How Has Buying Changed – Part 1 | Based On A Report By OgilvyOne On The Future Of Social Selling

Brian Fetherstonhaugh, Chairman  & CEO OgilvyOne Worldwide has released a report on the future of selling, based on the perceptive of some of the greatest salespersons across the world. In the era of social networking, buyers have access to more information than ever before. But, more information does not essentially imply better information. So, the prime objective of a seller in present day is to help buyers analyze information rather than stuffing them with further information overdose!

The AIDA model of selling, invented in 1898 by Elias St. Elmo Lewis, does not hold any relevance in the current day buyer-seller interaction. The funnel model of information flow from seller to buyer has been taken over by a zigzag and complicated buyer journey. Now, the buyer gets information and gives information about a product/service from or to a plethora of sources (specifically social media) respectively. Social Media has a huge influence on buying behavior with the digital word of mouth playing a vital game. Already 49% of sellers have accepted social media as their success key, whereas 73% of great performers claim social media to be the major sale enhancer.

The rapid emergence of f-commerce affirms the fact that social selling is impacting sales of the major ROI-savvy marketers like Procter&Gamble. It will be interesting to observe how social media changes buyer-seller interaction in the coming five years!

The Future of Selling – white paper

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About Paushali

Digital Media professional. Connoisseur of food and music; born to travel. View all posts by Paushali

7 responses to “How Has Buying Changed – Part 1 | Based On A Report By OgilvyOne On The Future Of Social Selling

  • brainless

    The social thread underlying any social network hides huge targeted selling (or buying) power. Our likes, dislikes, friends, advisers are all online. We follow them, listen to them and accordingly make our decisions. Even search based buying which gives Google all of its revenues is becoming old fashioned. Soon social media companies will start realizing more revenues as more and more people do viral spending.

    • asocialme

      Very well collated observation! Your use of the term ‘Viral spending’ reminded me of the current status of Social Search. Social networking sites have immense potential, rightly mentioned by you. Google’s search results are primarily produced using algorithms that are based on the user’s Web history, whereas, Facebook offers a personalized version of this service which allows the user to select his own “likes” and suggest these to his friends. Mark Zuckerberg labels it as the ‘social graph’. 2011 is certain to witness a huge shift in the industry marketing trends! Thank you for your helpful contribution; it completes a writer’s work!

  • Santanu

    It’s interesting to see the emerging world’s reaction towards selling through social media. Thanks for the share……..

  • Jettie Barich

    Can I just say what a relief to find someone who automatically knows what they’re talking about on the internet. You as it happens know how to bring an issue to light and make it amazing. More people need to read this and understand this side of the story. I cant believe youre not more popular because you definitely have the gift.

  • Ashoke Mazumder

    Excellent effort.It will help us to be more social and networked.

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