マーケティング無くして、ビジネスでの成功は無い ~マーケティング・オートメーション~前編~

マーケティングとは何か?

その定義は様々ですが、ピーター・ドラッカーの定義では「マーケティングの目的は、セールスを不要にすること」です。これをもう少し具体化すると「マーケティングとは、見込客があなたの商品・サービスを買いたいと思うようにするための一連の活動」だと言えます。「ウォンツの創出」とも言い換えられます。

「人々の悩みや欲求を把握し、それに合う製品・サービスを提供することで売上・利益を上げる一連の活動」がマーケティングであり、ビジネスや企業の命運を大きくわける鍵になります。

また、経営者の大きな2つの仕事であり、外注できない仕事とされるのが「マーケティング」と「後継者づくり」です。それくらい重要な活動がマーケティングです。

しかし、セールスのように成果の因果関係が必ずしも明確ではないことも多いため、計測可能なマーケティング活動をすることが大切です。

 

これほど重要な活動にもかかわらず、セールスや商品開発などの分かりやすい活動にばかり力を入れ、マーケティングをおろそかにしてしまう企業が少なくありません。その背景には、マーケティング活動の重要性に関する認識が弱かったり、そもそもノウハウが無いことなどが挙げられます。

一方、世界有数のビジネスマーケットであるアメリカやイギリス、中国などの主要国では、最新のマーケティング活動が活発に行われています。
残念ながら、今の日本は人材・資本力不足もあり、マーケティング活動に注力する余裕があまり無いようです。

そこで注目したいのが、「マーケティング・オートメーション」です。

 

マーケティング・オートメーションとは

マーケティング・オートメーション(M・A)とは、手のかかるマーケティング活動を効率化・自動化し、ワンランク上のマーケティング活動を最小限のリソースで実現するという手法です。

具体例を挙げます。

・問い合わせに対する自動返信メール

・顧客データやアンケート結果の自動集計、分析システム

顧客層の一括りにまとめるのではなく、顧客一人ひとりのニーズ(興味・関心)に応じてコミュニケーションすることで、顧客との長期的な関係を構築することができます。

 

マーケティング・オートメーションを活用することで、ルーティン作業などをシンプル化・自動化でき、その活動の成果も容易に把握することができるようになります。
例えば、Webサイトからの資料請求や、サンプル品の購入をしたリード(見込み客)に対するフォローを、マーケティング・オートメーションによって実施してみると場合。

ある商品を割引キャンペーンで販促することが決定したとします。販促キャンペーンを認知してもらうため、過去に資料請求・サンプル品の購入を実施した全ての人に、案内メールを送るとどうなるでしょうか?

その商品に全く興味が無い人にまで案内を送ることになり、逆に不満や顧客離れにつながっていまいます。あなたも全く興味の無いDMやチラシが届いて不満を感じたことがあると思います。

しかし、キャンペーン商品やそれに関連する商品に対して資料請求・サンプル品の購入をした人に限定して案内メールを送れば、販促コストを最小限に抑えながら購買促進が可能です。

また、実は該当商品に興味があるが、他の商品しか資料請求・サンプル品の購入などのアクションを行ったことのない人についても、「Webサイトで該当・関連商品のページを10秒以上閲覧していた。」「3ページ以上見ていた」などの行動スコアリングに関連付けて、先の案内メールを配信すれば、より多くの購買アクションを誘発することが可能です。

これらを実現するためには、顧客データを管理するデータベースを作成し、Webサイトやメール案内システムの情報を紐付け、顧客行動を蓄積し、さらに案内メールを作成したら自動で該当ターゲットに案内が送れる仕組みが必要です。そんな複雑な一連の作業を人がマニュアルでやるなんて、考えただけでも難しそうですよね。それを実現できるのがマーケティング・オートメーションなのです。

 

今回はマーケティングの重要性と、マーケティング・オートメーション概要についてでした。次回、後編では、マーケティング・オートメーションについて詳しく見ていきます。

<参考リンク>
マーケティング無くして、ビジネスでの成功は無い ~マーケティング・オートメーション~後編~

効率的なマーケティング活動を実現するおすすめクラウドツール

マーケティングを学ぶことで変わる未来-フィリップ・コトラー提唱の考え方-

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