为什么要进行营销?你不得不知的3要素

营销策划 运营法宝 3年前 (2017-08-01) 3217次浏览 已收录 330个评论

营销人要洞察消费需求,弥补消费者理想和现实之间的差距。而触发购买行为的是降低购买产品的各项成本。

 

工作原因,我和很多企业的创始人和营销负责人有过深度的交流,他们常常会提出一些问题:“我明明做了很好的产品,铺设了很好的渠道,打了很好的广告,有了非常好的传播,为什么产品无法像可口可乐那样,真正形成强势品牌?”“我的产品质量很好,购买过的用户评价很高,但我无论用什么营销方法,甚至大幅降价,都没有办法实现明显的销量增长”……

我认为他们的问题都触及到了营销最本质的问题:需求。需求,是营销的第一直觉。营销方法的本质目的是增长消费者对你的需求,否则营销在长期内无效。

既然如此,首先我们要剖析用户需求的形成机制,然后敏锐地发现用户需求的变化,抓住涌现的新需求。

为什么要进行营销?你不得不知的 3 要素

三大指标识别消费者变化

用户需求是一个很常见的概念,大众理解它为“人们为了满足特定的需要形成对特定产品和服务的购买能力”。这句话很绕口,但如果用心拆解,会发现里面包含着一个关键的“需求三角”模型。

形成需求的第一阶段是缺乏感。所有的需求起源来自于某种缺乏。比如一个刚毕业的女大学生,可能觉得背一个 200 元的包包很好看了。但参加工作后,她发现同事背着几千块的包包,缺乏感就出现了。实际上,缺乏感往往是被后天的营销所影响而形成的。

需求形成的第二个阶段,需要一个明确的目标物。因文化、环境、人不同,同一种缺乏,会指向不同的目标物。

还是那个毕业的女大学生,刚入职场缺乏存在感,她刷存在感的目标物可能是背更贵的包包,可能是追求更好的绩效,也可能是和老板建立更好的关系,这取决于她的价值观。

缺乏感加上目标物,构成了动机。当我们帮助消费者构建出动机时,我们的营销就成功了一大半。但还不够。

需求形成的第三个要素,是消费者能力。能力不仅指经济上的支付能力,还有消费者的学习能力、信任成本等。营销人在完成动机塑造后,需要给消费者赋能,让消费者最终形成购买。

营销人要了解一点:所有的机会,都来自于消费者的变化。而消费者的需求变化往往是需求的变化,是短暂的。这就造成原来很多热销的产品,慢慢变得不再被消费者需要了。因此我们要善于识别消费者需求的变化,及时调整产品和营销方向。

为什么要进行营销?你不得不知的 3 要素

为什么要进行营销?你不得不知的 3 要素

缺乏感的变化

缺乏感,是消费者的理想与现实之差,通俗的说法是“痛点”。要让消费者改变,就必须建立产品和消费者缺乏的连接。

以可口可乐为例。可口可乐诞生时因“伟大国家的无酒精饮料”营销概念迅速风靡。当时美国流行酒精饮料,而人们也清楚酒精是不健康的,所以可口可乐主打健康概念。

但现在可口可乐也因为高含糖量被贴上了不健康的标签,用户的需求下降了,怎么办?

它去年推出新广告“享受这一刻”,鼓励大家放纵自己一下,别为了长期的健康把眼前的日子过得太苦。你看,用户的缺乏感又被唤醒了。

所以,好的营销一定要与用户的缺乏感建立关联。别人越需要你,你的营销就越成功。大部分失败的营销和产品,是更多关注了企业自己的需求,没有和别人的缺乏感联系,从而导致最终需求没有形成。

那么,我们有没有系统的方法来激发用户的缺乏感呢?我研发出了一个落差表。它按照消费者观察自我的视角分类,五个视角涵盖了全部消费者缺乏感的来源。

为什么要进行营销?你不得不知的 3 要素

为什么要进行营销?你不得不知的 3 要素

目标物的变化

第二,你要识别目标物的变化。缺乏感加上目标物,就构成了动机。

这里要引入一个心理学概念,叫做执行意向。要推动别人去做一件,就需要把这个行动说得越明确。形成越明确的目标物,那么行动达成的概率越高。

有这样一个手表的广告:“不在乎天长地久,只在乎曾经拥有。”创作了缺乏感吗?创造了。我看了非常感动,但感动完了并不会购买它,因为我不知道这个缺乏感和买手表有什么关系,没有办法形成动机。

我们在日常观察中,看到很多企业经常犯这样的错误是,它们提供的目标物和提供的缺乏感完全没有关系。

比如在京东商城上看到的一个品牌热水器的宣传文案,“改变世界,颠覆你的生活”。我实在不知道一款热水器能怎样改变世界。除了奇怪之外,有谁会相信呢?

目标物和缺乏感的匹配一定要可信,才能形成动机。营销者的任务是发现其中真实的关联,并把大家内心想说的话说出来,把实话说出来而已。

为什么要进行营销?你不得不知的 3 要素

为什么要进行营销?你不得不知的 3 要素

能力的变化

营销史上存在着大量这样的问题:消费者非常心动,但是最终却没有购买它。这是消费者采取改变的成本太高了,超过了意愿。

我们来看一个极其典型的案例:如何在互联网上用大数据营销奥迪汽车。

按照我们惯常的思维,可以投放关键词定向推流广告,把奥迪的广告推送给那些经常在搜索奥迪关键词的用户,这应该是最精准的。但事实证明,效果并不好。

为什么?因为奥迪粉和奥迪消费者并不是一群人。买得起奥迪的人,不会经常搜索,而是直接购买;经常研究奥迪的,很可能是开奇瑞的人。

所以,更好的营销策略应该是,根据大数据对人的收入做一个分类,给一定收入水平线上的人推送奥迪,给经常搜索奥迪的人推送奇瑞,是更高效的营销方案。

其实从动机到购买之间,有一道并不容易翻越的山梁,就是消费者自我改变要付出的成本。它包括六大消费者成本。营销人要跨越成本门槛,把动机最终转化成需求,给消费者赋能,让他们更有能力,降低其决策成本,更加便利地做出选择……

接下来,我们看看影响需求最终形成的六大消费者成本,以及营销人应该如何赋能。

金钱成本

能够靠减少消费者的金钱成本创造新的市场机会。常见的策略很多,如促销、临时试用等。

形象成本

给产品赋予更多有意义的概念。比如日本电饭煲最早主打便捷的营销点,后来切换成让饭更加健康的卖点,帮助消费者降低了损害勤劳形象的成本。

行动成本

用户使用你的产品极其麻烦耗时,他就会选择不使用。现在的物联网不是没有用户动机,而是行动成本太高。

学习成本

消费者必须经过额外的学习,改变已有的习惯,才能够使用的成本。美图秀秀正是降低了修图的成本,一键美图。

健康成本

消费者感知到使用某产品对健康产生了危害,这也会构成很高的成本。比如王老吉将自己的凉茶身份转变成饮料,消费者感知的健康成本降低了,于是广泛接受它。

决策成本

对于市面上的很多产品,消费者有购买动机,却因决策成本巨大,没有购买。比如理财 App 用大企业作背书,降低了消费者的决策成本。

 


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