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"The scope of today's marketing challenge is breathtaking, and proliferation is the reason. Recent advances in technology, information, communications, and distribution have created an explosion of new customer segments, sales and service channels, media, marketing approaches, products, and brands.
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Polarizing and fragmenting customer segments. In many industries, including cars, clothes, computers, and retailing, revenues are growing faster at the high and low ends of the market than in the middle. At the same time, in B2B markets such as air cargo and specialty chemicals, customers are becoming more discerning about when they are, and when they are not, willing to pay extra for premium offerings or solutions.
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More sales and distribution touchpoints. To meet the rising demand for convenience and flexibility, nearly all marketers are adding new channels, touchpoints, and, sometimes, distribution partners.
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Diverse communications vehicles. Advertising is exploding
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As the marketing environment fragments, companies need to become more sophisticated at identifying, prioritizing, and allocating resources toward the most attractive segment and channel opportunities
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Even as companies in many industries add channels, they endure declining customer satisfaction plus competitive attacks from low-cost specialists and high-end solutions players. (Moi ici: Não esquecer quem são os clientes-alvo para quem a McKinsey trabalha..., não, não são PMEs. Portanto, se é aqui que lhes dói mais, é aqui que as PMEs devem concentrar os seus esforços de diferenciação) Why? Those companies are allocating sales and service resources relatively uniformly, with each account and channel receiving resources proportionate to its size, regardless of how customers want to interact with their sales or service provider or how profitable they may be. Such an approach is problematic in an environment of proliferating distribution channels, which make it easy for customers to mix and match suppliers."
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Trechos retirados de "The proliferation challenge"
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The number of discrete offerings has ballooned
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The number of distribution touchpoints has increased
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The same picture holds true in business-to-consumer (B2C) and business-to-business (B2B) industries as varied as packaged goods, pharmaceuticals, retail banking, post and parcel, automotive, and advanced materials. Although proliferation is playing out differently across sectors, a few common characteristics underlie its challenge for marketers:.
Polarizing and fragmenting customer segments. In many industries, including cars, clothes, computers, and retailing, revenues are growing faster at the high and low ends of the market than in the middle. At the same time, in B2B markets such as air cargo and specialty chemicals, customers are becoming more discerning about when they are, and when they are not, willing to pay extra for premium offerings or solutions.
...
More sales and distribution touchpoints. To meet the rising demand for convenience and flexibility, nearly all marketers are adding new channels, touchpoints, and, sometimes, distribution partners.
...
Diverse communications vehicles. Advertising is exploding
...
As the marketing environment fragments, companies need to become more sophisticated at identifying, prioritizing, and allocating resources toward the most attractive segment and channel opportunities
...
Even as companies in many industries add channels, they endure declining customer satisfaction plus competitive attacks from low-cost specialists and high-end solutions players. (Moi ici: Não esquecer quem são os clientes-alvo para quem a McKinsey trabalha..., não, não são PMEs. Portanto, se é aqui que lhes dói mais, é aqui que as PMEs devem concentrar os seus esforços de diferenciação) Why? Those companies are allocating sales and service resources relatively uniformly, with each account and channel receiving resources proportionate to its size, regardless of how customers want to interact with their sales or service provider or how profitable they may be. Such an approach is problematic in an environment of proliferating distribution channels, which make it easy for customers to mix and match suppliers."
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Trechos retirados de "The proliferation challenge"
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