"Kakaku.com" is one of my favorite sites relavant to eMarketing not only because of its famous excellent price-comparing functions but also because of its magnetic force that entices many enthusiastic users such as early adopters, experts, or opinion leaders.
I mean this cite not only provides the information of lowest price but also engenders a ton of buzz for miscellaneous products from TV to Sake. (but sorry, Nihon-go only..)
TV sets
http://bbs.kakaku.com/bbs/K0000111489/#11934613
Manotsuru by Obata shuzo (our client) http://kakaku.com/drink/ss_0016_0026/0004/0006/ma_50314/S0000220044/
Those opinions vary from prices to places to products to promotions. I predominantly prefer those sharp constructive views on products. Some of ideas are really stimulating and thought-provoking so that marketers of company can identify either potential needs or future trends in other word acquire some horizons about values users expect. Japanese word of Kakaku means not only price but also value.
I consider this Kakaku.com would be somehow transformable as a kind of inbounding marketing website and could be utilized for the projects of Obata shuzo.
Tuesday, October 12, 2010
inbound vs outbound
For my contribution this week I wanted to share my idea about inbound vs outbound marketing.
In theory inbound marketing revolves around creating new value in the form of Internet buzz, educational materials, and entertainment. Instead of advertising, the idea is to develop the brand. This can take the form of Websites, search marketing, YouTube videos, Twitter, social media, and public relations. Basically you let them come to you.
But how do you get the word out initially? Why would people search your site unless you also use some kind of outbound marketing strategy?
Unlike what is argued in the Huspot case, I think it’s preferable to have a balance of inbound and outbound marketing.
What do you think?
http://blog.hubspot.com/blog/tabid/6307/bid/2989/Inbound-Marketing-vs-Outbound-Marketing.aspx
Strong Value Proposition
This video might give you some ideas about value proposition. Enjoy watching.
Monday, October 11, 2010
Why people buy something?
After you guys look upon the definition or concept of "value proposition" no matter where you find it. Let's come up with a question "why people buy something?". This may give you a bit clearer picture.
The reasons why people buy, general speaking, they should fall into these 3 points:
1. Resonate : Potential buyers start with a need of what they’re buying.
2. Dfferentiate : Potential buyers see clearly that you are standing out from the alternative options. In other words, your product is not a me-too product.
3. Substantiate : Potential buyers believe that you can deliver on your promises.
You cannot break thier trust.
What happens if you don’t follow all three of above?
From the figure above, fail either of these three makes thing goes unsmoothly.
No resonance, people just don’t buy what you’re selling.
No differentiation, may be they will buy what you're offering, if your price are lower. Or else, they just ignore you to buy from your competitors.
No ability to substantiate your claims, even they need what you have and they realize that you're unique. They don’t believe you and won’t risk buying from you.
The reasons why people buy, general speaking, they should fall into these 3 points:
1. Resonate : Potential buyers start with a need of what they’re buying.
2. Dfferentiate : Potential buyers see clearly that you are standing out from the alternative options. In other words, your product is not a me-too product.
3. Substantiate : Potential buyers believe that you can deliver on your promises.
You cannot break thier trust.
What happens if you don’t follow all three of above?
From the figure above, fail either of these three makes thing goes unsmoothly.
No resonance, people just don’t buy what you’re selling.
No differentiation, may be they will buy what you're offering, if your price are lower. Or else, they just ignore you to buy from your competitors.
No ability to substantiate your claims, even they need what you have and they realize that you're unique. They don’t believe you and won’t risk buying from you.
Issues for implementing a good CVP
During the last eMarketing lecture, we were exposed to the idea of Marketing as a discipine is about "Value", and particularly Customer Value. However, the quest for defining a robust and powerful customer value proposition (or simply CVP) can be a challenging and perhaps even illusive.
Janic Hurly at Gensis Analytics wrote a nice article explaining the challenges and issues surrounding the question over how to derive customer value and put them into actual practice. In particular, Hurly examines the banking industry during the tough times of financial crisis and how CVP and value analysis becoming more and more important.
Perhaps one of the most interesting discussion Hurly put forward is that having a CVP is not enough - the CVP has to be from the customer's (the buyer) point of view. Moreover, company also needs to ensure its processes and practices integrates with the CVP or otherwise the CVP becomes nothing more than another marketing slogan for the company.
Janic Hurly at Gensis Analytics wrote a nice article explaining the challenges and issues surrounding the question over how to derive customer value and put them into actual practice. In particular, Hurly examines the banking industry during the tough times of financial crisis and how CVP and value analysis becoming more and more important.
Perhaps one of the most interesting discussion Hurly put forward is that having a CVP is not enough - the CVP has to be from the customer's (the buyer) point of view. Moreover, company also needs to ensure its processes and practices integrates with the CVP or otherwise the CVP becomes nothing more than another marketing slogan for the company.
Wednesday, September 15, 2010
Welcome to eMarketing 2010
Hello and welcome to the eMarketing 2010 Class Blog! We'll use this forum to keep each other up to date on the latest trends and events in eMarketing as they related to our class discussions. Please add your thoughts and opinions each week and let's see how the concepts from our class are working in the "real world" as businesses work harder and harder to integrate Web capabilities into their Marketing and overall business efforts.
Thursday, January 7, 2010
Why branding?
In class, we have 5 whys to find a right SEED question and I wonder why branding.
Everything our company try to do is to get profit. So, my answer is that branding is for profit.
According to the title, we look at two aspects: for internally, branding supports for employee satisfaction, loyalty and achievement; and for externally, branding differentiate our company from other competitors, influences the customer's purchase decision and adds value to our business. For further discussion, please look through the above mentioned title.
Everything our company try to do is to get profit. So, my answer is that branding is for profit.
According to the title, we look at two aspects: for internally, branding supports for employee satisfaction, loyalty and achievement; and for externally, branding differentiate our company from other competitors, influences the customer's purchase decision and adds value to our business. For further discussion, please look through the above mentioned title.
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