The document discusses how the consumer purchase process has changed and is no longer linear. It notes that consumers now jump between channels, seek others' opinions, and search for the best deal. Products must look for people across these channels in order to be bought. The sales funnel is no longer awareness-consideration-sale, but a long, complicated, nonlinear process. Brands need to refocus their strategies on people rather than platforms, and use platforms' features to connect with consumers and provide value through conversations in order to compete.

1. LUCA DELLA DORA / @LUCA2D
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

2. ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

3. ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH
AWARENESS CONSIDERATION SALE
› ›
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
INTEREST INTENT + EVALUATION

4. ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH
IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS,
SEARCH FOR OTHERS’ OPINIONS
AND LOOK FOR THE BEST DEAL
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

5. ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH
THEY OFTEN DO THAT WHILE STANDING IN FRONT OF THE ITEM
THEY ARE GOING TO BUY, WITHOUT PARTICULAR EFFORTS
IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS,
SEARCH FOR OTHERS’ OPINIONS
AND LOOK FOR THE BEST DEAL
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

6. ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH
BECAUSE THE INFORMATION THEY NEED
IS OFTEN JUST A COUPLE OF TAPS AWAY FROM THEM
IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS,
SEARCH FOR OTHERS’ OPINIONS
AND LOOK FOR THE BEST DEAL
THEY OFTEN DO THAT WHILE STANDING IN FRONT OF THE ITEM
THEY ARE GOING TO BUY, WITHOUT PARTICULAR EFFORTS
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

7. IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS,
SEARCH FOR OTHERS’ OPINIONS
AND LOOK FOR THE BEST DEAL
BECAUSE THE INFORMATION THEY NEED
IS OFTEN JUST A COUPLE OF TAP AWAY FROM THEM
THEY OFTEN DO THAT WHILE STANDING IN FRONT OF THE ITEM
THEY ARE GOING TO BUY, WITHOUT PARTICULAR EFFORTS
TODAY CONSUMERS
HAVE A RANGE OF OPTIONS
THEY HAVE NEVER HAD BEFORE
ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

8. IN THE NOWDAYS, PEOPLE JUMP IN & OUT OF CHANNELS,
SEARCH FOR OTHERS’ OPINIONS
AND LOOK FOR THE BEST DEAL
BECAUSE THE INFORMATION THEY NEED
IS OFTEN JUST A COUPLE OF TAP AWAY FROM THEM
THEY OFTEN DO THAT WHILE STANDING IN FRONT OF THE ITEM
THEY ARE GOING TO BUY, WITHOUT PARTICULAR EFFORTS
CONSUMERS HAVE TODAY
A RANGE OF OPTIONS
THEY HAVE NEVER HAD BEFORE
ONCE UPON A TIME THE SALES FUNNEL WAS A PRETTY LINEAR PATH
AROUND WHERE, WHEN AND HOW
TO BUY AND FIND INFORMATION
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

9. A QUICK EXAMPLE WILL GIVE YOU A CLEAREAR IDEA ABOUT THE CONTEXT
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

10. I JUST DECIDED TO ENTER THE RUNNING WORLD BECAUSE THE MOTIVATION
GAVE ME BY SOME FRIENDS I SAW TRAINING ON INSTAGRAM
ph: triatlars, Instagram
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

11. SO I NEED AN APPROPRIATE PAIR OF SHOES
ph: adidasrunning, Instagram
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

12. THERE ARE TONS OF DIFFERENT SHOES IN THE MARKET,
AND I’VE NO IDEA ABOUT WHICH TO CHOOSE
ph: sneakeria_milano, Instagram PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

13. SO I START TO GOOGLE ON MY LAPTOP IN ORDER TO READ
EXPERTS’ OPINIONS AND OTHERS’ EXPERIENCES
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

14. I’VE NOW NARROWED MY RESEARCH, BUT I’VE TO PAUSE IT
IN ORDER TO COME BACK TO WORK
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

15. WHILE I’M GOING HOME I CONTINUE TO SEARCH
BY ACCESSING SOME SHOES’ MANUFACTURERS WEBSITES ON MY MOBILE
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

16. I’VE NOW A CLEARER IDEA ABOUT THE MODELS,
THE PRICES AND THE FEATURES
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

17. I DECIDE TO GO TO A SPECIALIZED STORE IN ORDER TO RECEIVE
FURTHER ADVICES BY AN EXPERT, AND TO TRY HOW THE SHOES FIT
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

18. TIME TO BUY THEM?I DECIDE TO GO TO A SPECIALIZED STORE IN ORDER TO RECEIVE
FURTHER ADVICES BY AN EXPERT, AND TO TRY HOW THE SHOES FIT
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

19. ONCE THERE, I SPENT A LOT OF TIME BY COMPARING PRICES
ON DIFFERENT WEBSITES AND ON SOME RETAILERS’ APPS I’VE DOWNLOADED
NOPE
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

20. AT THE END, I CAME BACK HOME, I SAT ON MY COUCH
AND PLACED MY ORDER FROM AN ONLINE RETAILER
DISCOVERED THANKS TO A SPONSORED POST
ON INSTAGRAM
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

21. A QUICK RECAP
(ABOUT THIS EXAMPLE)
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

22. WHAT WAS HAPPENING YESTERDAY
AWARENESS CONSIDERATION SALE
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
😮
“That’s cool!
Like and follow
the profile!”

23. WHAT IS HAPPENING TODAY
AWARENESS CONSIDERATION SALE
1
3
2
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
😍
“Love it!
I have to share it
on Instagram!”

24. YOU MAY HAVE NOTICED THAT THE SEARCH BROUGHT ME
FROM MY MOBILE (THE INSPIRATION I FOUND ON INSTAGRAM),
TO MY LAPTOP, TO THE STORE, TO SOME APPS (ON MOBILE AGAIN),
TO LAPTOP AGAIN (THANKS TO SOMETHING I’VE SEEN ON INSTAGRAM)
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

25. IT’S LONG (AND NOT LINEAR) PATH BEFORE I PUSHED
THE BUY BUTTON
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

26. IT’S
F**KING
COMPLICATED
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
(FOR BRANDS) BE RELEVANT IN THE NOWDAYS PEOPLE’S LIVES

27. SO WHAT?
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

28. BRANDS NEED TO REFRAME THEIR STRATEGIES
IN ORDER TO COMPETE AND MAKE PEOPLE FEEL INVOLVED
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

29. BRANDS NEED TO BEGIN TO PUT PEOPLE (RATHER THAN PLATFORMS)
AT THE CORE OF THEIR STRATEGIES
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

30. BRANDS NEED TO TAKE ADVANTAGE OF PLATFORMS FEATURES
THAT ALLOW THEM TO CONNECT WITH PEOPLE AND DELIVER VALUE
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

31. THAT’S HOW KLMMMM
IS GOING TO GIVE PEOPLE CONCRETE VALUE
THROUGH CONVERSATIONS
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

32. THAT’S HOW KLMMMM
IS GOING TO GIVE PEOPLE CONCRETE VALUE
THROUGH CONVERSACTIONS
PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
(CONVERSATIONS + INTERACTIONS)

33. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
book your flight
receive booking confiermation
receive check-in notification
receive boarding pass and flight updates
receive 24/7 support via Messenger

34. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

35. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

36. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
AND IT’S JUST AN EXAMPLE ABOUT HOW CHAT AND MESSAGING SYSTEMS
WILL SET NEW RULES INTO THE MARKET

37. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT

38. PEOPLE DON’T LOOK FOR PRODUCTS TO BUY
PRODUCTS LOOK FOR PEOPLE IN ORDER TO BE BOUGHT
BUT THAT’S ANOTHER STORY.

39. the end
LUCA DELLA DORA / @LUCA2DI am still looking for the meaning of alcohol-free beer, in the meantime I passionately work as Editorial
Director at We Are Social trying to build stories for the brands we are happy to work with.