New marketing concept-partner Marketing

Network marketing has brought about a major change in marketing theories and means. Many new marketing methods and concepts are constantly emerging, and even pose challenges to traditional marketing theories. If "viral marketing" is "Please tell us, the concept of "partner marketing" has completely changed the basic principle of "target market positioning" in traditional marketing management. Some network marketing experts have even proposed that "the market positioning has ended ".)

Licensed marketing has become one of the most important concepts of online advertising and promotion. The main concept of licensed marketing is actually very simple. In the traditional marketing process, the customer always passively accepts the promotion information of the enterprise. In licensed marketing, the customer fills in a questionnaire, this section describes the categories of customer interest. Therefore, the marketing staff only send information within the scope of customer interest to the customer. This marketing method reduces the annoyance of the customer's life to a certain extent, in addition, it increases the positioning accuracy of enterprises to target customers.

Some companies have adopted such licensed marketing technologies, such as postmaster direct, yes mail, and bonus mail, some websites also request the user's permission during user registration to send promotional information in the future, such as nytimes.com.

Undoubtedly, licensed marketing has a better effect than non-targeted marketing methods. However, due to many restrictions on this method, its marketing effect is not the best. Restrictions on licensed marketing are shown in the following aspects:

First, the registration information requested by the customer during the First Login will change over time (some information may be inaccurate at all-Translator's note ), it is difficult for a website to constantly ask customers to change their information when they access the site again. Obviously, due to the constant changes in customer requirements, the positioning accuracy of marketing information will become lower and lower.

Second, there are also drawbacks in the way marketers talk with customers about promotions, because only one license is provided by the customer, many customers may soon forget their hobbies, such as games, reading, and drinking. If you use direct conversation materials as the basis for licensed marketing, after repeatedly sending "targeted" marketing information to the target customer, the customer has actually become a passive receiver of information, and the result of licensed marketing is only equivalent to direct mail advertising. As marketers send more and more information, the relationship between customers and marketing activities is getting farther and farther.

Introduction of the concept of partner Marketing

Partner marketing is a new business model based entirely on Internet technologies. This model overcomes the defects of licensed marketing. Simply put, this approach treats consumers as equal partners in sales promotion conversations with customers.

Partner marketing has met the two major characteristics of Internet technology. First, the development of the Internet enables fast communication between enterprises and consumers. The wide application of email speeds up the receipt of customer feedback and reduces costs. Second, now is an era of authorization to consumers. consumers decide which company they want to maintain a partnership with or do not talk, they also hate the chaos caused by various marketing activities on normal life, so consumers want to find a simple way to buy.

Enterprises should have a clear understanding of these two new facts and make full efforts to engage in partner marketing. In this model, enterprises are no longer looking for target customers, but customers choose enterprises.

Sophisticated consumers keep in touch with several similar companies. Therefore, enterprises should design advertisements and promotions that meet customer needs to influence customers' behaviors, in this way, we can maintain a closer relationship with customers. On the contrary, companies that do not take effective actions will be more alienated from consumers.

The following describes the principles and implementation methods of partnership marketing through a specific example.

A consumer wants to buy a DVD player. He wants to visit the websites of his favorite partner marketing company. By searching, he can see that several similar companies are advertising, one company maintains a harmonious relationship with him, so he clicks the company icon and displays the company's product list. Then, he happily chose and bought a desired product.

Then, consumers put the company in a group of partners, which are a list of companies that may be traded in the future. When you need to buy something in the future, he will first look for companies in the combination that provide his favorite products. However, this combination is not fixed, and the customer will end the relationship with the company that he no longer wants as a partner at any time. For example, if a customer gets bad services from a company, he will immediately remove the company from the group.

The partner group is only affected by customers. With the establishment of partnerships over time, the company will get information about customers, such as how many customers maintain partnerships with the company and what customers the company enjoys, companies can use this information to design better advertising and promotions. Companies that do not recognize this and adopt corresponding countermeasures will lose their competitive advantage and gradually be eliminated.

A partner marketing model includes three basic elements: Authorization and customer, enthusiasm for mobilizing customer participation, and creation of a convenient space. Companies that adopt the partner marketing model recognize that the real power in the market is consumers, so that customers themselves can decide to establish partnerships with those companies. The customer's partner portfolio will change based on their own experience. Consumers are not passive recipients. On the contrary, they take the initiative to participate in the enterprise's advertising and promotion processes, and the customer decides who to establish a partnership with. Therefore, the traditional target positioning method will not work. In fact, enterprises can only listen to consumers' decisions. Companies that cannot meet customers' expectations will be removed from the customer partner portfolio-and they will be permanent and there will be no further opportunity to consider.

Finally, what is needed is a place for transactions. The main components of this place must be completely transparent. Consumers can contact the company and decide to establish a partner combination with those companies, these combinations have always been affected by consumers. All in all, partner marketing is far better than licensed marketing. companies establish real partnerships with customers, and consumers are active participants rather than passive recipients. On the contrary, licensed marketing requests a customer's permission only once and then sends an email to the customer.

First, companies that create convenience spaces for partner marketing will expand in the next e-business.