Consumer-driven marketing is increasingly important as customers seize control of the process and actively "pull" information helpful to them. McKinsey research found that during the phase when consumers are considering a purchase, 2/3 of the touch points (that is, moments when customers learned more about a product) were actually driven by the consumer rather than the seller. These include reading product reviews on the Internet, discussing a product with friends and family, or in-store interactions. Traditional marketing remains important, but more so in building brand awareness, before customers are deciding what to purchase.read the full article "The Changing Nature of
Consumer Decisions" by HarvardBusiness.org
www.mckinseyquarterly.com/Marketing/Strategy/The_consumer...
Tidak ada komentar:
Posting Komentar