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Seth Godin:「被高估的觸及率』

觸及率(量)可能是廣告圈最大的誤解。

超級盃觸及量很可觀。

Google也能帶來人群。

廣告也能帶來注意力。

所以呢?

你是不是總是想著,如果你有更多的錢就能觸及到更多的人?

為什麼不是make more sense去觸及到真正「對的人」?

你可以透過天文廣播無限電對遠在太陽星期外的數億人的外星人做廣告呀,這樣你要多少觸及都有!

你也許覺得舉例濫用誇大,但你想想值得嗎?考量到你廣告預算的有限性,世界人活著的人幾乎是無限的!但值得嗎?

I read an overview that pointed out that one of the cons of Amazon advertising was that they didn’t have the reach of Google.

This is wrong in so many ways.

觸及率一點都不重要!行銷人的工作不是闖入顧客的世界或打亂他們的生活節奏。行銷人應該真正地跟顧客互動、談話他們「真正在乎」的事情。

投放廣告在最熱門的頻道或廣告一定都不聰明,如果受眾不在乎你的產品或服務,那是一點用都沒有。多付一點錢,去觸及真正的顧客,而不是更多的人,花錢買觸及率、曝光量永遠一點用都沒有!

Reach doesn’t matter, because your job isn’t to interrupt people on other planets, with other interests. Your job is to interact with people who care.

Running an ad on the most popular podcast isn’t smart if the most popular podcast reaches people who don’t care about you.

Perhaps it makes sense to pay extra to reach precisely the right people. It never makes sense to pay extra to reach more people.

不專業翻譯:Seth Godin – Reach is overrated!

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