品牌官方网站所扮演的角色

相对于自己的官方网站,品牌商正在YouTube、Tumblr、Facebook等社交网站上投入越来也多的资金和时间。当营销的重心转向社交网站和内容网站之后,品牌商的官方网站将何去何从?

eMarketer最近的一份报告《What’s a Brand Site For》提出并解答了一系列关于这个话题的问题:

  • 在社交媒体大行其道的时代,建立官方网站的目的是什么?如何更好地发挥官方网站的作用?
  • 社交媒体应该向官方网站导入流量吗?
  • 还是反过来,从官方网站向社交媒体导入流量?
  • 如果社交网站的流量远远超过官方网站,那还有维护一个独立网站的必要吗?

品牌商的官方网站可能没有太多访问量,但其作为消费者获取产品信息和制造商信息的重要渠道,重要性仍然不可忽视。去年nRelate发布的一份报告显示,48%的消费者更相信来自产品官方网站的信息,超过对主流门户网站信息的信任度。

在Epsilon的另一份调查中显示,美国和加拿大的消费者对于官方网站信息的信任度要低得多——仅有20%的美国消费者和16%的加拿大消费者将官方网站当做一个可信的信息来源——但是仍然比电视、广播和电子邮件高。

对于大部分品牌商来说,其官方网站的访问量都相当低。来自埃森哲、dunnhumbyUSA和comScore的联合报告显示,最顶级的25个品牌中,有64%的品牌官方网站月均独立访客数低于10万人次。但是不要忽略这部分访客,该报告同时指出,访问这些品牌官方网站的访客,比其他消费者在品牌零售店消耗的时间多37%。

那么品牌商的官方网站在内容营销中应该扮演什么角色呢?这不是一个独立的问题。“我们一直在努力了解什么样的内容适合什么样的渠道。”Clorox(高乐氏,美国食品生产商)的数字创意总监Amanda Mahan说道。“以Hidden Valley Ranch的官方网站为例,用户们对这里的食谱非常感兴趣。很自然地,我们就想把这些内容放到Facebook上,但没想到效果并不好。”

“我们的用户访问Facebook时的目的和访问官方网站时完全不一样。当访问社交网站时,他们希望寻找快乐并分享。当访问官方网站时,他们希望解决问题。”

时间:2013年01月22日

分类:阅读

评论:1条 

How Bad Do You Want To Succeed

Eric Thomas

There was a young man who you know he wanted to make a lot of money and so he went to this guru, right? He told the guru “you know i wanna be on the same level you on”. And the guru said “if you wanna be on the same level I’m on, I’ll meet you tomorrow at the beach.”

So the young man got there at 4am, he all ready to rock n roll, got on a suit .should’ve wore shorts. The old man grabs his hand he says “how bad do you wanna be successful?” He said “real bad” He said “walk on out into the water”. So he walks out into the water. Watch this. When he walks out into the water it goes waist deep, So he’s like “this guy crazy”.

He’s thinking, “I wanna make money, he’s got me out here swimming. I don’t want to be a life guard, I want to make money.”

He got the meaning, so he said “come out a little further” he walked out a little further till it was right around this area. the shoulder area. So this old man crazy, he makes money but he crazy.

He said “come out a little further”, He came out a little further and it was right at his mouth. He’s like “I’m about to get outta here this guy outta his mind”. So the old man said “i thought you wanted to be successful?” he said “i do” he said “walk a little further” he came, dropped his head in, held him down, holding him down, the man kicking and scratching. hold him down, he had held him down, Just before he was about to pass out, he raised him up. He said “I got a question for you”, he told the guy. He said:“ when you want to succeed as bad as you want to breathe, then you’ll be successful.”

I do not know how many of you all have asthma in here today, but have you ever had an asthma attack before, you are short of breathe, when you’re wheezy, and the only thing you’re trying to do is get some air. You do not care about no basketball game! You don’t care about what’s on TV. You don’t care about anybody calling you. You don’t care about a party. The only thing you care about when u trying to breathe is getting some fresh air, that’s it! When you get to the point where all you wanna do is to be successful as bad as you wanna breathe, then you will be successful! I’m here to tell you that the No.1 the most of you say you want to be successful but you don’t want it bad, you just kind of want it.

You don’t want it badder than you would like to party, you don’t want it as much as you wanna be cool, most of you don’t want success as much as you want to sleep!

Some of you love sleep more than you love success. And I’m here to tell you that if you’re going to be successful you’ve got to be willing to give up sleep.

You got to be willing to work of three hours, two hours. If you really want to be successful somedays you’re going to have to stay up for three days in a row! Because if you go to sleep you might miss the opportunity to be successful. That’s how bad you have to want it. You got the days wanna??? Listen to me, You gotta want to be successful so bad that you forget to eat.

Beyoncé said once she was on the set, doing her thing. Three days has gone by, she forgot she didn’t eat, cause she was engaged.”

I never forgot when 50 Cent was doing his movie, I’ve did a little research, 50 cent that when he wasn’t doing his movie, he was doing his soundtrack. And they said, “When do you sleep 50!?”

“Sleep?!”, he said, “Sleep?! Sleep is for those people who are broke. I don’t sleep. So I got an opportunity to make a dream a reality.”

Don’t cry and quits. You’re already in pain, you’re already hurt, get a reward from it! Don’t go to sleep until you succeed. Listen to me, I’m here to tell you today can come here, you can jump up, you can do?? you can be excited when we give away money. But listen to me you will never be successful if I have to so much as give you a dime…

You won’t be successful until you say “I don’t need that money cause I got it in here!”

 

时间:2012年11月25日

分类:阅读

评论:没有 

I am back

我这博客又开了,域名迁移、服务器迁移、数据库迁移,然后一堆设置。

其实也不怎么写东西,但是得给自己留个一亩三分地。

时间:2012年09月04日

分类:公告

评论:2条