Читать книгу Igniting Customer Connections - Frawley Andrew - Страница 13

The marketing landscape used to be simple and limited. If you wanted to buy a television set, you went to an electronics store, compared models, and bought one. Now, you would probably do some online research, compare your options (Amazon vs. brick-and-mortar stores), and buy via the channel that offered the best value and experience. The purchase path may be very nonlinear and highly idiosyncratic to the individual buyer, brand, category, and product. In short, the herd mentality is over, as are the days of thinking about buying in terms of research, purchase, and loyalty. Now we're dealing with economies of one, the so-called me economy– where content is personalized for everyone, where micro-transactions happen every moment, where consumers filter messages, and where social and virtual currencies may be as important as hard cash.