La ricostruzione degli stili di vita a partire dai consumi

• Main Author: Alessandra Molteni
• Format: Article
• Language: English
• Published: Rosenberg & Sellier 2010-12-01
• Series: Quaderni di Sociologia
• Online Access: http://journals.openedition.org/qds/680

If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. Consumers are moving outside the purchasing funnel changing the way they research and buy products. The funnel concept fails to capture all the touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer. A more sophisticated approach is required to help marketers navigate the new consumer decision journey model; marketers must move aggressively beyond purely push-style communication and learn to influence consumer-driven touch points; they have to start a shift in thinking their “cornerstones”: from Transactions to Relationships.Marketing focusing on an Integrate – rather than Enterprise – Marketing Management, has the potential to work as a Hub for a decentralized social-application to provide coordination in multichannel customer-facing interactions. Companies must adapt to collect data on target customers’ online personas, which are many, self-created, networked and incomplete. Sophisticated analysis of circumstantial data can open up new channels and applications that can make the company relevant to the customer and can build relationships, no matter how individuals choose to represent themselves, or where they choose to interact with the company.