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CMC勉強会キックオフ_LT
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11月25日CMC勉強会のキックオフにおけるLTの資料です。
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CMC勉強会キックオフ_LT
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Reserved.28 November 2016© 3M Communication Marketing Committee 11月24日Kick Off Meeting LT B2Bの購買行動とクチコミの役割 スリーエム ジャパン株式会社 eコマースプロジェクト部 マーケティング部 部長 Dave 田中 davetanaka@mmm.com
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Reserved.28 November 2016© 3M 名前:Dave 田中 davetanaka@mmm.com 現職:スリーエム ジャパン株式会社 ECプロジェクト部 マーケティング部長 職歴: アスキー(株)出版局 MacPower編集部 編集者 アドビシステムズ(株) Webプロデューサー アップルジャパン(株) デジタルマーケティング マネジャー 兼アップルユーザーグループ担当 アドビシステムズ(株) チャネルセールス EC担当部長 1991 - 1997 1997 - 2000 1997 - 2003 2004 - 2011 2011 - now
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Reserved.28 November 2016© 3M • 【文具・オフィス】と【産業研究開発用品】の平 均登録画像数・リッチコンテンツ(A+)登録率・ 平均口コミ数~と売り上げの相関性を確認 • 画像点数との相関は低いが、リッチコンテンツと 口コミの相関、またそれらと売り上げの相関が非 常に高い • VINEを活用して、A+を整備せず口コミを先に獲得 してみた=効果無し • 1. A+を登録し、それに伴って2. 口コミを獲得した 製品がB2CでもB2Bでも売り上げを伸ばしている 口コミをするに値する場所=キャンプ地の整備が【売り上げに直結】する Amazonリッチコンテンツ・口コミと売り上げ効果
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Reserved.28 November 2016© 3M 本日お伝えしたかったフレーズ 「ここをキャンプ地とする!」
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Reserved.28 November 2016© 3M Thank you! Communication Marketing Committee 11月24日Kick Off LT B2Bの購買行動とクチコミの役割 スリーエム ジャパン株式会社 eコマースプロジェクト部 マーケティング部 部長 Dave 田中 davetanaka@mmm.com
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