2009년도 채 얼마 남지 않았다.
아이폰 출시와 더불어 스마트폰이 보편화될 것이고
TV, PC에
이어 모바일이 소비자 커뮤니케이션의 주매체로 더욱 많이 부각될 것이 자명한 2010년.
마케터는 소비자와 실시간 지속적으로 소통할 수 있는 방법에
대해 더더욱 깊이 고민해야하고
소비자를 Push하는 전통적 마케팅은 재빠르게
잊어야할 때다.
이런 상황에서 baekdal.com에서 릴리즈한 아래 포스팅은
당연하지만 강한 시사점을 던져준다.
미투데이가 됐던 트위터가 됐던
블로깅이 됐던 소비자와 대화할 수 있는 공간으로 직접 뛰어들어 가 그들과
소통해야 한다는 것인데...
Perfect website is not
a website.
홈페이지를 아무리 그럴싸하게 꾸며놓아도,
아무리 획기적인 캠페인을 기획해도,
삐까뻔쩍한 카탈로그를 만들어 놓아도
고객은 절대 혹하지도, 일부러 찾아와보지도, 퍼뜨려주지도 않는다.
사람들이 지속적으로 떠드는 공간에 직접 찾아 들어가
떠들
수 있을 만한 콘텐츠를 바로 그 곳에 올려야 하고
사람들이 스스로 떠들어 줄때까지 인내를 가지고 기다려야 한다.
공식 홈페이지는 고객과 직접 대면하는 사이트들 링크시켜주는 허브역할만 해주면 그만이다.
고객을 억지로 움직이게 하는 건 더이상 불가능하다.
아무리
재미있고 좋은 콘텐츠라도 찾기 힘든 엉뚱한 곳 (홈페이지 등)에 놓여져 있으면
퍼가지 않는다.
It must be part of
a stream.
바로 이제까지의 Big Trend였던 find economy와 상반되는 2010년의 use economy 다.
The Use Economy
In 2010, the internet will move into the "use economy", as opposed to the "find economy" of the past.
Focusing your strategy around building a website that can be found on Google and present your entire product catalog as a visual stunning and engaging presentation is a thing of the past.
You can't use a campaign. You can't share a product catalog. You cannot make a package a part of your stream.
People do not share or discuss a newspaper or a blog. But if you write a really good article, then that is certainly sharable. Just as you cannot share a shoe campaign, but you can share that one shoe that all your friends talk about.
In the "use economy":
- Content is atomized.
- It's part of a stream
- It about on-going interactions
- It's a part of people's existance
A traditional website doesn't solve any of these challenges, and as such your web strategy for 2010 is not about a website.
It's not about the content either
The biggest change in a use economy is that the focus of your attention is not even about the content itself. Your content plays a very important role in that it functions as the motivator. It is what gets people interested in using it.
But the real value is in the use itself. What do people do with it? What kind of reactions does it create? How do they share it? What kind of conversations does it start? And most importantly, how does it make people feel?
That is the point of the use economy. This is what your brand should be all about. It doesn't matter if it's an article, a pair of shoes, or a cup of coffee.
You web strategy for 2010 should be about people, and interacting with them directly.
Checklist
What to do?
- Focus on how people can use your content or products
- Get people talking
- Help the communication along
- Focus on the long haul, instead of short term interactions.
- Focus on increasing sales via the energy created by your existing customers (i.e. the energy of your existing customers is what persuades new-comers to buy your products)
Where to do it?
- Use every channel that makes sense
- Move your content to those channels (don't use Twitter just to link to your website)
- Support people's environments
- Move your store into their world. If people talk about your products on Facebook, why not also allow them to buy it directly from there?
First time experience:
- Design your social channels in ways that makes it easy to find out what else you have to offer
- Make it easy to take the first step (just being friendly and open goes a long way)
- Encourage first time user to act.
The bigger picture:
- Use your website as the hub for all your activities.
- Show people everything you do, and where you do it.
- Centralize the bigger picture, but de-centralize your network.
- Make sure your internal workflows actually work.
- Make it easy to manage your social universe.
Things not to do:
- Forget your website as a platform
- Forget the technology (people don't care if what you use)
- Forget about creating a package/campaign
- Don't put anything between you and your customers.
- Do not lose your patience. It takes many months to reach critical mass. It takes time to learn what people care about.
In 2010 everything online is about people, communication and using that to your advantage. It's not a platform, it's not a thing, it's not a system, it's not about CMS, it's not about IT, and it's not even about website design.
출처 :
2010 Web Strategy (http://www.baekdal.com/articles/Management/web-strategy-2010)
