Much of marketing is premised on companies delivering messages to customers to influence their purchases and consumption. Indeed, the largest advertisers in the world are companies such as Procter & Gamble, Nestlé, and Unilever, which sell branded low-involvement products that are routinely purchased and consumed at a regular pace. The purpose of much of the tens of billions of dollars they spend on advertising is to remind consumers to pick up their laundry detergent, soup, coffee, yogurt, or pet food on their next shopping trip. But within a few years, this model of marketing, advertising, and shopping will become obsolete. The beginnings of this are already evident in Amazon’s Dash buttons, which are making routine purchases simpler and even more routine.
Published by Fred Zimny
A management executive for over 25 years. Successfully managed transition programs and front office operations within numerous Dutch companies. Into service design, service management and service innovation. Expertise: Service design Service economy Service innovation Service marketing Service management View all posts by Fred Zimny