英国research paper代写精选:“许可营销的实际应用”,这篇论文主要介绍了一种新型的营销方法——许可营销,也就是permission marketing。文章指出,许可营销指的是,企业在推广其产品或服务的时候,事先征得顾客的“许可”,并在得到潜在的顾客许可之后,通过E-mail的方式向顾客发送产品/服务信息,因此,许可营销也称为许可E-mail营销。本research paper代写由51due整理,供大家参考阅览。
英国research paper代写精选: Godin presents Permission Marketing as a solution to what he terms the 'Attention Crisis' marketing professionals face today. Although technology has created many new mediums that can be utilized to market products, it has also immensely increased the number of outlets vying for our attention. Compared to years ago when there were only a handful of networks and a small number of newspapers and periodicals, today we can select from 282 channels and more. The large number of choices imposed on a finite quantity of time means that consumers are willing to spend less and less time paying attention to marketing. Technology has also allowed customers to steadily increased their standards to expect the highest quality product no matter what they purchase. This means that consumers no longer have to invest nearly as much time investigating what products will meet their needs because all are expected to. Current methods of marketing, Godin shows, involve breaking through the clutter to try and gain the customer's attention for a short period of time. 'Interruption Marketing' breaks into your dinner in the form of a cold call or occupies the space right after a TV writer cleverly markets his own show and entices you to continue watching it with a cliffhanger. Commercials become ever more glamorous and expensive to produce because there are so many different products, solutions to problems, competing for the finite resource of time. The only problem is that the more consumers are marketed to, the less they pay attention to it on the whole. Permission marketing takes into account the value that consumers place on their time in concentrating on reaching the customer with a message that is anticipated, personal, and relevant. Anticipated, because the customer has 'volunteered' to be marketed to and looks forward to your contact. The message should be personal, catering to the individual. In order not to waste the consumer's time it should be something they are interested in. Once you have gained their permission, it is important to continue to cultivate that permission and relationship. As the customer grants you more information, it should be used to develop a message that is even more personal and relevant to their needs. This, in a sense, binds the customer to you because you are meeting their needs and presenting yourself as a path of least resistance towards fulfillment of their needs. The end goal, of course, being to turn these consumers in to long-term profitable customers. In order to implement Permission Marketing, you must first interrupt the customer and convince him to volunteer to be marketed to. This is done with an incentive. The incentive can take many forms, but it must be obvious and clearly delivered. Once the consumer volunteers, you offer them a curriculum of value and information over time. During the process, the incentive must be reinforced to ensure that the consumer's attention is maintained. Throughout the process, the goal is to increase the level of permission and to leverage that into a valuable relationship for both parties. Again, technology plays a part in that it has allowed Permission Marketing to be cost effective. Because we can now cheaply, efficiently, and effectively gather and sort information about consumers, we can craft a message that is more personalized and perceived as a greater value because it is relevant to the problems they are trying to solve. In addition, because the World Wine Web presents a medium upon which the delivery of these messages is free, we can present these messages to consumers with increased frequency. This increases the success rate once again because we have used the permission that was granted to us to advance the level of information and value add we present to the customer. In reading this book, it didn't speak to me on the level of the text of Levitt. It almost seems as what is being presented is a workaround for the attention crisis. Permission Marketing does effectively utilize technology to present a relevant and personal message, but in order to get to that point you must first interrupt the customer and get them to pay attention. I did appreciate Godin's recognition of the value people place on their time. I use myself as an example in that every day I go trough life expecting that new products and solutions are being created to meet my needs, as well as knowing that major factors involved in almost all buying decisions I make are convenience and timesavings. I recently bought a refrigerator with an icemaker. Not only was the icemaker important to me because I would always have ice ready, but that I wouldn't have to fill ice trays anymore or use a filtering pitcher for water. I bought it from Nebraska Furniture Mart because I felt their prices were comparable, knew their products were of good quality, and more importantly would deliver and install the refrigerator complete with connecting the pipes. I was capable of making the connection myself, but certainly enjoyed spending the time watching TV while the workmen did the installation. The Attention Crisis is most certainly a reality. I can say with complete honesty that I never watch a commercial that hasn't previously entertained me by accidentally gaining my attention. Even then, I watch for entertainment value, not paying much attention at all to what is being marketed. I have determined that I can flip through all the channels at my disposal and locate a better alternative to what I'm watching, if it exists, all in the time it take for a standard commercial block. Godin presents, at its basest level, a customer focus theory similar to that of Levitt. He uses an incentive to get the customer to agree to give you their attention so you can demonstrate to them how you have focused your efforts to meet their particular needs. The permission they give you allows you to collect more and more information about them to be used in the creation and marketing of products. The only real problem that I have with Godin is that he prophetically warns of the death of mass media and interruption marketing, but points to it as the entry point to permission marketing. I have noticed, even at Ameritrade, that we are beginning to focus more of our promotion and marketing efforts towards affinity and incentive programs. As a manager in Product Development, our mantra is to continually create products that add value to the customer and assist in capturing a larger share of wallet. I've been working on a project for about the last 2 months involving our relationship with NetBank. All Ameritrade applicants that agree to open, and eventually fund a NetBank Checking account with $40, receive a $50 bonus (read incentive). In return for access to our applicants, NetBank is offering brokerage services to all of their accountholders through our subsidiary AmeriVest. In addition, NetBank will also sweep idle cash balances of all AmeriVest Accounts into interest bearing money market accounts. I wasn't a real fan of this deal because we give NetBank access to a customer base nearly ten times the size of their own. My confidence in our marketing team was restored when I spoke with some of them and found that the reason we agreed to work with them is that of their accountholders, more than 60% invest online and have investment balances over $50,000. By offering the added value and convenience of low commissions as well as the investment of idle cash, we hope to capitalize on the permission they have granted and turn them into long term customers. 51Due作为专业的留学教育辅导机构,专业辅导哲学论文代写、research paper代写,自2004年至今,坚持以学生为中心,全天候服务,为海外留学生完成了数万篇assignment代写、essay代写、report代写、stat代写等论文,以优质的英国代写服务赢得留学生的信赖,如有心理学essay代写需求,欢迎咨询QQ800020041哦。 51Due网站原创范文除特殊说明外一切图文著作权归51Due所有,未经51Due官方授权谢绝任何用途转载或刊发于媒体。如发生侵犯著作权现象,51Due保留一切法律追诉权。-C
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