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LUCA DELLA DORA / @LUCA2D
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE ...
ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH
AWARENESS CONSIDERATION SALE
› ›
PEOPLE DON’T LOOK FOR PRODUCTS...
ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH
IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS,
SEARCH FOR OT...
ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH
THEY OFTEN DO THAT WHILE STANDING IN FRONT OF THE ITEM
THEY ARE...
ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH
BECAUSE THE INFORMATION THEY NEED
IS OFTEN JUST A COUPLE OF TAP...
IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS,
SEARCH FOR OTHERS’ OPINIONS
AND LOOK FOR THE BEST DEAL
BECAUSE THE INFOR...
IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS,
SEARCH FOR OTHERS’ OPINIONS
AND LOOK FOR THE BEST DEAL
BECAUSE THE INFOR...
A QUICK EXAMPLE WILL GIVE YOU A CLEAREAR IDEA ABOUT THE CONTEXT
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PE...
I JUST DECIDED TO ENTER THE RUNNING WORLD BECAUSE THE MOTIVATION
GAVE ME BY SOME FRIENDS I SAW TRAINING ON INSTAGRAM
ph: t...
SO I NEED AN APPROPRIATE PAIR OF SHOES
ph: adidasrunning, Instagram
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FO...
THERE ARE TONS OF DIFFERENT SHOES IN THE MARKET,
AND I’VE NO IDEA ABOUT WHICH TO CHOOSE
ph: sneakeria_milano, Instagram PE...
SO I START TO GOOGLE ON MY LAPTOP IN ORDER TO READ
EXPERTS’ OPINIONS AND OTHERS’ EXPERIENCES
PEOPLE DON’T LOOK FOR PRODUCT...
I’VE NOW NARROWED MY RESEARCH, BUT I’VE TO PAUSE IT
IN ORDER TO COME BACK TO WORK
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PR...
WHILE I’M GOING HOME I CONTINUE TO SEARCH
BY ACCESSING SOME SHOES’ MANUFACTURERS WEBSITES ON MY MOBILE
PEOPLE DON’T LOOK F...
I’VE NOW A CLEARER IDEA ABOUT THE MODELS,
THE PRICES AND THE FEATURES
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK ...
I DECIDE TO GO TO A SPECIALIZED STORE IN ORDER TO RECEIVE
FURTHER ADVICES BY AN EXPERT, AND TO TRY HOW THE SHOES FIT
PEOPL...
TIME TO BUY THEM?I DECIDE TO GO TO A SPECIALIZED STORE IN ORDER TO RECEIVE
FURTHER ADVICES BY AN EXPERT, AND TO TRY HOW TH...
ONCE THERE, I SPENT A LOT OF TIME BY COMPARING PRICES
ON DIFFERENT WEBSITES AND ON SOME RETAILERS’ APPS I’VE DOWNLOADED
NO...
AT THE END, I CAME BACK HOME, I SAT ON MY COUCH
AND PLACED MY ORDER FROM AN ONLINE RETAILER
DISCOVERED THANKS TO A SPONSOR...
A QUICK RECAP
(ABOUT THIS EXAMPLE)
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
WHAT WAS HAPPENING YESTERDAY
AWARENESS CONSIDERATION SALE
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE I...
WHAT IS HAPPENING TODAY
AWARENESS CONSIDERATION SALE
1
3
2
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE ...
YOU MAY HAVE NOTICED THAT THE SEARCH BROUGHT ME
FROM MY MOBILE (THE INSPIRATION I FOUND ON INSTAGRAM),
TO MY LAPTOP, TO TH...
IT’S LONG (AND NOT LINEAR) PATH BEFORE I PUSHED
THE BUY BUTTON
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEO...
IT’S
F**KING
COMPLICATED
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
(FOR BRANDS)...
SO WHAT?
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
BRANDS NEED TO REFRAME THEIR STRATEGIES
IN ORDER TO COMPETE AND MAKE PEOPLE FEEL INVOLVED
PEOPLE DON’T LOOK FOR PRODUCTS T...
BRANDS NEED TO BEGIN TO PUT PEOPLE (RATHER THAN PLATFORMS)
AT THE CORE OF THEIR STRATEGIES
PEOPLE DON’T LOOK FOR PRODUCTS ...
BRANDS NEED TO TAKE ADVANTAGE OF PLATFORMS FEATURES
THAT ALLOW THEM TO CONNECT WITH PEOPLE AND DELIVER VALUE
PEOPLE DON’T ...
THAT’S HOW KLMMMM
IS GOING TO GIVE PEOPLE CONCRETE VALUE
THROUGH CONVERSATIONS
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODU...
THAT’S HOW KLMMMM
IS GOING TO GIVE PEOPLE CONCRETE VALUE
THROUGH CONVERSACTIONS
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PROD...
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
book your flight
receive booking conf...
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
AND IT’S JUST AN EXAMPLE ABOUT HOW CH...
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
BUT THAT’S ANOTHER STORY.
the end
LUCA DELLA DORA / @LUCA2DI am still looking for the meaning of alcohol-free beer, in the meantime I passionately w...
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PEOPLE DON’T LOOK FOR PRODUCTS TO BUY • PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

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The sales & marketing funnel is going to become ever more complex thanks to the way people access information, and because the number of channels (and devices) they have the opportunity to use: we have the control we've never had before.

But what does it mean in a marketing perspective? What will brands have to do in order to be relevant for their audiences?

Veröffentlicht in: Marketing
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PEOPLE DON’T LOOK FOR PRODUCTS TO BUY • PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

  1. 1. LUCA DELLA DORA / @LUCA2D PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  2. 2. ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  3. 3. ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH AWARENESS CONSIDERATION SALE › › PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT INTEREST INTENT + EVALUATION
  4. 4. ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS, SEARCH FOR OTHERS’ OPINIONS AND LOOK FOR THE BEST DEAL PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  5. 5. ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH THEY OFTEN DO THAT WHILE STANDING IN FRONT OF THE ITEM THEY ARE GOING TO BUY, WITHOUT PARTICULAR EFFORTS IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS, SEARCH FOR OTHERS’ OPINIONS AND LOOK FOR THE BEST DEAL PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  6. 6. ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH BECAUSE THE INFORMATION THEY NEED IS OFTEN JUST A COUPLE OF TAPS AWAY FROM THEM IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS, SEARCH FOR OTHERS’ OPINIONS AND LOOK FOR THE BEST DEAL THEY OFTEN DO THAT WHILE STANDING IN FRONT OF THE ITEM THEY ARE GOING TO BUY, WITHOUT PARTICULAR EFFORTS PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  7. 7. IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS, SEARCH FOR OTHERS’ OPINIONS AND LOOK FOR THE BEST DEAL BECAUSE THE INFORMATION THEY NEED IS OFTEN JUST A COUPLE OF TAP AWAY FROM THEM THEY OFTEN DO THAT WHILE STANDING IN FRONT OF THE ITEM THEY ARE GOING TO BUY, WITHOUT PARTICULAR EFFORTS TODAY CONSUMERS HAVE A RANGE OF OPTIONS THEY HAVE NEVER HAD BEFORE ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  8. 8. IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS, SEARCH FOR OTHERS’ OPINIONS AND LOOK FOR THE BEST DEAL BECAUSE THE INFORMATION THEY NEED IS OFTEN JUST A COUPLE OF TAP AWAY FROM THEM THEY OFTEN DO THAT WHILE STANDING IN FRONT OF THE ITEM THEY ARE GOING TO BUY, WITHOUT PARTICULAR EFFORTS CONSUMERS HAVE TODAY A RANGE OF OPTIONS THEY HAVE NEVER HAD BEFORE ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH AROUND WHERE, WHEN AND HOW TO BUY AND FIND INFORMATION PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  9. 9. A QUICK EXAMPLE WILL GIVE YOU A CLEAREAR IDEA ABOUT THE CONTEXT PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  10. 10. I JUST DECIDED TO ENTER THE RUNNING WORLD BECAUSE THE MOTIVATION GAVE ME BY SOME FRIENDS I SAW TRAINING ON INSTAGRAM ph: triatlars, Instagram PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  11. 11. SO I NEED AN APPROPRIATE PAIR OF SHOES ph: adidasrunning, Instagram PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  12. 12. THERE ARE TONS OF DIFFERENT SHOES IN THE MARKET, AND I’VE NO IDEA ABOUT WHICH TO CHOOSE ph: sneakeria_milano, Instagram PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  13. 13. SO I START TO GOOGLE ON MY LAPTOP IN ORDER TO READ EXPERTS’ OPINIONS AND OTHERS’ EXPERIENCES PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  14. 14. I’VE NOW NARROWED MY RESEARCH, BUT I’VE TO PAUSE IT IN ORDER TO COME BACK TO WORK PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  15. 15. WHILE I’M GOING HOME I CONTINUE TO SEARCH BY ACCESSING SOME SHOES’ MANUFACTURERS WEBSITES ON MY MOBILE PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  16. 16. I’VE NOW A CLEARER IDEA ABOUT THE MODELS, THE PRICES AND THE FEATURES PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  17. 17. I DECIDE TO GO TO A SPECIALIZED STORE IN ORDER TO RECEIVE FURTHER ADVICES BY AN EXPERT, AND TO TRY HOW THE SHOES FIT PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  18. 18. TIME TO BUY THEM?I DECIDE TO GO TO A SPECIALIZED STORE IN ORDER TO RECEIVE FURTHER ADVICES BY AN EXPERT, AND TO TRY HOW THE SHOES FIT PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  19. 19. ONCE THERE, I SPENT A LOT OF TIME BY COMPARING PRICES ON DIFFERENT WEBSITES AND ON SOME RETAILERS’ APPS I’VE DOWNLOADED NOPE PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  20. 20. AT THE END, I CAME BACK HOME, I SAT ON MY COUCH AND PLACED MY ORDER FROM AN ONLINE RETAILER DISCOVERED THANKS TO A SPONSORED POST ON INSTAGRAM PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  21. 21. A QUICK RECAP (ABOUT THIS EXAMPLE) PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  22. 22. WHAT WAS HAPPENING YESTERDAY AWARENESS CONSIDERATION SALE PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT 😮 “That’s cool! Like and follow the profile!”
  23. 23. WHAT IS HAPPENING TODAY AWARENESS CONSIDERATION SALE 1 3 2 PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT 😍 “Love it! I have to share it on Instagram!”
  24. 24. YOU MAY HAVE NOTICED THAT THE SEARCH BROUGHT ME FROM MY MOBILE (THE INSPIRATION I FOUND ON INSTAGRAM), TO MY LAPTOP, TO THE STORE, TO SOME APPS (ON MOBILE AGAIN), TO LAPTOP AGAIN (THANKS TO SOMETHING I’VE SEEN ON INSTAGRAM) PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  25. 25. IT’S LONG (AND NOT LINEAR) PATH BEFORE I PUSHED THE BUY BUTTON PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  26. 26. IT’S F**KING COMPLICATED PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT (FOR BRANDS) BE RELEVANT IN THE NOWDAYS PEOPLE’S LIVES
  27. 27. SO WHAT? PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  28. 28. BRANDS NEED TO REFRAME THEIR STRATEGIES IN ORDER TO COMPETE AND MAKE PEOPLE FEEL INVOLVED PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  29. 29. BRANDS NEED TO BEGIN TO PUT PEOPLE (RATHER THAN PLATFORMS) AT THE CORE OF THEIR STRATEGIES PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  30. 30. BRANDS NEED TO TAKE ADVANTAGE OF PLATFORMS FEATURES THAT ALLOW THEM TO CONNECT WITH PEOPLE AND DELIVER VALUE PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  31. 31. THAT’S HOW KLMMMM IS GOING TO GIVE PEOPLE CONCRETE VALUE THROUGH CONVERSATIONS PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  32. 32. THAT’S HOW KLMMMM IS GOING TO GIVE PEOPLE CONCRETE VALUE THROUGH CONVERSACTIONS PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT (CONVERSATIONS + INTERACTIONS)
  33. 33. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT book your flight receive booking confiermation receive check-in notification receive boarding pass and flight updates receive 24/7 support via Messenger
  34. 34. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  35. 35. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  36. 36. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT AND IT’S JUST AN EXAMPLE ABOUT HOW CHAT AND MESSAGING SYSTEMS WILL SET NEW RULES INTO THE MARKET
  37. 37. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
  38. 38. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT BUT THAT’S ANOTHER STORY.
  39. 39. the end LUCA DELLA DORA / @LUCA2DI am still looking for the meaning of alcohol-free beer, in the meantime I passionately work as Editorial Director at We Are Social trying to build stories for the brands we are happy to work with.

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