消費(fèi)者精確定向營(yíng)銷
約什?詹姆斯,，Domo公司CEO
????我在網(wǎng)絡(luò)流量分析公司Omniture的工作經(jīng)歷讓我了解到，很多企業(yè)都在尋找客戶上煞費(fèi)苦心,。比如說梅塞德斯奔馳公司（Mercedes-Benz）想對(duì)我這間屋子里的人打廣告,，為了確保屋子里的每個(gè)人都能看到廣告，必須花很多錢,。但90%的錢都浪費(fèi)在了那些看了廣告也沒有能力購(gòu)買豪車的人身上,。
????事實(shí)上，現(xiàn)有的技術(shù)完全可實(shí)現(xiàn)廣告直接定位到我這個(gè)人,。但這項(xiàng)技術(shù)還沒有整合起來,，而有能力實(shí)現(xiàn)這種整合的人目前也還沒有采取行動(dòng)。我認(rèn)為Facebook是這個(gè)能力的,。但是如果Facebook不去做這件事的話,，還有很多很多的初創(chuàng)公司可以幫助企業(yè)把廣告定制到個(gè)人層面，不過其中很多牽涉到隱私問題,。其中首當(dāng)其沖的就是Facebook,，但是我認(rèn)為Facebook可以解決這個(gè)問題。在我看來,，營(yíng)銷支出的浪費(fèi)是一種最低效的開銷,，任何企業(yè)都難以避免,。 |
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Josh James CEO, Domo
????My experience with Omniture helped me understand how much people try to find customers. So say Mercedes-Benz wants to target people in a room I'm in. They would spend money trying to find each one of us, and 90% of their money would be wasted on people who would look at ads and would not have the means or capacity to buy a particular car.
????The technology exists to be able to target me specifically. But it just hasn't been stitched together, and someone with the means to stitch it together just hasn't done it yet. I would guess that would be Facebook. But if Facebook doesn't do it, there are dozens and dozens of upstarts that help personalize ads down to a personal level, though a lot of them have privacy issues. Facebook's been at the forefront of that, and I think Facebook can fix that. That's in my view the most inefficient component of any business, really: the marketing spent. |
