株式会社フロムスリー - 04) 聞きかじりのマーケティング論(2)

インターネット私見


聞きかじりのマーケティング論(2)


私のマーケティングの師匠、森行生さんの話は前回書いた。
今回は森さんが師匠とあがめるSurfrider氏こと阪本啓一さんのメールマガジンを紹介する。
タイトルは「電脳市場本舗」という。ちなみに次のサイトから申し込める。

http://www.palmtr.com

阪本啓一訳「パーミション・マーケティング」


Surfrider氏が今年翻訳し出版したのが「パーミション・マーケティング」。著者はセス・ゴーディン氏。ビジネスマンを中心に売上は好調だそうである。
パーミションというのは許可を与えるということ。つまり、売り手に対し、ユーザーが自分に対して商品説明をしてもよい、販売しても良いという許可である。強固な信頼関係が双方の間に成立していることが前提である。
基本的には「ワントゥワン・マーケティング」の発展形と位置付けられる。

「ワントゥワン・マーケティング」というのは、文字通りマス・マーケティングではなく、一対一の個別的マーケティングである。
インターネットによって個別対応が可能になり、マス・マーケティングの限界性を突破する理論として注目されている。

これらを説明するのは私の役目ではない。各自図書館で借りるなどして研究してみてほしい。

コンテキスト(CONTEXT)が核


Surfrider氏のメルマガの一節を紹介する。

『ネットワークの重要性を別の側面から見ると「関係性」がますます重要になるといえる。ビジネスを成功させるには「コンテンツ」(中身)「コンテキスト」(顧客との関係性)「デリバリー」(コンテンツをどう流通させるか)の三要素がきちんと立体的にバランスとれていることが必要である』

インターネット・マーケティングに於て最も大事なのは「コンテキスト」だと私は思う。

一般に音楽配信業界でしきりに強調されるのは「コンテンツ」である。キラー・コンテンツさえあればビジネスは成功すると信じている人も多い。

しかし、インターネットによる関係性というのは「インタラクティブ」であり、マス媒体のようなワンウェイ・コミュニケーションではない。
キラー・コンテンツはマス・プロダクトの概念である。

私は、それゆえ「コンテキスト」に一番注目している。
要はユーザーとどういう関係性を持つかである。

ミュージック・デザイナーはある意味カリスマ性を持たなければならない。ユーザーは自分の好みを理解し、有益な情報のみを伝えてくれるカリスマとの関係性を獲得するのである。
音楽配信ビジネスの成功への私の提言の核である。


フリマ理論って何?


マーケティングの話を何故持ち出したのか?

それは、インターネットの世界でのマーケティングというのは、極めて個別的であり、商品販売形態もその構造に規定されるからである。

市場は売り手と買い手の個別取引の場になる。関係はインタラクティブであり、従来のようなマス・マーケティングは通用しない。

私は、前号でこういった市場をフリーマーケットに置き換えてみた。インターネットの市場はフリマの構造そのもではないか、それが私のフリマ理論である。

商品はわかる人がわかればよい


骨董市がそうであろう。よほど目利きでなければ、それにどれぐらいの価値があるかなど正確にはわからないものだ。
フリマは、わかる人が納得できる値段で買える場である。
高ければ誰も買わない。売り手は別にこれでぼろ儲けしようなどとは思わない。お互いの信頼関係でフリマは成立するのである。

主催者はそれゆえ業者とおぼしき売り手を極力排除しなければならない。買い手は売り手が業者かどうかは簡単に見分ける。そして、そういうフリマは客からどんどん敬遠されることになる。

商品は必ずしも新品である必要はない。
客が納得すればよいのである。ある意味では趣味性の強い市場であるといえる。

音楽配信の市場はフリマそのもの


何度もいうが、現状では配信の市場はパッケージの市場に比べて大変みすぼらしい。
それゆえ、マスに受け入れられるようなイメージ戦略は意味がない。
テレビに取材されて、結果的に恥をさらす人たちの気がしれない。(テレビ・コマーシャル等論外だ。)

でも、お客さんはいるのだ。インターネットの向こうに。
しかも、インターネットの客は良く柿食う客なのだ。(何のこっちゃ?)

配信の世界では、フリマ理論が有効なのだ。
物々交換の場のようなインタラクティブな関係性が重要なのだ。
ミュージック・デザイナーはその売り子であり、又、客のニーズを先取りするカリスマでなければならない。

さて、今回は勝手に持論を広げてみせた。皆さんの御意見などを是非お聞かせ頂きたい。

次回はインターネット感性論(重いか、軽いか)をお届けする予定。

00.7.19 Kunio Abe
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03) 聞きかじりのマーケティング論
カテゴリートップ
インターネット私見
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05) インターネット感性論 〜重いか、軽いか〜

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