"Marketing 2.0 – New Rules, Tools, Skills"10 Conclusões:
1. Customers are becoming more powerful. They can draw comparisons.
2. The right content. Moral behaviour pays. People will no longer stand for being deprived on their rights.
3. Facilitate discoveries. People want to participate and not merely be the recipients of messages.
4. Facilitate conversation. Engage people in a dialogue.
5. Get people hooked. Useful information brings customers back again and again.
6. Grant recognition. Bonus programmes are made by machines for machines. People, however, want to get to know themselves. Self-esteem is more important than points.
7. Be motivational. "Customer loyalty" is one of the most abused terms of the past 20 years. Lower the barriers to entry, rather than raising them.
8. Shift happens. Creativity is migrating from the agencies to the customers.
9. Experiment. Without experiments there is no innovation.
10. Societing instead of marketing. Understand your customer, allow him to be involved. This creates trust.
[Fonte: David Bosshart, Gottlieb Duttweiler Institute]
"Most companies think they are unique but really ... they are selling a similar product or service using a similar pitch with a similar price and similar support which is being sold by similar sales people using similar sales strategies in similar envirnoments with similar quality and everyone is getting similar results."
Com o declínio do formato "one-stop shop", o primado da conveniência e o fim dos longos corredores consumidores de tempo, o aumento da frequência de compras por parte do consumidor português, o cabaz cada vez mais recheado com produtos de várias insígnias ... quem é que quer comprar uma cadeia de hipermercados, cujo formato está a ficar "ultrapassado" e cujo volume de vendas é menor que o Minipreço?
