This text emphasizes that marketing is a comprehensive system, not merely a single event, deeply influenced by external factors, internal biases, and environmental contexts. The core of marketing lies in understanding human nature, specifically targeting consumers' subconscious elements like inertia, fear, dreams, weaknesses, and desires to drive engagement and conversion.
The speaker introduces several heuristics (捷思法) for creating consumer demand:
Priming (觸發): Guiding behavior through specific feelings or emotional language.
Anchoring (錨定): Influencing value perception by strategic pricing comparison.
Framing (框架): Creating scarcity or urgency (e.g., limited editions).
Expectation (期待): Highlighting anticipated benefits or emotional outcomes.
Inertia (慣性): Leveraging people's tendency to maintain existing habits.
Arousal (喚起): Triggering positive emotional states to encourage purchase.
Loss Aversion (損失趨避): Emphasizing potential missed opportunities if a purchase isn't made.
The discussion also highlights AI's significant role in modern marketing, utilizing natural language processing (NLP) to analyze unstructured data for precise marketing, sales pitch optimization, customer service improvements, and understanding return reasons, ultimately boosting conversion rates by analyzing transactional dialogues and even sales personnel matching. Understanding human nature and creating demand are crucial for product and industry success.
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