Ha llegado la economía de la conversación
Érase una vez, éramos consumidores. Consumíamos cosas. Absorbíamos los mensajes que nos comunicaban. No teníamos la oportunidad de responder. Si teníamos una mala o buena experiencia con un producto o servicio, se le contábamos a un amigo. A lo mejor, ese conocido se lo contaba a otro amigo. Y el mensaje se propagaba.
Hoy en día esto ya no es así. Con el constante bombardeo de mensajes publicitarios, la gente ya no presta tanta atención y se ha vuelto mucho más selectiva. Las agencias de publicidad y de marketing están en una carrera para conseguir que la gente hable de sus marcas. El deseo de producir una campaña exitosa se ha convertido en una necesidad imperativa. ¿Pero quien exactamente son los consumidores? Ni siquiera sabemos que significa la palabra consumidor hoy en día. Pueden ser usuarios, participantes activos de una comunidad, miembros o incluso críticos capaces de movilizar una gran número de personas. Todos estos pueden considerarse consumidores. El problema es evidente: un consumidor puede ser cualquiera de estos o todos a la vez. La única forma de averiguarlo es iniciar una conversación activa.
Ya no basta con anunciar una lista de sus servicios en el cartel de su oficina, o publicar un clasificado en prensa y esperar a recibir llamadas. Ahora hay que conversar con los clientes y entender que es lo que quieren para poder dárselo. Cuando digo esto no me refiero a llamarles para quedar y tomarse un café. Me refiero a que todos los esfuerzos de marketing y publicidad (anuncios, páginas web, oficina, aspecto, y forma de trabajar) tienen que estar enfocadas en detectar que es lo que su cliente quiere para luego poder ofrecérselo.
Una inmobiliaria que sepa entender las motivaciones y preocupaciones de un comprador para luego ayudarle a encontrar la vivienda que desea, tendrá éxito. La única forma de averiguar esas motivaciones y preocupaciones es iniciando una conversación con el cliente.
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