Monthly Archives: February 2010

Why can’t I buy a new car online

February 25, 2010 | Johan van Mol | | Leave a comment
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A lot of brands are refraining from direct online sales because they don’t want to bypass their traditional distribution channels. That limits their web presence to a marketing platform, rather than a marketing & sales & loyalty platform. I believe there are ways to create a win-win situation for the brand and the distribution.
read on …

Influencing the customer journey by gravity

February 15, 2010 | Johan van Mol | | 2 Comments
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Whenever a customer buys something, he will go through a process from need to purchase. This is often depicted as a simple linear path. I describe a real customer journey as a travel through space.
read on …

Trust in word-of-mouth declining

February 8, 2010 | Johan van Mol | | Leave a comment
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According to the 2010 Edelman Trust Barometer, the main influencer for corporate reputation is transparency and trust. The most trusted source of information is friends and family, so we’ve been told by research.
That idea doesn’t seem to hold anymore.
read on …