New Integrated Marketing in Cloud Business Times

For today's Internet, there is no doubt that it has entered a new era of cloud. Today's Chinese commerce is a synchronic ecosystem that coexists in a social business community from smallholder economy, industrial economy to information economy and social economy in. According to the marketing modes corresponding to various types of economy, marketing of new products, marketing of customers, experience (interactive) marketing have not yet completely transformed the traditional small-scale farming civilization of China and the new creative marketing corresponding to social economy has been blown up. This is Marketing 4.0: Cloud business era of new integrated marketing, let's take a look at the emerging era of cloud integrated marketing model.

Everything goes into the clouds: three changes in the new business ecosystem

Marketing 4.0 is a new business era just started, according to the longest time of birth (to Twitter, Facebook, iphone4 + iOS / Adroid, etc. one after another) count, now only a short period of 5 years. During the past five years, the new Internet environment has completely reshaped the basic facets of commerce: there has been a qualitative change in today's business ecology and the information economy five years ago in all aspects of life, consumption, work, management, media and marketing The original economic form has not completely disappeared).

This is how humankind has never been so closely linked, and for the first time, it has for the first time realized a new bypass of all intermediaries (newspapers, magazines, radio, television, etc.) and the free exchange of everyone with all people Media: From the Internet on the microblogging, video to the mobile Internet (mobile phones), and the upcoming home terminal (smart TV) seamless connection.

The new information technology that is central to this seamless, free connection, called "cloud computing," is why we call marketing 4.0 a cloud business era. Specifically, compared with the commercial ecology of agriculture, industry and information economy, there have been three notable changes in the ecology of the cloud business era. It is these three notable changes that have not only changed the business ecosystem but also changed the marketing model.

The new integration of Web2.0: quantitative change to qualitative change

When Friedman wrote "The World Is Flat," commerce has just entered a new era of informationalization characterized by Web 2.0, a new business model created in the Web 2.0 era: free, long tail, Crowdsourcing, wikis, search engines, blogs, blogs, tribes, videos, etc. suddenly changed qualitatively in 2008: a past by accepting the mass media (including the Internet, the same below) information, and then word of mouth, and then feedback to the mass media, information dissemination The path is subverted by Twitter, which can only be 140 characters long, and Facebook, a social network that can upload photos and videos.

From the era of FT Media (the abbreviation of Facebook + Twitter, the new media represented by Weibo in China, the same below), everyone can synchronously exchange views and emotions with the ongoing events, on-site and off-site audiences. Twitter CEO Dick Castro said Twitter has changed the electoral ecology of the United States. The emergence of the FT media has shown great power in major international and domestic events. The Spring of Arabia, Occupy Wall Street, the motor car rear-end accident in 2011, and the Mei-Mei-US Red Cross show off the wealthy.

The Chinese business community has not had time to regain the excitement of "immediate involvement" of various social events. The commercial application of the FT era and the commercial gold rush have started to emerge. Obviously, the FT era is a new era of qualitative change in the integration of new Internet models, new tools and new businesses in the Web 2.0 era: social and personal life is changing.

The arrival of cloud lifestyle: new consumption patterns drive business change

As part of China (especially the core city represented by the north) entered the cities and crowds of the FT era, lifestyles and consumption patterns have changed dramatically: media advertising is no longer the main basis for their purchasing decisions, , Users on the Web site for the evaluation of products; these people are still keen on shopping, but will see the favorite products, come up with cell phones to compare the price of e-commerce site search; these people to eat, beauty, fitness or even look Movies, travel, etc., will go to the public comment network, the way cattle network or buy site, search whether you like the product buy discount, and then to the original price of 2-4 fold to enjoy the purchase of products or services; for young fashionistas For example, strangers, WeChat, etc., through LBS (location service), can easily find the nearest strangers, through photos, signature information and brief IM (instant messaging) to decide whether to meet for dinner.

The advent of these new lifestyles and patterns of consumption means that brands that continue to advertise heavily in traditional media are wasted not only by half but by the effective half, , Because consumers receive information, assessment of goods, purchasing decisions in the way of qualitative change. New lifestyles drive business change.

Social business new ecology: the localization of cloud life

The words of the past: On the Internet, no one knows you are a dog. Now it is: the Internet records your life, the Internet is your life, if not all of life, but also the air and water of life.

Business cloud-based "industrial ecosystem" is forming, expanding, and even to the bottom line of personal privacy violations. But humans have been unable to escape the reality of being "sticky" to the cloud unless they are returned to the former informative lifestyle: no internet access, no smartphones, no bank cards, etc.

Cloud computing is a new kind of information technology. Its commercial application is the new ecology of social commerce, that is, the social network composed of social media, search engines, e-commerce and mobile internet, ie cloud platform + three screens , PC, TV) + SoLoMo (Social - Location - Mobile) new business ecosystem.

Information and data related to people and behaviors are collected, analyzed and output by the system as a new stimulus element to promote changes in the marketing methods of enterprises. For example, e-commerce companies browse, buy, follow, collect and forward And other online behavior, analyze the consumer's product preferences and shopping intentions, send push mail, sms, microblogging, to stimulate consumer concern and desire to buy. B2B companies are developing "social sales model", relying on social networks, to the relationship between customers to send recommendations or their interest in information, so as to complete the cultivation of customers, activities, transactions, "sales funnel" the whole process.

Behind the consumer's cloud lifestyle is the cloud business model and marketing model of an enterprise. Although the marketing mode of cloud is very short, it has shown a clear context that the social marketing path has taken shape.

Formation of Social Marketing Model: "Path Revolution" of New Integrated Marketing

Whether in the traditional marketing model 4P, STP (segment - target - positioning), or standardization, mass manufacturing, the mass media, the Internet (digital), in the new social marketing model, are challenged or even subversion. Should be said that the social marketing model is the traditional marketing model is a "path revolution", which is the core of Marketing 4.0, we referred to as "SNS (social networking) marketing model", that is, from the digital technology revolution back to Social life style revolution.

SNS marketing model is not only a mode to break the line of communication and media, but also to break the demarcation line between consumer demand and business model. Marketing 4.0 is more revolutionary and disruptive than other marketing era, which is manifested in the mode of communication Revolution: Creativity becomes the core value chain link of enterprise marketing.

I have summarized the rise of Chinese enterprises (and brands) in the past two decades (1991-2010), which are in fact dominated by or driven by the Big Three rules, namely, visibility, channel power and execution. The implication of this judgment is that there is a clearer contrast on Marketing 4.0: Marketing 4.0 is breaking the key "magic" of the past.

Under the marketing environment of 3.0 and before, consumers are generally passive and lagged to accept manufacturers' "media bombings." In other words, companies have enough money to invest in the media, they have mastered the key to guide consumers to purchase preferences. In the era when the media (including the Internet) mastered the right of media and discourse, the size of the media "sound" determines the position of the brand (excluding the bombardment failure of Lantian lotus root juice and Qin pool without quality support) .

Melatonin, golden wine, giant network on behalf of vulgar ads, Ye Maozhong (microblogging) on ​​behalf of the celebrity endorsing advertisements, Mengniu behalf of the incident speculation advertising and other forms, are attracted by the media equivalent eyeball "one-way control" mode of transmission . Even if these advertisements dominate the mainstream media's primetime and location with vulgar and mediocre ideas, consumers can only be "raped" by vulgar ads. Consumer disgust, scholars denounced, can not be quickly linked together to counter these vulgar advertising behavior, but by the powerful business advertising, news, public relations (navy) inundated. Mengniu, Yili 2011 annual report shows that the average daily advertising costs of both companies up to 17 million yuan, more than their daily profits.

In the era of Marketing 4.0, this reliance on media rather than brand creativity, relying on visibility rather than reputation, is being challenged strongly. In the social business ecosystem, a humble event is likely to be enlarged to an explosive event.

Before the Spring Festival of 2011, Yum's Pepsi, Joy Potato chips and other promotional products for the micro-film "Happy Family home" Lunar New Year ads, with nearly 10 minutes told a complete family story, Pepsi products repeatedly implanted in the story In the context of the Spring Festival home return, it triggered a huge click on portals, video websites and Weibo with the help of Zhang Guoli, Louis Koo, Zhou Xun, Angela Chang and Show Luo. Rush.

On the contrary, Mengniu and other social media in the face of social media is still using the traditional one-way control mode of transmission, an annual report has been interpreted as heavy speculation does not attach importance to quality negative news. Others such as Maotai and other high-priced liquor, due to continued social media challenges, and finally a Premier Wen's ban on the consumption of public funds to choose high-priced liquor speech, the next day the value of Maotai evaporate 142 billion yuan.

The mode of dissemination of social media obviously subverts the one-way mode of forced communication focusing on visibility. Even though there is not yet a widespread emphasis on creative communication, the explosive spread of unpredictable and controlled social communication itself is enough to make enterprises pay attention to how the "reputation" has been constructed.

SNS marketing changes in the transmission mode, that is, from the traditional around the famous creative selling and one-way control of the media, marketing 4.0 era reputation as the core of the creative, word of mouth accumulated two-way interaction model changes.

In the era of marketing 4.0, whether or not to launch social media is not the point. The key point is that enterprises must pay attention to various spontaneous comments on social media and even minor events related to the reputation of brands, products and enterprises. Otherwise, Bring unpleasant surprises, such as Luo Yonghao smashed Siemens refrigerator incident. If you continue to vulgar advertising ideas, I am afraid they will face users spoof, so that investment into a "negative spread" or even "spread of poison." In 2011 360 and Tencent Wars, Ma Huateng's "made a difficult decision," a written statement into netizens taunt Tencent fuse.

Marketing 4.0 was born of what new new forms of creativity? As China's FT era opened its own microblogging, Marketing 4.0 also formed a "micro" prefix industrial clusters: Weibo, WeChat, micro-film, micro-payment, Micro-innovation, micro-video, micro-relationship and so on.

Social commerce is a fragmented but incredibly "connected" cyber ecosystem.

The good news about this reality is that companies can spend more time and ideas on the creative and communication of social media instead of recklessly spending money on advertising the traditional media. They can also spread brand awareness, create good ideas, and enjoy good reputation. Established; and through the link with the e-commerce system, traffic (attention), reputation directly into purchasing power.

In 2011, the most amazing product is a spicy peanut called "Huang Feihong", 5-10 yuan per bag of peanuts in the e-commerce channel sold more than 200 million yuan sales can be regarded as the e-commerce channel In the first sell-scale single food brand. The success of the road, nothing more than the brand reputation of the use of interesting homophonic word of mouth, through the spread of social media, the success of attention to the electricity supplier concerned about traffic, the platform e-commerce traffic into sales.

These two "seamless" shifts are unthinkable in the traditional business ecosystem. Only in the era of marketing 4.0 composed of social media + e-commerce platform + payment system + logistics system is possible. Among them, the word-of-mouth effect of social media with the idea of ​​"lighting up" (a behind-the-scenes social marketing team promoter) is a key part of creating customer's try and promoting continuous purchase.

The bad news is that social commerce makes marketing less easy and even more elusive. Finding the butterfly that brings the tornado is a difficult needle in a haystack.

No matter what kind of attitude enterprises have towards social business ecology, social business is already an objective, self-organizing ecosystem that does not depend on any one's will, but also socialized marketing, that is, new integrated marketing, must face and provide operations Methodological new topics. Marketing based on social business ecology 4.0, will show the following five characteristics, in-depth understanding and grasp of these features, we can find the key to new integrated marketing.

Five new forces of new integrated marketing

It is risky to summarize the new things that are taking shape, as new models and new models that are constantly being created are sure to refresh the previous summary. However, the outline of cloud business era has emerged, there are good reasons to believe that these already emerging towering new forces, will soon become the mainstream trend of marketing 4.0 era.

Cross-media seamless integration

The traditional media concept of marketing is so-called multi-media integrated marketing. Internet-generated rich media (Media-Rich) is a form of implantable advertising, such as Button, pop-up advertisements and the like, which have been widely used on the Internet. The era of FT new media, which I call Crossover-Media, is a seamless integration of cross-border media, which is the revolutionary nature of cloud-era media.

Traditional computers (desktop PCs + laptops), tablets, cell phones, TVs, etc., are sharing the same media resource. For any one information source, it is no longer necessary for each media specially prepared corresponding format or format of communication, any kind of text, video can be seamlessly connected between various media. Just use an account, music, documents, videos, weibo and other information can be opened, appreciated, modified, stored, exchanged, shared on the computers, smart phones, tablet PCs and smart TVs and other terminals.

C2B New Business Model: Customers Reverse Search and Customize Products

If it is not social business environment, cloud computing technology, mobile Internet, it is difficult for human beings countless individuals linked together so low-cost. Once unfamiliar people are connected together and freely come to form a certain tribe, this is a new power.

This force can motivate the occupation of Wall Street and, likewise, can serve as the opinion leader in the new business world and as a promotional force in the social business world. An interesting case is that several of the professional books mentioned by Luo Yonghao in his "An Idealistic Entrepreneurial Story" speech have seen a significant increase in sales as the video was clicked on for more than 5 million views.

Today's C2B (customer-to-business) product search, referral and customization business models are emerging in new ways of using social media, opinion leaders, fan base, affiliate networks and the media. As the relevant C2B platform popularity and traffic increase, C2B will develop from the simple search (beautiful say), the reverse buy (Mushroom Street) to the real personalized customization (Plukka-jewelry custom website).

C2B is a business model that caters to consumers' pursuit of individuality and is one of the innovative business models unique to the cloud business era. This model turns high-level, high-level customization into a service that ordinary consumers can experience and enjoy. At the same time, C2B will inspire designers, crowdsourcing, consumer self-design, fan identity design and other creative forms can be transformed into real products and services, which will be a huge potential for development of a commercial driving force.

Marketing Automation: A New Approach to Database Technology.

The most prominent feature of cloud business era is the storage, processing and analysis of massive data. From a marketing point of view, how to search for gold and alchemists from massive data resources is an indispensable weapon and the biggest challenge for marketing in the cloud business era. In the cloud era of mass data in front of the marketing 3.0 and other database marketing, data traffic scale, if Bo He Wang Yang lamented; in the way of handling, from manual to intelligent automatic identification (through algorithm design) MA tools, technical content and processing power, compared with the traditional database marketing technology even more in the same breath.

From the Business Intelligence (BI) technology, the gradual emergence of Marketing Automation (MA) technology integrates search engine optimization (SEO), web marketing, implant marketing, social media, cross media data Integration of marketing and sales processes, such as source processing, CRM (customer relationship management), and social marketing, provides automated customer search, development, and screening management to transform massive "blind flows" into potential customers with the expected purchase intention, To provide a steady stream of "client pools" for the ultimate deal.

Content Marketing: Creative Element Buttons

The cloud era is an era in which consumers freely "virtualize" and thereby generate real influence. The cloud lifestyle determines the nature of cloud marketing, shifting from media marketing in the marketing 3.0 era to content marketing in marketing 4.0. The essence of media marketing is the game of power and capital, while content marketing is a stage of creativity and innovation.

In the 100 years of the modern market economy, marketing was the earliest content, from Ogilvy to Leo Burnett, and international 4A companies have all grown up in the recent 50 years and are all based on content and creativity. In the 30 years of China's market economy, a late episode was hurried to compete with the 4A company, which has accumulated creative experience and capital in the era of media power at the end of the industrialized economy. In the face of media power, the value of creativity is not obvious, the reputation can bring short-term value; a selling, vulgar, speculation of creativity, as long as the dare to throw money, can become a brand name. This is the root cause of the ups and downs of the top ten Chinese CCTV superstars.

In the era of the cloud, the strong position of the media no longer exists (there is still an influence). The risk of putting out foolish media has been growing. The reality of information exchange between media fragmentation and socialization has made content creation and spontaneous reputation Degree (positive word of mouth), back to the core of corporate marketing.

Compared with the popular viral marketing, word-of-mouth marketing, and circle (relationship) marketing in the marketing 3.0 era, the uniqueness of marketing creative marketing is that the new creative marketing has huge space and more expressive means to show the brand or product Creative ideas, such as the Duanzi (Sentence) creative, micro-movie that has become popular in the past two years.

The origins of the creative segment is where the object, triggering the netizen "step charm" lyrics enthusiasm, which received a high degree of attention. Duanzi is a feature in Chinese language art that is similar to the poetic game of the ancient literati. It is a good way to initiate a series of creative ideas through creativity.

In the online hot pursuit of "Durex overshoe rain" incident, with a few microblogging, products, social situations and white-collar life for a "magical" connection, had a dramatic effect. June 23, 2011 at 17:58, "Air to air bomb" released a microblogging: "Beijing storm, thanks to the bag there are two Durex." With a picture of how to put on the phone boots. Durex official website at 18:00 forwarding thread: "fans rape ah! Everyone quickly learn! Durex home does not wet shoes," the microblogging was forwarded the night more than 6000 articles. In fact, the bomb is a member of Durex microblogging content team, Durex planned this booing communication, the effect of communication is clearly beyond the expectations of planners.

Micro-film is the micro-story and advertising, film technology, new integration. Extend a long period (around 2 minutes) of advertising in the video age to a full-fledged branded movie (3-10 minutes) or even a continuous micro-movie. Micro-film production costs low, the broadcast costs can be zero, once the crowd and the audience led to hot discussion, it becomes a very high amount of creative investment. The aforementioned luxury Starbucks Microblogging Pepsi, not the essence of micro-film, Micro-story itself is still the key to the success of micro-film, which requires creativity, not technology, but not a strong media. Relative to the daily hit 17 million in the media, the dairy giant, it should really consider marketing resources into the direction.

New creative marketing requires that the creative itself have the ability to trigger the "heart button" of the target population. In 2011 a "lost romance 33 days" small production of films than Zhang Yimou invested heavily in "Jinling 13 hairpin", at the box office, much higher profits. Fully demonstrated the power of content creativity. New creative marketing can actually be used for most categories and businesses.

It is important to understand that the creative meta-button for creative marketing is not a business selling, a product merit, a vulgar celebrity endorsement, but a "complex" of feelings in the consumer's mind or values. Creative people need to find a public "complex" that matches the brand spirit in the jungle of the general public's psychology, culture and emotion. On this complex, they create a "creative meta button." Maybe this meta button is a sentence, a piece of music, a scene, a character, a story - remember, not the era of marketing 3.0 to force the customer's brand LOGO.

Public Dissemination: Turbulence and Challenges in the Cloud Age

When we warmly welcome and embrace the cloud era, we must also be aware of the challenges and crises in the cloud era. In the marketing 3.0 and the Internet era, the "Water Army," "the 50-mer," and the "Dark Arrows," "conspiracy to create Experts "and other new" professional "or even" industry. "

Cloud platform can be low-cost, efficient dissemination of fame, of course, can also be low-cost, high efficiency, and kill invisible destruction of reputation, and this is the unique phenomenon of social media era: public communication, constantly forwarding, comments snowball The formation of a kind of "common sense" voice.

Some people say that this is a mob for the Internet. In fact, it is biased. There are both professional navies in the cloud era and free coalitions that share common interests and perspectives, including those who, without personal rewards, are willing to explore the truth. It is a problematic attitude to think that the netizens opposed to themselves are all mobs. However, the turmoil of public opinion does lead to a dissemination of vulgar taste and destruction: rogue transmission.

The main method of rogue transmission is "speculation", but the power of speculation is even greater: speculation, such as Aoi, Madame, etc. It seems that in the era of diversified values, notoriety is also productivity. Speculation, such as Qi B small skirts during the two sessions, including Durex condoms, are deliberately contradictions with the social taboos and strikes out; speculation is wrong: Shu Qi because of a support for Donnie Yen microblogging, resulting in early years Pornographic exposure, force Very Shu Qi Feng Xiaogang foul language was spoofed as "Shu Shu Bao," a series of entertainment is not a social event. Fried unexpected, such as Wu Qing's "nonsense" new poem, "home mood": afternoon to go home, really happy ah / really, very happy / very happy / very very very happy / very happy / thief / Happy / just happy to die / ah.

Public communication is a rogue conspiracy or public justice, not by the public channel of communication itself. The public interest in public communication and the existence of low-cost channels of communication have warned that enterprises must be both internally and externally in the age of the cloud. Otherwise, it would be easy for them to suffer serious consequences because of a small neglect.

Ajisen Ramen bone soup door, that is under the exposure of undercover workers, have to admit that the use of concentrated material package instead of concentrated bone soup deployment, due to the initial sophistication of Pan Wei, bone soup door hit Ajisen. A similar event KFC soy milk door, then to KFC brewing bean milk powder brewing and ended peacefully. The difference is not that KFC consumes more resources than media outlets to seal the media and public relations. Instead, it is at the moment of crisis that it should not be lucky to return to the business of seeking truth from facts. This broke the news, a staff of internal microblogging and photos are hard to say absolutely will not happen.

The complexity and influence of public communication in the cloud era is enough for enterprises to "lie and shoot" - which poses new challenges to the crisis management of enterprises and needs to be given high priority. Traditional media relations, blockade messages, cover with advertising fees, public relations black box operations and other "deception to cover" approach are not enough to rely on. Enterprises must clear the source values ​​and corporate culture, try to eliminate the hidden dangers of management, to be a perfect egg but not decay (wrong values) of healthy eggs.

Marketing 4.0: The forerunner of China's marketing evolution

Has come 4.0 Marketing is undoubtedly a huge marketing drama, how to find new drivers in this new wave of business development, more than the simple phenomenon of the study is more important. In the chaotic flowers charming eyes, for businesses, but also need to choose the best stubborn focus and dedication. Here's our advice for businesses to meet Marketing 4.0.

Marketing from the Chinese point of view, marketing 4.0 may be the first Chinese marketing stand in the forefront of the evolution of marketing in the world. Marketing in China Over the past 30 years, it has been introducing, learning, and looking up the advanced ideas, methods, tools, and even brands in the Western Industrial Age and Marketing 3.0 (Internet Age).

From the beginning of the cloud era, from the beginning of Marketing 4.0, China's economy, the Chinese market and the marketing of China started to show the methodology innovation and cultural innovation brought about by its "vast complex" features. We can expect that Chinese marketing can contribute to the innovation of world marketing with the marketing 4.0 practices, ideas, theories, methods, and tools to create and innovate.

2008 Asia Pacific CEO Anggis Media Group, said: "To understand the media and advertising history, you can go to Europe and the United States; in order to understand the media and advertising in the future, you must go to China." Marketing 4.0, which is the forerunner of the overall evolution of Chinese marketing including media and advertising: A new era of integrated marketing has arrived.