Post by account_disabled on Oct 24, 2023 21:48:11 GMT -8
We also choose Commodity due to availability. Traditionally, this meant competing with place (another element of the marketing mix, place). Without the Internet, it was quite simple - if I have to travel very far, it is no longer profitable for me. But on the Internet, the recipient is equally close to everywhere, each store is only a few clicks away.
Therefore, place in the 4P approach was replaced in 4C by convenience.If I'm considering ordering food home and I have a choice between two websites where I can order the same thing (brokers who in both cases will deliver me a pizza from my favorite pizzeria), I choose the one from whom... I need fewer clicks . “Clicks” is, of course, just a Email List rough metaphor, but it's great for initially measuring the convenience we provide to customers.In terms of decision-making as a mental process, we call this aspect cognitive fluency . If I have to think about something, the process isn't smooth . If the letters on the page are too small, the process is not smooth. If the form doesn't accept a standard phone number, or I can't paste a credit card number from the clipboard... you understand, right?Many factors influence cognitive fluency, but the general rule is this: a consumer who at any point feels that a task is becoming too much for him or her will become nervous and abandon the task if he or she has alternatives to choose from .
And let's remember: in the commodity category, people don't care that much about the product or service, so we have to seduce using other means.Let's go back to Roberts' distribution. We may have a product or service that gets a lot of love but little respect . Then we deal with fashion. And in this category, the Internet is both a friend and an enemy. Why?Dewey's decision-making process, developed in 1910, obviously did not take into account the consumer who seeks information about a product or service on websites or social media.When analyzing alternatives, today's customer starts wandering around forums, asking friends (and strangers) , which in turn... destroys the funnel.
Nielsen research from 2009 showed that searching for information and evaluating alternatives using the Internet does not reduce, but... increases the pool of considered solutions. Moreover, even a single interaction with a source of information with a powerful authority for the recipient can change the purchase decision just before it is made.
Therefore, place in the 4P approach was replaced in 4C by convenience.If I'm considering ordering food home and I have a choice between two websites where I can order the same thing (brokers who in both cases will deliver me a pizza from my favorite pizzeria), I choose the one from whom... I need fewer clicks . “Clicks” is, of course, just a Email List rough metaphor, but it's great for initially measuring the convenience we provide to customers.In terms of decision-making as a mental process, we call this aspect cognitive fluency . If I have to think about something, the process isn't smooth . If the letters on the page are too small, the process is not smooth. If the form doesn't accept a standard phone number, or I can't paste a credit card number from the clipboard... you understand, right?Many factors influence cognitive fluency, but the general rule is this: a consumer who at any point feels that a task is becoming too much for him or her will become nervous and abandon the task if he or she has alternatives to choose from .
And let's remember: in the commodity category, people don't care that much about the product or service, so we have to seduce using other means.Let's go back to Roberts' distribution. We may have a product or service that gets a lot of love but little respect . Then we deal with fashion. And in this category, the Internet is both a friend and an enemy. Why?Dewey's decision-making process, developed in 1910, obviously did not take into account the consumer who seeks information about a product or service on websites or social media.When analyzing alternatives, today's customer starts wandering around forums, asking friends (and strangers) , which in turn... destroys the funnel.
Nielsen research from 2009 showed that searching for information and evaluating alternatives using the Internet does not reduce, but... increases the pool of considered solutions. Moreover, even a single interaction with a source of information with a powerful authority for the recipient can change the purchase decision just before it is made.