people don’t look for products to buy • products look for people in order to be bought

LUCA DELLA DORA / @LUCA2D

PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH



AWARENESS CONSIDERATION SALE

› ›


INTEREST INTENT + EVALUATION

ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATHIN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS, SEARCH FOR OTHERS’ OPINIONS AND LOOK FOR THE BEST DEAL



THEY OFTEN DO THAT WHILE STANDING IN FRONT OF THE ITEM THEY ARE GOING TO BUY, WITHOUT PARTICULAR EFFORTS

IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS, SEARCH FOR OTHERS’ OPINIONS AND LOOK FOR THE BEST DEAL



BECAUSE THE INFORMATION THEY NEED IS OFTEN JUST A COUPLE OF TAPS AWAY FROM THEM

IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS, SEARCH FOR OTHERS’ OPINIONS AND LOOK FOR THE BEST DEALTHEY OFTEN DO THAT WHILE STANDING IN FRONT OF THE ITEM THEY ARE GOING TO BUY, WITHOUT PARTICULAR EFFORTS



BECAUSE THE INFORMATION THEY NEED IS OFTEN JUST A COUPLE OF TAP AWAY FROM THEM


TODAY CONSUMERS HAVE A RANGE OF OPTIONS THEY HAVE NEVER HAD BEFOREONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH



BECAUSE THE INFORMATION THEY NEED IS OFTEN JUST A COUPLE OF TAP AWAY FROM THEM


CONSUMERS HAVE TODAY A RANGE OF OPTIONS THEY HAVE NEVER HAD BEFOREONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH

AROUND WHERE, WHEN AND HOW TO BUY AND FIND INFORMATION


A QUICK EXAMPLE WILL GIVE YOU A CLEAREAR IDEA ABOUT THE CONTEXT


I JUST DECIDED TO ENTER THE RUNNING WORLD BECAUSE THE MOTIVATION GAVE ME BY SOME FRIENDS I SAW TRAINING ON INSTAGRAM

ph: triatlars, Instagram PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

SO I NEED AN APPROPRIATE PAIR OF SHOES

ph: adidasrunning, Instagram PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

THERE ARE TONS OF DIFFERENT SHOES IN THE MARKET, AND I’VE NO IDEA ABOUT WHICH TO CHOOSE

ph: sneakeria_milano, Instagram PEOPLE DON’T LOOK FOR PRODUCTS TO BUY PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

SO I START TO GOOGLE ON MY LAPTOP IN ORDER TO READ EXPERTS’ OPINIONS AND OTHERS’ EXPERIENCES


I’VE NOW NARROWED MY RESEARCH, BUT I’VE TO PAUSE IT IN ORDER TO COME BACK TO WORK


WHILE I’M GOING HOME I CONTINUE TO SEARCH BY ACCESSING SOME SHOES’ MANUFACTURERS WEBSITES ON MY MOBILE


I’VE NOW A CLEARER IDEA ABOUT THE MODELS, THE PRICES AND THE FEATURES


I DECIDE TO GO TO A SPECIALIZED STORE IN ORDER TO RECEIVE FURTHER ADVICES BY AN EXPERT, AND TO TRY HOW THE SHOES FIT


TIME TO BUY THEM?I DECIDE TO GO TO A SPECIALIZED STORE IN ORDER TO RECEIVE FURTHER ADVICES BY AN EXPERT, AND TO TRY HOW THE SHOES FIT


ONCE THERE, I SPENT A LOT OF TIME BY COMPARING PRICES ON DIFFERENT WEBSITES AND ON SOME RETAILERS’ APPS I’VE DOWNLOADED

NOPE


AT THE END, I CAME BACK HOME, I SAT ON MY COUCH AND PLACED MY ORDER FROM AN ONLINE RETAILER DISCOVERED THANKS TO A SPONSORED POST ON INSTAGRAM


A QUICK RECAP(ABOUT THIS EXAMPLE)


WHAT WAS HAPPENING YESTERDAY



😮“That’s cool!

Like and follow the profile!”

WHAT IS HAPPENING TODAY


1

3

2


😍“Love it!

I have to share it on Instagram!”

YOU MAY HAVE NOTICED THAT THE SEARCH BROUGHT ME FROM MY MOBILE (THE INSPIRATION I FOUND ON INSTAGRAM), TO MY LAPTOP, TO THE STORE, TO SOME APPS (ON MOBILE AGAIN), TO LAPTOP AGAIN (THANKS TO SOMETHING I’VE SEEN ON INSTAGRAM)


IT’S LONG (AND NOT LINEAR) PATH BEFORE I PUSHED

THE BUY BUTTON


IT’S F**KING COMPLICATED


(FOR BRANDS) BE RELEVANT IN THE NOWDAYS PEOPLE’S LIVES

SO WHAT?PEOPLE DON’T LOOK FOR PRODUCTS TO BUY

PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

BRANDS NEED TO REFRAME THEIR STRATEGIES IN ORDER TO COMPETE AND MAKE PEOPLE FEEL INVOLVED


BRANDS NEED TO BEGIN TO PUT PEOPLE (RATHER THAN PLATFORMS) AT THE CORE OF THEIR STRATEGIES


BRANDS NEED TO TAKE ADVANTAGE OF PLATFORMS FEATURES THAT ALLOW THEM TO CONNECT WITH PEOPLE AND DELIVER VALUE


THAT’S HOW KLMMMM IS GOING TO GIVE PEOPLE CONCRETE VALUE

THROUGH CONVERSATIONS


THAT’S HOW KLMMMM IS GOING TO GIVE PEOPLE CONCRETE VALUE

THROUGH CONVERSACTIONS


(CONVERSATIONS + INTERACTIONS)


book your flight

receive booking confiermation

receive check-in notification

receive boarding pass and flight updates

receive 24/7 support via Messenger


AND IT’S JUST AN EXAMPLE ABOUT HOW CHAT AND MESSAGING SYSTEMS WILL SET NEW RULES INTO THE MARKET


BUT THAT’S ANOTHER STORY.

the end

LUCA DELLA DORA / @LUCA2DI am still looking for the meaning of alcohol-free beer, in the meantime I passionately work as Editorial

Director at We Are Social trying to build stories for the brands we are happy to work with.

people don’t look for products to buy • products look for people in order to be bought

Marketing