The Evolving Value Propositions
The value propositions of goods and services offered in the physical world differ pointedly from those in the digital world.
The ultimate aim of the universal marketer is to provide a complete end-to-end consumer experience---right from the promise to satisfy his need to its delivery. But the physical world offers only “Point Solutions” which is basically a solution of his needs in terms of functional benefits. A credit card, for instance, allows consumers to satisfy the immediate necessity of setting a transaction.
But today’s consumers are also looking for process and relationship benefit---book referrals at no extra cost or e-mail reminders. The physical world is not able to deliver these benefits because of gaps in time, space and memory.
The web, on the other hand provides all of these and more (“reverse marketing, for example, where consumers seek out vendors rather than the other way around”) by giving the company the ownership and control over all interactions with the consumer.
The value propositions of goods and services offered in the physical world differ pointedly from those in the digital world.
The ultimate aim of the universal marketer is to provide a complete end-to-end consumer experience---right from the promise to satisfy his need to its delivery. But the physical world offers only “Point Solutions” which is basically a solution of his needs in terms of functional benefits. A credit card, for instance, allows consumers to satisfy the immediate necessity of setting a transaction.
But today’s consumers are also looking for process and relationship benefit---book referrals at no extra cost or e-mail reminders. The physical world is not able to deliver these benefits because of gaps in time, space and memory.
The web, on the other hand provides all of these and more (“reverse marketing, for example, where consumers seek out vendors rather than the other way around”) by giving the company the ownership and control over all interactions with the consumer.