さがしものは何ですか?

osusume, arimasu.

[書籍] 80対20の方法を覆す ロングテールの法則

 

おすすめ文

【内容】
これまでのマーケティング戦略が普遍的に持つ問題点は、「顧客を切り捨てている」こと。
優良顧客を優遇し、リピーター化する戦略や、ターゲットを絞り込み、そのターゲットに集中する戦略。
全てが「従量制コミュニケーションコスト」の世界で構築された、いわば妥協の産物だという。


インターネット、ブロードバンドの普及により、ビジネスは「コミュニケーションコストゼロ」の世界に変貌しつつある。そんな中「ロングテール」という新しい現象が生まれてきている。
(既にご存知のとおり、「売れない本」の売上が、「売れる本」の売上を総額では上回っている状態)


そのロングテールを積極的にマーケティングに取り込もうというのが「ロングテール戦略」。本書では、そのマーケティング手法について提案・解説している。

従来のマーケティングとは異なり、「絞り込まない」戦略を中心とする。
そのためには、「マーケティングの自動化」ができるかどうかがキーとなる。
そのようなものをマーケティングステップとして分析可能な仕組みに整備することを提唱している。


具体的な事例として、
・乳幼児向けのミルクメーカーアイクレオのメールマガジン「アイシュア」
・グーグルの検索連動広告「アドワーズ」
・デジタルアーカイヴジャパンのデジタル素材ダウンロード販売
などが紹介されている。



【感想&気づき】
お薦め度:★★★(5段階評価)
本書は、ロングテールという現象についてではなく、それを取り込むためのロングテール戦略というものをかなり具体的なステップで記載しているものであるため、マーケティング手法に興味がある方には面白いのかもしれない。
個人的には、細かい部分に関する著者の思いや記載が多く、事例などでは既に知っているような内容も多いと感じた。
大切なのは、環境・時代の変化に合わせてマーケティング戦略・手法も変わっていかなければいけないということ。きっと、そのためには成功手法が確立される前に、何らかのトライを行っていくという姿勢が大切なのであろう。



【お知らせ】
アウトプットで自己成長!!
http://ameblo.jp/smile-coach

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基本情報

東洋経済新報社 − 菅谷 義博著

投稿者

smile-coach

最終更新

2008-08-05 07:07:42
 

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