BUILDING SUSTAINABLE RELATIONSHIPS THAT BRING BRANDS AND PEOPLE CLOSER | Mark Morin | TEDxLaval
Summary
TLDR本视频脚本深入探讨了关系营销的概念,指出现代营销原则自1960年代以来已发生根本变化。互联网、社交媒体和数字技术改变了我们的沟通方式,品牌需要从产品转向人,建立与消费者的紧密联系。品牌需要了解消费者个体差异,通过个性化和情感连接来赢得信任,提供真正价值。同时,人工智能技术的应用有助于分析数据、理解消费者情绪,为建立持久的客户关系提供支持。
Takeaways
- 🌐 互联网、社交媒体、智能手机和数字技术彻底改变了我们生活和工作的方式,尤其是沟通方式。
- 📢 品牌现在拥有无数新的渠道、平台和工具来更好地与客户互动,但往往使用这些工具的方式还停留在20世纪60年代。
- 🙅♂️ 现代消费者在信息过载的市场中太过分心,无法关注品牌想要他们做的事情。
- 🔄 品牌需要将焦点从产品转移到人身上,建立品牌与服务对象之间的牢固关系。
- 🤝 成功接近消费者的品牌在三个方面做得很好:了解客户、与客户建立深度联系、赢得客户信任。
- 💡 品牌需要与消费者在情感层面上建立联系,因为人们用心灵购买,然后用理智来证明。
- 👥 品牌需要了解客户作为个体,而不仅仅是作为消费者或市场细分。
- 🔍 现代营销者利用数据来提供个性化的信息和体验,这在以前是难以实现的。
- 💄 通过个性化的美容指南项目,展示了个性化内容如何对客户的生活产生积极影响。
- 🚫 数据和情感信息的结合也可能导致滥用,如诱导消费者购买不需要的产品或影响他们的观点。
- 🛡️ 建立强大的客户关系需要赢得信任,品牌需要在每一次接触和体验中不断赢得客户的信任。
- 🤖 人工智能在分析大量信息、理解消费者行为和提供个性化体验方面具有巨大潜力,尽管它有时会受到负面报道。
Q & A
什么是关系营销,它与传统营销有何不同?
-关系营销是一种以建立和维护与顾客的长期关系为核心的营销策略。与传统营销相比,关系营销更注重于了解顾客的个人需求和偏好,通过个性化的服务和沟通来建立信任和忠诚度。
为什么品牌需要从产品转向人,建立与顾客的关系?
-在信息过载和消费者注意力分散的市场中,品牌需要通过建立与顾客的个人关系来区分自己。这有助于品牌更深入地了解顾客,提供个性化的产品和服务,从而赢得顾客的信任和忠诚。
品牌如何通过了解顾客来建立更紧密的联系?
-品牌可以通过收集和分析顾客的在线行为数据来了解他们的偏好和需求。然后,利用这些信息提供个性化的产品和服务,以及通过各种渠道与顾客进行有意义的互动。
情感连接在品牌与顾客关系中扮演什么角色?
-情感连接是品牌与顾客建立长期关系的关键。人们往往是基于情感做出购买决定,然后才用逻辑来合理化这些决定。因此,品牌需要在情感层面上与顾客建立联系,而不仅仅是提供产品特性和优势。
为什么说品牌需要赢得顾客的信任?
-信任是品牌与顾客关系中最宝贵的资产。顾客更倾向于从他们信任的品牌购买产品。品牌需要通过一贯的高质量产品和服务,以及诚实透明的沟通来赢得和保持顾客的信任。
如何理解品牌在1960年代的营销原则与现代营销的差异?
-1960年代的营销原则,如产品、价格、地点和促销(4P),主要关注的是产品本身和大规模市场推广。而现代营销则更侧重于顾客的需求和体验,以及通过数字渠道与顾客建立个性化的联系。
为什么说个性化是现代营销中的关键因素?
-在当今多样化和个性化的市场中,顾客期望品牌能够理解他们的独特需求和偏好。个性化可以帮助品牌更好地满足这些需求,提供定制化的产品和服务,从而增强顾客的满意度和忠诚度。
品牌如何利用人工智能来加强与顾客的关系?
-品牌可以利用人工智能来分析大量的顾客数据,预测行为趋势,并提供个性化的推荐和服务。此外,人工智能还可以帮助品牌更好地理解顾客的情感状态,从而调整沟通策略,建立更深层次的情感连接。
为什么说数据是现代营销者的重要资源?
-数据使营销者能够深入了解顾客的行为、偏好和需求。通过分析这些数据,品牌可以更精准地定位市场,制定个性化的营销策略,并提供及时、相关的产品和服务。
品牌如何确保在提供个性化服务的同时不侵犯顾客的隐私?
-品牌需要在收集和使用顾客数据时遵守相关的隐私保护法规,并确保顾客了解他们的数据如何被使用。此外,品牌应该提供透明的数据使用政策,并给予顾客控制自己数据的权利。
品牌如何通过创造真正的价值来赢得顾客的信任?
-品牌可以通过提供高质量的产品和服务、有价值的内容和建议、以及共享体验和社区感来创造真正的价值。这种价值超越了传统的促销和折扣,关注于提供给顾客长期的利益和满足感。
Outlines
😀 关系营销的重要性与挑战
第一段主要讨论了关系营销的概念及其与传统营销的区别。自1960年代现代营销原则首次引入以来,互联网、社交媒体、智能手机和数字技术已经彻底改变了我们的生活和工作方式,尤其是沟通方式。品牌现在有无数新的渠道、平台和工具来更好地与客户互动,但往往仍然使用适合1960年代的方法,如告诉消费者他们的产品有多好,为什么应该购买,或者他们的品牌有多棒,为什么应该关注。然而,在当今这个杂乱无章、高度连接的市场中,消费者太忙于日常生活,无暇关注品牌想要他们做的事情。作者认为,在这样一个分散的市场中,品牌需要将焦点从产品转移到人,建立品牌与服务对象之间的紧密关系。建立这种关系的品牌通常在三个方面做得很好:了解客户、与客户建立深度联系、赢得信任。
🌈 个性化与品牌差异化的力量
第二段中,作者通过个人经历强调了个性化和品牌差异化的重要性。作者小时候因为红头发而与众不同,被同龄人嘲笑和欺负,这让他意识到我们每个人都有独特之处,并且这种多样性构成了人类种族的美妙之处。这种认识帮助作者在职业生涯中帮助品牌理解如何区分自己,以及如何服务于具有独特需求、偏好、优先事项和个性的宇宙般广阔的客户。作者分享了一个他为化妆品品牌创建个性化美容指南的项目,该项目通过使用客户的独特特征(如发色、眼睛颜色和形状,甚至是化妆个性)来提供个性化信息,从而帮助女性更有效地选择和使用化妆品。这个项目不仅技术上具有挑战性,而且对客户的生活产生了积极影响。
🛡️ 赢得信任:品牌与客户关系的基石
第三段讨论了建立强大客户关系中信任的重要性。作者指出,虽然数据和情感化的信息可以增强品牌与客户之间的联系,但也可能被滥用,比如诱导消费者购买不需要的产品或影响他们的观点。因此,品牌需要在每一次接触和体验中赢得客户的信任。信任是脆弱的,需要被培养和保护。品牌应该始终将客户的最佳利益放在心上,并确保提供的体验无懈可击,始终提供价值。作者还提到,虽然与每个客户建立个人关系在当今世界几乎是不可能的,但客户期望并要求这种关系。品牌需要利用人工智能等技术来帮助理解和满足每个客户的独特需求,同时确保一致性和信任。
🤖 人工智能在关系营销中的角色
第四段中,作者探讨了人工智能在关系营销中的潜力和作用。尽管人工智能有时受到负面报道,但它可能对人类关系产生积极影响。人工智能在分析大量信息、理解数据和预测行为方面超越了人类,能够帮助品牌更好地了解客户并做出正确的选择。此外,人工智能能够检测客户的情绪和心态,并通过自然语言处理调整沟通策略。作者认为,人工智能可以被训练来理解为客户创造一致价值的因素,并确保品牌始终履行承诺。通过结合认知技术,品牌可以与客户建立更紧密的关系,无论技术如何发展,品牌都需要专注于了解每个客户、提供无懈可击的客户体验,并始终如一地赢得他们的信任。
Mindmap
Keywords
💡关系营销
💡数字化技术
💡个性化
💡信任
💡情感连接
💡现代营销原则
💡数据
💡人工智能
💡顾客体验
💡价值
Highlights
关系营销在当今数字化时代的重要性,强调品牌需要从产品转向人。
现代营销原则自1960年代以来已发生根本性变化,互联网和社交媒体改变了我们的沟通方式。
品牌需要建立与消费者之间的情感联系,因为人们以心购买,以理智辩解。
品牌忠诚度和品牌表现不仅仅依赖于产品特性,更多依赖于品牌如何让顾客感觉。
品牌需要了解如何与每一个顾客个体深入且个性化地连接。
1960年代的营销四P原则忽略了'人'这一要素。
个人差异和独特性是品牌差异化和个性化服务的关键。
品牌需要利用数据来更好地了解和服务于每一个独特的顾客。
个性化内容可以显著提升顾客的自信心和生活质量。
数据和情感化信息的结合可以增强品牌与顾客的关系,但也可能被滥用。
品牌需要在每一次接触和体验中赢得顾客的信任。
信任是脆弱的,需要不断培养和保护。
品牌应始终将顾客的最佳利益放在心中,提供真正有价值的体验。
人工智能在分析数据和理解顾客行为方面超越了人类。
人工智能可以帮助品牌检测顾客的情绪状态,并据此调整互动方式。
人工智能可以通过一致性来帮助品牌赢得和保持顾客的信任。
品牌需要集中资源和精力,了解每一位顾客,提供无缝的顾客体验,并持续赢得他们的信任。
Transcripts
let's talk about marketing but not just
any kind of marketing let's talk about
relationship marketing you know I think
we'll all agree that the world in which
we live has changed dramatically
fundamentally since the 1960s when the
principles of marketing of modern mass
marketing were first introduced today
the internet social media smartphones
and digital technology in general have
transformed the way the world in which
we live in which we work and
particularly how we communicate today
brands have access to countless new
channels and platforms and tools and
technology to better engage with their
customers but I believe that they often
use them in ways that are perhaps best
suited to the 1960s
for example they still tell us how great
their products are and why we should buy
them they still tell us how awesome
their brands are and why we should
follow them they still say by now don't
delay have your credit card ready when
you call the problem is you know
essentially we just don't listen in this
cluttered and crazy connected
marketplace were too distracted by our
daily lives to pay attention to what
brands want us to do at the end of the
day we just don't care so if you're a
brand what do you do well I believe that
in this crazy distracted messy
fragmented disconnected marketplace
brands need to turn their focus from
product to people they need to build
wrong relationships between the brand
and the people they serve to bring
brands and people closer now brands that
get closer to the people they serve do
three things incredibly well first of
all they know their customers better
than anyone they know them individually
as people not as consumers and markets
and segments as people second of all
they know how to connect with each and
every one of them individually and
deeply and the last thing and the most
important of all I believe is they know
how to earn their trust in everything
they do
constantly all the time three simple
things simple but far from easy so let's
take a look at those three things in
detail let's start with connection for
brands to get Pleet closer to the people
they serve they need to connect with
them on an emotional level after all
people buy with their heart and then
justify with their mind so features and
functions and statistics and numbers are
not as important as we may think when it
comes to brand loyalty and brand
performance it turns out that what we
know about a brand is far less important
than how a brand makes us feel far more
important how a brand makes us feel
super important this is me at age 7 if
the picture was taken back in the time
when the principles of modern marketing
the four PS that were introduced by
Ichiro McCarthy were first presented and
and we all know them right its product
its price its place
and of course promotion but what about
people not a single word you see the
1960s were a very different time it was
the Golden Age of mass marketing and we
were pretty much all the same we wanted
the same things we wore the same clothes
watch the same shows ate the same food
we were all the same and when brands
told us to buy something to buy now we
did we did what we were told well not
everyone at least not me
as you can see I had bright red hair so
I didn't look like anyone else and and I
was a bit of a monster at least that's
what my parents told me repeatedly I
think it was like every day
my poor mother at the stories I could
tell you I was the only kid in my school
in my class that had red hair I was the
only redhead the only redhead in my
school the only redhead in the
neighborhood where I grew up so I stood
out like a sore thumb and of course you
know how kids are they teased me and
they pushed me around and in fact I was
actually bullied so I was made to feel
like I didn't fit in like I didn't
belong like I was like an outcast and a
very young age I realized that we're not
all the same that in fact we're all
different and unique in some beautiful
way that there's beauty in our
differences and that that's diversity
makes up the wonderful beauty of the
human race
now that realization served me well
later in my career as a help brands
understand how they can differentiate
themselves how they're different from
their competitors in a marketplace of
me2 brands but it also helped me
understand that these unique
organizations serve a universe
of unique customers each one with their
own their own needs their own
preferences their own priorities and
their own personalities I became aware
and obsessed with the concept of
personalization and how using our unique
differences we can help people to to
improve their lives I also realized at
the same time that brands that make us
feel like they treat us like we're all
the same run the risk of making us feel
like we don't belong like we don't fit
in like the brand is not for us which
leads us to the second the really
important thing in building a strong
relationship brands that get closer to
their customers know them better than
anyone else they understand them
intimately and individually
now of course marketers have always used
research and surveys to be able to catch
a glimpse of their customers and
understand how they're different in what
they want but of course surveys are
based on a small sample a few hundred
maybe a few thousand individuals so very
imprecise so getting to know your
customer in the old days was difficult
fortunately for marketers today there's
data to be found everywhere as we
navigate the web and engage on social
media we leave our digital DNA
everywhere we go and smart marketers
harvest that data and use it to deliver
the right message at the right time to
the right customer through the right
channel one of the projects that I
worked on in my career that I'm most
proud of one of my greatest achievements
I think is when I worked with a
cosmetics brand a few years ago to
create a unique beauty guide to help
women understand how to choose and use
makeup more effectively I led a fabulous
team of very talented people to put
together a series of guides with
personalized information that was based
on the unique characteristics of each
customer we used hair color and eye
color and eye shape and even makeup
personality there were millions of
unique content combinations no two
guides were alike each customer had
information just for them it was
technically very difficult it was a huge
achievement to be able to pull it off
but I didn't realize the power of what
we created until I started reading the
comments from women writing in saying
that as a result of that guide they were
able to use makeup for the first time
with confidence that as a result they
feel they felt more beautiful and that
we managed with the content to be able
to change their lives in some small way
and so I learned that working with
uniqueness and identifying how people
are different and communicating them as
individuals could have a profound impact
on the relationship between the brand
and the customers but of course the
combination of customer data and a
powerful emotionally charged message can
also lead to abuse whether it's getting
you to buy a product that you don't need
if it's not right for you
or changing your opinion on a sensitive
issue or even influencing the outcome of
an election which leads us to the third
and perhaps the most important component
of a strong relationship earning trust
brands that get close to the customers
to the people they serve know how to
earn their trust they know how to do it
in everything they do with every point
of contact with every single experience
after all people buy from brands they
trust but we know that Trust is fragile
and needs to be nurtured it needs to be
protected and grown brands need to have
the best interests of their customers at
heart in everything they do and they
need to make sure that the experience
that they deliver is flawless and always
delivers value and when I say value I
don't mean 50% off I don't mean
buy-one-get-one-free I mean true value I
mean a flawless marvelous experience
I mean entertaining and interesting and
engaging content
I mean valuable tips and advice and
guidance I mean a sense of shared
experience and community that will
create value now having a relationship a
personal relationship with each and
every one of your customers is difficult
today brands serve a huge universe of
customers whether it's a few thousand to
millions of customers around the world
so knowing each one personally is not
physically possible and yet customers
expect it in fact they demand it they
want to be they want to feel as if we
know them if we understand them that we
know what they want and what they need
and that we can deliver on that promise
which is why the the the platforms of
technology that use artificial
intelligence show the promise of helping
augment human ability to create strong
and lasting relationships for all the
bad press
artificial intelligence may in fact be
the best thing that's ever happened to
humans let me explain first of all
artificial intelligence beats humans
hands-down when it comes to analyzing
vast quantities of information making
sense of massive amounts of data to see
trends and be able to predict behavior
in doing so they can better understand
who we are and help us to make the right
choices and to get more enjoyment out of
every
we do it can also help us to connect
with our customers that's really the
fascinating part because artificial
intelligence actually can detect our
state of mind our emotions our sentiment
it can analyze text and voice and
natural language and images and can
detect our emotions in our state of mind
adjust accordingly
and last but not least when it comes to
trust can we really expect machines to
Excel where we humans have consistently
failed well I think that is truly the
interesting part because artificial
intelligence can be trained to
understand what creates consistent value
for customers it can ensure that
everything we do is done consistently
and we constantly keep our promises and
so this strong combination of cognitive
technology can allow us to bring our
brands and our people closer regardless
of the technology we have to keep in
mind the important things first of all
keep all your resources your energy and
your attention and focus it on knowing
each one of your customers and treating
them as people connecting with your
customers through a flawless customer
experience and last but not least
continually earn their trust
consistently relentlessly in everything
you do and when you do those three
things and you do them exceedingly well
you can build strong relationships that
bring your brand and the people you
serve closer thank you
you
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