sexta-feira, abril 25, 2014

O jogo de sedução pode ir para muito mais longe

Esta interessante reflexão de Seth Godin "Is digital the end of luxury brands?" deixa-me a fazer a ponte para o livro de Itamar Simonson e Emanuel Rosen, "Absolute Value":
"Consumers used to make decisions relative to other things—a brand name, their previous experience with a company, an inflated list price, a brand’s advertising message compared to competing brands’ messages, or the other products a marketer chose to display on a catalog page or on the shelf. Conventional wisdom still holds that people’s choices can be greatly influenced by the context or the framing of an offer.
But for the first time this is starting to change and we’re moving toward an age of nearly perfect information. Review sites, shopping apps on smartphones, an extended network of acquaintances available through social media, and unprecedented access to experts and other sources, all mean that many consumers today operate in a radically different, socially intensive information environment. In a world where consumers enjoy complete access to informed experts and various information services, where they can instantly read the opinions of previous users, it’s much easier for consumers to predict their likely experience with a product or a service—it’s easier to know the absolute value of things. When we talk about “absolute value” we refer to the experienced quality of a product. For example, the experience at a restaurant, the pleasure (or boredom) one might experience reading a book, the closeness of the shave, the actual comfort of headphones, or the usage value you get from using your camera. So “absolute value” doesn’t only refer to the technical specifications and reliability of a camera, but to what it is like to own and actually use it. In short: The new information environment around us allows consumers to predict much more accurately the experienced quality (or absolute value) of products and services they consider getting."
Ainda tenho de ler o livro mas à partida vou de pé atrás. Julgo que as marcas colhem o que semeiam... e, na linha do que Niraj Dawar escreveu recentemente em "Tilt", e se escreve neste blogue há muitos anos, o jogo de sedução pode ir para muito mais longe do que simplesmente o produto em si.
ADENDA: E o mercado de massas, tem futuro?

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