Post by sitomo101 on Mar 10, 2024 20:20:19 GMT -8
Consumers are much more focused on the emotional or value benefits of products. Hence the need to focus on affective and meaningful communication of consumption processes, called Existential Marketing . It's about engaging the consumer more and more in a significant process , building a real narrative in which we can recognize ourselves as participating subjects. Existential Marketing. Consumers buy, individuals choose I had the opportunity to read “ Existential Marketing. Consumers buy, individuals choose ” by Stefano Gnasso and Paolo Iabichino when I was at university. In this text, a careful sociological analysis is particularly developed regarding the dynamics of consumption and the behavior of the current "consumer", who would be better called " individual ".
The main thesis of the text is that brands, companies and Oman Phone Number Data the products themselves should focus not so much on a consumer or a standardized target, but rather on the development of meaningful narrative plots . Telling and communicating through values relevant to the consumer, this is the new strategy being proposed. This need for in-depth analysis is increasingly important today. The socio-demographic categories, psychographic aspects and related consumption behaviors today no longer have a consequential relationship. In the same way, all those definitions such as the concept of class, social class, are no longer useful tools for defining one's target.
In an unstable social context, consumers want to share, tell and form their identity rather than buying , often perceived as fragmented and changing. A paradigm shift This book proposes a change in point of view. In this new scenario the company should position itself not so much as a subject that adapts to a slice of the market, but as an active actor within a social discourse , alongside its consumers. This means stopping defining your target a priori, but communicating with it, building an authentic and meaningful relationship . The brand will therefore have to choose which themes to communicate, opting for those topics that are important and engaging for its recipients.
The main thesis of the text is that brands, companies and Oman Phone Number Data the products themselves should focus not so much on a consumer or a standardized target, but rather on the development of meaningful narrative plots . Telling and communicating through values relevant to the consumer, this is the new strategy being proposed. This need for in-depth analysis is increasingly important today. The socio-demographic categories, psychographic aspects and related consumption behaviors today no longer have a consequential relationship. In the same way, all those definitions such as the concept of class, social class, are no longer useful tools for defining one's target.
In an unstable social context, consumers want to share, tell and form their identity rather than buying , often perceived as fragmented and changing. A paradigm shift This book proposes a change in point of view. In this new scenario the company should position itself not so much as a subject that adapts to a slice of the market, but as an active actor within a social discourse , alongside its consumers. This means stopping defining your target a priori, but communicating with it, building an authentic and meaningful relationship . The brand will therefore have to choose which themes to communicate, opting for those topics that are important and engaging for its recipients.