22
Jun
2012

მომხმარებლის ‘ნიშნობა’

22 Jun 2012

მარკეტერი ინვესტიციას დებს თავის ძვირფასს რესურსში -დრო, ფული და ნიჭი, რათა მიაღწიოს სასურველ მიზნებს.

დავაზუსტოთ, მარკეტერი აიძულებს ხალხს ,’ დაინიშნონ’  თავის სასურველ „სასიძო“ ბრენდთან და აქედან  შექმნას დიდი მოგება!

წესები შეიცვალა და ბევრი მარკეტერი უკან დარჩა…

მარკეტერების ნაწილი აღარ მიმართავს ძველ ტაქტიკას, მაგრამ ხელმძღვანელობა უფრო მეტ ROI-ს ითხოვს.

შეგვიძლია შევთანხმდეთ იმაზე, რომ მარკეტინგული თამაში რადიკალურად შეიცვალა და ასევე შეიცვალა მანიაკალური დამოკიდებულება მარკეტინგული  ROI-ის მიმართ . (Return On Investment)

მარკეტინგი აღარ არის დამოკიდებული მხოლოდ ‘მოთხოვნის შექმნაზე’ რომელიც გაყიდვებით იზომება, არამედ  დამოკიდებულია  ურთიერთობის ჩამოყალიბებაზე, შექმნაზე, რომელიც ნდობით იზომება…

 

უფრო მნიშვნელოვანი და ტრანსცენდენტალურია  ROI. ჩვენ ეს ხარისხი უნდა გავზომოთ ხანგრძლივი ურთიერთობებით და არა გაყიდვების ოდენობით.

დღევანდელი მომხმარებლები ყურადღებას არ აქცევენ მარკეტინგულ აქტივობებს და უარეს შემთხვევაში ვერ იტანენ მას.

არც  არის გასაკვირი, რადგანაც მომხმარებლები შეწუხებული არიან დღეში  3000 მარკეტინგული მესიჯით. მიუხედავად ამისა მარკეტერები მაინც აგრძელებენ არაფრისმთქმელ რეკლამების „თქვეფას“.

პრობლემა იმაში კი არ მდგომარეობს, რომ ხალხი ვეღარ ეგუება რეკლამას, მასში უამრავი ფული იხარჯება, ან ცუდად დაგეგმილი მარკეტინგია და არ არის ორიენტირებული მის პოტენციურ სეგმენტზე, ან არაეფექტურია, არამედ რეალური პრობლემა იმაში მდგომარეობს, რომ მომხმარებელი შეიცვალა!

მომხმარებელს უკვე აქვს იმის ძალა და უნარი, რომ  აკონტროლოს და განსაზღვროს  , თუ რა მესიჯი და რა დოზით  „მიიღოს“…. მომხმარებელს  აქვს „ინსტრუმენტები“ , რომ აიცილოს მისთვის  არასასურველი ინფორმაცია, და  მიიღოს მხოლოდ ის, რაც მას აინტერესებს . მომხმარებელს შეუძლია ბოიკოტი გამოუცხადოს იმ ბრენდს, რომელიც მათ ნდობას შეულახავს..

თანამედროვე ტექნოლოგიამ, ბოლოსდაბოლოს შეცვალა მარკეტერების გავლენა მომხმარებელზე

„დავინიშნოთ ჩვენს საყვარელ ბრენდთან და შევქმნათ გრძელვადიანი და მყარი ურთიერთობა ..მასთან ნიშნობის გაუქმება, ყოველთვის შესაძლებელია..  ქორწილამდე წინ  კიდევ  დიდი დრო  გვაქვს“…. !!!

 

ავტორი: ქეთა ლომიძე

 

განხილვა

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