Find, compare and if you find something better, buy it

Manuel Luque, was the name of the protagonist of that popular advertising spot of the 80s that made famous slogan and advertising message of ‘Look, compare and if you find something better buy it’.

At that time, the brand of detergents ‘Columbus’, imported directly from the US an advertising strategy that had proved to be really successful and effective among viewers and consumers, and that implementation in our country managed to become a classic and icon of television advertising, in addition to serving to turn this flagship product into a real super sales.

Now, in the golden age of social networks, times have changed and the world of television advertising seems to have “evolved” in a direction without definite direction, where the famous slogans have been almost forgotten as a resource of the past. For many, television advertising has gone from slogan to absurdity.

However, clear examples such as Columbus and its advertising, have left us a valuable heritage to understand primitive concepts of the operation of the marketing and how consumers, although influenced by many different factors, are owners of the great power to take your own decisions.

Now, in a new era where new technologies and the Internet are positioned as the most useful tools for current consumers, companies and brands must understand more than ever the deeper meaning of that famous message of the ’80s.

According to the data of a recent PowerReview report, 33% of online consumers, that is, 1 in 3, have searched for products or special offers through the Internet. As well as that 50% of consumers spend 75% of the time spent on online shopping conducting research on products, which takes into account their analysis, price comparisons and comments, as well as experiences and comments from other customers. and consumers.

This gives us to understand that current consumers have stopped being impulsive to become more rational buyers, or at least in the sense of taking into account all kinds of opinions and recommendations and taking the time necessary to search and compare different options to through the network before making a purchase decision.

Obviously, this is something that in traditional commerce we can also detect and is not different from the popular habit with which many consumers refer to “going shopping”. However, new technologies such as the Internet and mobile phones or devices allow consumers to access much more information, and with it to handle a wider range of alternatives and options.

We must recognize that times have changed but be clear. If your product or service is not the best, they will keep searching until they find it.

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