Items tagged "buyer-centric"
Read about our views on marketplace changes as well as updates on our research and event programmes.
Over the next few weeks I’m going to do a series of short blogs exploring a gear change in the way markets work, triggered by one aspect of the control shift: the unfolding consumer decision-making revolution.
The bottom line is this. For the last hundred years or so, commercial activities have been organised around identifying and meeting peoples’ consumption needs, via markets for products and services.
Now however, a new level of economic activity is emerging around another set of consumer needs: their decision-making needs – needs that, for the most part, have largely been ignored and which therefore remain…
Two years ago, McKinsey reported on a multi-category, multi country research project which showed that in the face of exploding product choices and digital channels, the increasing need for two way conversations with consumers and "the emergence of an increasingly discerning, well-informed consumer", marketing strategies that rely on "influencing customers by relying solely on one-way, push advertising" were losing traction.
They’ve just revisited this research and report that “this evolution has only accelerated” as consumers go online to social networks, blogs, review forums etc “to quench their thirst for objective advice about products”.
McKinsey draw one important…
We're about to start our longest ever project - one that we think will take us to 2020 and maybe beyond. And we need your help.
We're setting out on a simple task: to track the change in control from provider to buyer. Much has already happened but much more is still to come. We want to be able to provide evidence of that change. We're already looking at what companies are doing and how their behaviours and practices are changing.
Now it is time for the consumer or buyer to have their say. We're going to be running a…
Whenever marketers use the word ‘customer’ or ‘consumer’ they bury themselves deep within an organisation-centric view of the world: these terms are seller-centric inventions.
The only entities that see ‘customers’ or ‘consumers’ when they look at the world are organisations trying to sell stuff. When marketers talk about customers and consumers, they are not talking about the world ‘out there’ as it really exists, they are looking into a mirror reflecting their own internal obsessions back to them.
A customer is someone who buys what we sell. When the organisation looks at ‘the customer’ it is just looking at ‘what…
Sometimes something is so obvious you don’t need to give it a second thought. It’s obvious for example that the sun orbits the earth and it’s obvious that the marketing is something that’s done by marketers who are employed by organisations to achieve the goals the organisation sets them.
Obvious perhaps, but sometimes the obvious hides a deeper not-so-obvious truth. To glimpse this deeper truth we first need to see how our initial assumption colours everything – everything – marketers do. If ‘marketing’ is done by marketers working for organisations then:
--- the purpose of marketing: to…