Buying decisions are driven by the concepts individuals have. That is why buying decision are driven by the instantaneous action of the Conceptual Short-Term Memory that use the information stored as a concept in the long-term memory. That is why conceptual segmentation is the starting point and the closing stage of any buying process.
Generically it can be said that the unicist approach to human behavior and communication is based on the fact that human actions are driven by the concepts they have. Therefore, any time an influential communication is posed, the “Conceptual Short-Term Memory” (CSTM) becomes activated to apprehend the “gist” of the message.
This apprehension is based on an instantaneous projection of the pre-concept individuals have in their long-term memory (LTM). Thus, individuals begin to access the message that is finally transformed into functional knowledge if the “gist” can be structured.
The knowledge of the fact that concepts work as behavioral objects, allowed defining a universal segmentation model for buying processes. Behind any buying decision there is a “Hard” need that establishes the wide context, a Life-style that establishes the restricted context and a Behavioral Segmentation that is integrated by a conceptual, a functional and a psychological segmentation to define the target of a communication.
Unicist Object Driven Marketing
Unicist object driven marketing is an approach based on the use of business objects and a unicist ontology based segmentation. It increases +25% the marketing effectiveness, accelerating the buying processes and saving energy. These objects produce basically three noticeable effects:
- They allow having the necessary critical mass to trigger the buying process
- They accelerate the marketing process shortening the time between the marketing stimuli and the buying action
- They save energy in the marketing process which makes it more efficient
The Unicist Marketing Technology, that is provided as a service, is a behavioral approach and an object driven approach. It provides structural solutions that are based on the unicist segmentation model and the use of marketing objects. The unicist marketing approach is based on the unicist conceptual segmentation model that allows managing the influence of the Conceptual Short-Term Memory (CSTM) that triggers all buying processes.
The object driven marketing technology has been developed to include the use of objects in the buying process in order to ensure the critical mass of the processes. It includes the use of commercial, semantic and semiotic objects:
Unicist Commercial Objects: Unicist commercial objects are implemented to install ideas in the mind of the potential customers. This implies that they are designed to sustain the marketing process of products and services that are being proposed.
Unicist Semantic Objects: Semantic objects are used to install meaningful knowledge in the market. They are necessary to sustain differentiated or innovative value propositions.
Unicist Semiotic Objects: Semiotic objects are installed to guide buying processes. They are functional in rational buying processes where the potential customer needs to evaluate what is being proposed.
The unicist logical approach to marketing is a process that defines the active selling actions following the synchronicity of the buying-decision process, which allows minimizing the effort to influence potential buyers while optimizing results.
The unicist marketing process requires integrating both the active selling process with the “receptive” buying-decision processes that establish the limits of the possibilities of ethical marketing actions.