In the realm of commerce, marketing manifests as the mastery of meeting mankind's myriad needs. It is the art of satisfying societal cravings lucratively. Behold Google, perceiving the populace's plight for precise and prompt information retrieval, concocting a search sorcery that sifts and serves. Witness IKEA, discerning the desire for deluxe decor at discounted rates, crafting flat-pack wonders. These titans of trade exhibit cunning in capitalizing on common or communal desires, morphing them into money-spinning ventures.
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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