive evolution of a system like the Market ● to go beyond the current Marketing.
THE CURRENT CONCEPT OF MARKET ANALYSIS (as observation / or Listening to Customers) IS OBSOLETE, Big Data strategies must be replaced by Marketing of Pro-sumers.
The contraction in sales derives from the basic set-up of company strategies, and not from contingent critical factors.. It is necessary to understand the difference between the original conception of Marketing and the current conception of it. ● Marketing originally operates before the product definition ● current marketing has an opposite action: it presents itself to the potential Customer having already with a product, and tries to find for it a reason to purchase the product
With Customer Experience today we use obsolete principles. It is necessary to change the paradigm of Marketing, which from a “subtle” persuasion system to the purchase of a product, MUST GO BACK TO BEING A PROCESS THAT STARTS FROM THE ANALYSIS OF THE REAL NEEDS OF PEOPLE.
The Fab Labs are part of the Market that is now at sunset (a failed Model). But from some qualities of Fab Labs new Business Models can be born (and new ways of Production/Distribution).
The inability to understand the essence of change leads us to think that the response to the reduced spending of the Customers must be a reduced price of the product. But the plus point of the product is not the low-price (which is also necessary), but in its sustainability.
CURRENT MARKETING IS NOT ABLE TO INTERPRET THE NEW NEEDS OF CUSTOMERS. Thanks to Information Technologies today it is possible to change the role of Consumer by inserting them in the product development process.