Nyob rau hauv ib puag ncig kev sib tw niaj hnub no, ib qho ntawm cov cuab yeej ua haujlwm tseem ceeb tshaj plaws yog kev lag luam. Nws muaj kev cuam tshuam ncaj qha rau tus neeg siv khoom qhov kev txiav txim siab los yuav ib yam khoom tshwj xeeb. Kev lag luam yog dab tsi? Nws cov hauj lwm tseem ceeb yog dab tsi? Kev tshawb fawb txog kev lag luam dab tsi tuaj yeem siv hauv kev lag luam? Muaj ntau cov lus nug, tab sis ob peb cov lus teb meej. Yog li cia peb pib.
kev lag luam tswvyim
Kev lag luam yog ib txwm nkag siab tias yog ib qho kev tshawb fawb ntawm kev lag luam txhawm rau kawm cov kev xav tau ntawm cov neeg siv khoom thiab ua raws li lawv siv cov cuab yeej sib txawv.
Lo lus "kev lag luam" tsuas yog tshwm sim hauv ib puas xyoo dhau los, nrog rau kev txhim kho kev lag luam thiab kev sib tw nce ntxiv. Tom qab ntawd cov tswv lag luam yuav tsum tau qhia cov yam ntxwv tshiab kom tsis txhob poob cov neeg siv khoom. Lo lus "kev lag luam" nws tus kheej los ntawm kev lag luam lus Askiv thiab txhais tau tias kev ua lag luam thiab kev ua rau nws. Los ntawm kev ua peb txhais tau tias kev kawm ntawm cov neeg siv khoom, suav nrog lawv cov segmentation,txiav txim siab cov neeg tuaj saib lub hom phiaj, lawv cov kev xav tau, tsim ib yam khoom, txhawb nws, thiab lwm yam. Feem ntau, kev lag luam yog ib txwm nkag siab tias yog kev ua lag luam thiab ntawm tus neeg yuav khoom. Tag nrho cov no xav tau, ntawm ib sab, kev paub zoo, thiab ntawm qhov tod tes, qee tus tswj kom intuitively siv kev lag luam hauv lawv cov tuam txhab. Tab sis tseem, ua ntej yuav siv cov cuab yeej siv dav, koj yuav tsum kawm tsawg kawg nws me ntsis.
Thawj qhov uas yuav tsum nco ntsoov hauv kev nkag siab txog kev lag luam tsis yog kev tshaj tawm. Thiab tsis txawm muag. Kev lag luam yog nkag siab tias yog ib qho kev qhia uas yuav tsum muaj kev paub dav dav txog kev ua lag luam, khoom muag, thiab kev txhawb nqa. Hauv qab qhov kawg ntawm cov dej khov nab kuab yog qhov kev siv zog loj heev ntawm cov neeg lag luam kom nkag siab txog cov kev xav tau ntawm cov neeg siv khoom. Txawm li cas los xij cov khoom txhawb nqa, nws yuav tsis ua haujlwm yog tias tib neeg tsis xav tau. Thaum tsim ib yam khoom tshiab, koj tsis tuaj yeem ua raws li cov uas twb muaj lawm. Cov tuam txhab loj tshaj plaws: Amazon, Microsoft, Apple - tsim lawv tus kheej. Tam sim no muaj ntau lub tuam txhab sim rov ua dua lawv txoj kev vam meej. Tab sis lawv yog cov zoo tshaj plaws hauv lawv cov niches, thiab yav tom ntej tsis muaj leej twg yuav dhau lawv.
Yog li, kev lag luam nkag siab raws li kev tshawb fawb kev lag luam, kev tsim khoom, nqi, kev sib txuas lus nrog cov neeg siv khoom, xa khoom.
Nyob rau kev lag luam
Xav tau yog yam tsis muaj: khoom noj, khaub ncaws, kev lom zem, kev ua si, kev ua si, mus ncig, kev loj hlob, thiab lwm yam.
Nyob
Ib qho kev xav tau txawv ntawm qhov xav tau uas nws nyob ntawm tus neeg nyiam. Piv txwv li, xav tau qab zib, txiv nkhaus taw, hnyuv ntxwm, qos yaj ywm. Nyob ntawm kab lis kev cai ntawm ib cheeb tsam.
Kev xav tau kev lag luam yog nkag siab tias yog kev sim raukeeb kwm thiab kab lis kev cai ntawm tus neeg siv khoom, thiab txawm tias muaj kev sib txuas nrog cov stereotypes: nyob rau hauv Teb Chaws Asmeskas - xav tau french fries thiab hamburgers, nyob rau hauv Fabkis - qwj thiab caw, nyob rau hauv lub teb chaws Yelemees - nyob rau hauv npias thiab hnyuv ntxwm.
Yog tias lawv tsis muaj kev cuam tshuam rau kev xav tau ntawm cov chaw tsim khoom, ces ntawm qhov xav tau - ntau npaum li cas! Nov yog qhov kev tshaj tawm los cawm, ua rau "qab los" los yuav cov khoom no.
Request
Kev xav tau yog qhov xav tau thiab lub sijhawm los yuav. Nyob ntawm cov nyiaj tau los ntawm cov neeg siv khoom. Cov menyuam kawm ntawv yuav tsis muaj peev xwm yuav ib lub moos kim. Tab sis tus neeg ua lag luam ua tau zoo tuaj yeem ua tau. Nov yog qhov thov.
khoom
Cov lus txhais no coj peb mus rau qhov kawg - cov khoom. Hauv kev lag luam, ib yam khoom tau nkag siab raws li cov lus teb rau cov neeg siv khoom thov. Cov neeg yuav cov khoom uas muaj qhov zoo tshaj plaws ntawm cov khoom thiab yuav txaus siab rau lawv cov kev xav tau. Cov neeg lag luam yuav tsum txiav txim siab seb cov khoom lag luam yuav tsum tau tsim li cas thiaj li ua tau raws li qhov xav tau ntawm cov neeg siv khoom.
Cov neeg xav tau "cov khoom zoo meej": nqe, zoo, nta.
Tau kawg, koj tuaj yeem rov qab mus rau lub sijhawm qub thiab mus rau tus kheej txaus: tshem tawm txhua yam ntawm koj tus kheej. Tab sis leej twg xav tau nws nyob rau hauv lub xyoo pua 21st? Yuav kom cov neeg yuav khoom thiab cov neeg tsim khoom sib pauv khoom thiab nyiaj txiag, muaj kev lag luam.
Kev lag luam
Kev ua lag luam nkag siab tias yog lub platform rau kev sib pauv, qhov twg txhua tog tau txais txiaj ntsig. Zoo, ntawm no txoj haujlwm nquag ntawm cov neeg lag luam twb pib lawm.
Lub hom phiaj ntawm kev lag luam yog dab tsi
Rau tus neeg yuav khoom yog nrhiav cov khoom zoo uas phimkev cia siab, ntawm tus nqi pheej yig thiab nrog cov yam ntxwv zoo tshaj plaws.
Rau lub chaw tsim khoom, nws txhais tau tias ua tau raws li qhov xav tau ntawm cov neeg tuaj saib lub hom phiaj.
Qhov no yuav tau txais txiaj ntsig ob tog.
Kev lag luam
Raws li, kev lag luam kev lag luam tau nkag siab tias yog txheej ntawm cov neeg yuav khoom, cov chaw tsim khoom thiab tsoomfwv cov neeg sawv cev uas tiv thaiv kev nyiam ntawm cov neeg siv khoom thiab tshawb nrhiav kev lag luam rau qhov no.
Kev lag luam kev lag luam tuaj yeem faib rau cov tog neeg no:
- Muag khoom lag luam - qhov twg cov neeg yuav khoom txaus siab rau cov khoom. Piv txwv li, monopolies.
- Tus neeg yuav khoom lag luam - ntawm no cov neeg muag khoom tab tom nrhiav cov neeg siv khoom rau lawv tus kheej. Ib hom ntawv paub ntau dua rau peb.
Cov lus nug dab tsi uas tus neeg lag luam yuav tsum nug lawv tus kheej ua ntej pib tsim cov khoom lag luam
- Lub khw tam sim no ploj lawm dab tsi?
- Yuav muag zoo li cas?
- Qhov no puas tuaj yeem muag sab nraud ntawm lub khw hauv zos?
- Puas neeg xav tau?
- Yog li, ua li cas? Client portrait - hom phiaj neeg.
- Yam khoom xav tau dab tsi txaus siab?
- Yuav ua li cas siv tshuab tsim khoom?
- Tus nqi kwv yees thiab tus nqi kawg yuav yog dab tsi?
- Yuav ua li cas txo tus nqi kom tsis txhob poob zoo?
- Ntau npaum li cas cov peev txheej (tib neeg thiab nyiaj txiag) xav tau los siv thawj pawg ntawm cov khoom?
- Zoo tshaj qhov kev sib tw?
- Yuav ua li cas thiaj li sawv tawm ntawm kev sib tw?
- Yuav ua li cas txhawb cov khoom lag luam hauv social media?
- Kev muag khoom kwv yees ntau xyoo tom ntej.
- Txoj kev tshaj tawmkhoom.
Yog tias cov lus teb rau cov lus nug txog kev xav tau hauv kev ua lag luam thiab seb cov khoom puas yuav muag tau zoo rau koj, koj tuaj yeem txuas ntxiv nrog kev tsim khoom. Qhov tseem ceeb yog kom paub yuav ua li cas kom sawv tawm ntawm kev sib tw.
Kev Tshawb Fawb
Kev tshawb fawb txog kev lag luam - lub tswv yim no hais txog dab tsi?
Thaum tso cov khoom lag luam, muaj ntau qhov kev sim thiab kev tshawb fawb kom ua tiav. Feem ntau lawv tuaj yeem ua tiav los ntawm kev teb cov lus nug ntau yam ntawm qee lub ntsiab lus. Cov kev tshawb fawb no tau ua tiav ob qho tib si ntawm kev tsim khoom thiab tom qab.
- Kev lag luam. Cov yam ntxwv ntawm kev lag luam, tus neeg siv khoom profile (hnub nyoog, poj niam txiv neej, qhov chaw nws ua haujlwm, kwv yees cov nyiaj tau los, kev ua txij ua nkawm, thaj chaw tsis sib xws), cov neeg sib tw (tshwj xeeb tshaj yog them nyiaj rau lawv txoj kev koom tes hauv kev ua lag luam, thiab tseem ntsuas seb lawv ua haujlwm sai npaum li cas), kev nom kev tswv thiab lwm yam cuam tshuam rau kev ua lag luam.
- Muag. Hauv cheeb tsam twg cov khoom yuav muag zoo tshaj plaws? Kev muag khoom sai npaum li cas? Cov khoom muag thiab cov phiaj xwm faib khoom. Cov khoom lag luam yog tsim nyog los xam qhov ntim ntawm cov khoom thiab tshem tawm cov khoom lag luam tsis raug. Kev npaj cov khoom yuav pab kom tsis tu ncua nrhiav qhov yuam kev thiab kho lawv yam tsis muaj teeb meem rau lub tuam txhab.
Kev npaj kev faib khoom hauv kev lag luam yog hais txog kev xa khoom ntawm cov khoom los ntawm qhov chaw tsim khoom mus rau qhov chaw muag khoom. Ntawd yog, tag nrho cov kev txav ntawm cov khoom, nrog kev pab ntawm cov tuam txhab no yuav raug siv. Kev npaj cov khoom lag luam pib txij li tau txaiskev txiav txim thiab txoj cai mus txog qhov tau txais cov khoom los ntawm cov neeg siv khoom. Kev muag khoom muaj xws li kev khaws cia thiab khaws cov khoom muag. Cov khoom muag yuav tsum tau saib xyuas tshwj xeeb yog ua tib zoo, vim tias nws feem ntau tshwm sim tias tus neeg siv khoom xaj qee yam, thiab tom qab lees txais qhov kev txiav txim, cov neeg ua haujlwm hauv tuam txhab pom tias cov khoom tsis nyob hauv Tshuag. Thiab tom qab ntawd koj yuav tsum tau sib tham nrog tus neeg siv khoom, lossis, yog tias ua tau, nrhiav nws los ntawm cov neeg sib tw kom tsis txhob poob siab ntawm cov neeg siv khoom.
Feem ntau, kev xa khoom yuav tsum tau ua tib zoo npaj, tswj thiab tsis ncua nrog kev xa khoom. Tshwj xeeb tshaj yog thaum nws los txog loj ntim.
Cov khoom lag luam tshiab. Koj cov khoom tuaj yeem sib tw nrog lwm tus li cas? Yam tshiab dab tsi koj yuav muaj peev xwm muab kev lag luam tom qab qee lub sijhawm?
Cov kev sim hauv qab no tau ua qee lub sijhawm tom qab tso tawm cov khoom.
- Kev tshaj tawm. Ntawm no koj yuav tsum tau teb cov lus nug, qhov twg ntawm txoj kev nce qib tau ua tau zoo tshaj plaws? Koj yuav tsum xam seb qhov twg ntawm kev tshaj tawm thiab tus nqi twg nyiam cov neeg siv khoom tshaj plaws. Tsis tas li ntawd tus neeg siv khoom raug nqi npaum li cas. Txhawm rau xam qhov no, koj yuav tsum faib cov nqi tshaj tawm ntawm cov peev txheej no los ntawm cov neeg siv khoom uas tuaj ntawm cov peev txheej no. Yuav kom paub seb tus neeg siv khoom tau kawm dab tsi txog koj ntawm no, koj tuaj yeem siv ntau txoj hauv kev. Hauv Is Taws Nem yog txoj hauv kev yooj yim tshaj plaws los ua qhov no, tab sis yog tias qhov tshaj tawm hauv TV lossis tsis yog xov xwm, ces siv cov lus nug luv luv tuaj yeem siv.
- Kev tshuaj xyuas cov nqi pib thiab thawj cov nyiaj tau los. Koj khwv tau npaum li cas rau ib chav? Kev kho qhov pib muag khoom tom qab tso tawm cov khoom. Kom txhua qhov kev cia siab tau ua tiav raws li qhov ntimmuag tom qab thawj lub hlis tom qab tso tawm? Tom qab ob peb lub hlis tom qab tso tawm, koj tuaj yeem ua qhov kev tsom xam.
- Kev txhawb zog ntawm cov neeg ua haujlwm. Dab tsi ntawm kev txhawb siab feem ntau cuam tshuam rau kev ua haujlwm ntawm cov tub txib? Tham nrog cov neeg ua haujlwm, nug seb lawv xav li cas. Thiab rau cov kev txhawb zog, ib yam nkaus, faib ib qho chaw hauv pob nyiaj.
Koj tuaj yeem thiab yuav tsum ua raws li koj tus kheej kev tshawb fawb kev lag luam, nyob ntawm seb hom kev lag luam. Ib qho piv txwv yuav yog lub tsev noj mov Italian tshawb fawb cov neeg siv khoom nyiam cov tais diav. Koj tuaj yeem nug cov neeg tuaj saib seb lawv nyiam dab tsi thiab lawv xav tias yuav tsum hloov pauv.
Innovation
Nyob rau xyoo pua 21st, kev lag luam tshiab tshwj xeeb yog tsim. Tag nrho cov no yog vim muaj kev sib tw loj hlob thiab kev ntshaw ntawm cov tuam txhab kom coj tej yam tshiab rau kev ua lag luam. Hauv kev lag luam tshiab, kev lag luam yog cov tswv yim thiab cov tswv yim.
Kev lag luam tawm tswv yim yog ib txwm nkag siab raws li kev tshuaj xyuas ntawm kev ua lag luam thiab lub peev xwm ntawm kev lag luam. Nws lub hom phiaj yog txhawm rau txhim kho kev ua haujlwm ntawm kev lag luam thiab nqa cov txiaj ntsig ntxiv. Cov neeg lag luam paub qhov txawv ntawm ob hom kev lag luam tawm tswv yim: tsis tu ncua thiab kev huv. Kev tsis tu ncua yog kev saib xyuas tas li ntawm kev sib tw ntawm lub tuam txhab, thiab kev kho mob yog tib yam li niaj zaus, tab sis nws yog siv los ntawm kev rov tsim cov nyiaj. Nws txawv ntawm qhov ib txwm muaj nyob rau hauv qhov tsis tu ncua, cov nyiaj tau muab faib ua ntu zus rau kev lag luam, thiab nyob rau hauv rooj plaub ntawm kev kho dua tshiab - raws li xav tau.
Tactical tshiabkev lag luam yog nkag siab tias yog npaj kev lag luam rau kev tshaj tawm cov khoom tshiab lossis cov khoom loj ntawm ib qho uas twb muaj lawm. Cov khoom tshiab ua lub luag haujlwm tseem ceeb hauv kev sib tw ntawm lub tuam txhab. Txhawm rau siv nws, koj yuav tsum ua ntau yam kev tshawb fawb thiab kev sim. Qhov no yog kev kawm txog cov khoom tsim kho tshiab, ntu kev lag luam, kev tshawb nrhiav kev lag luam, kev tshaj tawm, kev muag khoom, kev tsim khoom thiab kev tshawb fawb rau cov neeg siv khoom ruaj khov. Tactical marketing yog ncaj qha ntsig txog kev lag luam innovation, qhov twg txhua tus neeg uas xav yuav thiab muag cov khoom tshiab sib sau ua ke. Paub txog kev pheej hmoo ntawm kev tsis lees paub ntawm cov khoom tshiab.
Kev tshawb fawb tshiab yog kev tshuaj xyuas tiav ntawm cov khoom zoo sib xws hauv kev ua lag luam, kev tshuaj xyuas qhov kev thov rau cov khoom ntawm hom no, thiab txawm tias kev kwv yees kev muag khoom yav tom ntej.
Kev tshawb fawb ntawm ntu kev lag luam - txheeb xyuas cov pab pawg neeg siv khoom, cov neeg siv khoom portrait, nyiaj ntau npaum li cas cov neeg tuaj saib tau txaus siab them rau cov khoom.
Kev soj ntsuam kev lag luam yog sim cov khoom ua ntej tso tawm. Piv txwv li, tastings, fairs thiab ntau dua.
Kev tshaj tawm yog kev nthuav qhia ntawm qhov zoo ntawm cov khoom, txhais tau tias kev tshaj tawm uas muaj kev cuam tshuam loj tshaj plaws rau cov neeg yuav khoom.
Lub koom haum muag khoom. Cov khoom lag luam tuaj yeem muag rau ob qho tib si cov neeg siv khoom thiab cov neeg muag khoom (suav muag) lossis cov neeg nruab nrab (tus neeg ua haujlwm, tus neeg sawv cev), franchise. Nws nyob ntawm seb cov khoom lag luam xav tau ntau npaum li cas hauv kev ua lag luam. Yog tias qhov kev thov rau cov khoom loj, nws yog qhov zoo dua rau cov muag khoom loj.
Tactical innovation marketing yog to taub raws li tag nrho cov hauj lwm thiab kev ntsuam xyuas los txhawb ib tug tshiab khoom.
Yuav ua li cas kev lag luam cuam tshuam rau lub neej ntawm cov neeg siv khoom
Qhov tseem ceeb tshaj plaws yog lub sijhawm raubuyers nrhiav tau ib yam khoom zoo effortlessly. Qhov no tuaj yeem ua tiav hauv online platforms, advertising banners, tshaj tawm, thiab lwm yam. Tam sim no kev lag luam tau ua tiav tag nrho qhov chaw, tsim kom muaj kev sib tw loj. Kev tshaj tawm, uas yog ib qho ntawm cov cuab yeej lag luam tseem ceeb, tshwm nyob txhua qhov chaw. Qhov no tshwj xeeb tshaj yog pom nyob rau hauv social networks.
Zoo kawg
Zoo, kev lag luam yog ib txwm nkag siab los ntawm cov neeg siv khoom raws li kev tshaj tawm, tab sis kev lag luam yog qhov txheej txheem nyuaj. Cov neeg lag luam ua haujlwm ob qho tib si los tsim cov khoom lag luam thiab thaum kawg kaw qhov kev cog lus nrog tus neeg siv khoom. Nyob rau hauv lub ntiaj teb niaj hnub no, tsis muaj kev paub txog kev lag luam, nws tsis tuaj yeem tsim lub tuam txhab ua tiav thiab tau txais txiaj ntsig. Tab sis kev kawm tag nrho cov no ntawm koj tus kheej los ntawm kos yuav siv sij hawm ntau, vim tias kev lag luam yog ib txwm to taub raws li tag nrho cov kev paub txog kev lag luam, thiab nws yuav zoo dua los ntiav ib tus kws tshaj lij los siv nws. Thaum ntiav ib tus neeg ua lag luam, tsis txhob hnov qab xyuas nws lub peev xwm: nug txog nws rooj plaub, sab laj nrog cov phooj ywg uas tau ntiav cov kws tshaj lij hom no.
Yog tias koj ntshai los ua haujlwm nrog kev ua lag luam, ces pib kawm kev lag luam kom nthuav dav ntxiv tam sim no. Nws yuav yog ib qho kev lom zem thiab kev kawm taug txuj kev nyuaj, thiab tseem yuav qhib txoj hauv kev rau cov pib tshiab rau lub ntiaj teb ntawm lawv tus kheej kev lag luam.
