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品牌与消费者的每一次互动都必须能够向消费者传达品牌理念,并需要创造一条促进消费者购买的捷径。数字时代消费者的消费旅程和以往大不相同。他们可能前一秒还在手机、电脑上浏览朋友圈信息,后一秒就有可能因为看到朋友推荐而决定下单购买某品牌产品。在某些特殊情况下,消费者对于品牌产品的购买可能甚至会先于品牌体验。这对品牌营销带来了新的挑战:品牌与消费者的每一次互动都必须能够向消费者传达品牌理念,并需要创造一条促
Each interaction between the brand and the consumer must be able to convey to the consumer the brand idea and create a shortcut that facilitates the purchase by the consumer. Consumer spending journey in the digital age and the past is very different. They may be the first second still on the phone, browse the information on the computer circle of friends, after a second it is possible to see a friend recommended and decided to order a certain brand of products. In some special cases, the consumer’s purchase of a brand product may even precede the brand experience. This poses new challenges for brand marketing: every interaction between the brand and the consumer must be able to convey to the consumer the brand idea and need to create an incentive