A cover topic for a marketing 2.0

Looking for Marketing 2.0 of volunteers, please check: u/chengelei/archives/2007/5149.shtml


 


recently has two magazines to do marketing 2.0 topics, first "successful marketing", then "sales and Market", the latter I wrote more space, the next introduction, here first introduced the "successful Marketing" marketing 2.0 cover topic.


 


first is the cover chart.





("Successful Marketing" July 2007, Total 82nd phase)


 


This topic is 6 articles altogether.


 


The first article I wrote the "Marketing 2.0-style survival", the full text can be seen here. In this paper, I explain the definition of different marketing:


Marketing 1.0 is in fact the mass communication as the main body of the searchlight model, in the sales channel to seize the limited shelves, in the channel of communication to seize the limited advertising time and version, as well as limited media coverage (PR), the three limited is to understand the key to marketing 1.0. Therefore, the marketing 1.0 from the dissemination is a parasitic in the media content of the business message.


Marketing 2.0 is based on people's "interaction, Word-of-mouth and community relations" spread, each person, each community may become the channel of communication, this channel is almost unlimited, from the active interest to the interactive experience, and then to a wide range of diffusion. This is actually a pattern that has existed since ancient times, and it has been prevalent before mass media has been transmitted.





See the big picture in this click.


 


the second is my collection of three cases (not all of which I wrote), including the "Yellow Ball", "New York Times Square screen and Lexus car", BERGER KING "obedient chickens." In my previous Marketing 2.0 blog can be found. The full text can come here to see.


See the big picture in this click.


 


The third is the Yechai written by the "2.0 of the way to restructure customer relationship management." The full text can come here to see. Brother Yechai wrote:


Customer management relationship, not customer relationship management ... Each individual is a virtual social individual (client) who manages his or her relationship, and then the enterprise comes in and lets these individuals form a different subdivision group (the concept of the circle). From this process, the core of individual application is simple-irreplaceable and must rely on the application becomes the key, such as mobile phone, IM, certificate or membership card and other applications, based on this, extended out, customer demand (tag, etc.), customer license (license and license strength), community (Club, Circle) Can also constitute such a key.


See the big picture in this click.





Fourth is an interview with Ms. Chen Yixi, "the experience of the transformation of the brand." The full text can come here to see. Ms. Chen Yixi said:


the development direction of the whole advertising industry will be the internationalization of the brand and the experience of the brand. Advocating the use of experiential marketing methods to change the brand strategy of enterprises. This way is different from the traditional brand-building tools and "process", more to the brand construction of "power" to the consumer. ......


enterprises to stimulate the consumer's senses, and even if the enterprise in the consumer passively accept information, but also to do entertaining, boring things consumers will not listen. Entertainment, education, beauty, magic, we summed up the experience of marketing four points, if from the experience of stimulating consumers, will not be flat to see the concept of communication, but three-dimensional view of transmission.


See the big picture in this click.


 


the fifth article is written by Mr. Meng Xianfeng, "Commercial Terminal 2.0." The full text can come here to see. Mr. Meng wrote:

What is the 2.0 of
commercial terminals? Is the experience, interaction, humanity, is precision marketing, situational marketing, this is the core of Marketing 2.0.


Terminal 2.0 Another key point is to divide customer target groups according to customer desires. In the corporate arena, move your products and services from satisfying needs to satisfying desires and increasing the customer experience. This requires market segmentation strategies, from demographic breakdown to desire segmentation, understanding of people's desires and marketing products and services by appealing to people's desires.


See the big picture in this click.


 


The sixth article is the "soft cultural marketing-neglected blind spot" written by Mr. Lie. The full text can come here to see. Mr. Li wrote:


Soft culture marketing focus on allowing consumers to voluntarily remember your brand image, and hard cultural marketing is to force consumers to remember your brand image.


See the big picture in this click.


 


 


the whole series, from marketing promotion, customer relationship management, brand, commercial terminals, soft culture and other aspects of the perspective of Marketing 2.0, or more comprehensive and thorough, it is worth a look.


 


Looking for Marketing 2.0 volunteers, please check: u/chengelei/archives/2007/5149.shtml