There are two reasons consumers buy products and services. There is the logical reason and there is the psychological reason. Most people believe they buy from the logical, rational, objective viewpoint. However, the true reason consumers make purchases has much more to do with the intangible emotions, feelings, passions and personal desires and even aspirations. Business people should focus on the psychological reasons behind why consumers make purchases, because that is how consumers really make their ultimate decisions.
How do you create a digital strategy that involves customers in an energized social community? How do you create an engaged, active “go-to” website? Prophet's David Aaaker says, You must change the orientation of marketing from selling the offering, the brand, and firm to becoming an active partner with a shared interest program around a customer’s “sweet spot.” A sweet spot reflects customers’ “thinking and doing” time, beliefs and values, activities and passions, possessions or places they treasure. Ideally, it would be a part of, if not central to, their self-identity and lifestyle and reflect a higher-order value proposition, much beyond the benefits provided by the offering. To illustrate, Pampers went beyond diapers by creating the Pampers Village community that provides a “go to” place for all issues relating to babies and child care. Its five sections – pregnancy, newborn, baby, toddler, and preschooler – all have a menu of topics. Its online ...
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