By Yoram (Jerry) Wind, Vijay Mahajan
Contemporary shopper is a centaur: a brand new hybrid who is getting to know the newest applied sciences, yet continues to be pushed via age-old human wants and motivations. "Cyberconsumer" company versions missed human truth: that is why they failed. yet "back-to-basics" ignores the deep alterations the web has wrought. The genie's out of the bottle: your consumers have profoundly new expectancies -- and you've got strong new instruments for supplying on them. Convergence business plan illuminates the "centaur," displaying what cutting-edge clients can do, what they're settling on to do, how they are evolving, and the place they are headed. Jerry Wind and Vijay Mahajan determine "5Cs" on the middle of the recent buyer dating: customerization, group, channels, aggressive worth propositions, and selection instruments. you will discover recommendations and strategies for responding straight away -- and an entire framework for refocusing tactics, constitution, humans, incentives, and know-how to serve the centaur the next day.
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Additional resources for Convergence Marketing: Strategies for Reaching the New Hybrid Consumer
What the oldline firms are slow to recognize: At the same time that many online firms have failed to see how the centaur is similar to the traditional consumer, oldline firms often get into trouble when they fail to recognize how the centaur is different. Companies thought they could just drive their banner ads onto this new medium or publish their brochureware on a website, like billboards on the Information Superhighway. Consumers were not interested. These centaurs needed more interaction, engagement, and individual attention.
36 THE REALITY OF THE CENTAUR Chapter 2 Centaur Time This view of consumer dynamics probably underestimates the advance of the centaurs. In addition to Moore’s Law, which states that chip density doubles every 18 months (or faster) for the same cost, there are the network effects that increase the value of having more people online in ways that are not strictly linear. This is recognized by Metcalfe’s Law, which states that the value of a network is equivalent to the square of the number of nodes.
Com and types in a search for “digital picture frame,” finding a comparison of vendors that sell the Ceiva frame she is looking for. 57 at AccessMicro. Amazon has a threestar merchant rating while AccessMicro only shows two stars, but for a $60 saving, she’s willing to take her chances. She clicks through and buys. She can’t wait to tell her family they can post photos to the site that will be downloaded automatically to her grandmother’s frame. com and reads an answer from a doctor about paraffin and vitamin B-6 treatments.
Convergence Marketing: Strategies for Reaching the New Hybrid Consumer by Yoram (Jerry) Wind, Vijay Mahajan