A Microsoft Evangelist’s BlogPosts RSS
Posted in Marketing Thought, Quote on Jun 29th, 2009 繼續閱讀 »
Any time you can successfully bring together people who have a reputation or skill with people who sell things, you’re creating value. If you find an appropriate scale, it can become a sustainable, profitable business.
(source)
-- Related posts:
Posted in Marketing Thought on May 13th, 2009 繼續閱讀 »
Erick Schonfeld 認為線上廣告產業已正式進入緊縮期，主要是因為 09 年第一季的 4 大廣告平台的廣告版位營收年減 2.01%，季減 6.96%。這是線上廣告市場過去連 6 季成長以來，第一次繳出退步的成績單。
|
3Q07 |
4Q07 |
1Q08 |
2Q08 |
3Q08 |
4Q08 |
1Q09 |
|
|
|
$4,190 |
$4,758 |
$5,086 |
$5,185 |
$5,352 |
r$5,504 |
$5,331 |
|
Yahoo |
$1,544 |
$1,590 |
$1,572 |
$1,587 |
$1,563 |
$1,594 |
$1,383 |
|
Microsoft |
$670 |
$860 |
$840 |
$840 |
$770 |
$866 |
$721 |
|
AOL |
$540 |
$620 |
$552 |
$530 |
$507 |
$507 |
$443 |
|
Total |
$6,994 |
$7,828 |
$8,050 |
$8,142 |
$8,192 |
$8,467 |
$7,878 |
|
Sequential Growth Q/Q |
12.73% |
2.84% |
1.14% |
0.61% |
3.4% |
-6.96% |
|
|
Annual Growth Y/Y |
18% |
8.16% |
-2.10% |
-- No related posts.
Posted in Marketing Thought, Quote on May 6th, 2009 繼續閱讀 »
這句我也很喜歡：”Once you build a network, it’s extremely difficult for someone else to disrupt it.” 站在能量守恆定律的立場，這很公平。我們看到的各種 network 效應都是用數千小時心力去經營出來的，然而從旁觀者的角度來看，network effect 似乎是擺在那邊就會自己匯聚成型一般。所以通常故事結局都是這樣：眼紅的競爭者看到亮麗結果，也想跳進去模仿 (衝阿！社群無敵！衝阿！網路無敵！)，但俯衝之際就被進入門檻拌了一跤。嘿，沒想到進入門檻這般高。有多高？大概有三、四層樓那麼高。
-- Related posts:
Posted in Marketing Thought on Apr 30th, 2009 繼續閱讀 »
有時會聽到朋友抱怨說：iPhone沒辦法直接和 PC 傳輸檔案真的給他有點不方便、iPhone 沒支援藍牙同步，搞得我常常要把傳輸線帶在身上、iPhone沒有內建看文件程式，要看還要另外安裝，實在是麻煩…
那我問這些朋友，常聽你在碎碎念，那你喜歡你的 iPhone 嗎？ 不出乎意料，他們的回答都是「喜歡阿」。
任何產品都有缺點，市占率越大的產品，缺點就越容易在市場內產生共鳴，共鳴的結果就是缺點不斷放大。上面三個典型抱怨是 iPhone 使用者靠「直覺」都會跟你說的三種缺點，就算使用者不是真有在手機看文件的習慣，不是天天需要和 PC 同步，他還是直覺得地告訴你他「聽來的」缺點。
沒有任何產品，一開發出來就是完美的，然而厲害的產品，只需要一條公式：缺點+缺點+缺點 < 優點+優點+優點；厲害的產品，會讓你與它互動時忘記缺點；厲害的產品，會變成你的老公老婆小孩 — 罵歸罵，但還是愛。
-- No related posts.
Posted in Marketing Thought on Apr 20th, 2009 繼續閱讀 »
有人說，marketer 就像是律師，只要確定利益立場，就能把白馬說成黑馬。反過來說，如果要逼 marketer 做一件最痛苦 (通常也不可能做) 的事，不外乎面對現實，放大缺點，(關起門來) 把自家品牌、自家產品拿出來鞭打，攻擊自家的產品、攻擊自家的品牌。
防止自 High 守則 No.1: 先開窗戶洗個不擦乾冷水澡，再開始寫 marketing plan。
Think about this: call a why-our-product-sucks brainstorming session before initiating any strategic planning. After all no one knows more about your product than you, as a marketer, do. If it’s not you who challenge you product most, then the market will do so on your behalf.
Wake up and welcome to the real world.
-- Related posts:
Posted in Marketing Thought on Apr 14th, 2009 繼續閱讀 »
When companies start publicly supporting and promoting members of the media (IE FB and Twitter), there’s no way those reporters can be taken seriously anymore. They lose their credibility and no matter what they write, you have to question their objectivity. It’s akin to a reporter being paid by the company, because they are personally benefiting from these “suggestions.”
Paid reporters are essentially…flacks. – Sarah
這是在一則報導之後的留言，報導內容為： Facebook 將推出「站方推薦帳號讓你加入好友功能 (日後可能會發展成：推薦品牌帳號讓你加入好友)」。如果精明的人都在質疑這些 brand sponsored 帳號，那到底是哪類型的人在當 brand 的粉絲呢？
-- Related posts:
Posted in Marketing Thought on Apr 11th, 2009 繼續閱讀 »
延續上一篇，For those who don’t know what is S.P.A.M.
From Wikipedia:
Spam is the abuse of electronic messaging systems (including most broadcast mediums, digital delivery systems) to send unsolicited bulk messages indiscriminately. While the most widely recognized form of spam is e-mail spam, the term is applied to similar abuses in other media: instant messaging spam, Usenet newsgroup spam, Web search engine spam, spam in blogs, wiki spam, Online classified ads spam, mobile phone messaging spam, Internet forum spam, junk fax transmissions, and file sharing network spam.
People who create electronic spam are called spammers.
本日最中肯關鍵字：unsolicited
比較值得討論的是，有些行銷人員 (自我洗腦後) 自認的好東西，巴不得和全世界分享的資訊 (多層次傳銷?!) 的好東西，在大眾眼裡根本是廣告垃圾。Marketer 自我意識很重要，許多中世紀領主的傳訊者 (messenger) 就是連自己在做啥都不知道，訊息才剛送到敵陣，馬上就被對方砍了。很多在BBS / 論壇上的帳號也是這樣被版主砍掉。
As the old adage goes: “Don’t shoot the messenger.” But who instead? I say shoot the one who sent out troops of spammers. Shoot the commander.
-- Related posts:
Posted in Marketing Thought on Apr 9th, 2009 繼續閱讀 »
Microsoft: 97 percent of all e-mail sent on the Internet is spam…
我很怕有一天又會有哪個單位宣佈： Twitter 或 Facebook 全站有 ?% 的內容是 spam。我們大家都不喜歡 spam，但當想到如何把訊息最大化散布時，卻又自私地想到使用 spam 類型的手法。WHY?
因為 spam 很簡單，成本很低，就像隨地丟垃圾一樣，順手，還會引人側目。Sorry. 對焦慮的行銷人來說，不管側目白目，能吸引注目的行為就是好目。
要遏止這種低劣的手法只有一種：不要傻傻當白目，大家把眼睛放亮一點，在論壇、部落格文章、信箱中看到這類型礙眼的廣告文，要勇於檢舉，把這類型不負責任的行銷人員或業務代表洗出場。籌碼乾淨之後，行銷活動背後的投資人就會發現活動 ROI 是負的，下次就不敢出資請打手了。
PS. spamming 表面上看起來省錢，其實執行起來，消費的卻是品牌名譽資產，越是新創小品牌越沒有 brand reputation 的包袱，越能這樣亂玩，或說是大賭一把，大不了名聲壞了，換個名字 (或產品) 重新來過。但大公司可就不一樣了 — 除非你負責的品牌值數十億，可以讓你慢慢敗光。
-- Related posts:
Posted in Marketing Thought, Microsoft on Apr 6th, 2009 繼續閱讀 »
繼紅髮 Lauren 後，此次我們找來了美國阿宅擔綱主角演出，這回任務雷同：$1500 美金預算 (比上次多$500)，你能買到符合理想規格的電腦，製作單位就幫你出錢。當然這一切都是模擬情境劇，重點只是在凸顯一件事…
“Mac is so sexy, but…”
Ouch!, price-value ratio, it hurts.
-- Related posts:
Posted in Marketing Thought, Microsoft on Mar 28th, 2009 繼續閱讀 »
我特別喜歡這句：“I’m just not cool enough to be a Mac person.” (片中女主角逛了Apple店之後發現東西都超貴爆預算所說出的話。)
就是這句話讓這支AD在美國部落圈廣為流傳，什麼都是假的，只有省錢是真的！哈哈。既然常常被虧，那不如跳出來自己虧自己，幽默自嘲人人愛啊！
btw, I’m a PC 之可愛4.5歲妹妹篇也值得一看。
-- Related posts:
Posted in Marketing Thought on Mar 27th, 2009 繼續閱讀 »
企業成立行銷部門不一定對大眾有益，但政府單位成立 國際行銷部門，向全球推廣「來我們國家旅遊」這項產品，才是把人民的納稅錢燒到對的地方。
最近韓國 Seoul Festival 2009 (捷運) 廣告打得很兇，相信大家多少都有印象，現在連CNN上都看得到 (全球大老闆們，時機歹歹，快來我們韓國首爾散散心，花花錢吧！)：
連到 landing page，你會驚訝滴發現出現的是繁體中文網站 (自動偵測各來源IP國家，轉換到適合語言)，上頭正在舉辦看影片，寫心得比賽，現已經有超過30頁台灣粉絲的留言了：
以下是題外話：
如果把整個政府比喻為一家公司，對內來說，這家公司擁有最龐大的既有客戶資料庫 (全民，想像一下，在不違反法律的前提下，可以任意寄送 dm / edm )，以及最龐大的廣告inventories 資源 (道路、車站等公共建設，只要不違反法律，可在任何「留白」處宣傳尋息，還有一天到晚追著政府一舉一動的記者媒體，提供免費的新聞 PR)，只要懂得利用，可以輕鬆 initiate 各種 nationwide campaign，讓人民做出你期望的行為。對外來說，這間公司的競爭對手是其他國家，其他國家的人民是潛在客戶。如果以「人才靜流入數量」來當國家經營成功的指標之一，那美國在這方面算是贏到了不少潛在客戶 。
這麼刺激的戰場，怎麼會無法吸引行銷人才來大玩一把呢？
我始終覺得，企業在行銷人才的取得上不虞匱乏，但政府，甚至是學校、藝文、慈善機構等組織一直無法透過有效資源 (包含人才) ，把比較有「理想性」、「非營利目的」的價值觀傳或訊息遞出去。追根究底，不外乎沒有架構行銷系統的意識 (e.g. 我們做的事情因為某某某種理由，不需要特別宣傳推廣啦)。不外乎官僚舊思維 (e.g. 啥？你說啥行銷，孟德斯鳩有說要做這件事嗎？)，追根究底， 還是得向企業的行銷部門學習。
Marketing talents to be recruited: “Show me the commitment, and I’m in.”
-- No related posts.
Posted in Marketing Thought, Microsoft on Mar 24th, 2009 繼續閱讀 »
Today’s news: Microsoft (MSFT), via its Federated Media ad network/platform/agency, is sponsoring a page that collects Tweets from various executives. Twitter will get an undisclosed payment for giving the site its stamp of approval and for promoting the site on Twitter itself. Federated says it plans on launching similar programs on Twitter with other clients. (source)
你可以在這頁特製的 Twitter aggregator 中，找到各公司高級長官的 tweets。當然，別忘了看看你們公司是不是也已經 ”PeopleReady (for Twittering?!)” 。按一下中間上面的Banner 就可以知道答案。
Brilliant!
-- Related posts:
Posted in Marketing Thought on Mar 23rd, 2009 繼續閱讀 »
"Many who build technology think that a technology’s feature set is the key to its adoption and popularity. With social media, this is often not the case. There are triggers that drive early adopters to a site, but the single most important factor in determining whether or not a person will adopt one of these sites is whether or not it is the place where their friends hangout. In each of these cases, network effects played a significant role in the spread and adoption of the site. …
Marketers know all about stickiness, but how many of you measure network density? You purchase all sorts of data from Nielsen and comScore that tells you about uniques, but do you know anything about the cluster dynamics of the users? Are you able to see when the network graph is reaching a sustainable point or, more importantly, when things are starting to fracture? … We can’t role out cool new technologies if we can’t get cluster effects. We don’t just need network effects to get things to spread; we also need to think in terms of complete clusters. And we need to design with this in mind….
…Specific genres of social media may come and go, but these underlying properties are here to stay. We won’t turn the clock back on these. Social network sites may end up being a fad from the first decade of the 21st century, but new forms of technology will continue to leverage social network as we go forward. If we get away from thinking about the specific technologies and focus on the properties and dynamics, we can see how change is unfolding before our eyes. One of the key challenges is learning how to adapt to an environment in which these properties and dynamics play a key role. This is a systems problem. We are all implicated in it - as developers and policy makers, as parents and friends, as individuals and as citizens.”
(source: Danah Boyd’s Speechat Tech Fest)
Danah Boyd是微軟前幾年招募進MSR的學者，研究領域為新媒體，擅長從文化、行為、與社會學角度分析社群網站現象。看膩了媒體報導、研究報告，偶而從學術觀點瞭解社群網站在我們的生活 (或在我們的campaign) 所扮演的角色，有助於深入表象。
-- Related posts:
Posted in Marketing Thought on Mar 17th, 2009 繼續閱讀 »
…if social media sites want to find a way to monetize engagement, there needs to be some added value for the marketer. What that might mean for platforms is giving up some control over data (something that Facebook has been wrestling with) or the type of interactions that marketers are able to take part in. Eventually search engines found the right balance between commerce, control and user-friendliness, a balance that I believe social media sites will eventually strike. There will be some false starts to be sure but there is much to be gained for all parties –marketers, social media platforms, and users – in getting the balance right. (source)
如果身邊有經營社群的朋友，可以問問，hey，你們每天這樣日也操，眠也操，心中想的，是為使用者創造價值，還是為廣告主創造價值？
大部分 (我可以說全部嗎) 的 social networking sites 都是 build-for-users in mind，如此一來，天大地大 user 大，不敢惹衣食父母，只能靠 (non-intrusive?) 廣告來 drive revenue。大家吃飯的傢伙都一樣，久了就沒競爭力。對user太好，結果錢賺不飽。
那有沒有可能蓋一個 community site that is built for marketers in mind? 應該有，據我所知，時下已經有些社群論壇，專賣會員data base，或提供user behavior的資料給 marketer/ marketing agency。而且還會強調說，賣給第三方的資料，統統都是匿名。
不過…你敢到賣匿名病歷的醫院回診嗎？應該不會。可惜，根據我心中的七顆龍珠指示，這種假社群，真賣銀…喔不好意思手滑，是「假社群，真賣data銀彈」的網站會越開越多家 (以後招牌上可能還會寫：社群網站BI服務) 。沒辦法，你想買我就賣嘛，行銷一族強大的 demand 正排山倒海而來。
-- Related posts:
Posted in Marketing Thought on Mar 11th, 2009 繼續閱讀 »
The idea executed by the one who came up with the idea.
執行的人無法體會點子有多好，想出點子的人無法體會執行起來有多難。想出點子的人，往往在跟點子談戀愛；執行點子的人，往往在跟點子當夫妻。
策略的發想人，也同時是執行者，那這計畫就躺著先贏一半了。可惜喜歡動腦的懶惰人，和喜歡動手的勤快人，生活在兩個截然不同的世界。
-- Related posts:
Posted in Marketing Thought on Mar 10th, 2009 繼續閱讀 »
2天前 (20093/8) 才寫一篇說2009/2/26註冊的 ”Google” 官方 Twitter 帳號進場掃台，當時有80,635個 Follower，短短兩天，又多了2萬人，現在已經集滿100,905名朝聖者…
印象中歐巴馬的帳號在青春期也沒發育得這麼快…
-- Related posts:
Posted in English Posts, Marketing Thought, Quote on Mar 10th, 2009 繼續閱讀 »
Since the measure of a technology’s success is how invisible it becomes, the best long-term strategy is to develop products and services that can be ignored. (source)
Visibility – short term success – marketing
Invisibility – long term success – core value
The strategy you’re pursuing is visibility or invisibility?
If you’re a manger or founder, would you rather make yourself more invisible than visible within an organization?
-- Related posts:
Posted in English Posts, Marketing Thought on Mar 9th, 2009 繼續閱讀 »
(source)
Don’t waste your time. Most of us are floating at the center of the chart, and tend to drive to the upper left side when thinking about innovation. Stupidity and innovation is a double sided blade.
For marketing guys, they have little, if not none, control of product development, their efforts always lie on the horizon of pricing war. Remember the 4P’s and The Lord of the Rings? After all, you’re reluctant to admit it’s One P to rules them all. And that’s Price.
-- Related posts:
Posted in Marketing Thought on Mar 8th, 2009 繼續閱讀 »
Google在 2009/2/26 宣佈官方品牌帳號進駐 Twitter: http://twitter.com/google，直至今天為止 (2009/3/8) 已經有80,635個follower。而這個帳號目前只有36次 update。(Google 帳號本身的新聞性，外加第一篇只由0與1組成的哈囉文，造就了不少 PR 版面。)
把第一篇0&1二進位文解譯後，對應的英文字元為：”FEELING LUCKY”
Microsoft 也有不少官方或非官方 (員工) 的 Twitter 帳號，相較於 Google 這門大砲，MSFT比較像是散兵作戰，不過所有帳號的 follower 加起來應該遠超過8萬人。
直接拿品牌來註冊固然能快速匯集人氣，但這樣的一個帳號本身也有許多風險和限制。不知道帳號背後是由哪個部門的員工經營呢？工程部門？產品部門？行銷部門？公關部門？還是 Eric Schmidt？此帳號發表的內容是否要對公司品牌與形象負責呢？她 or 他 or 它能「說」些什麼？界線在哪裡？
當然 Twitter 上除了 @Google 總指揮官外，也有 @YouTube、@Blogger、@Google Reader、@Google Apps、@App Engine 等官方作戰聯隊。
OK，讓我們把鏡頭拉回來，來場 Microsoft 官方 Twitter 帳號大校閱 (來源大部分取自於微軟員工 Adam Kinney 蒐集的資訊，少部份是我之前不知不覺follow到的，為避免這篇被搜尋引擎判斷為link stuffing，所以連結都先拿掉了)：
@zunemarketplace、@XNACommunity、@wmdev、@wlmessenger、@WindowsLive、@MSWindows’、@AskTechNetUK、@MVPAwardProgram、@MSDN、@MIX09、@mixonline、@MicrosoftUP、@microsofttag、@MicrosoftStore、@SharePoint、@MSOfficeResKit、@officelabs、@MSExpression、@bizspark、@adCenterBlog、@Live_Search、@livemesh、@liveframework、@codeplex、@ch10、@ch9、@ch8、@MicrsftTech4All 、@SiteNamedDesire 、@ContinuumShow 、@projectrosetta、@SilverlightNews 、@XAMLEvents、@codeplex’、@Microsoft_TAM、@MSLearning、@MicrosoftPress、@zuneinsider、@Microsoft_Green、@MSAccess、@MSAddvertising、@IE、@PDC09、@TechEd09、@MSFTissues、@microsoft_tr、@msblueprints、@MSinDOD、@Microsoft_IT、@microsoftisrael、@MicrosoftStore、@RoMicrosoft、@MicrosoftCES、@MicrosoftEDU、@OfficeLiveGirl、@msoffice_us、@SharePointMVPs…等等等，還有許多帳號尚未浮出水面，族繁不及備載。
壓軸當然就是 @msdn_taiwan，Twitter 國際戰線都開打了，台灣當然不能缺席。 : D
-- Related posts:
Posted in Marketing Thought on Feb 25th, 2009 繼續閱讀 »
SMO (社群媒體最佳化？) 的練功心法有6招，聽Wikipeida大神講，SMO是由Rohit Bhargava這個人率先提出：
雖然有幾項講得實在太模糊了，但整體來說也算是給新手一個實踐方向。其中第3招 – reword inbound links 效果應該最快速顯著。畢竟會在social media做最佳化的多是行銷活動，只要把預算撥一部分送送虛擬或實體giveaway，鼓勵大家多串連不會太難。
另外要記得，像Facebook、MySpace這類型網站，傾向於不開放讓搜尋引擎爬站內的任何內容，畢竟有隱私權考量。那天網友搜尋某知名夜店時，發現你喝醉和同性友人玩親嘴大冒險的照片，那可就不太妙了。所以不同於一般SEO，SMO設計inbound link building strategy時，考量重心應純粹放在如何增加連結直接點選率，暫時忘記搜尋引擎能加分的部份。
既然社群網站有設立「搜尋壁壘」的傾向，那倒不如把整個社群網站當成一個平台，專門研究如何做”on-site search optimization”。我相信類似的domain knowledge正在累積當中，說不定2010年前後，我們就會看到一堆書在講：如何針對Facebook的站內搜尋做最佳化。(我們先衷心期待FB壟斷美國人和歐洲人的網路生活吧！)
有趣的是，當SMO最初5大心法被拿出來討論之後，又有一堆熱血Bloggers補充第7到第16條SMO守則：
7. Reward helpful and valuable users
8. Participate
9. Know how to target your audience
10. Create content
11. Be real
12. Don’t forget your roots, be humble
13. Don’t be afraid to try new things, stay fresh
14. Develop a SMO strategy
15. Choose your SMO tactics wisely
16. Make SMO part of your process and best practices
這種東西真是各說各話，甚至後面幾條建議有灌水的嫌疑…第13, 14, 15, 16點，也未免太common sense了…
-- Related posts:
Posted in Marketing Thought on Feb 20th, 2009 繼續閱讀 »
Imagine this: the evolution of a guy (undead?!) who sell products and services throughout a couple of centuries: from a seller to a marketer to a influencer to a evangelist to a tastemaker.
Did you eat Apple by the way?
-- Related posts:
Posted in Marketing Thought on Feb 19th, 2009 繼續閱讀 »
幹行銷這行很難有批判的能力，因為成功的經驗告訴我們，總是要在一種趨勢逐漸紅起來時，抓住，搭上順風車，如此就能順水推舟，輕鬆把想傳遞的訊息打中大眾一窩蜂的羊群心理。
這就造成了我們總在尋找best practices的習慣 - 總是要等別人做過了，成功了，我們才跟著上轎。
這也難怪，因為打仗時，衝第一個的往往成為砲灰。marketing expense也像投資，禁不起投入未知、未成熟領域的風險。
但任何趨勢、潮流、總會有個帶頭的吧？所以我可以這樣說嗎？95%的marketer都是me-too marketer，只有5%的marketer是reckless marketer？
如果只是看書上課，我們永遠都是在學習5% reckless marketer的 best practices，永遠都在當95%的me-too marketer。98%的報酬都被前者拿光了，2%報酬分給書商和老師，剩下的100%風險，留給95%剛跟上熱潮的你、我、他。
-- Related posts:
Posted in Marketing Thought on Feb 17th, 2009 繼續閱讀 »
He’s clicking on the “follow” button while I was listening to a lecture mentioned how Twitter is changing the way of marketing today…Should I not be thrilled?
Guy Kawasaki’s blog is one of the few I’m still following after several “great purges” in previous years.
So, who is Guy?
1. The Most influential (most-retweeted) Twitter-er by Forbes
2. Former Apple Evangelist, responsible for marketing Macintosh 1.0
3. Said to be the first that came up with the idea of “product-evangelism”
He may well need good luck to see my tweets out of his 70K+ following profiles. And I was lucky enough to be seen by him out of his ?????? daily following tweets. Interesting. : D
-- Related posts:
Posted in Marketing Thought on Feb 11th, 2009 繼續閱讀 »
雖然你沒時間傾聽，但還是要裝作一副有在聽的樣子。
不論是經營品牌帳號、產品帳號、或是個人帳號，我想follow everyone who follows you是一種「傾聽」態度的表現。縱使經營者根本就沒興趣去看(或回應)大家的碎碎念。換個角度想想：如果你今天一起床開電腦，發現最喜愛的品牌正在follow你，thrilled, aren’t you?
西拉蕊的幕僚(或西拉蕊本人)可能比較不喜歡吵鬧。
(source: Hubspot’s Twitter 101 Webcast)
-- Related posts:
Posted in Marketing Thought, Quote on Feb 10th, 2009 繼續閱讀 »
A company blog - even one that talks about customers in the traditional case study’ way - will still be greeted with skepticism - because of the motives behind it. We all judge the speaker by what they have to gain by our listening to them. – by Commenter, Dana Theus (source)
值得深思。因為blog reader不是笨蛋，笨蛋比較容易上置入性廣告的當，但你的流量如果都來自笨蛋 — 那也幫不了你什麼 — 除非歷史告訴我們：笨蛋都很有錢。(不好意思以上用詞直接了點 XD )
根據Forrest Research 2008 Q2調查，超過80%美國受訪者不信任企業部落格。
話說回來，這年頭，「不信任」不等於「不看」或「不留意」。台灣人都說不信任政治人物，但是政論節目加減看的還是不少。我也不太信任整天拍成功人士(&賺錢企業)馬屁的財經雜誌，更不信任雜誌上粉飾門面的廣編稿，但我閒來無事還是加減看。
That’s why you should continue your endeavor on corporate blogs. Don’t give up. Bored people plus their skepticism generate your valuable readership.
-- Related posts:
Posted in Marketing Thought on Feb 9th, 2009 繼續閱讀 »
創新的行銷手法不一定要發生在網路上。在舊市場喊水會結凍的influencer影響不了新市場。想擄獲新市場的心，就得先找出新市場的影響力核心。想打入女性鄰居市場，先討好婆婆媽媽們就對了。
On a recent Saturday, about 1,000 women across the country moonlighted as marketers for Microsoft’s newest Xbox services.
House cleaners, hairdressers, guidance counselors and IT technicians got a $150 pack of Xbox freebies for opening their homes to at least 10 friends or relatives…
They got an Xbox party pack of freebies that included microwaveable popcorn, Xbox trivia game "Scene It? Box Office Smash," an Xbox universal media remote control, a three-month subscription to Xbox Live, and 1,600 Xbox Live points (used for game, movie and TV show purchases).
"We’ve sold 20 million consoles to date globally since we launched three years ago," says Heather Snavely, Microsoft’s director of interactive entertainment business global platforms. "In order to get to the next 20 million, we need to get a new audience of women and teens. We’re going after them in ways that are different than ways we’ve done before." (source)
然而這樣的創意恐怕只能在美國 - 一個擁有有多元化服務的國家才有機會落實。畢竟這個想法也是透過一家叫做House Party的公司，來專門執行”Home Party Marketing”類型的案子。
Xbox found women including Maldonado and Chicago-area resident Danielle Jamil through a service called House Party, which sets up home parties for marketers. House Party has a database of 100,000 names of people who have provided a profile of personal information and who want to be "brand advocates." The advocates host a preplanned party to show off the marketer’s brand to their friends
-- Related posts:
Posted in Marketing Thought on Feb 7th, 2009 繼續閱讀 »
Hubsopt製作的半小時Webcast，教marketer如何快速上手Tiwtter：
用4種譬喻來告訴老闆什麼是Twitter：
1. 寫Twitter就像是寫部落格，但一篇最多只能140字
2. 更新Twitter就像是更新MSN狀態，但會有很多人看得見
3.當你用上癮後，Twitter就會像聊天室
4.Twitter也像即時通，只是所有紀錄都會被(搜尋引擎)記錄下來
兩個實用連結：
Twitter Grader: http://twitter.grader.com/ (影響力評分引擎)
Twitter Search: http://search.twitter.com/ (監看特定關鍵字)
即時監看Twitter關鍵字: Microsoft (可惜目前語言過濾沒有中文，是使用者不夠多嗎？)
Twitter Apps一覽表:
http://twitter.pbwiki.com/Apps
因為open API的關係，光是Twitter desktop / mobile clients就有眼花撩亂的選擇，更不用說和其他服務mash-up的結果。
-- Related posts:
Posted in Marketing Thought on Feb 6th, 2009 繼續閱讀 »
把股票走勢圖丟到SongSmith裡面合成編輯，會變成怎樣的一首歌呢? 答案在以下影片:
我想這是一個很有趣的現象，也是做為flexible platform的優勢。如果要就平台或工具本身(boring)推廣很難，但如果這個平台上哪天突然有個玩家突發奇想，搞個content / application一炮而紅，平台或工具也就能搭上順風車。
報導用”developed cult papularity”來形容這股小眾熱潮。什麼是cult呢?依照我年幼的認知，就是非主流，但在小眾市場有一群高忠誠度fans的特定文化。Wikipedia的解釋如下:
Cult followings are often dedicated enough that many people of similar interest are familiar with one another due to convention gatherings, concerts, message boards, Internet chat rooms, word of mouth, or shops featuring related items. These dedicated followings are usually relatively small and pertain to items that don’t have broad mainstream appeal.
Cult following走到極端也就會出現瘋狂fans的行為，像是下面這支堪稱Youtube史上最有名的viral video始祖 – Star Wars Kids
或是熱愛到把電玩畫面直接搬到真實世界演出，例如真人版Final Fantasy VII戰鬥:
在這個領域做行銷，或是把一項產品經營成cult culture應該滿有成就感的 :D。
-- No related posts.
Posted in Marketing Thought on Feb 4th, 2009 繼續閱讀 »
Middlemen 的目的是為了湊合兩個不易交集的市場 - 買方市場與賣方市場。
Consultancy service 的目的是為了將難以獲得的know-how傳遞給客戶。
廣告代理商 (and all marketiing agencies) 過去的核心價值就是以上兩點。Digital makerinig trend will make them cry.
when I can simpley search Google to find all media-buy info I needed, all the best practices, case studies I needed; when I can simpley hire in-house “a” group of new media geeks, marketing talents to take care of whole processes, how come I should leverage agencies?
No more commission expenses.
-- Related posts:
Posted in Marketing Thought, Quote on Feb 3rd, 2009 繼續閱讀 »
IAS:
This disease affects people when their communication moves to digital, and the emotional cues of face-to-face interaction–including tone, facial expression and the so called “blush response”–are lost.(source)
面對面溝通，有肢體表情、面部表情、和聲音表情當線索；透過電話溝通，還有聲音表情當線索；透過網路(文字)溝通，大概只剩當下情緒和過去經驗當線索。線索越少時，人的心理狀態和反應行為就越趨近原始(動物)本能。於是網路小白就這樣誕生了。
***
從事digital marketing，溝通線索往往也侷限在文字與圖片，(影片例外)，線索越少，就越不能期待受聽眾有理性反應。這恐怕也是為什麼令人耳目一新的campaign對刺激衝動型消費比較有效 - 透過感官去激發出動物本能。但如果溝通手法只為引發一時衝動性call-to-action，對需要長時間耕耘的產品或服務幫助不大。
性感的Ms. Dewey就引起了很多人的衝動 - 試用Live Search的衝動，但看看流量圖，彷彿也像一股衝動，上去後不久就下來了，然後趴在那邊。這就是大師最喜歡掛在嘴邊的create buzz, buzz marketing。
-- Related posts:
Posted in Marketing Thought on Feb 2nd, 2009 繼續閱讀 »
1. Marketer根本就不是那個平台的active user，甚至根本連帳號都沒註冊過
2. Crowded Intelligence可以很輕易識破廣告
3. 媒體過度炒作，造成過高的預期。連記者編輯也是用觀察者，不是使用者的角度在唱高調
想想第一點想想第一點。你剛搬進某社區不到三天就想選里長，會有居民願意投票給你嗎？
不過說來諷刺，當你在某個社群經營出一定的reputation之後，恐怕就不會輕易想用這個identity來為特定立場背書了。
-- No related posts.
Posted in Marketing Thought on Jan 27th, 2009 繼續閱讀 »
TechCrunch不知道去哪裡找到這支Microsoft Research拍攝的廣告短片，內容是用很蠢的唱歌方式說SongSmith這個新軟體有多好多好…
但最蠢還不謹此如此，在裡面最搶鏡頭的角色 - 筆記型電腦，竟然是一台Mac…只是Apple Logo被大大小小的「貼紙障眼法」遮住了…LoL..
(source: TechCrunch)
不過呢，我覺得Erick Schonfeld很有可能中計了XD，免費幫這支短片放到TechCrunch Blog Post中宣傳。Mac Book相當有可能是製作時故意放進去的小技倆，畢竟在這麼多鏡頭出現，老闆review時不發現才怪啊…
未來我們會不會看到越來越多Ads/Video使用這種玩法來創造話題呢？
如果這一切不是「故意的」，那近期美國總部一定出了個強者talent/vendor，設計出一系列極為成功的「白痴版」viral video。
-- No related posts.
Posted in Marketing Thought, Quote on Dec 28th, 2008 繼續閱讀 »
不得不相信這個世界上還有很多搞不懂viral marketing是啥的人(可能包含我)，整天喊著「來做一個viral campaign吧」、「我希望可以這邊這邊多加一點viral的元素」、「這部份的預算我們提議買viral的媒體」、「因為要省錢，所以你你你去用viral的方式把訊息放出去」etc. etc….
高汀教主大概也是受不了了，所以寫了一篇導正視聽的好文。先直接節錄文末：
The reason for this post is that viral marketing is getting a bad name, largely from clueless marketing agencies and clueless marketers. Here’s what they do: they get a lame product, or a semi-lame product, and they don’t have enough time or money to run a nationwide ad campaign. So, instead, they slap some goofy viral thing on top of it and wait for it to spread. And if it doesn’t spread, they create a faux controversy or engage a PR firm or some bloggers and then it still doesn’t work.
Being viral isn’t the hard part. The hard part is making that viral element actually produce something of value, not just entertainment for the client or your boss.
-- Related posts:
Posted in Marketing Thought, Thought on Dec 18th, 2008 繼續閱讀 »
不管是做平面或網路行銷，大家常最怕碰到的，不外乎缺乏創意的視覺，或辭不達意，語不驚人的文案。若兩害取齊輕，我認為劣等的視覺，所造成的殺傷力比劣等的文案小。這也許違反一般人的想法。
拿網頁來說，驚艷的視覺效果的確會讓到訪者留下深刻的印象，但謹此而已，一個媒體本身是否能傳遞「內容」，才是能否產生call-to-action的關鍵。(所謂的有內容，指的並非是放一堆廣告詞，而是放有教育性、新知性的資訊。一般人都會希望自己花費，做一件事、看一篇文章，會有所成長，知道一件過去不知道的事，而不是聽你廢話，浪被寶貴的時間。)
我相信marketer對於試圖「賣」給消費者的產品，有各種文案包裝手法，一般不外乎一股腦兒說自己好(最常見的劣質手法)、拿自己和競爭者比較、點出消費者的痛點、暗示或創造需求、或直接講明用我們的產品，會給「你」帶來的好處。這些類型的文案，都只是滿足marketer一時的口舌之快，對消費者來說，不痛不癢。
不僅如此，marketer逞完口舌之快，還會繼續掉入期望讓消費者「大飽眼福」的陷阱，就是我之前所說的，要求極炫的視覺效果，冀望能直搗消費者的神經中樞，讓你的觀眾一輩子忘不了 (可能嗎)。
你的時間是不是都花費在修改再修改的美工，潤飾再潤飾的文案？
別再浪費時間了，一堆版面奇醜無比，文字出奇平淡的「超人氣部落格」已經直接了當告訴我們，在這個年代，尤其是網路媒體，visual & wording都不是重點。成功的原因在其他處。
只有當你把你過去身為marketer，自認為很強的專業抽離，你的眼睛才看的到其他處。
什麼？又說要改Banner的顏色了嗎…？
-- No related posts.
Posted in Marketing Thought, Quote on Dec 4th, 2008 繼續閱讀 »
Twitter evolves quickly. Perhaps because its features are so minimal, new user behaviors seem to propagate across Twitter really quickly. It’s a bit like the reason that fruit flies are used for genetic research: the short lifespan compresses the time for mutations to take hold. Perhaps a better analogy would be the speed of cultural evolution among humans compared to biological evolution. The most fascinating evolution happening on Twitter isn’t an evolution of the software, but an evolution in user behavior and in the types of data that are being shared. (source)
看來人還是要去適應科技，但也因為這種適應，造就出新的行為，新的網路文化。然後
marketer最後再去入侵這些文化。
-- Related posts:
Posted in Marketing Thought, Quote on Dec 2nd, 2008 繼續閱讀 »
非常好的一篇文章，拿地心引力和進化論作為譬喻，說明為什麼marketing前者比後者來的容易。
1. If the story of your marketing requires the prospect to abandon a previously believed story, you have a lot of work to do.
Nobody had a seriously described theory of gravity before Newton named it. No one walks around saying that they have a story about why we stick to the earth better than the gravity story. As a result, there was no existing story or worldview to overthrow. Naming something that people already believe in is very smart marketing.
2. If the timeframe of the message of your marketing is longer than the attention span (or lifetime) of the person you are marketing to, you have your work cut out for you as well.
Evolution is really slow. Hard to demonstrate it in real time during a school board meeting. Gravity is instantaneous. Baseball players use it every day.
Tactic 1: Try to tell a story that complements an existing story rather than calling it out as false.
Tactic 2: Try to make the ‘proof’ as vivid and immediate as possible. Like an apple falling on your head.
(source)
-- Related posts:
Posted in Marketing Thought, Thought on Nov 28th, 2008 繼續閱讀 »
不知為何，最近只要一有空閒，同樣的問題就會打從心底冒出來：未來20年後還有marketing這個discipline嗎？marketing是否正在式微當中呢？
如果資訊科技已經發達到任何人都可以輕易「看到想看的，聽到想聽的」，躲過「不想看到的，不想聽到的」，那marketing，尤其是market communication的價值到底在哪裡呢？
校園裡隨便問個修過行銷學的年輕人，他或她會馬上告訴你，現在marketer早就不單是從事mar comm相關的工作而已，21世紀的marketer，將同時扮演更重要的influencer / evangelist角色 etc.etc. …不過，肖年耶，我們換個角度想想，這些身份是在怎樣的前提之下才能發揮作用呢？或是換個audience的角度想想，是什麼樣的人會(較容易)被意見領袖影響？是什麼人會(較容易)相信傳教士說的話？答案似乎呼之欲出了…
遠古時代，幾乎全地球人都死心踏地聽從部落祭司的話，現代，全地球只剩一小撮膜拜Jobs的蘋果教眾。是不是有時候想想，好像是古人比較單純，現代人越來越精明，越來越不好「騙」了…其實一直以來，造成「影響者與被影響者關係」的金科玉律都沒變過，都是資訊來源較多的一群人影響資訊來源較少的一群人；資訊來源較少的一群人，盲目(請包含我用比較誇張的修辭)跟隨資訊來源較多的一群人。
未來20年後，如果那真是個資訊擴散走上「完全效率」的時代，人人應該都有(趨向)平等的資訊來源取得權，也就是前文提到的，日後將會是資訊科技，而不是marketer，站在你這邊，協助你把想要的第一手中立資料主動餵送給你，並幫你過濾掉當下沒心情看的雜訊。behavior targeting、semantic search等領域的技術就正在勾勒這幅願景的輪廓。
只要資訊的世界越「平」，marketer能生存的空間恐怕就越小。一切又回到50年前行銷學院派的看法 - 好的產品會自動找到顧客，顧客也會自動找到好的產品。marketer這個連結產品與消費者的橋樑，將像各行各業的”middle man”一樣，逐漸被更公正，更透明，更有效率的資訊科技取代。
如果你是一個marketer，千萬不要被以上的「激進」言論搞到眉頭深鎖，這邊只是想要強調，”you can’t beat the system; the system always beats you instead.” 而marketer的宿命恐怕只有盡量學習如何利用，而不是排斥，任何可能會搶走飯碗的各種資訊科技或是新媒體。
-- No related posts.
Posted in Marketing Thought on Oct 28th, 2008 繼續閱讀 »
很簡單：
1. 砍掉全年(季度)一半行銷預算
2.把省下一半的錢，拿去投資所有本益比低於同業與市場平均值的標的
等經濟復甦時，業外收益將好看得不得了，一舉衝高公司的財報數字，公司股價上升，投資人，高階主管和資深員工笑呵呵。
以上是剛剛洗澡時的靈感。
許多時候的，大企業行銷支出ROI還不如市場上地雷股的標的ROI…大師都說了，行銷預算有一半是註定會付諸流水的，沒有付諸流水的那些，則是相當難以估計成效。50%的平均成功率，這和猴子射飛鏢選股票實驗有什麼差別呢？
so, why marketing?
-- Related posts:
Posted in Marketing Thought, Microsoft on Oct 27th, 2008 1 Comment »
今天是Developer界眾所期待的年度大拜拜 - PDC 2008 (Professional Developers Conference 2008)開幕，大家知道微軟如何衝今年的報名人數嗎？答案就在兩大撇步之中：
撇步一：告訴全世界(包含媒體、部落圈)Windows 7將在PDC 2008首次公開亮相，外加與會者能帶走第一手Beta版Windows 7回家測試。
撇步二：邀請全新男子團體，在西方，人稱美國西城男孩的接班人，在東方，人稱台灣天團5566出道以來首次害怕的真正對手 - “4 Softies and a Pizza Guy” (翻譯：4個軟啪啪與1個比薩男)為PDC2008代言，並帶來首張單曲MV:
首波主打旋律不但好聽，歌詞更是令全球Developer毛骨鬆軟，不自主地跟著一起唱…
Verse 1:
I’ve seen you in my dreams, I love you so much
I know I’m gonna love the way that you respond to my touch
So fine, I need to make you mine
When we’re together there ain’t no mountain we can’t climb
Verse 1A:
P-D-C, two thousand eight
Windows 7 is coming and I can’t wait
I’m gonna get the first one, right out of the crate, Wrap your windows around me
Chorus:
I share my best ideas with you
Make them come true, ’cause that’s what you’re meant to do You take me closer to heaven
Tell your dreams and hopes to me
Get close to me, ’cause that’s where you’re ’sposed to be I’m talkin’ about Windows 7. ooaahooo
Verse 2:
You turn me on, with your graphics and text I get so excited when I think about where you’ll take me next
I’m gonna leave with my developer guide
And tons of Windows content on a hundred sixty gigabyte drive!
Verse 2A:
P-D-C, two thousand eight
Windows 7 is coming and I can’t wait.
The desktop and taskbar will integrate,
Wrap your windows around me.
Chorus….
Mid section
They say the eyes are the windows to the soul When I look in your eyes, I almost lose control
We’ve got a strong foundation, efficient applications
And new APIs
When I’m with you I feel energized!
Rap:
7 is my lucky number
At night I get 7 hours of slumber
And Windows 7 at the PDC, twenty o eight, is gonna go and steal the other guy’s thunder Developers and users, be good to your computers
Ya can’t win with another system made for losers. for Windows 7, my love is true Now let me use direct 3d to unlock your GPU!
Verse 1A…..
Chorus…..
此天團出道不到一個月，在歌迷的讚嘆與謾罵中硬是奪得2.5顆星評價，與超過20萬個播放次數，今年想角逐艾美獎的，小心了！
-- Related posts:
Posted in Marketing Thought, Quote on Oct 14th, 2008 繼續閱讀 »
When Tim Berners-Lee conceived the web, he dreamed of inter-connected documents, of surfing along from one person’s page to the next, following a fluid path rich with information and discovery. — Instead what we we got is a big honkin’ billboard, as commercial interests hijacked Tim’s vision. (source)
Haha, I hate to be a marketer and I love to be a marketer.最後一句真的是經典，Tim Berners Lee一定是看開了：「小子，看清楚，WWW是老爹我發明的，不過…隨便你們亂搞吧…」。
-- Related posts:
Posted in English Posts, Marketing Thought, Quote on Oct 7th, 2008 繼續閱讀 »
Here it is:
RSS is a little like radio. Every blog and many news services ‘broadcast’ a tiny little signal that you can’t hear, but your RSS reader can. (It’s like a radio tuner). You tell the RSS reader which blogs and news feeds you like, and whenever it senses that signal, it goes out and grabs the post for you. Quick and free. With a good reader, you can easily keep up with 100 blogs in less than an hour. (source)
I’m not sure how tech-savvy Seth Godin is, but the metaphor of radio broadcasting for RSS feeds subscription sounds quite fresh. To facilitate communications, every marketer should learn how to transform a complex term, process or technical details into some sort of tangible objects that target audiences are familiar with.
After all, the crowd are way more lazy, stupid and time-deprived than what you could imagine.
-- Related posts:
Posted in English Posts, Marketing Thought on Oct 5th, 2008 繼續閱讀 »
Finally, a technology executive willing to tell the truth about cloud computing. Speaking at Oracle OpenWorld, Larry Ellison said that the computer industry is more fashion-driven than women’s fashion and cloud computing is simply the latest fashion. (source)
This quote reminds me the “Hype Cycle” of 2005 - 2008.
I was looking for the chart of 2008 published by Gartner for my personal study, but soon I found there are Hype Cycles of 2005, 2006 and 2007 circulating on the Internet as well. It’s fun to compare them all at once.
Here you go:
Definition of the 5 phases of a Hype Cycle -
http://www.gartner.com/pages/story.php.id.8795.s.8.jsp#2
2008 Hype Cycle (Hottest Buzzword: Green IT)
2007 Hype Cycle (Hottest Buzzwords: Gesture Recognition, Mashup, Virtual Worlds )
2006 Hype Cycle (Hottest Buzzword: Web2.0)
2005 Hype Cycle (Hottest Buzzwords: Biometric Identity Documents & BPM)
1995 Hype Cycle (the first version released by Gartner)
Will Cloud Computing reach the peak of hype next year?
-- Related posts:
Posted in English Posts, Marketing Thought on Oct 4th, 2008 繼續閱讀 »
Source: eMarketer, Sept., 2008
However something inside my mind believes that the numbers are exaggerated.
-- Related posts:
Posted in Marketing Thought, Microsoft on Sep 23rd, 2008 繼續閱讀 »
Microsoft today released a new study concluding that 94 percent of all interactions that consumers have with a brand online don’t receive any credit when advertisers run ROI studies. It also expanded the beta of its engagement mapping program to make it available to all of its Atlas ad-management clients. (source)
這篇採訪稿也大力微軟的網路行銷ROI衡量工具：engagement map
-- Related posts:
Posted in Marketing Thought on Sep 10th, 2008 繼續閱讀 »
TrendsSpotting在八月初製作了一份中國當前的網路趨勢報告：
雖然內容大多剪貼自其他市調公司，但仍然相當值得一看。ps. 兜些有用的資訊，免費丟到網路上送給大家，也算是幫公司衝人氣做PR的不錯方法。
其中最吸引我的莫過於這一張slide：
稍微瞭東西方網路生態的人應該知道，中國人大多在網路上從事娛樂活動(看不完的影片和聽不完的音樂？！XD)，歐美人上網則大多從事email、通訊等「工具性(or實用性)」活動，這種差別可能和兩邊的early adopter屬性有關。90年代初，Internet在歐美最先是商業用途，接著是教育用途，最後才走入一般家庭用戶；Internet到了90年代中後期，才隨著PC、網吧的普及，在中國大陸被廣泛使用，而主要使用族群在一開始即為年輕人居多。這些年來，全球網路重度使用者年紀逐漸下降，歐美網民應該會花費越來越多的網路時間在娛樂行為上。(2028年，網路將成為全球最大的娛樂平台？！)
台灣的網友大多在網路上從事什麼行為呢？我猜測應該和中國的模式比較接近。網路相關企業在台灣推出休閒娛樂性質服務，可能比較容易快速擴充市場。
-- Related posts:
Posted in Bill Gates, Marketing Thought, Microsoft on Sep 8th, 2008 繼續閱讀 »
這兩天關注科技新聞的鄉民們，應該都目睹了傳說中，耗資300 million美金的全新Windows Vista絕地大反攻行銷計畫。其中第一波主打廣告就是美國知名諧星Jerry Seinfeld和Bill Gates擔綱演出的鞋店廣告…依照Soapbox上windows-videos頻道的名稱看來，首支廣告叫做：Shoe Circus
雖然第一支影片在美國部落圈褒貶不一(還是我應該說…被大加伐撻才比較適切一點…)但我相信等第二、第三支新影片新劇情釋出後，大家的感受將會有所改變。依照官方說法，第一支廣告的主要目的僅在於「引起大家的討論」(trigger conversation)，先不就人們討論的內容來看，首波影片的目的確實已經達到了。
但諸位可能比較不知道，Windows (Vista)的官方首頁也在這一波Campaign中改版，新網站可以從http://windows.com，或是http://microsoft.com/windows 兩個網址連進去瞧瞧。更重要的是，你可以在新版網頁中，看到高畫質版本的新廣告。廣告的播放介面以Silverlight技術製作。
新版Windows首頁
舊版Windows首頁 (台灣目前版本，預計10月之後新版上線)
我個人非常喜歡新版白底、簡潔的設計。是時候脫掉掉五彩繽紛的外衣，回歸到最基本的技術面、應用面、和生活面來和全球的使用者溝通了。
-- Related posts:
Posted in Marketing Thought on Aug 26th, 2008 繼續閱讀 »
很多時時候，unconventional wisdom總是讓我起床後的精神為之一振：
The goal of the marketer is to have no one click on the ad EXCEPT for people who intend to buy. In fact, clever marketers try to sneak in ads that are unappealing enough that only the truly motivated will actually click. (source)
當你在處理關鍵字廣告時，是想極大化點閱率？還是想極大化投資報酬率？小心文案寫得太吸引人…
-- Related posts:
Posted in Marketing Thought on Aug 20th, 2008 繼續閱讀 »
Another interesting chart:
How many human beings are on earth?
Ans:6,501MM
How many mobile subscribers are on earth?
Ans:3,285MM
How many credit/debit cards are in use on earth? Ans:7,966MM
Crazy animals…
-- Related posts:
Posted in Marketing Thought on Aug 19th, 2008 繼續閱讀 »
You know the world’s NO.1 and NO.2 social network sites are based in US, but do you know US market is not always leading the trend? Take a look at what’s hot around the world (highest usage penetration on earth):
-- Related posts:
Posted in Marketing Thought on Aug 18th, 2008 繼續閱讀 »
People yield their seats to the elderly, disabled and pregnant women because of empathy or because of peer pressure?
每天搭捷運，有沒有想過這個問題：人們讓座博愛座的動機是什麼？同情心？罪惡感？
這世界有有哪些產品或服務，會讓消費者感覺到「不買(不用)就會有罪惡感」？我現在馬上想到的是中世紀天主教的贖罪卷…
或是節能環保訴求的產品？
或是軟體業？
使用盜版的軟體的人理應也會有罪惡感，但問題在於身邊太多人使用盜版了，如同你正想讓座時，發現你隔壁那位佔據博愛座的學生仍不為所動，你的罪惡感是否被沖淡一些了呢？
該如何喚醒消費者的罪惡感？像捷運車廂廣播一樣，天天輪播道德宣言嗎？
Please yield your seat to the elderly, disabled passengers and pregnant women, thank you.
-- Related posts:
Posting tweet...
