Marketing transformations and how to recover lost effectiveness | SiteMap 2
Posted: Tue Jan 28, 2025 9:50 am
If you have a company or a personal business, you have probably noticed that traditional forms of marketing have lost their effectiveness . Have you ever stopped for a minute to think why? The reality is that the Internet has changed marketing forever and companies are still trying to adapt to the new reality .
Basically , two profound changes occurred:
1. The first is the introduction of a new stage in the purchasing process: pre-purchase.
This is the phase in which consumers search online for all available information about a product or service. A company that fails to make its presence felt at this crucial moment is losing potential customers to the competition .
This research phase influences online sales but also those made offline, which is known as the ROPO Effect (Research Online Purchase Offline), which is quite strong in Portugal.
And be careful , pre-purchasing is becoming widespread bank data[/b ]for products of the most varied value ranges.
2. The second major change is that yesterday's consumer no longer exists.
Gone are the days when consumers were almost entirely dependent on brand communication. Web 2.0 has radically changed this scenario by enabling every consumer of information to become a potential producer . As a result, consumers now have access to many more sources of information: friends on social networks , product reviews , comments , price comparisons and much more. In other words, they have acquired the power to independently and immediately confirm marketing promises.
Both of these transformations – the introduction of a new stage in the purchasing process and the evolution of the consumer – have since been accentuated by the accelerated transition to mobile, which we will return to one day. Faced with this scenario, companies have two alternatives : continue to invest their marketing budget in the same way as always, with increasingly poor results, or embrace digital marketing and regain effectiveness . Ultimately, it is not really a choice.
Basically , two profound changes occurred:
1. The first is the introduction of a new stage in the purchasing process: pre-purchase.
This is the phase in which consumers search online for all available information about a product or service. A company that fails to make its presence felt at this crucial moment is losing potential customers to the competition .
This research phase influences online sales but also those made offline, which is known as the ROPO Effect (Research Online Purchase Offline), which is quite strong in Portugal.
And be careful , pre-purchasing is becoming widespread bank data[/b ]for products of the most varied value ranges.
2. The second major change is that yesterday's consumer no longer exists.
Gone are the days when consumers were almost entirely dependent on brand communication. Web 2.0 has radically changed this scenario by enabling every consumer of information to become a potential producer . As a result, consumers now have access to many more sources of information: friends on social networks , product reviews , comments , price comparisons and much more. In other words, they have acquired the power to independently and immediately confirm marketing promises.
Both of these transformations – the introduction of a new stage in the purchasing process and the evolution of the consumer – have since been accentuated by the accelerated transition to mobile, which we will return to one day. Faced with this scenario, companies have two alternatives : continue to invest their marketing budget in the same way as always, with increasingly poor results, or embrace digital marketing and regain effectiveness . Ultimately, it is not really a choice.