[電子商務] 2017的10個行銷趨勢

IBM Marketing Cloud發表了今年10個行銷趨勢，大體來說是科技的改變與數據分析將改變行銷方式，也會對行銷越來越重要。也是創造顧客經驗的策略。

請盡量讀原文英文，我的中文翻譯參考用就好，因為很難翻譯，且我的英翻中一向很爛。

Trend #1: Cognitive insights revolutionize how marketers deepen customer connections and fuel strategic growth
觀察分析將會更深化行銷人對顧客連結度跟成長策略

Trend #2: Companies shift from “mobile strategy” to creating an engagement strategy for their customers on mobile
公司轉換政策從手機策略變到發展engagement的策略給使用手機的顧客

Trend #3: Influencer marketing becomes more sophisticated and critical to brands’ social strategy
社群網的影響者Influencer會越來越發展細緻，且對品牌的社群策略越來越重要

Trend #4: Marketing and ad technologies draw closer together to drive efficiency and a better customer experience.
行銷跟廣告科技越來越連結一起，傳遞更有效率且更好的顧客經驗

Trend #5: Customer success and retention strategies leap to the marketing forefront
顧客滿意跟關係維護策略變成在行銷的最前線

Trend #6: Center-brain marketing melds creativity and tech to fuel success in a future driven by machine learning
"Centre-Brain markeing" (這是一個新的專有名詞)結合創意跟科技將會是未來一個重要的成功趨勢
https://www.youtube.com/watch?v=5cOFNYEHZyU

Trend #7: Interactive email shifts the channel’s paradigm and powers new ecommerce opportunities
互動式的emil將提供電子商務的新機會

Trend #8: Understanding the evolution from big data to dynamic data becomes imperative to success
大數據到dynamic數據的轉變將會是勢在必行

Trend #9: Apps continue to escape their icons and change the face of mobile interactions
App繼續失去他們的標記，轉變成手機互動的介面

Trend #10: Leading marketers pursue a holistic view of the customer journey that radically shifts the customer experience
行銷追求整體的customer journey，將會改變顧客經驗

完整白筆書:
http://www.silverpop.com/…/US-I…/2016/2017-marketing-trends/

【品牌故事】老虎牙子

（★起：發明緣由）

1991年，正值三十歲、在藥廠擔任職務已有四年的林志隆先生，因為不久前一場突如其來的大病，讓他在鬼門關前走了一遭，於是下定決心提倡有氧生活。在因緣際會之下取得了一種漢方藥草，直覺上可以把它放進飲品，並加以推廣成為人手可得的產品，開始了「老虎牙子」這個有氧飲料的傳奇。

（★承：創業之初）

品牌創立的一開始並不順遂，航太工程背景的林志隆先生沒有因此氣餒，以八輛車、八個業務員，採土法煉鋼的方式不眠不休地找經銷點。在不被看好的聲浪下，用另類思維突破傳統框架的拘束，終於，逐漸看見曙光。

（★轉：發展關鍵）

然而，真正讓「老虎牙子」成功脫穎而出的，卻是林志隆先生有著一顆「逆思考」的行銷頭腦，不僅在於「老虎牙子」品牌的命名，更跳脫自己原先八十年藥廠灌輸的生產理念，全面改採代工模式，走一條沒人敢走的新路，創造「一個條碼，賣超過二十五年」的神奇事蹟！

（★合：品牌現況）

今天，老虎牙子成為家喻戶曉的有氧飲料代名詞，並不斷追求高峰、放眼全球，積極擴展海外市場，觸角伸向歐美各國，致力將有氧人生的理念散播給所有「會呼吸的人」。

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【老虎牙子 大事紀】

●1991年創造出第一支商品─老虎牙子有氧飲料，是全球第一個有氧為訴求的機能飲料。

●1992年，以強勢廣告及活動掀起台灣飲料風暴，知名度快速提昇，品牌記憶度高達65％。

●1997年起，連續七年蟬聯機能性飲料類品牌知名度第一位。

●1999年台灣是調資料顯示知名度達98％。

●2001年以“有氧飲料” 之產品概念，發展“有氧生活” 系列化產品。

●2002年，獲左訓中心指定為國家運動員專用飲料。

●2003年，機能性飲料最理想品牌！根據EICP2003年消費者行銷資料庫分析，「老虎牙子」在「最常使用品牌」、「理想品牌」及「最理想品牌」皆勇奪冠軍！

●2016年開發出全新無糖有氧飲品，並成功在電子商務領域掀起另一波網路購物熱潮。

●2017年，「太極」、「決明有氧」及「老虎」等有氧飲品問世，以嶄新的面貌積極擴展海外市場，並將觸角伸向歐美等地。

【The Story of The Brand】LAO²HU YATZI

(★ from: invent the reason)

In 1991, at the age of thirty, Mr. Lin Zhilong, who had been in office for four years in the pharmaceutical factory, had been determined to advocate an aerobic life because of a sudden illness and a sudden illness. In the edge of the occasion will be made under a Kampo herb, intuitively can put it into the drinks, and to promote the product available to the staff, began the "LAO²HU YATZI" this aerobic drink legend.

(★ bearing: the beginning of business)

The beginning of the brand is not the beginning of the establishment of the aerospace engineering background of Mr. Lin Zhilong not so discouraged to eight cars, eight clerk, mining methods of steelmaking way to find endless distribution point. In the sound of not being optimistic, with alternative thinking to break through the traditional framework of the binding, and finally, gradually see the dawn.

(★ turn: the development of key)

However, the real "LAO²HU YATZI" success come to the fore, but Mr. Lin Zhilong has a "anti-thinking" marketing mind, not only in the "tiger teeth" brand name, but also jump off their original eighty years of pharmaceutical production Concept, a comprehensive change picking model, take a no one dare to take the new road, to create a "bar code, selling more than twenty-five years," the magical deeds!

(★ summary: brand status)

Today, the LAO²HU YATZI become a well-known aerobic drink synonymous, and continue to pursue the peak, look at the world, and actively expand overseas markets, tentacles to Europe and the United States, is committed to the concept of aerobic life spread to all "breathing people."

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【LAO²HU YATZI】The big events of the brand

● 1991 to create the first commodity - LAO²HU YATZI aerobic drinks, is the world's first aerobic demand for functional drinks.

In 1992, with strong advertising and activities set off a wave of Taiwan's beverage, the visibility of the rapid increase in brand awareness up to 65%.

● Since 1997, for seven consecutive years reelection of functional beverage brand awareness first.

● In 1999, Taiwan indicated that the visibility was 98%.

● 2001 to "aerobic drinks" product concept, the development of "aerobic" series of products.

● In 2002, the left training center designated as the national athletes special drinks.

● 2003, the ideal brand of functional drinks! According to EICP2003, "Tigers" won the championship in the "most commonly used brand", "ideal brand" and "best brand"

● 2016 developed a new sugar-free aerobic drinks, and successfully in the field of e-commerce set off another wave of online shopping boom.

● 2017, "Tai Chi", "Cassia" and "Tiger" and other aerobic drinks come out, with a new look forward to actively expand overseas markets, and tentacles to Europe and the United States and other places.

🐾 🐾 🐾 🐾 🐾 🐾 🐾 🐾 🐾 🐾 🐾 🐾

文：Henry Chen，合作請洽👇
✉ h700219k@gmail.com ☎ 0979049054

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