segunda-feira, fevereiro 18, 2013

Learning to help instead of sell

Ainda na sexta-feira passada, numa empresa, falei no tema, que já abordei em tempos aqui no blogue.
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Uma empresa cria o seu domínio na internet, paga até muito dinheiro para lhe criarem um sítio atraente que não deixe ficar mal a marca e... mês após mês ninguém mexe no sítio, ninguém actualiza o sítio. Por que é que alguém o há-de visitar?
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Recordar:

Hoje, encontro esta reflexão ""Stop Selling Ads and Do Something Useful" can I help you?":

"Learning to help instead of sell
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"Customer service is the killer app of the Web," Google's Eric Schmidt, then with Sun Microsystems, said way back in 1998. Brands such as Google, Zappos, Amazon, eBay, and others win because they ask "How can I help you?" instead of "What can I sell you?"
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Advertisers and their agencies, for the most part, don't know how to be helpful. Thirty-second TV commercials, print ads, radio ads, and direct mail are all forms of content. But nobody's addicted to them, because most ads ask, "What can I sell you?" Thousands of people have saved every issue of National Geographic in their attics. How many have saved every Viagra ad ever created? If you want to use content to build relationships with people, don't turn to an agency — at least not a traditional agency.
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The future of advertising lies not in ads as we've known them, but in helping all those people on all those elevators get stuff done, or entertaining them. The companies and people that understand content, and utility, will be the ones to thrive."
BTW, num registo que relaciona o Estranhistão (Mongo) com jobs to be done (JTBD) aqui e aqui esta parte:
"Consumers are migrating in droves to mobile devices. And as Clayton Christensen wrote in a recent Nieman Report, those consumers are focused on getting jobs done.
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We check news on Twitter. We search Google Maps for directions. We compare restaurants on Zagat. We take photos with Instagram and upload them to Facebook. All those people on the elevator with their noses in their smartphones? They're not lazy or anti-social. They're getting things done."
Habituamos-nos a escolher uma ferramenta específica para cada tipo de JTBD...

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