El modelo tradicional de comunicación de marketing agoniza

Agencias, medios y clientes se han comunicado durante mucho tiempo con sus consumidores utilizando el modelo mental tradicional basado en el estímulo, el momento de compra (en el anaquel) y la experiencia de consumo; dicho modelo ha sido no sólo práctico sino cómodo, sin embargo está próximo a caducar.

Desde el 2010 Google™ contrató a la compañía Shopper Sciences para investigar las fuentes que inciden en el proceso de decisiones de compra, después de entrevistar a miles de consumidores se añadió un nuevo elemento al modelo tradicional: el momento cero de la verdad (ZMOT)

¿Qué es el momento cero de la verdad?

Es simple, piense qué hace antes de ir al cine, comprar un auto, rentar una casa o salir de vacaciones; difícilmente otra cosa podría coincidir en todos los casos, pero consultar internet es una constante.

Los consumidores toman micro-decisiones antes de la compra, cuando el usuario indaga en línea más información del producto, experiencias de otras personas, ofertas, descuentos y cupones se le llama el momento cero de la verdad.

¿Está listo?

De manera general los compradores desean saber tres cosas acerca de su producto: ¿me ayudará a ahorrar dinero?, ¿mejorará mi calidad de vida? y ¿me ahorrará tiempo?.

Su compañía está respondiendo a esto o publicó a mediados de los 90´s un sitio en flash con las secciones ¿quiénes somos? y fotos de catálogo con asiáticos y afroamericanos.

Si usted no se encarga de generar y difundir comunicación sobre esto, no se preocupe, alguien más lo está haciendo, sólo que usted no lo controla. Si tiene poca o mala presencia en línea eso no lo exime del escrutinio público, recuerde que para los clientes la verdad no la dicen las marcas, la dicen las personas e internet es el lugar donde la gente suele hacer caso a perfectos desconocidos.

Píldora de inmunidad

Quizá ahora mismo se está dando una píldora que contienen una fuerte dosis de “eso no me afecta a mi” lamento decirle que no… Lo reto, entre a google™ y busque su producto por nombre, marca, tipo y categoría, seguro se sorprenderá.

36 comentarios

Añade el tuyo

Howdy, i read your blog from time to time and i own a
similar one and i was just wondering if you get a
lot of spam feedback? If so how do you stop it, any plugin or anything you
can recommend? I get so much lately it’s driving me mad so any help is very much appreciated.

hello!,I love your writing very a lot! proportion we be in contact extra
about your article on AOL? I need a specialist on this house to
resolve my problem. May be that’s you! Taking a look forward to peer you.

I was very happy to uncover this website. I need to to thank you for
your time for this particularly fantastic read!! I definitely loved every little bit of it and i
also have you saved to fav to see new things on your site.

I really like your blog.. very nice colors & theme. Did you design this website yourself or
did you hire someone to do it for you? Plz answer back as I’m
looking to construct my own blog and would like to find out
where u got this from. thanks

You could definitely see your skills within the article you write.
The arena hopes for even more passionate writers like
you who aren’t afraid to say how they believe. All the time follow
your heart.

A person essentially help to make critically articles I’d state.
This is the first time I frequented your web page
and to this point? I amazed with the analysis you made to create this particular post extraordinary.
Fantastic process!

Attractive section of content. I simply stumbled upon your weblog and
in accession capital to assert that I acquire actually loved account
your weblog posts. Anyway I will be subscribing to your feeds or even I
fulfillment you get entry to constantly quickly.

When someone writes an piece of writing he/she maintains
the thought of a user in his/her brain that how a user can understand it.
So that’s why this piece of writing is amazing.
Thanks!

Thanks for every other wonderful post. The place else may just anyone get
that type of information in such an ideal approach of writing?
I’ve a presentation subsequent week, and I am at the look for such info.

Having read this I thought it was rather enlightening.
I appreciate you spending some time and effort to put
this article together. I once again find myself personally spending a lot of time both reading and leaving comments.
But so what, it was still worth it!

This is really fascinating, You’re an excessively skilled blogger.
I’ve joined your rss feed and look forward to searching for extra of your fantastic post.
Additionally, I’ve shared your site in my social networks

My brother suggested I may like this website.
He was once totally right. This submit truly made my day.
You cann’t imagine simply how much time I had spent for this information! Thanks!

I love your blog.. very nice colors & theme. Did you make
this website yourself or did you hire someone to do it for you?
Plz reply as I’m looking to design my own blog and would like to know where u got this from.
kudos

Oh my goodness! an amazing article dude. Thanks Nevertheless I’m experiencing issue with ur rss . Don抰 know why Unable to subscribe to it. Is there anyone getting equivalent rss problem? Anyone who is aware of kindly respond. Thnkx

Heya i’m for the first time here. I came across this board and I find It really
useful & it helped me out a lot. I’m hoping to give
something back and help others like you aided me.

Hurrah, that’s what I was seeking for, what a data! present here
at this weblog, thanks admin of this web page.

P.S. If you have a minute, would love your feedback
on my new website re-design. You can find it by searching for
«royal cbd» – no sweat if you can’t.

Keep up the good work!

Deja un comentario