使用者需求的重要性

Kathy Dempsey 在其 ALA年會心得中記下了 Ernie DiMattia 所說的一段話,令我印象深刻:

He said that he starts all his classes with the word “need" because that’s at the heart of real marketing. “We think we know what people need, but in many cases, we really don’t." DiMattia explained that successful marketing is built around serving a need that exists, and no matter how grand your efforts are, “If you are not fulfilling a need, the rest is nothing.

need
圖片來源:Flickr

雖然這是基本 Marketing 101 所談的東西,但卻也是最難的,會有這樣的問題,相信許多原因大家都心知肚明。Ernie 還談到事後評量及新媒體:

Ernie also said that the best marketers do “accountable" work (evaluate it to make sure it meets goals) and they embrace the challenges of new media connectivity.

延伸閱讀:
The ‘M’ Word – Marketing Libraries - Overview of ALA Annual 11
Kathy Dempsey 談圖書館行銷

廣告

廣告

2 thoughts on “使用者需求的重要性

發表迴響

在下方填入你的資料或按右方圖示以社群網站登入:

WordPress.com Logo

您的留言將使用 WordPress.com 帳號。 登出 / 變更 )

Twitter picture

您的留言將使用 Twitter 帳號。 登出 / 變更 )

Facebook照片

您的留言將使用 Facebook 帳號。 登出 / 變更 )

Google+ photo

您的留言將使用 Google+ 帳號。 登出 / 變更 )

連結到 %s