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Future Marketing Seize The "Point"

2008/12/19 14:40:00 41926

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When I was in Boston at the end of last year, the news said there was a scene.

Snowstorm

Coming soon.

Generally speaking, most people will put down their jobs and go shopping in big stores. Even if they can't go out, they will have enough food to spend.

winter

。

Usually I don't do that, but this year I decided to follow the footsteps of everyone, to buy two full wheelbarrows in a hypermarket, and then go to a checkout counter that looks very scientific.

I put everything on the counter and greeted the clerk, but I didn't get any response from the other party.

After finishing the checkup, I brushed my card to a small machine, and finally I heard the machine greeting me, and recommended some things that I would never buy for life.

In fact, I kept trying to chat with the shop assistants. I talked about the weather and talked about the snow, but the other side still did the work at hand. Until I paid the money, I looked at the clerk and said, "listen, I know you don't want to greet, as if you don't want to say" goodbye, "but is it possible for you to say" thank you "?

At this time, the salesgirl looked at me excitedly and said, "we don't need to say" thank you ". Later," thank you "will hit the receipt.

In retrospect, I was very curious. The little machine, the high-resolution touch screen plus the magnetic card reader, recognized my name, thanked me for patronage, and recommended some reasonable products.

At the same time, the young saleswoman behind the counter is also giving full play to her logistics function. She scanned my purchases one by one with the scanner.

But I later realized that she should have done that machine, and that machine did what she should do. This is the perfect division of labor between man and machine, but the sequence is totally wrong.

No matter what inspiration the story inspires, I encourage you, when we are concerned about the development of the service industry, we must recognize clearly what role technology should play.

and

Consumer

Emotional connection

To talk about the relationship between industry and technology, it can be divided into four main points: first, we need to understand the background of business and technological development; second, understand the factors driving the development of Commerce and technology; third, explain the impact of business and technological development; fourth, and most importantly, business opportunities.

We are now in a world where industrial production capacity is surplus, and service industry is no exception. The price is often lowered because of fierce competition, so that consumers nowadays have unprecedented world-class products and choices.

At present, the resources that industry tries to compete is not material but rather enough customers.

When people in the industry gather together, they will mention the most representative brands in the world.

We often hear the names of companies like Starbucks coffee or apple computer. These companies no longer compete with the starting point of their products. Their competitive points have risen to the emotional connection between consumers' experience of using products and products and consumers.

Let me give you an example. In my office in Boston, for me and 500 other colleagues, 10 Fen of the office coffee is not paid, but every day, a group of professional elites will leave the company and walk 5 blocks, and then spend seven or eight dollars to buy a special Starbucks coffee.

This is unreasonable.

Economics

Behavior, why do these unreasonable people make unreasonable things?

This is because there are emotional connections between products and consumers, and these special experiences have enabled Starbucks to have strong pricing power and high profits.

企業(yè)未來仰仗的四大推力

Against this background, I believe that four driving forces derived from technology will change the way of marketing and service delivery for future enterprises.

The first driving force is that most people on the planet, especially in industrialized countries, are using the Internet.

The high connectivity of the Internet world has triggered an unpredictable phenomenon in the past two or three years: the social network.

From Cyworld in Korea, Mixi in Japan, Bebo in the UK to Facebook and MySpace in the United States, tens of millions of people have already had some connection on the Internet, and high connectivity has been integrated into life.

The second driving force is that more and more people have tools to connect to the Internet.

At present, more than 1 billion computers are used in the world, and more than 3 billion mobile phones have been used.

I met a friend in a jacket last summer and I asked him, "why do you wear your coat on hot days?"

He opened his coat and showed 4 pockets. In each pocket there was a mobile phone. He said, "without these pockets, where should these mobile phones be put?"

From a marketing point of view, this story can give us important inspiration.

The third driving force is not only the enhancement of functions, but also how to integrate these functions into a tool that can fully integrate into people's daily life.

A company from the Massachusetts Institute of Technology, iRobot, developed a robot vacuum cleaner, which has its own artificial intelligence and uses simple linear computing to navigate the cleaning route, which will bypass furniture, pets and children in the house.

This vacuum cleaner sells well in the US, Europe and parts of Asia.

This machine is very interesting. It is interactive with people, the price is not high, and it can connect to the network. Most importantly, everyone likes this tool. The family that buys this Mini Robot thinks it is an important partner.

I don't know how you normally treat your vacuum cleaner at home, but I don't run home every day, and I can't wait to be with my vacuum cleaner.

Some people do attach importance to these small robots, or even name them as pets at home.

This trend gives rise to fourth driving forces: if we can recombine the same product, give it artificial intelligence, make it perfectly integrated into people's daily life, turn into interactive robots, and add emotional factors into packaging, the same product will be produced successfully.

IPod is the best example. From the first generation of iPod to today's iPodTouch, it is packing a small computer in a very small space. 70% to 80% parts are produced in Taiwan, China. The process of making products is in the mainland of China, but it is also responsible for a Taiwan company. So speaking of the end, it is a product of Taiwan.

But interestingly, Taiwan's iPod manufacturing company did not capture the emotional link between products and consumers, but it made Apple computer company earn most of the profits.

When consumers buy iPod, the parts and systems in the machine are not important to them. What matters is the experience that iPod gives them. They buy iPod as an emotional choice rather than a rational choice.

Otherwise, how can we explain that the price of iPod is twice as high as that of other similar products in the United States, while it is two to four times higher in Western Europe?

Many Americans will bring their own iPod when they run. When they run out of physical strength, iPod suddenly selects a particularly powerful song to stimulate their potential, so that they can finish their final journey, and will make these people feel, "God!"

This machine knows me better than my wife! "

Although they also know that iPod chose a song with simple random system, but because of a certain factor, they gave them an emotional connection to iPod, making products more valuable.

Seize the new model to seize the new

Business opportunity

How will the development of technology and industry affect the future of enterprises?

We have heard a lot of business stories now, but in the end they are talking about the same content. There are three main points:

First, more companies will replace machinery and equipment with manpower in the future.

Second, the operation of the front end and the back end will be combined with technology and talents, supporting and assisting each other, unlike what I experienced in the hypermarket.

Three, network access devices are ubiquitous, enabling the service industry to move to any country and satisfy consumers' needs without consumers.

From a Chinese point of view, the marketing of large brands and products is an extremely complex process, and the challenge facing enterprises is how to integrate high-tech pipelines and avoid high costs.

What's more, more and more people interact in community websites, blogs and BBS, creating many "Touchpoint" between businesses and consumers.

And in so many "contact points", there are some enterprises can control, some enterprises can affect, but some consumers make their own decisions.

How do we deal with these "contact points"?

In order to answer this question, enterprises need to understand the decision-making process of consumers.

Americans used to buy cars by chatting through newspaper advertisements, mainstream media and friends, then referring to magazines, and finally went to agents to buy cars.

Today, the buying patterns of young people in the United States have changed. They will turn to blogs and community websites to find the information they need.

If we consider the decision-making process of consumers as a linear process, we can figure out how many consumers at the beginning of the process, where they have lost several consumers, why they will lose those consumers, and how to reduce the number of people who lost.

科技與人才的完美結合

Now let's go back to Apple computer company to understand how the company uses consumption.