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In a consumer-centric society that desires instant gratification this is a confusing move. Think about the primary benefit for a video service:the latest movies conveniently accessed for a low price. The email not only does not speak to delivering this benefit,in fact it confuses the issue by stating members will have to maintain two different profiles on different web site to continue their membership with Netflix,er,Qwikster. [...] Thinking through a consumer’s path to purchase a lot lately. Usually it starts with the funnel conversation. You know the funnel is a spiral,dead or in some cases a Yellow Brick Road (see Making the Purchase Funnel Fixation Personal). To be honest I am tired with the funnel debate. It seems to have turned into some zealous endeavor to find the next consumer thing —like digital people incessantly talking about Web 3.0. Okay,enough of the funnel. [...] As marketers we advertise to induce change. A change in brand choice. Getting people to rethink their brand selection is about motivating them away from what they do today. Getting them to take a different path —a new path. The question is are we talking to the Elephant or the Rider? [...] It occurred to me getting an HDTV to the local Walmart still left a span of 4.56 miles from the shipping dock to my living room. Checking the dimensions I noticed my Ford Explorer does not have the clearance inside,and strapping it to the roof rack is probably not the best way to transport a $2,000 television. On the other hand,Amazon had a wonderful shipping value proposition:Free White Glove Delivery. [...] | ||
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