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Ako A?elite priA?ati, pokaA?ite prvo da znate sluA?ati

Mon, Aug 18, 2008

eMarketing, eSavjeti

Putem oglasa potroA?aA?a se prvo podsjeti na vlastite nesavrA?enosti, potom mu se objasni na koji naA?in ih moA?e nadvladati i na kraju ga potaknemo na kupnju proizvoda koji Ai??e rijeA?iti njegove nesavrA?enosti? Budimo joA? konkretniji: Nemate uspjeha kod A?ena? Nema problema, kupite novi BMW i viA?e neAi??e biti vaA?no kako izgledate. Nitko vas ne percipira kao gospodina s pedigreom? Kupite Jaguar jer ta skupocjena britanska automobilska marka odiA?e gospodskom elegancijom koja Ai??e izmamiti uzdahe gdje god se pojavite. VaA?em djetetu se rugaju u A?koli? Sve A?to vam treba je novi praA?ak za dubinsko A?iA?Ai??enje odjeAi??e da bi “bijelo bilo bijelo”. Niste seksi, cool, lijepi niti “u Ai??iru”? Kupite iPod, stavite snjeA?nobijele sluA?alice u uho i samo proA?etajte gradom.

Shvatili ste poantu, u offline svijetu tradicionalni marketingaA?i veAi?? imaju rjeA?enja za sve vaA?e probleme. Ne samo to, marketinA?ki struA?njaci su izmislili i probleme kojih joA? niste niti svjesni pa Ai??e vam ih nametnuti ako dovoljno dugo buljite u televizor. Takve metode savrA?eno su legitimne za obraAi??ivanje pasivnih potroA?aA?a u offline svijetu, no u online svijetu valja primjeniti druga pravila.

No ako u onlineu jednostavno preslikate pravila promocije iz offline svijeta, napravili ste poA?etniA?ku pogreA?ku koja Ai??ete skupo i vrlo brzo platiti. Dakle, ne pokuA?avajte online generaciji prodati maglu i podilaziti njihovim skrivenim A?eljama i fantazijama jer Ai??e vam se to odmah obiti u glavu.

Evo konkretnog primjera koji oslikava razliku u offline i online pristupu. Zamislite da sjedite u kafiAi??u na prvom sastanku s nepoznatom djevojkom. ZapoA?eli ste priA?u i uljudnim pitanjima pokuA?avate doznati tko je ona, A?to ju zanima, kakvi su joj interesi, A?ime se bavi u slobodno vrijeme itd. Dakle, tipiA?na komunikacija karakteristiA?na za proces zavoAi??enja.

No, zamislite sad da se djevojka ponaA?a kao da joj je netko isprao mozak i umjesto odgovora na vaA?a pitanja poA?inje nasumiA?no brbljati kao navijena o tome kako ste nuredni, imate mrlju na koA?ulji, objaA?njava vam tko biste vi zapravo trebali biti i A?to vam treba da se promijenite i onda, niA?im izazvana, iz torbice izvadi kutiju s najnoviji praA?kom za pranje rublja, ponavljajuAi??i poput papagaja kako A?isti bolje od svih drugih.

ZaA?uAi??eni i iznenaAi??eni, strpljivo Ai??ete priA?ekati kraj njene litanije i uljudno ponoviti pitanje jer istinski A?elite upoznati pravu osobu koja se krije iza tih besmislenih izjava. Zanima vas je li dobra, ima li integritet, kakav joj je karakter, A?emu teA?i, koje interese ima, zanimaju li je sliA?ne stvari kao vas. Bez obzira na vaA?a pitanja, ponovo dobivate isti odgovor, istu mantru. Ovo je iskarikirani primjer jednosmjerne komunikacije koju vrlo dobro poznajete jer tako oglaA?avate proizvode na radiju ili televiziji, pritom ne dozvoljavajuAi??i potroA?aA?u da kaA?e A?to doista misli.

Takav pristup polako zastarijeva A?ak i u offline svijetu, no na webu je odavno napuA?ten, ne funkcionira, a onima koji su nerazumni pa ga unatoA? svim savjetima uporno pokuA?avaju provesti vraAi??a se poput bumeranga u glavu.

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Autor teksta:

Kristijan Zibreg - ukupno napisanih 13 tekstova na eBizMags.

Kristijan Žibreg se bavi medijima, marketingom i odnosima s javnošcu petnaest godina. Karijeru je započeo kao urednik prvog hrvatskog magazina za videoigre "Hacker", a kasnije je radio kao voditelj interaktivnih projekata u Algoritmu, urednik tehnoloških priloga u news magazinu Nacional i direktor vlastite marketinške agencije. Danas radi kao konzultant za medije i interaktivne tehnologije. U slobodno vrijeme ureduje tehnološki portal TGDaily.com za koji piše analize te inovativne priče o online tehnologijama i Appleovim gadgetima koje rado koristi.

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