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Marketing:Futuristic Report|关于营销的未来派报告

来自Wired:Soon, Marketing Will Follow You,抛出了一个新颖的名词,也许是未来的技术应用导向为基础的营销趋势:Mobile-target Marketing.

Cell-phone technology can track subscribers' whereabouts, retailers have access to technology that can tell when a particular customer walks into a store. With that information in hand, stores could conceivably tailor marketing messages to people based on demographic data or on answers to questions they were asked when they signed up for cell-phone service.

一个三菱电器研究实验室的研究员介绍了他们正在开发的一种基于传感器的"数据投射墙":

......developing a system that projects product information onto a wall. As a customer approaches the wall, the system senses that someone is getting closer and alters the message it projects, incorporating data about the person gleaned through facial-recognition technology. The closer the customer approaches, the more specific the information gets. Eventually, the message would focus on the actual product the person is handling.

......(This) system is based on more than 20 sensors that evaluate where people are in relationship to a display. And, because the display is projected rather than on a fixed screen, it can be directed anywhere. More importantly, the system can sense how people are reacting to the messages by tracking whether they are approaching the product and continuing to watch the ad or turning away. That information then gets reported to managers.

这无疑给众多应用该技术的商家带来了转变传统思维的挑战:如何去设计内容(devising the content)来吸引顾客的注意力并使他们长时间逗留(stick around for the content),并如何最终促使他们转化为实际购买的行动力."Content is king.If your content sucks, people aren't going to watch"不单是一个简单的网络信条,它还是对我们bloggers的忠告.

另外一个有趣的分析来自Economist:The Internet in a cup,讲述了17/18世纪咖啡馆发挥的类似当今Internet平台的信息交换作用:

The coffee-houses......functioned as information exchanges for writers, politicians, businessmen and scientists. Like today's websites, weblogs and discussion boards, coffee-houses were lively and often unreliable sources of information that typically specialised in a particular topic or political viewpoint......There, for the price of a cup of coffee, you could read the latest pamphlets, catch up on news and gossip, attend scientific lectures, strike business deals, or chat with like-minded people about literature or politics.

更为有趣的是,当时的各个咖啡馆为了满足其顾客需求,还特地在馆内陈列了各种诸如商品价格清单的有用信息.

一直难以费解为什么老外把网吧称作"网络咖啡屋",原来早在几个世纪前,咖啡馆就已经连接起整个欧洲大陆形成了"the Internet of the Enlightenment Era".而如今,代表"复古"精神回归的传统正在被WiFi技术续写,WiFi+Starbucks成了明日的时尚,而Starbucks为代表的咖啡馆是否会利用hotspot来为顾客提供数据增值业务,这显然又是下一个营销热点了.

Posted by topku at December 21, 2003 02:58 PM | TrackBack(0)