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)

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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)

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  65. Unlike traditional currencies, bitcoin is decentralized,
    implying that there is no central bank or administrator.
    Below are some crucial facts concerning bitcoin: First, bitcoin is a
    globally, peer-to-peer network– this implies
    that you don’t have to send them to anyone else.

    Second, Bitcoin doesn’t have a physical existence.
    While conventional money can be mapped, bitcoin purchases
    are public and also can not be reversible by the sender.
    This function makes it an optimal option for international purchases.
    It also makes it possible for individuals to safely
    save their funds, which is a considerable advantage.
    And because it does not have a centralized controling body, it doesn’t have arbitrary restrictions
    or charges.

    Third, bitcoin purchases don’t call for any type of third-party.
    This indicates that there’s no middleman, which means that you’ll never have to deal with an uneasy circumstance
    with a complete stranger. Bitcoin purchases are totally free of danger.

    There’s absolutely nothing more freeing than the flexibility of cash.
    While you can invest a Bitcoin without a middleman,
    there are numerous risks to this alternative. You’ll be able to
    invest it online or offline. You can even get a
    Bitcoin debit card to spend your cryptocurrency.
    Simply make certain you have a safe and secure as well as secure place to save your coins.
    There are a great deal of people who rely on the power of digital currency, however there are still lots of unknowns concerning it.

    As opposed to various other digital currencies, bitcoin has lots of advantages.
    It’s the just one that can provide a steady shop of
    worth. It can be utilized as a means of international
    remittance and also as a tradable investment. It’s the first cryptocurrency, it’s still a little complex for lots of people.
    It’s not as hard as it seems. The rate of Bitcoin is continuously
    climbing, making it extra fluid than most various other
    money.

    Since bitcoin is a decentralized electronic money, it doesn’t have a central financial institution, allowing any individual to
    get as well as sell it at will. It’s not backed by a
    federal government, and also it’s not backed by a central bank.

    Therefore, it’s really simple to comprehend as well as make use
    of . It’s like a stock: Every purchase is tape-recorded on a public journal.
    So, the quantity of bitcoins in circulation is reliant on people’s trust
    fund.

    As a digital currency, bitcoin is not managed by any kind of government or financial institution. Its exclusive codes are the only thing that maintains it safe.
    You’ll never ever have to stress over your privacy with bitcoin, since no one will have the ability to map your on-line
    deals. You can utilize it as a repayment
    technique when acquiring or selling . It’s worth keeping in mind that it’s not an choice to money or credit score cards.
    However you can still deal things with it.

    Bitcoin is an online electronic money that functions on a peer-to-peer network.
    Unlike traditional money, bitcoin is decentralized, suggesting that there is no central financial institution or administrator.
    Here are some important truths concerning bitcoin: First, bitcoin is a worldwide, peer-to-peer network– this means that
    you don’t have to send them to anybody else.

    While typical currencies can be traced, bitcoin transactions
    are public as well as can not be reversible by the sender.
    Given that bitcoin is a decentralized digital currency, it doesn’t
    have a main financial institution, permitting
    anybody to get as well as market it at will.

  66. If you’re not acquainted with bitcoin, it is a electronic money that is decentralized, which means it has
    no reserve bank or administrator. Instead, it is sent out from one user to
    one more on a peer-to-peer network. This indicates that there is no
    demand for an intermediary to refine purchases.
    This makes bitcoin the suitable method to acquire as
    well as market solutions and also products .
    Review on to find out even more regarding the currency if you’re believing of buying or marketing bitcoin.

    Unlike traditional money, Bitcoin has many advantages.

    It is a global money that doesn’t close on weekends, as well as it
    has no arbitrary restrictions or accessibility fees.
    It is also non-reversible, suggesting that the individual sending a
    deal can not reverse it. While this is a reputable advantage, it additionally creates a higher threat for fraud as well as boosted costs.
    It’s worth noting that Bitcoin is used for lawful deals.
    It has actually been used for illegal functions, it has
    been prohibited from usage by government agencies.

    As with any type of digital currency, there are some benefits
    and downsides to using Bitcoin for transactions. The primary downside is that it’s
    difficult to find people that utilize Bitcoin for illegal purposes.

    Since Bitcoin is a globally currency, it is not restricted by regional
    federal governments, borders, or time zones.
    Due to the fact that Bitcoin is anonymous, it is perfect for illicit task.
    While there are legitimate usages of bitcoin, it’s essential to keep in mind that this
    electronic money is not excellent.

    The drawback of Bitcoin is that it’s not a
    standardized procedure. It has actually gone through several
    revisions throughout its lifetime, and there are official
    procedures in area to upgrade it. The factor for this is that bitcoin is not a standardized system and
    also it’s not as controlled as other electronic money.

    A major drawback is that it’s difficult to change its
    code. The exact same holds true for the blockchain. By changing the policies, Bitcoin can be conveniently
    modified.

    As a electronic money, Bitcoin is totally independent of the typical monetary system.
    Due to the fact that it’s anonymous, Bitcoin is an exceptional
    selection for illegal tasks. As with all other kinds of electronic currency, it is not very easy to trace, which makes it a fantastic
    alternative for wrongdoers.

    If you’re not acquainted with bitcoin, it is a digital currency
    that is decentralized, which implies it has no central
    financial institution or manager. If you’re believing of
    offering or acquiring bitcoin, check out on to discover out more regarding
    the money.

    As with any electronic money, there are some negative aspects as well as benefits to using Bitcoin for transactions.

    While there are legitimate usages of bitcoin, it’s essential
    to note that this digital currency is not perfect.

    As a digital money, Bitcoin is totally independent of the typical
    monetary system.

  67. Usually I don’t read post on blogs, but I would like to say that this write-up very forced me to try and do it! Your writing style has been surprised me. Thanks, quite nice article.

  68. Bitcoin is a decentralized digital currency. That
    indicates there is no solitary manager or reserve bank to provide it.
    Instead, customers get as well as send bitcoin directly between themselves utilizing a peer-to-peer network.
    Unlike conventional money, there is no requirement for a third celebration to facilitate the transaction. The procedure is anonymous
    as well as safe , and there are no middlemans.

    If you want obtaining a Bitcoin budget, you can review our guide to getting your very first one here.

    Because bitcoin functions outside of the conventional economic
    system, it is mainly confidential. And once you’ve understood bitcoin, you’re on your way to making money with
    it.

    There are a number of reasons to get Bitcoin. The
    very first is that it’s a fairly tiny possession. The need for it is restricted.
    It’s challenging to control the cost because of its limited
    supply. This suggests that if you intend to trade bitcoin, you
    ought to have a great amount of cash money. A tiny quantity
    of money is necessary to relocate the rate up or down.
    You must consider this if you’re taking into consideration purchasing or
    selling a Bitcoin.

    Bitcoin is a decentralized digital currency. If you’re interested
    in getting a Bitcoin purse, you can review our overview to
    obtaining your very first one below.

    Because bitcoin works outside of the conventional
    economic system, it is greatly anonymous.

  69. Bitcoin is a decentralized electronic money. That suggests there is no
    single manager or central financial institution to administer it.
    Instead, customers obtain and also send out bitcoin straight between themselves making use of a peer-to-peer network.
    Unlike standard currencies, there is no need for a
    3rd party to assist in the purchase. The process is
    anonymous and secure , and there are no intermediaries. You can read our guide
    to getting your very first one here if you’re interested
    in getting a Bitcoin wallet.

    Because bitcoin functions outside of the conventional monetary system, it is greatly
    confidential. And also when you have actually grasped bitcoin, you’re on your means to
    making cash with it.

    There are several reasons to buy Bitcoin. This suggests that
    if you want to trade bitcoin, you ought to have a excellent quantity
    of money. You ought to consider this if you’re thinking about
    acquiring or selling a Bitcoin.

    Bitcoin is a decentralized electronic money. If you’re interested in obtaining a Bitcoin wallet, you
    can read our guide to acquiring your first one here.

    Due to the fact that bitcoin functions outside of the
    standard economic system, it is greatly confidential.

  70. Twitter is a microblogging solution and social
    networking web site that permits people to communicate as well as share
    with one another. Customers upload brief messages called “tweets” as well as can connect as well as check out
    with others’ tweets. Registered customers can publish
    as well as like tweets, and retweet others’ articles. Nonregistered customers can just
    check out openly available tweets and can’t
    post or engage with others. Those that wish to be a
    lot more active on Twitter needs to sign up.

    A strong password is necessary for Twitter customers.
    Making use of solid password rules is crucial in an age
    where cyberpunks and other offenders are trying to hack right into personal
    info. You’ll be asked to offer Twitter your phone number as soon as you’ve signed up.
    Although Twitter utilizes your phone number moderately,
    it works in case you have neglected your password.
    If you’re ever unable to log in to your account,
    you can constantly unfollow them and maintain adhering to
    individuals you desire.

    Throughout the current launch of the new site, Twitter revealed that it is ceasing the heritage
    desktop front end of its website. This version has actually been referred to as Twitter Lite.
    In July 2019, Twitter made this variation the default for desktop customers.

    Along with blocking access to the tradition desktop
    computer version of its web site, Twitter likewise changed the means it delivers information. The former variation
    permitted customers to browse for news and also tweets, yet the new version makes it
    difficult to export tweet archives. The tradition version was presented in 2014 as
    well as has actually remained in usage given that July 2018.
    The new variation is now referred to as the Twitter mobile web app.
    You can continue to utilize the old layout if you still use the desktop website.

    In enhancement to photos, Twitter has actually also added the capability to send videos via video clip.
    In spite of the 140-character restriction, tweets ought
    to not be more than 140 characters. A customer’s Tweet have to not
    be even more than 140 personalities.

    Twitter will soon deprecate TLS 1.0 and also TLS 1.1.
    The brand-new variation will certainly permit Twitter to
    utilize a various method. If you don’t trust Twitter, do not utilize it.

    A solid password is mandatory for Twitter users. In July 2019,
    Twitter made this variation the default for desktop
    computer individuals. In enhancement to obstructing access to
    the heritage desktop computer version of its website, Twitter
    also altered the method it delivers news. The brand-new variation is now
    referred to as the Twitter mobile web application.
    The new version will enable Twitter to use a different method.

  71. Login is the procedure of getting to a computer system or network.

    This procedure includes confirming and determining the individual .

    This identification is done with a combination of the customer’s credentials, which
    are commonly a username as well as a matching password.
    It is occasionally described as login. Below are some methods to log in. 1.
    Make use of a password, or a individual name. This technique is generally used to check in.

    Login is a verb phrase, not a noun. The verb ” visit” was
    obtained from a nautical chip log, which taped range taken a trip
    by ship. The term ” check in” comes from a handwritten log publication, which can be a hands-on document of the voyage of a ship.
    It is very important to note that logins are utilized to
    authorize into a computer system, which is why words
    ‘ visit’ is so popular.

    The strong form of the verb login has a great deal of
    downsides. You can’t login someone with this word.
    Individuals must not try to make use of the two-word variation of the verb ‘log in’
    unless they are very familiar with it.

    The strong type of the verb ‘log in’ is not recommended for usage as a verb.
    While it is completely acceptable to make use of the strong
    form of the word informally, it can not work as a true verb.
    You can not ask them to do so with it if you’re asking a person to login. The two-word variation of the verb ‘log in’ can be used to imply the very same
    point. This is a excellent means to get even more info out of your
    individuals without having to go with the problem of discovering the language.

    Using sign-out or sign-in as a login is the best
    practice. It helps identify the enrollment kind from the login web page.

    The previous calls for the customer to complete a form,
    while the latter calls for the customer to enter their
    qualifications to access the internet site.
    The second kind calls for the individual to provide their email
    address as well as password. After that, she or he can continue to
    the site. He or she will be rerouted to an additional web page if
    the individual stops working to sign in.

    The difference between a login and a sign-in remains in words
    “register”. A sign-in kind registers an intent to be present in a system and gives the customer with an account and qualifications.
    A sign-out kind simply suggests that the individual has logged out and is not allowed to continue.
    It’s generally a good idea to make use of a single login for several users.
    This makes it simpler for individuals to log-in and also log-out
    of a site, which may vary significantly.

    Use a password, or a user name. The former needs
    the user to fill up out a kind, while the last requires the user to enter their qualifications to access the website.
    A sign-in type signs up an intent to be existing in a system
    as well as supplies the user with an account and qualifications.
    A sign-out kind just shows that the individual has actually logged out and also is not allowed
    to continue. It’s typically a great idea to utilize a
    solitary login for several individuals.

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