Web1.0-Web3.0时代消费者行为模型变迁

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大众传播媒介的变化,随着抖音、小红书等媒介的兴起,可以发现营销爆款及消费者行为发生了明显的变化。下面这篇文章主要讲述了Web1.0-Web3.0时代消费者行为模型变迁的相关内容,大家一起接着往下看看吧!

The changes in the mass media, with the rise of the media of tremors, small red books, and so on, show a marked change in marketing charges and consumer behavior. The following article focuses on the changes in the Web1.0-Web3.0 era consumer behavior model.

随着大众传播媒介的变化,可以发现营销爆款及消费者行为发生了明显的变化。

As the mass media changes, significant changes in marketing charges and consumer behaviour can be observed.

传统媒介时代,消费者对于电视广告等传统媒体中的营销广告分外信任,特别是央视等权威媒体的黄金时间段广告成为各大品牌的必争之地。

In the age of traditional media, consumer confidence in marketing advertising in traditional media, such as television advertising, and especially in the prime-time advertising of authoritative media, such as glamour, became a necessity for major brands.

随着抖音、小红书等媒介的兴起,品牌开始热衷于和拥有众多粉丝的网红合作,甚至诸多品牌开始下场与粉丝互动捡粉,开启朴实商战。直播间纷纷可见用蜂花洗头,喝蜜雪冰城,穿鸿星尔克。消费者也游走在各大品牌直播间,热情分享,激情下单。

With the rise of media such as tremors, small red books, brands have become eager to work with a large number of fans, and even many brands have begun to interact with fans to pick up their dust and to open up a simple business battle. The live airs have been seen washing their heads with bees, drinking ice-creams, and wearing Hung Xingulk. Consumers have also swam through the big brands live, sharing their passions and showing their passions.

上世纪九十年代的商战就显得惊心动魄很多,吴晓波在《大败局》中回忆了这样一场标王往事,1995年11月8日,一家从来没人注意过的企业一夜之间名满天下,它就是山东省临朐县的秦池酒厂。

During the 1990s, the commercial war was much more exciting, and Wu Xiaobo recalled such a signage in "The Big Loser" on 8 November 1995, when a company that had never been noticed had its name all night, the Qin Po Wine Factory in Himing County, Shandong Province.

这一天,秦池酒以6666万元的价格摘下中央电视台广告“标王”的桂冠。之后,秦池广告登上央视黄金时段,拿下标王后,名不见经传的秦池酒迅速成为中国白酒市场上最为显赫的新贵品牌。

On that day, Qin Chi wine took off the crown of the central TV commercial, "The King" for $6.66 million. After that, Qin Chi advertising went up to the golden hour and took down the labeled Queen, the unnamed Qin Chi wine quickly became the most prominent new brand in China’s white wine market.

1996年,根据秦池对外通报的数据,当年度企业实现销售收入9.8亿元,利税2.2亿元,增长到5到6倍。次年,“永远的绿色,永远的秦池,秦池古酒”,秦池又以3.212118亿元天价卫冕“标王”成功。成为1997年的标王。

In 1996, according to data reported to the public by the Qin Institute, the annual sales revenue of the company was 980 million yuan, with a tax of 220 million yuan, increasing by five to six times. The following year, “Etern Green, Etern Green, Qin Chi, Qin Gu,” the Qin pool succeeded with a crown of 312.11 million yuan.

1996年11月8日,但秦池老板“每天开进央视一辆桑塔纳,开出一辆豪华奥迪”的梦想并没有随之变成现实。由于没有及时将经济效益转化为发展后劲,1998年秦池酒因为“勾兑门”事件后,对危机攻关的乏力使得秦池销售一落千丈,走向没落。

On 8 November 1996, however, Qin Chi’s dream of “going into a Santana every day and launching a luxury Odyssey” did not become a reality. In the absence of timely translation of economic benefits into development, Qin’s Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Qin Que Que Que Que Que Que Que Que Quei Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que n Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Que Q is Q are Q is ` Q are Q are ` ` ` ` ` ` ` ` Q Q Q Q Q Q Q Q Q Q Q Q Q is ` ` ` ` ` ` ` Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

此后,关于秦池被“拍卖”的消息被媒体炒作地沸沸扬扬。事实上秦池酒厂至今仍然在维持生产,只不过当年的辉煌已是过眼云烟。秦池落幕后,各大品牌对于央视标王的争夺未曾落幕,爱多VCD、娃哈哈、蒙牛、剑南春都曾夺得“标王”。

Since then, news of the “auction” of the Qin pool has been evaporated by the media. In fact, the Qin pool wine factory is still in production, although the glory of the year has been a trance.

在那个时代,对于众品牌而言,夺得央视“标王”即奠定了品牌的辉煌之路。足见传统中心化媒体的影响力之大,这也与那个时代的消费者购买行为有关。那个时代消费者产品选择较少,获知产品的主要途径是线下门店或中心媒体传播。

In that era, winning the brand, for all the brands, created a brilliant path for the brands. Seeing the influence of traditional centralized media, it was also associated with the consumer’s purchasing behaviour of that era.

行业广泛奉行的是AIDMA模型,客户形成购买行为主要行为链路可拆解为:注意(Attention)-兴趣(Interest)-欲望(Desire)-记忆(Memory)-行动(Action)。

The industry has widely adopted the AIDMA model, whereby the client's main behavioral link in the formation of purchasing behaviour can be broken down as: Note (Attenance) - Interest - Desire - Desire - Memory - Action.

其中AIDMA模型中的最关键行为又是A(Attention),哪个品牌可以最大化获得客户的注意,品牌的商业价值就会越高。注意行为又可以量化拆解为覆盖量、到达率与注意率,而从当时的媒介来看,中心化媒体,特别是央视,无疑是覆盖量最大的媒体。

One of the most critical behaviors in the AIDMA model is also A, and the greater the commercial value of a brand, which maximizes the attention of its clients. Attention can also quantify the amount of coverage, arrival and attention, and, from the medium at the time, the centralized media, especially the visual media, is undoubtedly the most overstretched.

线下门店也能覆盖一部分覆盖量与到达率,但是线下门店的铺设肯定没有中心化媒体高效。不过很多品牌会采取中心化媒体广告+线下门店经销商体系并行的模式,媒体广告迅速打开知名度,获取最大化客户注意,线下门店细水长流,辅助覆盖部门客户,深度经营客户注意,也方便客户形成购买转化。

Underline shops can also cover some of the coverage and arrival rates, but underline shop construction is certainly not as efficient as centralized media. However, many brands will follow a parallel model of centralised media advertising plus the underline shop distribution system, media advertisements will quickly open up their visibility, maximize customer attention, low-line shops will have a long flow, assist clients in the coverage sector, in-depth customers’ attention, and make it easier for customers to convert their purchases.

至于客户的兴趣率、欲望率、记忆率、行动率则主要依靠广告设计,所以当时的广告公司地位斐然,一支好的广告往往直击痛点(提升欲望率),简短而“洗脑”(提升记忆率),许多人的童年中都有几句耳熟能详的广告语。

With regard to customer interest, desire, memory and mobility, which were largely based on advertising design, the position of the advertising company at the time was high, with a good advertisement often hitting the pain point (uplifting the desire rate), short and “brainwashing” (uplifting the memory rate), and many people having a few familiar ads in their childhood.

诸如:“挖掘机技术哪家强,中国山东找蓝翔”、“今年过节不收礼,收礼只收脑白金”等广告语现在还能在部分人的脑海中留存印象,对于品牌而言,这就是难能可贵的品牌资产。

Advertisements such as “What's the power of excavator technology, the search for Blue Shang in Shandong, China”, “This year's holidays are no more than platinum” can still be remembered in the minds of some people, which, for brands, is an invaluable brand asset.

在互联网Web2.0时代,整个媒介场域开始呈现去中心化特征,虽然传统媒体仍具有一定声量,但是社交媒体的崛起让UGC即更多普通用户有了更大的影响力。

In the Web 2.0 era, the entire media landscape began to be decentralized, and while traditional media still have a certain amount of voice, the rise of social media has given greater influence to UGC, or more ordinary users.

单纯依靠中心化媒体洗脑式广告的营销效果被削弱,消费者花在互联网的时间逐渐超过传统媒体,消费者的行为决策模型也逐渐从AIDMA转变为AISAS:引起注意(Attention)、引起兴趣(Interest)、进行搜索(Search)、购买行动(Action)、人人分享(Share)。

The marketing effect of brainwashing advertising based solely on centralized media has been weakened, consumers spend more time on the Internet than traditional media, and consumer behaviour decision-making models have been gradually transformed from AIDMA to AISAS: (attention), interest (Interest), search (Search), purchasing (action), and sharing (Share).

主要的变化在于客户新增了进行搜索、分享行为,互联网的品牌与消费者之间的关系逐渐开始有了双向互动的基础。与此同时传统媒体为中心的广告投放方式的ROI投入出现了下滑的现象。

The main change is the new search-and-sharing behaviour of clients, and the relationship between Internet brands and consumers is beginning to be based on a two-way interaction. At the same time, there is a decline in the ROI input of traditional media-centred advertising.

商家投放到互联网的广告营销费用不断上涨(中国的互联网广告年平均增长率高达65%,远超整体广告市场的13%),互联网的普及为消费者主动获取信息提供了条件,使消费者有机会从多种渠道获得详尽的专业信息,进行相对“明白”的消费。

Commercial advertising costs to the Internet are rising (China's average annual growth rate of Internet advertising is as high as 65 per cent, well over 13 per cent of the overall advertising market), and the spread of the Internet provides consumers with access to information, giving them the opportunity to obtain detailed professional information from a variety of sources for relatively “understood” consumption.

所以这个时代的商战围绕着SEO(Search Engine Optimization)、SEM(Search Engine Marketing)和分享裂变营销开展。整体的营销布局不仅仅围绕着“被看到”、“被记住”展开,“被搜到”和“被分享”可以大大提升最终的购买转化效率和品牌影响力,甚至在这个阶段,去中心化的分享影响力价值开始大于中心化广告传播带来的转化价值。

So the commercial battle of this era revolves around the SEEO (Search Engineering Organization), SEEM (Search Engineering Marketing) and the sharing of fission marketing. The overall marketing layout is not just “seen” or “remembered”, and “researched” and “shared” can greatly enhance the ultimate efficiency of purchasing conversion and branding influence, even at this stage, where the value of decentralized sharing of influence begins to outpace the value of transformation from central advertising.

在这个时代,SEO\SEM崛起的经典案例不可胜数。其中京东就为我们贡献了“鹬蚌相争,渔翁得利”的经典战役。

In this era, there are countless classic cases of the rise of SEO\SEM. In it, Kyouta contributed to our classic battle of "frogging, fishing and profiting."

当时由于阿里巴巴与百度之间因为搜索竞价广告及自然搜索排名发生不愉快事件,最终阿里巴巴网站(包括淘宝)全面屏蔽百度搜索,如此造成有关淘宝和阿里巴巴的产品信息,商品信息则消失于百度搜索结果中。

At that time, as a result of an unpleasant incident between Alibaba and Pekdo over the search for competitive advertising and natural search rankings, the Alibaba website (including treasure-grabbing) was completely blocked, resulting in product information on treasures and Alibaba, while commodity information disappeared in the results of the 100-degree search.

从而给一些第三方电商平台有机可乘,京东则充分利用SEO优化技巧截获淘宝商城流量,通过SEO优化在百度搜索引擎中截获部分淘宝商城品牌关键词免费流量,为刚起步阶段的京东商城带来可观销售额。可见SEO可以为一家公司带来多宝贵的崛起能量。

This allows some third-party power-market platforms to take advantage of, and Kyoto takes advantage of, SEO optimization techniques to intercept market-hunting traffic and, through SEO, optimizes the interception of some of the market-grabbing keys in 100-degree search engines free of charge, bringing significant sales to the start-up city. So, the SEO can provide a company with valuable rise energy.

而淘宝目前的另一个劲敌:拼多多,则是一家依靠分享基因崛起的电商巨头。当时各个电商巨头都想做下沉市场,但是只有拼多多借助分享裂变牢牢占据下沉市场空间,大家回到家乡,会发现原来从来不网上购物的爸爸妈妈们熟练操作着拼多多下单,一问才知,是在朋友们的砍一刀助力诱惑下、在亲戚朋友们虚拟种树得苹果的诱惑下加入了拼多多的阵营。

But when the giants of the electric traders tried to sink the market by sharing the fission cells, they returned home and found that parents who had never been able to shop online were skilled in doing so, knowing that they had joined the multiplicity of camps under the temptation of friends to cut and grow apples under the temptation of friends and relatives to actually grow apples.

而现如今,好友助力、某某果园已成为各大平台标配,但是近几年分享量不再被作为衡量裂变效果的主要因素,分享的价值开始被更精细化的量化评估,并快速反馈到营销策略的设计中。

Now that a good friend's help, a certain orchard, has become the label of the major platforms, the amount of sharing has not been used in recent years as a major factor in measuring the effects of fission, and the value-sharing has begun to be assessed in a more refined quantitative way and quickly fed back into the design of marketing strategies.

AISAS模型开始向更为开放多维的SICAS模型演进。在互联网Web3.0时代,智能化的互联网应用为消费者行为的实时监测提供了可能性。

The AISAS model is beginning to evolve towards a more open multi-dimensional SICAS model. In the Web3.0 age of the Internet, intelligent Internet applications offer the possibility of real-time monitoring of consumer behaviour.

DCCI通过技术手段对用户进行实时、连续、长期的监测后发现:用户的消费行为正在由线性的行为消费过程转变为网状、多点双向基于感知的连接,用户的体验分享正在成为真正意义上的消费源头。

The real-time, continuous and long-term monitoring of users by technical means by DCCI reveals that user consumption behaviour is shifting from linear behavioral consumption processes to mesh-like, multidirectional and perception-based connections, and that user experience sharing is becoming a true source of consumption.

SICAS模型:相互感知(Sense)、产生兴趣&形成互动(interest&interactive)、建立连接&互动沟通(Connect&Communicate)、促成行动(Action)以及扩散分享(Share)建立了一套开放式的营销效果评估模型,帮助品牌商家解决“我知道我的广告费浪费了一半,但是却不知道哪一半被浪费了!”。

品牌商家首先要基于互联网的产品形态,建立全网触点来实时感知消费者行为动态,来敏捷指导、评估营销决策,让品牌信息能及时出现在消费者会关心会消费信息的地方,品牌的触点搭建越精细,对于客户的动态把握越精准。

In the first place, branders need to be based on Internet-based product patterns, create web-wide contact points for real-time perceptions of consumer behaviour, provide agile guidance, evaluate marketing decisions, allow brand messages to appear in a timely manner where consumers are interested in consumer information, and the more sophisticated they are, the better they are able to capture the dynamics of their customers.

当然这部分的动态数据并不需要完全依靠内部数据,外部数据源也可提供辅助的决策建议。与之前相比,品牌方开始投入更多资源进行客户触点的搭建、触点数据的测量分析、营销效果的评估。而单纯的撒钱式裂变营销逐渐演化为内容式裂变,品牌商家不仅要关注消费者的分享行为,还需要通过内容来参与、影响消费者的分享决策。

Compared to the previous period, brands have begun to invest more resources in building client contacts, measuring analysis of contact data, and evaluating marketing effects. And simple money-spill fission marketing has evolved into content-based fission, with branders not only focusing on consumer-sharing behaviour, but also engaging in and influencing consumer-sharing decision-making through content.

由此来看,国货的“朴实商战”也不再“朴实”。在这波商战中,很多人对于部分国货的印象是熟悉又陌生。熟悉的点在于,在传统的销售渠道如商超中还依稀可见国货身影,蜂花、蜜雪冰城或者鸿星尔克都有密集的线下销售触点。但是让人觉得陌生的地方在于,线上的触点几乎没有他们的声音,品牌逐渐在脱离大众视域。

As a result, the country's “peasant business battle” is no longer “peasant” either. In this wave of commerce, many people are familiar with and unfamiliar with some of the country's goods. The familiar point is that the traditional distribution channels, such as the business super, are still scarcely visible, and that bees, ice-creams, or Hongsingerk have intensive underline sales contacts.

但实际上,这几个品牌也都搭建了自己的线上触点,只是在触点的用户运营上,稍显乏力,年轻人对品牌的印象落点于“土”、“low”或是“无趣”,而这些刻板印象一定程度上影响了年轻人的分享或互动欲望。

In practice, however, these brands have also created their own online contact points, which are somewhat weak in the operation of their users, and young people's impressions of brands are “earth”, “low” or “no fun”, which in part affect young people's desire to share or interact.

而这波“国货商战”,则是品牌一次有力的重生,大家在社交媒体上津津有味分享蜂花“偷纸板”、“捡粉丝”的行为,但是留下的品牌印象是“有趣”;看到蜂花董事长满头秀发的同时,更认可了蜂花“便宜好用”的定位,购买这些产品不再是“土”,而是“爱国”以及助力国货崛起的高尚之举。

And this is a powerful rebirth of the brand, with the social media enjoying the sharing of the beeflowers “stealing cardboards”, “picking fans”, but with the branding impression that they are “interesting”; while seeing the head of the beeflowers in their hair, there is greater recognition of the beeflowers' “favourable” location, and the purchase of these products is no longer “soil”, but rather a noble act of “patrioticism” and the rise of the donor state.

结合SICAS模型以及国货商战的案例,各个品牌的发力点可窥见一二。

, in conjunction with the SICAS model and the case of the foreign merchants, can see one or two different brands.

  • 第一,完善线上触点获取海量用户数据,同时加上用户品牌感知源,数据源越丰富,才能获取越精准的用户洞察,触点越丰富,越有机会打造强用户心智。
  • 第二,根据触点场景建立连接和互动沟通场域,并引导客户产生兴趣&形成互动,不再有一套广告语可以适配所有的营销场域,线上有线上的打法,线下有线下的打法,比如蜜雪冰城,线上拍雪王动画片强化雪王人设,线下通过雪王人偶和其他人偶互动制造分享话题,深深拿捏不同场景客户的兴趣点,也预留了足够的客户互动空间。
  • 第三,促成分享行为。分享行为看似越来越轻量化,轻轻一点,客户即可完成分享行为,但是分享的引导却做的越来越重,除了传统的物质激励模式之外,品牌方在内容生产、产品设计方向就需要预埋分享点,让客户的分享行为除了获得现实的物质激励外,还可以为自己的社交形象加分,如爱国、有品位、专业度足够强等社交货币在这个时代更能促成最终的分享链路。

未来的时代,随着数智化的逐渐演进以及传媒渠道的不断变革,“商战”形式还会逐步更迭,无论如何商战如何演进,品牌只要深度洞察用户决策行为的关键点,充分利用好数智化基建赋能品牌,将让品牌在时代变迁中立于不败之地!

The future era, with the evolution of intelligence and the constant change in media channels, will see a gradual change in the form of “commercial warfare” and, in any case, a deep insight into the key points of user decision-making behaviour by brands, making full use of a number of intellectually constructed enabling brands, will allow brands to change in the era to become neutral and undefeated.

本文由 @瘫瘫 原创发布于人人都是产品经理。未经许可,禁止转载。

This post is published by @paralysis and everyone is a product manager. It is forbidden to reproduce it without permission.

题图来自 Unsplash,基于 CC0 协议

The title is from Unsplash, based on the CC0 protocol.

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It represents only the author himself, and everyone is a product manager platform that provides only information storage space services.

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