The evolving process of buying
Marketing has evolved from the funnel representation of the of the buying process to a more sophisticated representation of the buying process. We have come a long way from the simple process of searching and buying to more complex behaviour seen as a result of multiple channels and devices.
No longer is marketing limited to satisfying a consumer need. With a number of players seeking attention, the winning bid goes to the player that promises to satisfy the need in the most effective way. Consumers believe that they have the right to demand quality products, sometimes, more than what the producer can provide. Technology has made it possible for numerous players to compete on the same field, regardless of size. Intense competition drives the producer to market the product to satisfy different consumer needs.
Marketing no longer remains a simple process of advertising and reaching the consumer mindset. Evolved Marketing now involves making personal connections and building relationships. Infact most consumers have learnt to switch off from marketing media and focus solely on the task at hand. Most consumers block pop-ups, ads and other display media when online.
Consumers like to believe that they are involved in the betterment of the product and hence marketing now includes word of mouth recommendations, reviews and loyalty ratings. The growth of the web has made it easier for these to become a part of the marketing process an to improve marketing. Over time marketing material like billboards and signage have given way to more entertaining forms of display like LED and digital signage. FM Digital LED Signs are most commonly controlled by a media player or personal computer or server. These digital signs provide remote access into the site if needed. Remote access to the site allows us to update the content remotely at one site or a number of sites at the same time.
The mantra for the successful marketer is “networking” and “long term relationships”.