ມາຮູ້ຈັກ 4 ເຕັກນິກການຕະຫຼາດ ທີ່ອາດໃຊ້ບໍ່ໄດ້ຜົນໃນປີ 2019

ສິ່ງທີ່ນັກການຕະຫຼາດມັກຕັ້ງຄຳຖາມ ແລະ ພະຍາຍາມຊອກຫາຄຳຕອບ ໃນທຸກໆປີຄື:ຈະມີ”ເທຣນ” (Trend) ຫຼືການຕະຫຼາດຫຍັງແດ່ເກີດຂຶ້ນໃໝ່ໃນປີນີ້ ເພື່ອຫວັງໃຫ້ມີແນວທາງພັດທະນາທຸລະກິດ,ວາງແຜນການຕະຫຼາດບໍ່ໃຫ້ຕົກ“ເທຣນ” (Trend). ແຕ່ຍຸກນີ້ເປັນຍຸກຂອງໂລກ“ດີຈິຕ໋ອນ”ເຊິ່ງມີການປ່ຽນແປງທີ່ວ່ອງໄວ ຍ້ອນຖືກເຕັກໂນໂລຊີເຂົ້າມາປ່ຽນແປງ ທັງທຸລະກິດ ແລະ ພຶດຕິກຳຜູ້ບໍລິໂພກ.

ໃນປີ 2019 ນີ້ ຍັງຈະມີເລື່ອງໃໝ່ໆເກີດຂຶ້ນຈົນເຮັດໃຫ້ເຮົາຄິດບໍ່ເຖິງແນ່ນອນ ຍ້ອນ“ດີຈິຕ໋ອນ” ໄດ້ເຂົ້າມາປ່ຽນແປງຫຼາຍສິ່ງຫຼາຍຢ່າງ ຂະໜາດວ່າ“ດີຈິຕ໋ອນ”ເອງ ຍັງມີໂອກາດຖືກທຳລາຍດ້ວຍ “ດິຈິຕ໋ອນ” ທີ່ເກີດຂຶ້ນໃໝ່ໄດ້. ດັ່ງນັ້ນ, ແນວຄິດທາງການຕະຫຼາດ ຫຼື ຄຳຖາມທີ່ມັກເຄີຍຖາມໃນຍຸກກ່ອນ ອາດຈະບໍ່ແມ່ນຄຳຖາມທີ່ຄວນຖາມໃນປີ 2019 ອີກຕໍ່ໄປ ແລະຕໍ່ໄປນີ້ຄື 4 ການຕະຫຼາດທີ່ອາດໃຊ້ບໍ່ໄດ້ຜົນໃນປີ 2019.

1.ເທຣນ Technology ແມ່ນຫຍັງ?ວົນວຽນຮຽນຮູ້ ແຕ່ນຳໃຊ້ເຕັກໂນໂລຊີ

ໃນປີຜ່ານມາໄດ້ມີການຢືນຢັນວ່າເຕັກໂນໂລຊີເຫຼົ່ານີ້ກຳລັງມາຄື:AI, AR, Big Data, Blockchain, Cloud ແລະ Quantumໃນປີນີ້ເລື່ອງນີ້ຈະຖືກນຳມາເວົ້າຫຼາຍທີ່ສຸດ ແລະ ຈະຖືກນຳໃຊ້ເກືອບທັງໝົດ.ດັ່ງນັ້ນ, ສິ່ງທີ່ຈະເຮັດໃຫ້ທຸລະກິດສາມາດກ້າວໜ້າໄປຄວບຄູ່ກັບເຕັກໂນໂລຊີໄດ້ຕ້ອງໃຊ້ເຄື່ອງມືເຕັກໂນໂລຊີທາງການຕະຫຼາດທີ່ເອີ້ນວ່າ MarTechຫຼືເຕັກໂນໂລຊີການຕະຫຼາດ (Marketing Technology) ແຕ່ການຮຽນຮູ້ເລື່ອງ MarTechເປັນສິ່ງທີ່ຍາກ ເພາະມີຈຳນວນຫຼາຍໃນປີ 2016 ມີຫຼາຍກວ່າ 1.000 ເຄື່ອງມື ແລະ ໃນປີ 2018 ມີເພີ່ມຂຶ້ນໃນໂລກອີກເຖິງ 7.000 ເຄື່ອງມືທັງໆທີ່ປະເທດເຮົາຍິ່ງຕາມເຕັກໂນໂລຊີເຫຼົ່ານີ້ເກືອບບໍ່ທັນ. ຄຳຖາມກໍຄື: ແລ້ວນັກການຕະຫຼາດທັງຫຼາຍຈະມານຳ”ເທຣນເຕັກໂນໂລຊີ”ເຫຼົ່ານີ້ໃຫ້ທັນໄດ້ແນວໃດ?.ສະນັ້ນ, ສິ່ງທີ່ຕ້ອງຄົ້ນຫາໃນປີ 2019 ກໍຄື ຕົວແບບທຸລະກິດໃໝ່(New Business Model). ສິ່ງສໍາຄັນແມ່ນ: 1. ຢ່າເລີ່ມດ້ວຍການເອົາເຕັກໂນໂລຊີມາໃຊ້, 2. ເບິ່ງບັນຫາຂອງລູກຄ້າ ແລ້ວພະຍາຍາມແກ້ໄຂບັນຫານັ້ນ. 3. ຄົ້ນຫາຊ່ອງຫວ່າງຂອງຄູ່ແຂ່ງ ແລ້ວເຮົາໄປເສີມບ່ອນນັ້ນທີ່ເປັນຊ່ອງຫວ່າງ ເຫຼົ່ານີ້ຄືການສ້າງຕົວແບບທຸລະກິດ(Business Model) ຂອງຕົວເອງ.

  1. ການແບ່ງແຍກໂລກ Online or Offline

ໃນຊີວິດຄົນເຮົາປັດຈຸບັນແລ້ວ ບໍ່ສາມາດແບ່ງອອກວ່າເປັນ Online ຫຼື Offline ນັກການຕະຫຼາດກຽມພົບກັບຄຳສັບໃໝ່ທີ່ໃນອະນາຄົດອັນໃກ້ນີ້ຄື Onlife ຫຼື ການເຂົ້າໄປມີສ່ວນຮ່ວມໃນຊີວິດລູກຄ້າ ຕ້ອງເຂົ້າໃຈຊີວິດຂອງລູກຄ້າກຸ່ມເປົ້າໝາຍໃຫ້ໄດ້. ໃນໂລກຂອງທຸລະກິດຍຸກນີ້ຈຶ່ງບໍ່ຄວນເນັ້ນພຽງOnline ຫຼື Offline. ແຕ່ໃຫ້ເບິ່ງເປັນແບບ Onlife ໝາຍເຖິງລວມເອົາທັງ Online ແລະ Offline ທີ່ເປັນສິ່ງຈຳເປັນຕ້ອງມີຄຽງຄູ່ກັນໄປໃນຊີວິດຄົນ. ຕົວຢ່າງ: ຖ້າຢາກຂາຍເຮືອນທີ່ມິີລາຄາສູງຖ້າເຮົາຂາຍແຕ່ໃນສື່ອອນໄລ໌ກຸ່ມເປົ້າໝາຍລູກຄ້າກໍອາດຈະບໍ່ເຫັນຫຼືໃຫ້ຄວາມເຊື່ອຖື ແຕ່ຖ້າເຮົາລົງໂຄສະນາຕາມປ້າຍ ແລະ ປ້າຍຕ້ອງຢູ່ສະໜາມກ໊ອຟຈະສ້າງຄວາມເຊື່ອຖືໄດ້ຫຼາຍກວ່າ. ດັ່ງນັ້ນ, ບໍ່ຄວນຕັ້ງຄຳຖາມວ່າ ຈະໃຊ້ສື່ການຕະຫຼາດຜ່ານ Online ຫຼື Offlineຈະເລືອກອັນໃດດີອີກຕໍ່ໄປ ແຕ່ສິ່ງທີ່ສຳຄັນກວ່າຄື ເຂົ້າໄປຢູ່ໃນຊີວິດຂອງລູກຄ້າກຸ່ມເປົ້າໝາຍໃຫ້ໄດ້.ສະນັ້ນ, ຈຶ່ງສະຫຼຸບໄດ້ວ່າ: 1. ບໍ່ຕ້ອງແບ່ງໂລກ Online ຫຼື Offline 2. ເຂົ້າໃຈຊີວິດຂອງລູກຄ້າ 3. ເຮັດໃຫ້ຊີວິດຂອງລູກຄ້າດີຂຶ້ນ.

  1. ສ້າງ Eco-System ມັດໃຈລູກຄ້າ.

ນັກການຕະຫຼາດມັກເວົ້າສະເໝີວ່າ “ຊີວິດລູກຄ້າຕ້ອງເຮັດໃຫ້ເກີດ Eco-System” ຕົວຢ່າງກໍລະນີຂອງ Appleທີ່ອຸປະກອນທຸກຢ່າງຈະຕ້ອງຢູ່ໃນ Eco-System ຂອງຕົວເອງບໍ່ວ່າຈະເປັນການໃຊ້ App Store, Iphone, Ipadແລະ Icloudເຊິ່ງໄດ້ເຊື່ອມຕໍ່ກັນທັງໝົດ ເພື່ອຫວັງເກັບເງິນຄົນໆໜຶ່ງໃຫ້ໄດ້ຫຼາຍທີ່ສຸດ ນັ້ນເປັນແນວຄິດທີ່ອາດຈະໄດ້ຜົນໃນໄລຍະເວລາໜຶ່ງ ແຕ່ດຽວນີ້ການຄິດແບບນັ້ນອາດຈະຫຼ້າສະໄໝໄປແລ້ວ ເພາະຜູ້ບໍລິໂພກຕ້ອງການອິດສະຫຼະຫຼາຍກວ່ານັ້ນ, ຈຶ່ງເຮັດໃຫ້ປີນີ້ເປັນປີທຳອິດທີ່ມູນຄ່າ “ແບຣນ” ແລະ ມູນຄ່າທາງການຕະຫຼາດຂອງ Apple ຫຼຸດລົງ ເພາະການສ້າງ Eco-Systemທີີ່ບໍ່ສາມາດເຊື່ອມໂຍງກັບອຸປະກອນ ຫຼື ລະບົບນິເວດຂອງ“ແບຣນ” ອື່ນໄດ້ເລີຍ. ແນວທາງທີ່ຄວນຈະເປັນ Open Source ເປີດໃຈໃຫ້ກວ້າງຄື: 1. ຢ່າຂີ້ຖີ່ ລູກຄ້າສາມາດແບ່ງປັນໄດ້ ເພື່ອໃຫ້ເກີດຄວາມຮ່ວມມືທາງທຸລະກິດ 2. ເປີດໃຈ ຢ່າຄິດວ່າເຮົາກຳລັງເກັ່ງຄົນດຽວ 3. ໃຊ້ປະໂຫຍດຈາກລູກຄ້າ ເປີດໃຈໃຫ້ລູກຄ້າເຂົ້າມາມີສ່ວນຮ່ວມໃນການພັດທະນາສິນຄ້າ ແລະ ບໍລິການ. ບາງຄັ້ງຄວາມຄິດດີໆ ທີ່ຖືກໃຈກໍມາຈາກຄຳແນະນຳຂອງລູກຄ້າເອງ.

  1. ສ້າງ Story ໃຫ້ກັບຍີ່ຫໍ້ (Brand).

ບໍ່ສ້າງເລື່ອງທີ່ບໍ່ແມ່ນຄວາມຈິງມາຕົວະລູກຄ້າ. ການສ້າງ Story ໃນປີນີ້ຈະຕ້ອງເວົ້າແຕ່ຄວາມຈິງ ການສ້າງເລື່ອງບໍ່ແມ່ນຄວາມຈິງ ມັນບໍ່ແມ່ນທາງທີ່ດີ ສຳລັບປີ 2019. ຜ່ານມາ ອາດຈະມີນັກການຕະຫຼາດບາງສ່ວນ ບອກວ່າ ການເວົ້າບໍ່ແມ່ນຄວາມຈິງພຽງເລັກໜ້ອຍຈະແມ່ນການຕະຫຼາດທີ່ດີ ແຕ່ຍຸກນີ້ ບໍ່ແມ່ນຍຸກຂອງການມາເວົ້າເລື່ອງຂີ້ຕົວະ ເພາະສິ່ງໃດທີ່ບໍ່ແມ່ນຄວາມຈິງຈະມີຄົນຈຳນວນຫຼາຍພ້ອມເຜີຍແຜ່ຂໍ້ມູນສະເໝີ ໂດຍສະເພາະຄູ່ແຂ່ງ ແລະ ເມື່ອເກີດບັນຫາຫຼື ຂໍ້ຜິດພາດ ຕໍ່ຍີ່ຫໍ້ (Brand)ຖ້າຫາກຜິດຕ້ອງຍອມຮັບກັບຄວາມຜິດນັ້ນ ສິ່ງສຳຄັນຕ້ອງມີການວາງແຜນຮອງຮັບຄວາມສ່ຽງ ຊຶ່ງອາດຈະເກີດຂຶ້ນໄດ້ໂດຍບໍ່ຕັ້ງໃຈ.ໃນອະດີດຖ້າຫາກເກີດບັນຫາຂຶ້ນກັບຍີ່ຫໍ້ (Brand)ທ່ານພຽງແຕ່ໂທລະສັບຫາບັນນາທິການຂ່າວ ເພື່ອຂໍໃຫ້ຢຸດການນໍາສະເໜີຂ່າວດັ່ງກ່າວ ແຕ່ປັດຈຸບັນເມື່ອເກີດຂຶ້ນແລ້ວຕ້ອງອອກມາຍອມຮັບຜິດ ແລະ ຂໍແກ້ໄຂ ເພາະຍຸກນີ້ທຸກຄົນໃນໂລກ“ດີຈິຕ໋ອນ”ພ້ອມເປັນນັກຂ່າວໄດ້ທຸກຄົນ ແລະມີຢູ່ທົ່ວທຸກບ່ອນ.

ເມື່ອນັກການຕະຫຼາດຮູ້ແບບນີ້ແລ້ວ  ກໍຫວັງວ່ານັກການຕະຫຼາດ ແລະ ຜູ້ປະກອບການທັງຫຼາຍ ຈະຫັນມາເນັ້ນໄປຫາທາງເລືອກດີທີ່ສຸດໃຫ້ກັບທຸລະກິດຂອງຕົນເອງ.

 

Four marketing techniques which may not work in 2019

The thing marketers love to ask each year is what the new trends or markets will be in order to find ways to develop their business and create their marketing plan based on these trends but we now live in a digital world and things change fast due to technology causing rapid transitions in business and consumer behavior.

In 2019, there will be all kinds of new things going on which we never imagined due to digitalization shaking everything up to the point that newer digitalization is making its digital predecessors redundant. As such, the official mentality of marketing or the question on the tongues of people in the past may not be the question they should be asking from 2019 forth and here we present to you four marketing techniques which may not work in 2019.

  1. What are technology trends?

It is a learning cycle but uses last year’s technology which has been tried and tested the previous year and therefore shows that technologies such as artificial intelligence (AI), augmented reality (AR), big data, blockchain, cloud marketing, and Quantum Marketing will be the topics most talked about and used almost universally this year. The things which will allow a business to progress should be linked with the technology which is needed as the official tool for marketing, referred to as marketing technology or MarTech but getting to grips with Martech is tricky because in 2016, there were over a thousand tools and in 2018, this had risen seven-fold, making it difficult for our country to keep up. The question many marketers are asking is how to keep up with MarTech. What we are looking for in 2019 is therefore a new business model. The important aspects are: (1) Do not start off using technology; (2) Identify the problems experienced by customers and endeavor to resolve them; and (3) Find gaps in the market overlooked by your competitors and fill them. Our business model is composed of these things.

  1. Striking the balance between online and offline:

At present, in our daily lives, we are unable to separate our online and offline lives. Marketers are preparing to deal with new terminology for the future, such as “onlife” or getting involved with customers’ lives. You have to understand the lives of your target customer group. In the business world of today, we should no longer be thinking in terms of online or offline but rather onlife, which is an amalgamation of online and offline, which go hand-in-hand together in people’s lives. For example, if we want to sell a house at a high price, if you restrict yourself to online marketing, your target customers may not notice you or attribute credibility while if you advertise on billboards and the notice boards of golf clubs, you will seem more real. Therefore, we should not be asking the question as to whether to advertise online or offline any longer; it will be more important to find ways to get involved with the lives of our target group. We can therefore sum up that: (1) We should not differentiate between online and offline; (2) We should understand the lives of our customers; and (3) We should offer our customers an improved quality of life.

  1. Building an ecosystem to trap your customers

Marketers like to say that “the life of a customer results in an ecosystem”. For example, all Apple’s equipment has to lie within its own ecosystem, such as the App Store, iPhone, iPad, and iCloud, which are all interconnected. In order to squeeze as much money out of someone as possible, it has been an effective approach for a while but now, that kind of thinking is outdated because consumers want more freedom so this is the first year that the brand and market value of Apple will start to fall because their ecosystem is incompatible with other equipment and brands. The best option is to go open source: (1) Do not be stingy and share your customers so that you can cooperate with other businesses; (2) Open up and refrain from thinking that we alone have good products; and (3) Make use of your customers by allowing them to participate in the development of products and services – sometimes, the best ideas come from the customers themselves.

  1. Building a story for your brand

Refrain from creating false stories to deceive your customers. This year, when building a story, you have to stick to the truth and make your story consistent with fact. In 2019, it will not be a good idea. In the past, certain marketers would tell half-truths as an effective marketing strategy but this will no longer work because falsehoods will be met with an army of people constantly spreading true information, especially your competitors, and when there is a problem or something goes wrong, if the brand has to own up to it. The important thing is to create a risk management plan for anything which may accidentally occur. In the past, if a problem occurs with a brand, you simply had to phone up the managing editor of the publication where you were advertising and ask them to stop publishing the news in question but now, once the news is out, you have to own up and ask to remedy the matters because these days, every man and his dog has gone digital and is a journalist by what they say on social media and this is the case everywhere.

Now that the market is no longer ignorant, it is hoped that marketers and entrepreneurs will emphasize the best things for their own business.

 

 

Comments