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如何打造优秀品牌 – 译学馆
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如何打造优秀品牌

How to Build a Genius Brand

这里是L2 我们致力于企业标杆管理的数字绩效
Here at L2, we’re in the business of benchmarking digital performance.
我们在特定领域选取了其中的顶级品牌
We take the top brands in a given sector,
通过一个审查其四个数字维度表现的方法
run them through a methodology that examines performance across four digital dimensions
得出了数字IQ分类的排名
and spit out a ranking in a digital IQ classification.
在L2得出的2017年2300家品牌中
Of the 2300 brands L2 ranked in 2017,
只有94个获得了“优秀”的称号
only 94 earn the title Genius.
然而两家优秀企业不会采用相同的方法处理数据
While no two geniuses take the same approach to digital,
今年的赢家们总结了5个关键的主题
this year’s winners converged on five key themes.
1. 不走寻常路
1. Getting personal.
与其迎合大众
Rather than appealing to a broad demographic,
获奖品牌更倾向于独立个性
winning brands are targeting the individual.
多数品牌会收集大量消费者数据
Most brands collect a lot of consumer data.
优秀品牌通过策略战术来多样化使用这些数据
The genius brands use that data in a meaningful way,
包括精致的忠诚度计划
through tactics including sophisticated loyalty programs
或极有针对性的信息
or highly targeted messages.
2. 轻松简易
2. Making it easy.
听上去很明显 但当消费者们被启发购买时
It sounds obvious but when consumers are inspired to make a purchase,
你需要避开冲突 让他们陷入购物狂潮
you need to get the friction out of the way and let them fall into the purchase.
在2017年排行性能中
Winning brands in 17 prioritized site efficiency,
获奖品牌特征过载 并让顾客在博客 lookbooks 和Instagram推送上均能购物
over feature overload and make blogs, lookbooks, and Instagram feeds shoppable.
3. 切换方便
3. Facilitating the handoff.
优秀的品牌意识到各地消费者正趋于网购
Genius brands recognize that consumers are shopping online
特别是在亚马逊网站上
in many locations,especially on Amazon.
像其他品牌网站一样
Like other brand sites,
优秀数码产品的网页在第三方零售网站上
digital geniuses product pages on third-party retail sites
有丰富的内容 而且点击率很高
have rich content and are search optimized.
4. 战略性投资
4. Investing strategically.
优秀品牌在平面广告上的成本正在相应缩减
Genius brands are scaling back on desktop advertising,
并且把资金和创造性注意力转移到手机和视频上
and shifting their dollars and creative attention to mobile and video,
这样能使其获得更高的回报和参与度
which offer higher return and engagement.
优秀品牌在改革创新 而不是循环和重复设计
Geniuses are innovating not recycling and creating content designed
特别是手机体验 最后
specifically for mobile experience. And finally,
5. 回到商店
5. Going back to the store.
我们的优秀品牌平均65岁
The median age of our genius brands is 65 years old
这意味着老牌子还未完全衰弱
suggesting that the old guard is not dead yet
特别是自从他们开始革新以后
especially since what’s old is new again.
许多优秀品牌在寻找新奇的方法使店铺增值
Many genius brands are figuring novel ways to make their stores an asset
并且使线上线下一体化
and integrating the online and offline experience.
我们预测2018年购物风暴会再次袭来
We predict 18 will be the year the storm makes its comeback.
继续收看我们的节目
Stay tuned.
下周见
We’ll see you next week.

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视频概述

通过科学统计的方法告诉你优秀品牌的诞生。

听录译者

收集自网络

翻译译者

阿明amingyo

审核员

审核员 W

视频来源

https://www.youtube.com/watch?v=I-8WfylDZ4Y

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