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The problem with fragmented markets and one-size-fits-one consumers is that there are, well, a lot of them. No company can create enough targeted messages to suit every potential niche where there might be demand for what they sell. And the best way to do something even close to that, Google’s targeted placement of text ads next to relevant content, is limited to text and stigmatized by being displayed under the “sponsored links” header.
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Instead, the best way to market to Long Tail consumers is to find out who is influencing them and focus your energies there. That starts with doing less messaging and more listening."
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Ainda ontem numa empresa falávamos disto, de nichos, de micro-marcas, e flanquear marcas incumbentes ... mais uma vez, qual o truque por detrás do sucesso da Chobani?
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"from a communications point of view, word of mouth- not just digital but also family-to-family helped spread the word as the Chobani distribution in turn moved from regional to national."
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"Chobani's success comes despite the product's hefty price tag, double that of many competitors."
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" Four years ago, Chobani didn’t exist. Now it’s the national market leader in a booming grocery category." (Moi ici: E sem dinheiro...)
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Texto lá em cima retirado de "The Long Tail" de Chris Anderson.
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BTW, e a propósito do B2B evoluir para o B2C:
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"Agro Farma started out making private label regular yogurts for other large companies but Ulukaya believed he could make a better yogurt than the competition:".
Texto lá em cima retirado de "The Long Tail" de Chris Anderson.
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