4C and 4R: The birth of cloud marketing concept

The field of marketing so far has been developing for a very long time, and it shows us a shift from "product-centric" to "customer-centric." The most popular marketing theory has also changed from "4P "Turned into the" 4C "theory based on consumer demand and the" 4R "theory based on relationship marketing.

The era of digital information led by the Internet and mobile Internet can help enterprises to collect massive amounts of users' data at an unprecedented speed and analyze, perceive and predict consumer preferences based on big data and accordingly provide consumers with the best Products, information, and services that meet their needs.

However, even in the era of big data, every business's understanding of their users can only be one-sided or a single dimension. For example, there are three websites: website A sells sportswear, website B sells casual clothes and website C sells bags, each of which understands the preferences displayed by users in their websites, such as color preference and price sensitivity , But they do not understand the user's behavior and preferences outside their own website. If Site A understands the interest of its users on Sites B and C (such as being very fond of purple casual clothes and bags), this is very helpful information that Website A can use to more accurately provide that user with what she may Will also like sportswear. This not only enhances the website's conversion rate but also dramatically increases the user experience. Constructing a comprehensive interest map of consumers without infringing the privacy of users will directly help all participating enterprises to improve their understanding of users and their competitiveness in the industry.

What is cloud marketing?

Cloud computing is already a term unfamiliar to most readers. In simple terms, it refers to the integrated management of computing, services and applications. For example, specialized networks and technology companies such as Google, Amazon, and IBM have set up computer storage and computing centers that allow users to easily access a web browser with a web-based cable and get online access to the data, services and applications they need online. . Cloud computing and software services are gradually changing the way businesses operate and manage their infrastructure. By outsourcing the enterprise's hardware and software infrastructures and associated management efforts, organizations can reduce management costs while devoting more time and effort to their everyday business efforts. At the same time, software service providers can devote their entire time and resources to helping organizations create the right, customized infrastructure. This outsourcing of infrastructure not only lowers management costs for the organization but also creates a better infrastructure. So why not apply this logic to marketing?

In fact, most businesses do not have the time, data, and resources to conduct a full marketing campaign in this massive online marketing environment. At this point, you need a marketing information provider, supporting the implementation of related marketing activities. Some basic ways to automate marketing activities include content integration, automated email services, and more. With this service, businesses benefit from faster, customized help and providers' expertise based on market research and brand management, and providers benefit from a comprehensive and sufficient number of consumers Preferences information.

Combined with the concept of traditional marketing and software service, cloud marketing is devoted to integrating the marketing resources of various channels on the network so that all parties can create, modify, utilize and share these resources. From a channel point of view, providers or value-added service providers do not have to master the management of these resources, technology and knowledge, which are entrusted to the maintenance of a platform to manage a third party. In simple terms, cloud marketing is the centralized management and application of consumer preference data and marketing data for multiple terminals. Cloud marketing is not only a combination of traditional marketing and software service. Its essence is cross-domain, cross-channel and cross-terminal marketing information integration and comprehensive utilization.