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分享手机应用的10条营销原则

发布时间:2013-08-14 14:49:57 Tags:,,,

作者:Jeffrey Myers

营销学中有许多法则存在已经很久了。大部分这些法则就像好酒,时间越久越是精华。本文将回顾10条经过时间检验的营销原则,希望读者们能把它们运用到今天和以后的手机应用市场营销中。

1、顾客就是上帝

顾客——花钱买你的东西的人,必须总是你的想法、计划和目标的着点。把他们当成你必须尊重的朋友。人们喜欢与自己了解和喜欢的人、品牌和公司做生意。所以,你要友善,对每一次机会都抱有感激之情。永远不要说谎或欺骗。提供的产品要比顾客想像的更好更多;这么做总是会得到回报的。

对手机应用营销的启示:寻找人们应该选择你的产品的真正原因。在产品和服务中始终体现那一点,比如你说什么、怎么说、说多少次、在哪里说。在移动设备上做营销也许看似“免费”,但如果你做得不好,可能会很昂贵。

mobile marketing(from masterthenewnet)

mobile marketing(from masterthenewnet)

2、不要让顾客感到困惑

不要急着解释,不要过分解释。越简单越好。清楚是王道。把所有可能的消费决定转化为品牌主张。成为合格的倾听者。

对手机应用营销的启示:任何关系的培养都需要时间(见第9条)。关系的本质是双向互动。不要在顾客面前当自己是唯一的发言人。给顾客表面想法的机会。每个人都想分享自己的观点。做一个感恩的、主动的倾听者。

3、“品牌”是顾客决定的

Lady Gaga是品牌吗?两个字,不是。她是个歌手、娱乐明星、一个人。她有自己的风格、态度和才能。但她仍然不是一个品牌。是的,有一种叫作Lady Gaga的香水,但那是一种香水,不是一个人。人不是品牌。然而,现在有越来越多品牌就是人本身。那是因为消费者希望在他们所购买的东西上看到一种透明度、权威性和可用性。品牌不再是过去厂家所说的样子。

很大程度上这是因为可用沟通渠道的单向性。技术扭转局势,品牌越来越由消费者决定(见第1条)。无论是现在的还是未来的品牌经理以及他们的老板,都必须放弃对品牌想象力的控制权。

对手机应用营销的启示:现在,控制权在消费者手上。明智的经营者知道这一点,忽略这一点的人会失败。管理不是控制。控制不是管理。管理过头了就变成控制狂。消费者与经营者同坐一辆车,但消费者才是司机,所以你还是系好安全带吧。

4、顾客主导沟通

沟通不在于你说了什么,而在于他们听到了什么。如果他们没有“听到”你——如果你的信息不能与你的受众产生共鸣,那么他们不会注意到你。利用一切机会在你的组织和营销过程中收集信息。

对手机应用营销的启示:手机的音频、视频和图片是理想的“信息接收站”,它们可以即时接收众多消费者的输入。正如某位智者曾经说过:你有两个耳朵和一张嘴巴,按比例使用它们。所以,成为一个优秀的倾听者吧。

5、多言无益

在任何商业计划中,“制造废话“都不是可行的目标。商业的商业是赢利。银行接受钱,但不接受废话。多说可以让人意识到你的存在、对你产生兴趣和喜爱——这是与消费者建立联系的三个步骤,说得太多只会招人嫌,特别是当你的废话不有传达或承诺实在的好处时。

对手机应用营销的启示:要说话就得说得好。以举办聚会为例。你走到一伙人面前介绍你自己后,以下两种做法哪种更好:1、没完没了地说你自己,成为谈话中的绝对主角;2、大部分时候是听别人说话—-特别是在谈话的开头,然后适时地插入自己的话。如果你的回答是1,那么不要来我的聚会了;如果你的回答是2,那么你现在应该知道怎么在手机应用市场上做好营销工作了。

6、市场细分的误区

我们的类似远超过差异。我们想要的很多东西是相同的,我们只是寻找不同的路径到达相同的目的地。如果你把受众分得太细,你就会却消费者失去联系。大海中有许多鱼,你要捕的就是鱼。

对手机应用营销的启示:如果你要命中的目标太多太小,那么你的箭就会不够用(也就是“资金”之类的资源)。目标越大越容易命中——通常效率更高。

7、谨慎做研究

大多数研究是危险的,因为存在偏见:提问方式、解读方式、作答对象、地点、时间、方式。

大多数研究是用于印证组织中的某些人(通常是高层)已经相信的东西,或弥补他们的想象力不足。无论做什么研究,你都要保持眼界开阔,切实地看看有什么,而不是你期望或想看到什么。

对手机应用营销的启示:谨慎做研究。研究的目的是指导,而不是命令。在手机应用市场上,大量消费者的输入可以形成任何人类偏见。

8、顾客满意度:品牌之死

满足顾客?不!一个“满足的顾客”等于在学校中得到“C”的学生,在你之上的是最好的,在你之下的是最差的。你的品牌需要热情的恋人、永远的朋友和尽职的传道者。满足的消费者已经失去兴趣。忠实的消费者仍然会爱你,特别是在艰难时期,这种爱是无价的。

对手机应用营销的启示:你总是可能遇上艰难时期,总是可能陷入困境,总是可能收到噩耗,竞争对手总是可能盯上你。手机可以让你与忠实受众保持联系。如果你犯了错,那就马上坦白承认。奖励忠实的消费者。满足不是目标,而是起点。

customer-satisfaction(from glennpasch.com)

customer-satisfaction(from glennpasch.com)

9、品牌建设非一日之功

品牌意味着“遵守承诺”。建立这种真正的关系需要大量投入,才能让消费者对你的品牌的感情经历从认知、偏爱到信任和信心的过渡。没有什么消费者会盲目追随你,如果理由充分,他们可以原谅你的过失,但他们永远不会忘记。消费者会得到满足——如果不是从你这里,也是从其他人那里。

对手机应用营销的启示——美国摇滚时代的女歌手Diana Ross很哲学地告诉我们:你不可能催促爱情。

10、欲速则不达

这是第9条的推论。一个的按键的起落就可能决定你是成就还是失去职业生涯和财富。你可以在数秒内接触到百万人,并不意味着你应该。事实上,你几乎永远不必那么做。在Twitter和Facebook上匆匆发布信息相当于随口说出可疑的话。在Twitter上说的话就留在Twitter上。问问Maytag或Netflix是怎么做的。

如果你的公司有人觉得最好“尽快在那放出一些东西”,你最好没收他们的SM帐号。任何回应——无论是好消息还是坏消息、事实还是谎言,在按下“确定”以前都必须谨慎考虑。品牌培养的关键是一致性。匆忙做事不可能帮助品牌建设,无论是新品牌还是老品牌。

对手机应用营销的启示:三思而后行。你有没有听过“宁可事先谨慎有余,不要事后追悔莫及”或者“欲速则不达”。

数字营销,特别是手机市场,也是一样的。它只是另一个媒体渠道,一次复杂的升级,就像广播之于报纸或电视之于广播。就像广播的发展早期,数字营销也处于婴儿期,它的实践者正在努力理解和充分利用新生的技术。数字营销有许多强大的优势。好好利用,但记住:年龄和背叛行为每一次都会打败青春和技能。(本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

10 old school marketing lessons for mobile marketers

by Jeffrey Myers

There are a number of truths in marketing today that, like the author, have existed for quite some time. Most, like a fine wine, have improved with age, providing greater relevance and insight. We invite you to learn from these time-tested fundamentals and how they apply to today and tomorrow. Or, ignore them at your peril.

1. The consumer is king. And queen.

The consumer – the person who plunks down good money for what you’re selling – must always be dead center in all of your thinking, plans and objectives. Treat them as a friend, someone to be respected. People prefer to do business with other people, brands and companies that they know and like (not the same as a Facebook “like”). Be very likeable. Show gratitude at every opportunity. Never, ever lie or deceive. Provide more and better than expected; it will always be rewarded. The opposite is also true.

Mobile marketing lesson: As in any relationship, find genuine reasons why people should befriend and prefer your brand. Consistently express that in the product or service itself. In what you say, how you say it, how often you say it, and where. Communicating on a mobile device may seem “free” but it can get very expensive if you do it poorly.

2. You’ll never sell a confused consumer anything

Don’t be in a hurry to explain. Neither over-explain nor obfuscate. Simpler is better. Clarity is best. Turn every possible purchase decision into a brand relationship affirmation. Be a good listener.

Mobile marketing lesson: Any relationship takes time to develop (See #9). And by its very nature, a relationship is a two-way street. Don’t just talk to or, worse, at a consumer. Leave plenty of opportunity to hear what’s on their mind. Everyone has an opinion to share. Be a very active and appreciative listener.

3. “Brand” is the second-most misused term in marketing

Is Lady Gaga a brand? In a word, no. She’s a singer, an entertainer, a person. She has style, attitude and talent. But she’s not a brand. Yes, there’s Lady Gaga perfume. But that’s a perfume, not a person. A person is not a brand. But, more and more today, a brand is a person. That’s because consumers are looking for transparency, authenticity and accessibility in what they buy. A brand used to be what the manufacturers said it was.

In large part that was due to the one-way nature of the communication channels available. Technology has turned the tables and, increasingly, brands are what the consumers say they are (see #1, above). So brand managers of today and certainly tomorrow – and their bosses – need to give up trying to control their brand’s imagery.

Mobile marketing lesson: The consumer is in control now. Smart managers know this. The others will fail. Management is not control. Control is not management. People have warts. Brands have warts. Get over it, control freaks. The consumer is in the driver’s seat. Buckle up.

4. Communications 101

It’s not what you say. It’s what they hear. If they aren’t “hearing” you – if your message is not resonating with your audience(s) — you aren’t inside the consumers’ heads, as you need to be. Use every opportunity possible to set up listening posts throughout your organization and your selling process.

Mobile marketing lesson: Mobile phones – audio and video/pictures – are ideal “polling stations” to take in real-world real-time input from a multitude of constituencies. As a wise man once said: You have two ears and one mouth. Use them in that proportion. Be a good listener.

5. Buzz has no value.

To “create buzz” is not a viable objective in any business plan. The business of a business is to make a profit. Banks accept money; they do not accept buzz. Buzz can be a way to generate awareness, interest and preference – three key steps to creating a relationship with a consumer but buzz can also be irritating, especially when there is no clear benefit delivered or promised.

Mobile marketing lesson: Make your buzz better. Think of a cocktail party. You walk up to a group and introduce yourself. Which is better: (a) dominate the conversation by talking non-stop about yourself; or (b) spend most of your time – especially at first – listening to the flow of the talk and jump in when appropriate. If you answered (a) please don’t go to my party. If you answered (b) you now know what to do for your business to make it succeed in mobile marketing.

6. Segmentation Kills

We are all far more alike than different. We all want many of the same things (hint: reread Maslow’s Hierarchy). We just find different paths to these common destinations. If you slice up your audience into too many pieces you will lose touch with your consumers. There are many fish in the sea. Fish where your fish are.

Mobile marketing lesson: If you create too many small targets to hit you will run out of arrows (i.e., resources like “money”). It’s easier to hit a bigger target — and usually far more efficient.

7. Be careful what you wish for

Most research is dangerous because it is biased: The way the questions are framed. The way the answers are interpreted. Who gets asked; where; when and how.

Most research is used to affirm what someone (usually high up) in the organization already believes or to make up for their lack of vision. When doing any research keep your eyes wide open and see what’s there, not what you expect or want to see.

Mobile marketing lesson: Use research carefully. It’s a support mechanism to guide decisions, not mandate them. The massive consumer input possible on mobile can more than make up for any human biases. Use it often.

8. Customer Satisfaction: The death of brands.

Keep the customer satisfied? Never! A “satisfied consumer” is the equivalent of getting a “C” in school. Above you are the best. Below you are the worst. Your brand needs passionate lovers, BFFs and evangelists. A satisfied consumer is “meh.” A loyal consumer loves you, which, in tough times, is priceless.

Mobile marketing lesson: There will be tough times. You’ll mess up. You’ll get unwanted news. Competition will set their sights on you. Mobile can help you stay in touch with your loyals. If you drop a ball, fess up to it right away. Reward loyalty. Satisfaction is not a goal. It’s just a starting point.

9. Brands take time

A brand is “a promise kept.” It’s a genuine relationship that requires a lot of work to build up awareness, preference, trust and confidence. Very few consumers are blindly loyal; they can be forgiving, provided good reasons, but they’ll never forget. And the consumer will be satisfied — if not by you, someone else.

Mobile marketing lesson: As the great philosopher, Diana Ross, told us: You can’t hurry love.

10. Speed kills

A corollary to #9. Careers and fortunes can be made and lost at the push of a button. Just because you can reach millions of people in seconds does not mean you should. In fact, you almost never should. A fast tweet or FB post is like blurting out a questionable remark after you’ve downed more than a few. What’s said on Twitter stays on Twitter. Just ask the guy at Maytag or Netflix among many others.

If anyone in your company feels it’s better to “get something out there as fast as possible” you need to forfeit their keys to any SM account. Any response – to good news or bad, fact or fiction – needs to be carefully considered prior to hitting “go.” A key to brands and branding is consistency. It’s impossible to nurture any brand, new or decades old, at the speed of light.

Mobile marketing lesson: Carpenters have a saying: Measure twice, cut once. How many times have you heard: Better safe than sorry. Or: Haste makes waste. Someone’s trying to tell you something.

Digital marketing, especially mobile, is not all that new and different. It is simply another media channel, a sophisticated step up, not unlike radio was to newspapers or TV was to radio. And, like the early days of broadcasting, digital marketing is in its infancy, a nascent technology that its practitioners are trying very hard to understand and fully leverage. Digital marketing has many powerful benefits. Use them all well. But remember: Age and treachery beat youth and skill every time.(source:venturebeat)


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