Posted by Gianluigi Cuccureddu in An interesting remark / point of perspective came up in one of the other Waves, where was debated that Internet cannot be a strategy because it should support the marketing strategy.
“In my opinion there is the marketing strategy, as defined by the classics like brand positioning, target segments, benefits of offer and experience. Internet consists of a series of touch points that should support that.
Some could be critical touch points that support the unique benefit, or just be touch points amongst the path that just need not to oppose the benefit. Customer needs comes first, then the positioning/ benefit, then the touch point analysis, that decides on the internet approach.”
I do find this an interesting theorem/point of perspective, what do you think?
Can the Internet be strategized or do you concur with the abovementioned?
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The Internet is a carrier with dimensions that you have to take into account when you strategize marketing your product or service. But to say customer needs come first implies that as a marketeer you ‘take’ your customer needs and then start marketing them, among other things through the Internet. But that’s the wrong way around because Internet is a game changer, not just a medium. The customer will tell the manifacturer what it wants, not the other way around, and this is induced by the Internet. This is not just a touch point- the customer/user reaches back through those touch points and changes the interaction fundamentally, rendering traditional phases in marketing useless.