Múltiples influenciadores en las compras de los consumidores

Una empresa tiene múltiples grupos de interés cuando ofrece el mismo producto a diferentes segmentos del mercado.

Why is this important in Marketing? Often times, your direct buyer is not the most important influencer. Children, doctors, relatives, and social referential leaders often assume major positions in the purchasing decision.

As a result, it is important to understand these indirect customers and influencers and integrate this understanding into marketing strategy. Multiple Constituency Marketing applies to a wide number of industries including the Pharmaceutical, Hospitality, Consumer Goods, Toys, and Entertainment sectors.

Múltiples distritos electorales = Comprador real + Personas influyentes

Influencers can include, for example, doctors, accrediting agencies, children, relatives, thought leaders, and referential leaders in society.

Ejemplos de marketing de múltiples circunscripciones

One example of Multiple Constituency Marketing is in the Pharmaceutical sector. Take for example Viagra as a drug. Pharmaceutical firms target not only the doctor who is the gatekeeper in the prescription purchasing decision. Pfizer targets customers directly to inquire from their doctors about getting the drug, appealing to their psychological needs of potency and “scoring” (indicated by its communications). Beyond this, it also targets wives via television communications, appealing to their needs of intimacy. It also appeals to referential leaders like Bob Dole.

Companies that manufacture foods also consider how to appeal to not only the adult that will purchase the product, but also the children and significant other who heavily influence purchasing.

Comprender múltiples distritos electorales

Una empresa que tiene múltiples grupos de interés debe asegurarse constantemente de satisfacer los deseos de su segmento:

• Necesidades
• Quiere
• Demandas
• Tendencias
• Oportunidades
• Desventajas

Key Success Factors in Influencer Marketing

• Ajustar su oferta de productos
• Desarrollar relaciones con personas influyentes y compradores en todas las áreas del proceso de compra.
• Garantizar que todos los niveles de la organización permanezcan cerca de los influencers y clientes.
• Mensajes atractivos para todos los segmentos involucrados.
• Proporcionar múltiples formas y canales de comunicación para llegar a segmentos.