By Yoram (Jerry) Wind, Vijay Mahajan
Present day patron is a centaur: a brand new hybrid who is gaining knowledge of the most recent applied sciences, yet remains to be pushed by way of age-old human wishes and motivations. "Cyberconsumer" enterprise versions missed human truth: that is why they failed. yet "back-to-basics" ignores the deep alterations the net has wrought. The genie's out of the bottle: your buyers have profoundly new expectancies -- and you have got robust new instruments for providing on them. Convergence business plan illuminates the "centaur," exhibiting what modern-day shoppers can do, what they are determining to do, how they are evolving, and the place they are headed. Jerry Wind and Vijay Mahajan establish "5Cs" on the center of the recent client courting: customerization, neighborhood, channels, aggressive price propositions, and selection instruments. you will discover options and strategies for responding instantly -- and a whole framework for refocusing techniques, constitution, humans, incentives, and expertise to serve the centaur the following day.
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Additional info for Convergence Marketing: Strategies for Reaching the New Hybrid Consumer
How can companies put more tools into the hands of customers, to simplify their lives, without giving away their business or driving customers to rivals? How can they best balance company-initiated messages with unbiased information? what consumers can do with the technology, we have to look more carefully at what they are likely to want to do. The challenge for organizations is to understand what these underlying desires and complex behaviors mean for marketing and how to meet these needs. Which traditional marketing concepts still work, and which ones do they need to eliminate or change?
The centaurs demonstrate that the basic human wiring of customers remains the same—but the software of expectations and interactions running through their heads and hearts is now quite different. As much as Sally Anderson has already started the transformation of the centaur, her children will be even more immersed in this world. They will be more comfortable with the technology, and will lead the way into wireless m-commerce and mlifestyles, broadband interconnectivity—and whatever happens next.
Sally forwards the photo to her mother, and would love to pass the photo along to her grandmother, now in her 80s, but the older woman has never touched a computer keyboard. Sally had seen an advertisement for a digital picture frame, and since her grandmother’s birthday is coming up in a month, Sally decides to look into it. com and types in a search for “digital picture frame,” finding a comparison of vendors that sell the Ceiva frame she is looking for. 57 at AccessMicro. Amazon has a threestar merchant rating while AccessMicro only shows two stars, but for a $60 saving, she’s willing to take her chances.
Convergence Marketing: Strategies for Reaching the New Hybrid Consumer by Yoram (Jerry) Wind, Vijay Mahajan