鼓勵此網誌：0
許多行銷廣告人員陷於每天的廣告CUE表中, 排這個媒體, 排那個媒體, 鎮日思考著媒體的黃金組合....但卻這家媒體換到那家, 那間又換到另一家媒體, 最後又換回這一家.....日復一日地陷於廣告迷思中.
殊不知最好的行銷力不在廣告上, 而在產品本身的競爭力與客戶的口碑裡. 廣告是一劑強心針, 或是一個品牌與潮流的宣達, 而不是長遠經營一個企業天天該用的招術.
靜下心來, 想想自己的產品競爭力在哪裡?
而在WEB2.0時代, 你的企業又是如何與您的客戶與消費者互動?
您有提供消費者多面向的客服管道與您溝通嗎?( 不管是讚美或抱怨 )
您有善待每一個曾經與您交易過的客戶嗎?對他們進行後續服務與消費意願追蹤?別忘了維繫一個老客戶永遠比開發一個新客戶至少節省三倍以上的心力與預算.
想清楚這些, 再開始排廣告CUE表, 再開始刊登網路及平面或電子媒體廣告吧.....
以下是幾則新聞與查理王專欄摘要, 與大家分享:
+ Experts: Let customers help brand your product
Smart marketers are letting consumers play with their brand message online, say experts at a Las Vegas advertising confab.
(By Elinor Mills ,Staff Writer, CNET News.com ,Published: March 2, 2007, 4:00 PM PST )
"We're working to co-create rich experiences that tap into the desire for self-expression," Stengel said.
For example, P&G worked with Yahoo to create the Capessa online community site aimed at women. Yahoo also created the Pontiac Underground site for fans of the General Motors brand.
< !-- PULLQUOTE -->
"It may be a little scary for us to 'let go,' but in the end we must realize that what people say about our brands is valued far more than what we say."
--Jim Stengel, global marketing officer, Procter & Gamble
+ Yahoo touts virtual Pontiac car club
New 'Pontiac Underground' site features user-generated content such as news and photos from Yahoo and the Web.
( By Elinor Mills Staff Writer, CNET News.com | Published: February 7, 2007, 8:00 AM PST )
Yahoo and General Motors on Wednesday unveiled a Web site that aggregates news, photos, video and other content about Pontiac cars and serves as a virtual car club for owners of such classics as the Firebird.
Dubbed "Pontiac Underground," the site also hosts the official blog for Pontiac, which will be called "Inside Track."
+Open-Source Ad Campaigns
Let your customers do the marketing.
In the 18 months since Mozilla released its open-source Firefox browser, more than 150 million users have downloaded it. Not bad, considering the nonprofit foundation has no marketing staff to speak of.
So what keeps Firefox hot? SpreadFirefox.com, a Mozilla website where users post ideas for marketing schemes and volunteers put the most popular ideas into action. Don't laugh: The site has more than 160,000 members, and Mozilla claims it has lured 10 million users away from other browsers.
+【WEB2.0是啥咪?】天下雜誌網站特集+商業周刊封面故事 告訴您!
+ 超級比一比「企業部落格」與「企業網站」大不同(下)《旅奇雙周刊．查理王專欄》
若您的公司，已經具備了相當足夠的品牌知名度，部落格將是您跨出劃地自限的第一步，透過部落格，您不再只是單向的TOP-DOWN （第一代網際網路Web1.0的型式、由上而下單向傳播訊息）傳播訊息給消費者，而是積極地展現您想要聽到BUTTON-UP（Web2.0的型式、由下而上強調溝通與互動）的聲音。關起門來做生意的態勢，已經無法滿足想要與您溝通的消費者導向的時代，所以，或許您可以認真地考慮為自己的企業網站，蓋一個企業部落格當分身，達成您傳遞企業精神以及展現您積極與消費者溝通的目的。
+「企業部落格」與「企業網站」大不同(上)《旅奇雙周刊．查理王專欄》
Yahoo ！奇摩在2006年年底委託104 銀行舉辦「年度企業行銷大體檢」，針對國內264家企業行銷預算配置進行調查，結果指出，「有超過 6成的企業看淡明年景氣，也因此，逾7 成的企業指出明年計劃使用較符合成本效益的網路廣告，相較於2006年成長率超過 3成。」
+【部落格外掛小物獵奇】日產部落格( NISSAN CUBE BLOG )小物「cube Jungle」
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