If I should point out one of the key factors thatâ€™s positively influencing my judgment on the International Master in Multichannel Marketing ManagementÂ at MIP Politecnico di Milano, I would say professorsâ€™ competences and capabilities to share valuable contents, examples and inspire personal reflections on their subject.
For instance, a few weeks agoÂ we spent 3 incredibly inspiring days with Michael Dorsch, professor of Marketing at Clemson Univeristy, South Carolina.
During his classes we focused our attention on the actual shift from ownership to access that our society in facing.
Nowadays people donâ€™t look anymore for the value embedded in the products themselves, but they look for more engaging and entertaining experiences.Â Product ownership is still there, but a disruptive business model is arising.
This new model, based on the sale of usage, performance of experience, is gaining popularity and stand to benefit businesses, consumers and the planet.Â Internet based companies who have adopt it, like Netflix, Spotify, are offering online access to their services and personalizing the experience for each and every customer.
This mechanism gives them the opportunity to:
- Build long lasting relationship with customers
- Enlarge customer lifetime value
- Forecasting more precisely their sales
From the consumersâ€™ perspective, this major changing gives them the possibility to have better control over the way they consume, resulting in a unique experience. Finally people can have access to exactly what they want, when they want it.
This disruption is gaining momentum, but long-term acceptance will come from the ability of high profile brands to deliver consumers relevant and deeply engaging services.