PEOPLE DON’T LOOK FOR PRODUCTS TO BUY • PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
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The document discusses how the consumer purchase process has changed and is no longer linear. It notes that consumers now jump between channels, seek others' opinions, and search for the best deal. Products must look for people across these channels in order to be bought. The sales funnel is no longer awareness-consideration-sale, but a long, complicated, nonlinear process. Brands need to refocus their strategies on people rather than platforms, and use platforms' features to connect with consumers and provide value through conversations in order to compete.
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PEOPLE DON’T LOOK FOR PRODUCTS TO BUY • PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
- 1. LUCA DELLA DORA / @LUCA2D PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
- 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. A QUICK RECAP (ABOUT THIS EXAMPLE) PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
- 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. 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. 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. 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. 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. SO WHAT? PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
- 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. 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. 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. 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. 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. 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. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
- 35. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
- 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. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
- 38. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT BUT THAT’S ANOTHER STORY.
- 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.