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單期簡介
廣告行銷
NO.373
倒漏斗行銷
何不把漏斗倒過來,透過維繫顧客、帶動對話、營造口碑、促使推薦,從漏斗的小開口投入滿意顧客,讓從業績漏斗的大開口源源不絕流出。
2010-04-15 /  4917  2
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 網路版長訂優惠


目 錄 導 讀 付費內容

5分鐘摘要

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Main IDEA

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
1
傳統的廣告行銷觀念是,必須砸下銀子才能爭取到新顧客。有鑑於此,全世界的企業投入數十億美元經費爭取新的顧客,而所採行的手法都是傳統的銷售漏斗──大幅度打廣告創造「知名度」,接著去接觸有「興趣」的人,希望可以激起他們對商品的「渴望」。等時機成熟,就開出令人難以抗拒的優惠條件,吸引對方採取「行動」去購買。金錢從漏斗的一端流入,希望能有「滿意」的顧客從另一端流出。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
1
The conventional view of advertising and marketing is that you have to spend money to acquire new customers. With that in mind, businesses worldwide spend billions on acquiring new customers using the traditional sales funnel—advertise widely to create Awareness and then follow up with those that show Interest to hopefully stoke their Desire for what’s on offer. Then, when the time is right, you make them an irresistible offer to get them to take Action and buy. Money goes in one end of the funnel and Satisfied customers hopefully come out the other end.


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
如果你把漏斗倒過來,情況會是如何?如果不是把所有錢都用來爭取新顧客,而是把同樣這筆錢用來提供優異的顧客體驗,讓現有顧客更加滿意,會有什麼結果?你是否可以全心全意專注在維繫顧客上,擴大維繫顧客的效果,使其還能成為你獲得新顧客的主要方式? 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
What if you were to flip that funnel over? What would be the result if instead of spending all that money trying to acquire new customers, you instead spent that same money on making the customers you already have happier by providing them with a superior customer experience? Could you focus so intensively and pervasively on customer retention that it in fact grows to become the main process by which you also achieve new customer acquisition? 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
3
倒漏斗行銷就像下圖這樣,捨棄過去「知名度、興趣、渴望、行動」的方向,轉而把注意力轉到以下事項上:
• 用有意義的方式肯定你的顧客;
• 與顧客建立持續而活躍的對話;
• 誘導現有顧客向朋友介紹;
• 激發那些注意到滿意顧客的潛在顧客群;
• 讓整個過程反覆循環,使其得以自主運作。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
3
A flipped funnel would look something like this. In place of the conventional Awareness-Interest-Desire-Action dynamic, you would instead be concentrating on:
• Providing acknowledgment of your customers in meaningful ways.
• Establishing an ongoing and vibrant dialogue with your customers.
• Incentivizing your existing customers to tell their friends.
• Activating the collective potential of crowds who notice happy customers.
• Making this whole process regenerating and therefore self-sustaining.


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
根本的差異在於,倒漏斗是以「由內而外」的手法讓事業成長,你把資金用在讓現有顧客感到高度滿意,使他們向別人推薦你。一般「由外而內」的做法是,集中力量不斷為你的事業爭取愈來愈多新顧客,相較之下,倒漏斗可說是180度的轉變。 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
The fundamental difference is that the flipped funnel is an inside-out approach to growing your business. You spend money on making the customers you now have so happy that they refer you to others. This is a 180-degree shift from the normal outside-in approach that focuses on bringing progressively more and more new customers into your business all the time. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

關鍵思惟


「這種方式的重點在於,能夠在預算縮減的同時,讓你的事業茁壯成長;能夠在事業亟需資源之際,用更少投入獲得更多收穫;能夠減少浪費,把資金集中在真正重要的人身上,也就是你顧客的身上;能夠讓兩個被嚴重忽略的要角──顧客宣傳大使和員工,好好發揮他們的潛力。我們從預見的成果出發,而那個成果就是:業績成長的經濟榮景。在艱困的時局中,我們的機會不是來自於刪減成本、減低風險,或是犧牲『質』(體驗)來換『量』(交易)。相對地,機會是來自於擴大投資和投入。因此,何不運用一種叫做『倒漏斗』的新顧客行為與激發模式,多去聆聽、多去回應、多去了解、多去行動。」──賈菲 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Key Thoughts


"This is all about growing your business while shrinking your budget; about getting more from less at a time when business needs and even demands it. It's about eliminating waste and focusing dollars on the people who really matter: your customers. It's about harnessing the hidden potential of two incredibly underutilized constituencies: customer evangelists and employees. We begin with the end in mind: an economic boom in the form of more business. During trying times, our opportunity does not come from cutting costs, mitigating risk, or trading off quality (experience) for quantity (transactions). It instead comes from ramping up our investment and commitment. So why don't you listen more, respond more, learn more and do more—using a new CUSTOMER behavior and activation model called the Flipped Funnel." – Joseph Jaffe 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。


第1部分

行銷的現況

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

傳統的行銷漏斗現在已經嚴重失靈,再也沒有效果了。為什麼?消費者不再如大多數行銷人員所說的,那麼容易掌握。耗費大筆資金創造知名度,卻用相對少很多的經費,去把值得鎖定的潛在顧客變成真正的顧客,這樣的做法根本說不通,可是這樣的做法隨處可見。漏斗模式過於簡化,根本已經不合時宜了。現在應該回歸根本、從頭來過,用最有效的方式來爭取和維繫新顧客。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Part 1

The Current State of Marketing

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

The traditional marketing funnel is now seriously out of whack—it doesn't work effectively any more. Why? People aren't as predictable as most marketers claim. It makes no sense spending millions to create awareness and then much lower amounts of money to develop qualified prospective buyers, but that's what happens all the time. The funnel model is an oversimplification that has passed its use-by date. It's time to get back to basics and take a clean sheet approach to the best way to acquire and then retain new customers.


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
5
行銷流程在過去有4到5個步驟,包括: 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
5
Marketing has traditionally been a four- or five-step process: 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。



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