Seen it all before—–品味seth

很久没有更新博客了,只因找工作找到近乎崩溃~~~~甭提了,还是看看seth的新文章吧
seen it all before(揭示营销人常犯的错误),先来看看原文的一段话:

Your audience isn’t as homogeneous as it used to be. That means you have a few choices:

1. Inquire. For a small group, or for important interactions, ask. Ask if they’ve been to your site or read your recent blog posts. Ask if they use this software or that software. Ask if they’ve seen Buckaroo Bonzai or not. Ask if this is the first time in your restaurant (or better yet, let your database tell you).

2. Assume. If you don’t ask, you’re going to have to guess. You can make it clear you’re assuming, which puts the burden on the unclued to keep up, or you can take a huge risk and just assume. This strategy works best for large groups, where hitting a home run with half the audience is probably worth the journey.

3. Punt. Don’t ask, don’t make thoughtful assumptions, just pretend we’re living in a three-channel, all-on-the-same-page universe. I think this is the default setting for most marketers, and quite a mistake.

现在大肆提倡创新,很多人被“创新”这个词给蒙住了。就好像小学生大谈100年后世界会怎样一样,个个都是异想天开。

有人会说:现在公司都只看数据,抹杀了我们的智慧!

在我看来,创新源自对客观事实的观察!(并不代表我100%不赞成上面的话)数据能解释很多现象,能揭示很多原因,能构架出全新的市场模型,能预测未来,能挖掘出许多隐藏的信息,这些信息可能连消费者本人都意识不到。

而点子,只是建立在脑细胞上的punt!

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