炒一盤好菜吧
Posted in Marketing Thought, Quote on Aug 14th, 2009
繼 2004 到 2006 年 Web 2.0 Buzz 後，2008 到 2009 可以說是 Social Media Buzz 滋滋叫的年代。 (Facebok 和 Twitter 也幫了不少忙。) Buzz 的特色就：剛開始很香很吸引人，但過不久，就會發現同樣的菜色一直被端出來。這時l，大廚手藝就更顯得珍貴。今天看到同仁分享的兩個連結，其中的摘要就屬於這種等級的好菜：
好菜的秘密在於醬料，而 Social Media 的神秘醬料就是 “continuous”、“constant” 和 “opportunistic” 三種調味混搭在一起 。
- We’re moving to a world where it is important to listen, inform, activate, entertain and respond to consumers in a more continuous fashion
- This requires the clustering of marketing activities in new ways, having a continuous low-burn marketing effort in place 365 days of the year
- Continuous measurement comes to the forefront and tapping into the pulse of consumers online and responding quickly becomes really critical
(source)
- People don’t live in quarterly campaigns, nor do they distinguish communication channels. They expect faster and constant communication with their brands across more media platforms and conversations.
- With culture in constant motion there is also a need for marketers to be quick and nimble, so they can find opportunities where their brands can tap into cultural conversations that are part of people’s lives
- It’s about being opportunistic and leveraging key moments with brand relevance. It’s about owning the current conversation to generate faster and more frequent communication points. It’s a new form of CRM using a mix of planned, anticipative and reactive micro initiatives.
(source)
非常符合阿宅精神。
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