これまでのマーケティングは、マスメディアを中心とした新規顧客の獲得に偏り、既存顧客はいわば放おっておかれているような状況でした。
しかし、インターネットやスマートフォンの普及により、従来の手法では対象とした層にメッセージが届かなくなっています。
さらに、ソーシャルメディアによって生活者がつながりやすくなった状況においては、企業側の一方的なメッセージよりも、”身近な誰か“の意見が重視されるようになりました。
Rating
55
Native
Translation / English
- Posted at 19 Apr 2016 at 15:46
The state of marketing up till now was to lean towards capturing new clients around mass media, and letting go of existing clients, as it were.
However, due to the spread of the internet and smart phones, messages do not reach the class that is targeted with conventional methods.
Moreover, due to the current conditions wherein consumers are easy to connect with through social media, even the one-sided messages from businesses, have come to place importance on the opinions of "anyone close to you".
However, due to the spread of the internet and smart phones, messages do not reach the class that is targeted with conventional methods.
Moreover, due to the current conditions wherein consumers are easy to connect with through social media, even the one-sided messages from businesses, have come to place importance on the opinions of "anyone close to you".
Rating
56
Native
Translation / English
- Posted at 19 Apr 2016 at 15:51
Up until now, marketing has been inclined towards gathering new customers by focusing on mass media, while it seems that existing customers have been left alone.
However, due to the spread of the Internet and smartphones, messages to targeted groups can no longer be reached through conventional techniques.
Moreover, in circumstances where it has become easier for consumers to connect via social media, the opinion that being someone who is accessible is becoming more emphasised than the one-sided messages of businesses.
However, due to the spread of the Internet and smartphones, messages to targeted groups can no longer be reached through conventional techniques.
Moreover, in circumstances where it has become easier for consumers to connect via social media, the opinion that being someone who is accessible is becoming more emphasised than the one-sided messages of businesses.
そうした中で昨今注目を集めているのが、既存顧客であるブランドのファン、アンバサダーを通じたコミュニケーション施策です。
誰しも“そうした活動は大切だ“と感じるのですが、いざそれを実践する段階となると、どのようにKPIを設定すればよいのか、また既存のマスメディアを中心とした組織構造では、どこがこの活動に取り組むべきかなど、不明点が多いのも事実です。
そこで、ファン、アンバサダーを通じたコミュニケーションの可能性と、そのための組織づくりについて皆さんと議論したいと思います。
Rating
55
Native
Translation / English
- Posted at 19 Apr 2016 at 16:04
Among these, what is attracting attention nowadays is the communication policy through brand fans who are exisitng clients and brand ambassadors.
Anyone can feel that "this kind of action is important" but now as putting it into practice becomes a step, there are in fact many vague points such as how should KPI be established or where should action be done in the organizational structure centered on current mass media?
Therefore, I would like to discuss with everyone about the possibility of communication through fans and ambassadors and creating the structure for this.
Anyone can feel that "this kind of action is important" but now as putting it into practice becomes a step, there are in fact many vague points such as how should KPI be established or where should action be done in the organizational structure centered on current mass media?
Therefore, I would like to discuss with everyone about the possibility of communication through fans and ambassadors and creating the structure for this.
Rating
56
Native
Translation / English
- Posted at 19 Apr 2016 at 16:01
Meanwhile, recently what has been garnering attention is communication policies through ambassadors and the current fans of brands.
Everyone may feel that those kinds of policies are important, but really, if it became a level system to be implemented, it is a fact that there would be many unclear points, such as how to establish KPI, or an organisation structure that is centred on existing mass media, whether these activities should be dealt with somewhere and so on.
Therefore, I'd like to discuss with everyone the possibility of communication through fans and ambassadors, and the forming of an organisation for those communications.
Everyone may feel that those kinds of policies are important, but really, if it became a level system to be implemented, it is a fact that there would be many unclear points, such as how to establish KPI, or an organisation structure that is centred on existing mass media, whether these activities should be dealt with somewhere and so on.
Therefore, I'd like to discuss with everyone the possibility of communication through fans and ambassadors, and the forming of an organisation for those communications.
