Evolución del enfoque estratégico
Posted by Javier_Gordo | Filed under Branding, Comunicación, Estrategia, Fidelización, Marketing Relacional, marketing viral
La agencia de comunicación alemana Scholz & Friends han desarrollado un video que explica cómo el mundo de la comunicación respecto de las marcas ha evolucionado desde los años 40 hasta la actualidad.
Quedan lejos los tiempos en los que el consumidor no tenía la capacidad de elección entre distintos productos que satisfacieran la misma necesidad, tiempos en los que la empresa estaba centrada en el producto. Bastaba tener un buen producto para que fuera éxito de ventas.
Poco a poco las cosas han ido cambiando y ahora nos encontramos con un panorama radicalmente opuesto. Ahora nos encontramos con gran cantidad de alternativas en los lineales capaces de satisfacer la misma necesidad y cuyas diferencias de calidad y precio son mínimas; nace el concepto de ‘commodity’.
Por ello y por la experiencia acumulada del consumidor las empresas ya son conscientes de que no basta con un buen producto para ser una alternativa sólida en los mercados. Hay empresas que ya están cambiando su estrategia, poniendo al cliente como eje central de la misma. Se crean áreas de ‘Business Intelligence’, que se dedican a conocer más de cerca los hábitos y perfiles de clientes, porque son ellos los que deciden, los que prescriben nuestros productos y los que cada vez se creen menos las promesas que les hacemos con cada comunicación.
Cada día nos vemos obligados a innovar, a reinventarnos para llegar al cliente de una forma visible con nuestros productos, pero también a través de los aspectos intangibles de los mismos y de las experiencias que seamos capaces de originar. Así crearemos marca y así es como evolucionaremos.
Are you ready for this?
enero 21st, 2009 at 9:40 am
Buenísimo!!! Impresionante!!!! Espectacular!!!
Me ha encantado, Gordo, muchas gracias…
Salu2
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febrero 26th, 2010 at 7:13 pm
Not bad. May I add your blog to my link exchange directory?