营销的本质是连接用户

作者:三部曲网络 分类: 发布于:2015-1-11 9:33 ė1162次浏览 66条评论

导语:互联网时代,获取用户的渠道多且成本低廉,但推广与购买间的转化率却越来越低。而推广效果下降的本质原因,一定是品牌和用户的连接上出了问题。

在当今社会,“营销”对于品牌而言至关重要。无论是创业型企业,还是已经具有一定品牌影响力的成熟型企业,营销都是必不可少的一环。尽管技术以及互联网的发展让营销这件事变得可能性非常多,自媒体的发展也让媒体类型变得更多样化,企业可以不必像从前一样为了有限的广告位和广告时间一掷千金了,但从另外一个角度考量,品牌的推广效果却在不断降低。我们会发现,想要打动见多识广的用户变得越来越难了。这已经成为很多企业共同要面临的问题。

在互联网时代,消费者媒介的接触点越来越多。在过去,我们可能只需要做一个好的广告片、做一幅好的平面广告就可以通过最具优势的传统媒体影响要影响的消费者。但现在,品牌经营者获取用户的渠道多且成本低廉,触达用户来提升知名度已不再是难题。但反之,推广与购买间的转化率却越来越低,即人们的信息接受度在急速下降。相信很多品牌经营者对此都深有体会。为此,他们会选择更抢眼的创意、更多样化的营销手段和更高频次的轰炸模式来提升转化率,但最终却收效甚微。其实在我看来,此时的他们已经钻入到牛角尖中。真正出问题的并非是营销,实质是企业自身出了问题。

所谓营销,其本质是拉近产品与用户之间关系的纽带或工具,在传媒业高度发达的今天,用户消费行为逐渐从“盲目”转为“理性”,产品必须要真正击中用户的痛点。因此,推广效果下降的本质原因,一定是对用户痛点分析的抓取和解决不到位,一定是品牌和用户的连接上出了问题。这个时候,企业经营者更应该回过头来重新审视自己的运营模式是否出现了问题。

如何判断运营模式是否出现了问题呢?

首先,要审视自己服务的用户。你要清晰地知道你想影响的目标用户是哪群人。人群的建立是核心战略,其他的都是战术。一切营销活动都要以目标用户为出发点,否则就是无的放矢。明确目标用户后,就要考虑如何建立产品与目标用户间的关系,在最初阶段就要将产品和消费者放在一起考虑,这样才能构成一个有效的商业模式。

其次,要检讨用户诉求和产品属性是否发生了变化。一般来说,产品研发遵循的闭环是“发现用户痛点—做出产品—解决痛点”,这个闭环的顺序是没有错的,容易出错的是你的用户痛点找得是否准确,或用户需求是否在短期内发生了变化,当前的产品属性是否能准确地满足用户的痛点。当用户诉求与产品属性出现了不匹配时,就必须重构你的商品,重新将产品与用户需求进行匹配。

由上述两点可以看出,营销的本质首先是如何连接用户,其次是能够给用户提供何种有价值的产品和服务。有价值的产品和服务能够增强用户的黏性,让用户长期依赖你。这适用于任何产品。

以买卖宝举例,从成立之初我们就把连接用户作为第一要务。买卖宝在了解三到六线城市用户的基础上成立了专业的市场调研部门。每月我们都会做上万个样本的大型调研,每年的调研样本量都在10万以上。这个数字比大多数第三方平台在这个市场的样本量都要多。如今,我们已经积累了长达8年的用户样本量。在这8年的过程中,我们真正地了解了用户的需求,也就很自然地建立了属于自己的服务模式。扎根用户,紧随用户的脚步,满足用户的需求,正是买卖宝能够触达用户并打动用户的根本原因与动力。

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