As markets react to this? Is their division "in cellular level. " For example, the mobile phone market to migrate, "tectonic faults" of the market increases: there are phones "simple", "for pontov" and "gadgets." Within each group of goods are prevalent category, which At first glance associated with it. And as consumers react? 1. "Concrete consumers." Products are increasingly differentiated, and consumers are less differentiated among themselves and are less responsive to advertising messages. Threshold of drawing attention to goods is significantly increased, most notably on such proposals saturated markets such as alcohol – on any other you will not find such creativity in the forms design, the assortment of product ideas.
2. Hunt for impressions consumption experience, rather than the product. Until the early 90s of last century – the time shortage of quality, 90 years – while lack of information, the 2000s – the time gap experience. Buying a product, a person pays for a new experience and sensation when using it. Even in the B2B market consumer does not want to buy just a "piece of iron," so universally growing wave of branding ferrous metal, cement, aluminum, etc. 3. The thirst for novelty and conservatism.
The consumer gets tired easily from familiar brands and product lines requires the development, flavors, packaging, etc. On the other hand, an apple and orange are invariably the most popular on the juice market. 4. The desire to express themselves through the brand and the desire to nologo (naturalization). There is a cyclical market development – from the highly branded to noname and back.
And Megatrends such as avalanches in slow motion: you would tear everything with and their consistency would have an average shelf-life of 30 to 50 years. Nevertheless, Lammoth it deems a fatal mistake, putting economic and advertising only on online and warns the TunnelBlick in marketing, at the front of sheer euphoria would forget that the world is both an online and an offline-hemisphere. The Internet is only the half reality a market with clear boundaries and the digital world. Of course you must react to changing shopping behavior and readjust their marketing budgets. But at the latest when the growth curves on the Internet had reached its zenith, was to ask whether all run the direction in which the question, really? Whether you talk not a trivialization of the impact of the word, when controllers would include only the advertising contacts in the Internet so easy to measure, and are so much cheaper than in traditional media? And if you do not a fallacy if Digitalvermarkter attracted with increasing discounts, while the price screw for print barely more to turn is? “In his rousing plea for cross-media, customer-centric marketing Lammoth pointed out that the glue to the customer must be taken up today much broader because the Internet is not sufficient to keep him on his heels: I see, those who neglect the offline dialog now will no longer retain their customers or inspire, but only be – can be trifled with.” Print is ideally suited as the St. Gallen Agency Chief, to establish intensive reference systems, to establish possible long-term interests between provider and customer in addition to the elusiveness of online media. Is necessary especially when high-priced products, where it was first and foremost on content and less on functionalities and the motto should be: Know any faster, but intense experience. It was a fatal mistake to place print on the Katzentisch of advertising.
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