マーケティング
公開日:2016.03.24

今から始めるWEBマーケティング③「ネットとリアルの相乗効果で販売力を伸ばす」

ネットとリアルの融合という言葉は今に始まった概念ではありませんが、最近では「O2O(オートゥオー)」と言う言葉として、各ビジネスで使われています。「Online to Offline」もしくは「Offline to Online」を意味する言葉として、ネットから実店舗への誘導、実店舗からネットへの誘導を行うマーケティングの概念として定着しつつあります。

せっかく良い商品を売っているのに、同じような商品を扱う他社に顧客が流れるケースは少なくありません。タイミング、買いやすさ、サービスなど、アプローチや販売手法を改善する事で防げる要因が結構あるようです。

店舗ビジネスを行う社長は、顧客を逃さないために、O2Oの考え方を積極的に取り入れて行く方が良いかも知れません。

 

スマートフォンを活用したマーケティング

小学生でもスマートフォンを持つ時代、PC向けとは違うアプローチ方法でスマートフォンを使ったマーケティングが活発です。

特にスマートフォンで外せないのが、位置情報を活用したアプローチ。GPSやWi-Fi機能から取得できる精度の高い位置情報は、ユーザーに対してその場所、その時間に最適な情報を提供する事を可能にします。

また逆に、スマートフォンユーザーが訪れた場所や利用したサービスを個人情報が分からない形に加工して蓄積したビッグデータをマーケティング分析に活用するという事もされています。

いつもその人と共にある、その人の行動や声を届けてくれるスマートフォンだからこそ提供でき取得できる情報があるのです。これを活用しない手はないですよね。そこで出てくるのがO2Oという考え方。

 

O2Oで、その場所その時間に最適な情報を提供する

先ほど書いたように、O2OはOnline to Offline Marketingの略。WEBを超えてユーザーの実生活にアプローチしようという考え方です。勿論、OfflineからOnlineへという事も。

溢れるほどの広告や売り込みに慣れてしまった人は、次第に、WEB上の必要な情報と不要な情報を自然と選り分けるようになりつつあるようです。でも、その人の行動に合わせてリアルな実生活と連動したマーケティングを行えば、インパクトを与える事が可能です。

例えば、スマートフォンのGPSやWifi機能を利用して、その人がある場所に居ることが分かれば、WEB上でのこれまでの動作と組み合わせて、近くに存在する店舗やサービスをメールで送ったり、WEB上に広告表示するという事が可能です。飲食店ならお昼時にはランチメニューを、夜になればディナーメニューを表示するなど、時間帯によって内容を変えてもいいですね。

また逆にリアルからネットの方向で、実店舗に訪れた人に対して、ECサイトで使用可能なクーポンやサービス情報を渡し、offlineからonlineに繋げられます。また、ECサイト上で期間限定店舗などのイベントを告知して、そこでしか手に入れられない商品を販売し、SNSと連動させてブランドや店舗のファンを増やすいう事をしても楽しいですね。

WEB上よりも実生活での出来事の方が印象に残りやすいので、実生活といかに連動させていくか、という事は今後ますます外せない取り組みになっていきそうです。

自動車や住宅など販売単価が高い商品なら、実店舗に来店して何らかの形でチェックインをしてもらう事で、WEB会員から購入可能性の高い顧客を識別するなど、アイデア次第で集客だけでなくリサーチにも使えるO2Oをあなたの会社のマーケティングにも取り入れてみませんか。

僕たち、専門家に相談したいと言う方はどうぞお問い合わせください。

 

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執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

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