lunes, enero 17, 2005

RRPP: "Menos publicidad y más servicio": Jeff Bezos

El CEO de Amazon indica que en los próximos 20 años se invertirá más en ofrecer un servicio excelente a los clientes para promover el "boca-oreja", que en publicidad tradicional.

Yes, more and more money will go into making a great customer experience, and less will go into shouting about the service. Word of mouth is becoming more powerful. If you offer a great service, people find out.

In the magazine world, we rely on ads. Should we be terrified?
I'm not saying that advertising is going away. But the balance is shifting. If today the successful recipe is to put 70 percent of your energy into shouting about your service and 30 percent into making it great, over the next 20 years I think that's going to invert.

Mientras que la publicidad grita, las RRPP susurran.
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