2010年11月4日木曜日

ソーシャルメディア時代の新しい購買モデル(AAS熊沢モデルの提唱)

ソーシャルメディア時代の新しい購買モデル(AAS熊沢モデルの提唱)

 マーケティング分野で長く使われてきた購買モデルはAIDMAである。1. Attention(注意)→2. Interest(関心)→3. Desire(欲求)4. Memory(記憶)→5. Action(行動)。

 ネット時代に入り、消費者の購買プロセスは変化したため、電通によりAISASモデルが提唱された。
1. Attention(注意)→2. Interest(関心)→3. Search(検索)→4. Action(行動、購入)→5. Share(共有、商品評価をネット上で共有しあう)

 では、ソーシャルメディア時代にはどういう購買モデルが妥当なのか、AISASモデルはどう変わる可能性があるのかを考えてみた。

 Facebookで自分の趣味嗜好に近い友達がいいね!と言っていたら、そのようなソーシャルフィルタリングを介すると、モデルは以下のように短縮化される。
1Attention(注意)→4 Action(行動、購入)→5 Share(共有、商品評価をネット上で共有しあう)

Interest(関心)とSsarch(検索)はソーシャルフィルタリングによってプロセスから省くことができる。

 AAS熊沢モデルでプロセスが短縮されるので注意から購買までの時間も短縮される。企業にとってはリアルタイムマーケティングの必要性が高まっていくだろう。また、これまでは注意から行動までの抜け落ちが大きかったが、その抜け落ち率は低下する。しかし逆に、比較購買の必要性が減ると、このソーシャルグラフ上に入っていない商品・製品は最初から消費者の購買選択肢から除外されてしまう。

今後さらに実際にどうかを観察していきたい。まだアイデア段階なのでご批判ください。

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