品牌行銷系列 1|為什麼品牌做不起來?小公司的兩大品牌行銷誤區 (上)

Posted by

這幾年講行銷很難脫離「品牌」這個關鍵字,誰都希望自己的公司可以有Apple、星巴克那樣的品牌力,坐擁鐵粉無數,每出新品都能稱霸市場。

這些知名的案例總給我們這樣的印象:

讓消費者對品牌有好感,產品自然有競爭力、銷售自然更容易。

然而想像很豐腴,現實卻總是很骨感。多數企業的「品牌專案」都無法取得成效,拍了品牌影片、發了社群貼文,銷售量卻總是不見起色。專案淪為公司營運的錢坑,行銷人員報告時最不想面對的事情。

其實品牌行銷不是沒有用,只是大多數人沒有看到品牌建立過程的那些細節。而正是對這些細節的錯誤認知,造成大多數的品牌都「做不起來」,只有避開這些誤區,「品牌行銷」才會成為公司銷售的最佳利器。

誤區 1 |打品牌要時間?成效沒有衡量指標?

嚴格說起來,打品牌確實需要時間。在回收利潤之前,要投入許多時間與金錢才能讓建立消費者心目中的「優良品牌」。不過…你真的知道自己還要花多少時間嗎?大多數的行銷人員其實不知道。

品牌行銷最常遇到「不賺錢」的問題。面對老闆的質問,許多行銷人員覺得很痛苦:「打品牌最好是這麼快!當然不是馬上可以轉單的啊!」然而這種回答老闆是不可能滿意的。

老闆想知道的其實是:「所以你的成效到底是什麼?賺錢還要等多久?」

這些問題,其實都是可以回答的。在數位行銷的時代,就算是相對「虛無飄渺」的品牌塑造專案,也有許多數據可以追蹤。也許你回答不出來,並不是因為「品牌沒有成效衡量指標」,而是你做品牌的方式缺乏方向。

有多少人已經看過你的品牌資訊?有多少人已經對品牌的產品、服務或故事有興趣?又有多少人長期/多次與品牌互動?而這些人中,又有多少人作為「嚐鮮者」,已經下單購買你的產品/服務?

以上幾個問題,看的是目前消費者在「品牌認知三階段」中的分佈狀況。一個良好的品牌行銷策略裡,這些數據與資料都是了解企業目前所在位置、完成品牌推廣不可或缺的工作。

跨際數位行銷顧問 陳昭宇 Skyle

#品牌行銷系列 1|為什麼品牌做不起來?小公司的兩大品牌行銷誤區 (下)

42 comments

  1. I’m impressed, I must say. Seldom do I encounter
    a blog that’s equally educative and engaging, and let me tell you, you’ve
    hit the nail on the head. The problem is something not enough folks are speaking
    intelligently about. I am very happy I came across this during my hunt for something concerning this.

  2. I loved as much as you’ll receive carried out right here.
    The sketch is tasteful, your authored subject
    matter stylish. nonetheless, you command get got an nervousness over that you
    wish be delivering the following. unwell unquestionably come further formerly
    again since exactly the same nearly very often inside
    case you shield this increase.

  3. When I originally commented I clicked the “Notify me when new comments are added”
    checkbox and now each time a comment is added I
    get four emails with the same comment. Is there any way you can remove people from that service?

    Cheers!

  4. Appreciating the time and energy you put into your website and in depth information you provide.
    It’s good to come across a blog every once in a while that isn’t the
    same outdated rehashed information. Wonderful read! I’ve bookmarked your site and I’m including your RSS feeds to my Google account.

  5. whoah this weblog is fantastic i really like reading your posts.
    Stay up the good work! You understand, lots of persons are hunting around for this info, you could help them
    greatly.

  6. After looking over a number of the blog articles on your website, I seriously appreciate your way of writing a
    blog. I book marked it to my bookmark webpage list and will be checking back in the near future.

    Please check out my web site as well and let me know your opinion.

  7. Attractive section of content. I just stumbled upon your site and
    in accession capital to assert that I acquire in fact enjoyed account your blog posts.

    Any way I will be subscribing to your augment and even I achievement you access consistently quickly.

  8. Thanks for finally talking about > 品牌行銷系列 1|為什麼品牌做不起來?小公司的兩大品牌行銷誤區
    (上) – 跨際數位行銷有限公司SEO工具書 < Loved it!

  9. Somebody essentially assist to make seriously
    posts I would state. This is the very first time
    I frequented your website page and thus far? I
    surprised with the analysis you made to create this actual publish amazing.
    Wonderful job! games ps4 185413490784 games ps4

  10. Attractive section of content. I just stumbled upon your weblog and in accession capital to assert that
    I acquire actually enjoyed account your blog posts. Anyway I’ll be subscribing to your feeds and even I
    achievement you access consistently fast.

  11. Its like you read my mind! You appear to know a lot about this, like you wrote the
    book in it or something. I think that you could do with a few pics to drive the message home a bit,
    but other than that, this is magnificent blog.
    A fantastic read. I’ll certainly be back.

  12. I like the valuable information you provide in your articles.

    I’ll bookmark your weblog and check again here regularly.
    I’m quite certain I’ll learn lots of new stuff right here!
    Good luck for the next!

  13. I will immediately grasp your rss as I can not in finding your email
    subscription hyperlink or e-newsletter service. Do you have any?
    Kindly allow me understand so that I could subscribe.
    Thanks.

  14. You’re so awesome! I do not think I’ve read through
    anything like this before. So great to find another person with some original thoughts
    on this issue. Really.. thanks for starting this up. This site is one thing that’s needed on the web, someone with
    a bit of originality! asmr 0mniartist

  15. excellent issues altogether, you simply received a new reader.
    What would you suggest in regards to your post
    that you made some days ago? Any positive?

  16. Link exchange is nothing else but it is simply placing the other person’s web site link on your page
    at appropriate place and other person will also do similar in support of
    you.

  17. hi!,I love your writing very so much! proportion we be in contact extra approximately your article on AOL?
    I need an expert on this area to resolve my problem.
    Maybe that is you! Having a look ahead to see you.

  18. I like the valuable info you supply in your articles.
    I’ll bookmark your weblog and check once more here regularly.

    I am fairly sure I will be told lots of new stuff right here!

    Good luck for the following!

  19. excellent submit, very informative. I ponder why the other specialists of this sector don’t realize this.
    You should proceed your writing. I am confident,
    you’ve a great readers’ base already!

  20. scoliosis
    May I just say what a comfort to find somebody who actually understands what they’re talking about on the internet.

    You definitely realize how to bring an issue to light and make it important.
    A lot more people have to check this out and understand this side of your story.

    I was surprised that you are not more popular given that you surely possess
    the gift. scoliosis

  21. scoliosis
    For latest information you have to go to see internet and on the
    web I found this website as a most excellent site for latest updates.
    scoliosis

  22. dating sites
    Hi, i read your blog from time to time and i own a similar one and i was just curious if
    you get a lot of spam responses? If so how do you protect against it,
    any plugin or anything you can advise? I get so much
    lately it’s driving me insane so any assistance is very much appreciated.
    dating sites

  23. Excellent blog here! Also your site loads up
    fast! What web host are you using? Can I get your affiliate link to your host?
    I wish my web site loaded up as fast as yours lol

  24. Attractive element of content. I simply stumbled upon your site and in accession capital to assert
    that I get actually loved account your blog posts.
    Anyway I’ll be subscribing in your feeds or even I success you
    access constantly rapidly.

  25. Hi there would you mind sharing which blog platform you’re using?
    I’m looking to start my own blog in the near future but I’m having a tough
    time choosing between BlogEngine/Wordpress/B2evolution and Drupal.
    The reason I ask is because your design and style seems different then most blogs and I’m looking for something unique.
    P.S Sorry for getting off-topic but I had to ask!

  26. Hello just wanted to give you a quick heads up. The words in your article seem to
    be running off the screen in Opera. I’m not sure if
    this is a format issue or something to do with browser compatibility but I figured I’d post
    to let you know. The style and design look great though!
    Hope you get the issue solved soon. Kudos

  27. Attractive component to content. I just stumbled upon your
    website and in accession capital to claim that I
    get actually enjoyed account your blog posts. Any way I’ll be subscribing to your augment or even I success you
    access persistently fast.

Leave a Reply

發佈留言必須填寫的電子郵件地址不會公開。 必填欄位標示為 *