Comparison between traditional marketing and web2.0 marketing

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The key to customer marketing is to achieve one-to-one precision marketing based on customer segmentation, rather than the type of bombing marketing that faces the masses. So what is the difference between customer marketing and mass marketing? What about the SRM that fused the web2.0 spirit?

From the marketing goal, the mass marketing emphasis is to achieve sales revenue targets, while customer marketing emphasizes the acquisition of loyal customers, SRM emphasizes the establishment of a loyal customer community, that is, the high degree of adhesion of the circle.

From the point of view of marketing, mass marketing focuses on how to win customers, while customer marketing focuses on winning customers ' entire life cycle, while SRM emphasizes the life cycle of loyal communities.

From the cycle point of view, the mass marketing is more short-term behavior, and customer marketing is long-term, for SRM as long as the existence of customers exist long-term social marketing.

From the point of view of key performance indicators, mass marketing is more from the market share, product profit margin to assess the effect, and customer marketing emphasis around the customer's wallet share, customer profitability and customer value to assess, SRM is more focused on the community and individual loyalty, chain of relations and the spread of the assessment.

From the customer knowledge that needs to be collected and understood, mass marketing is the habit and demand of collecting segmented market groups, doing the periodical market research, while customer marketing is to understand the habits and needs of individual customers, analyze the real time customer behavior model and expected customer behavior; SRM emphasizes the individual real time customer license and demand label, Community licensing and Demand label.

From the product point of view, the mass marketing sales are independent products, while customer marketing is the product and value-added service system, SRM is to provide personalized products and services and self-service products and services.

From the price, mass marketing is mostly to provide overall discounts, such as discounts, concessions, and customer marketing is based on customer loyalty difference pricing, such as gold member prices and ordinary card member prices, SRM is dynamic pricing, customer to price, or auction bidding.

From the marketing channels, mass marketing is mostly the use of traditional channels and as a lone hunter-like salespeople, while customer marketing is the use of new channels and sales team automation, SRM is the full use of network channels and membership network.

In the publicity, mass marketing is generally one-way, enterprises to customer brand guidance, and customer marketing is two-way, enterprises and customers will interact, and then interactive guide customer information, SRM is multi-directional, not only the enterprise to customers, customers on the enterprise, as well as customers on customers, and customers on potential customers, Communication and interaction based on social network.

In the final form, mass marketing is generally large, large-scale activities, and most of these activities are not targeted at specific customers, and customer marketing is a number of fast, smaller activities, in the face of different value classification of customer segments, SRM is an individual-initiated activities, An autonomous subdivision of the needs of individuals and communities.

Traditional marketing is mostly based on traditional means, while customer marketing and SRM are more based on network technology, wireless technology and other new technologies to support. Combined with the recent lively SNS and web2.0, we used to come from the social top-down, and ignore and suppress the individual's strength. Now, in the individual, society and enterprise, more and more emphasis on individual entertainment. People-oriented, is based on the individual, individual entertainment directly form the entertainment and work in society, so that the individual's circle and social community.

In comparison, we can see that future marketing emphasizes individual entertainment, we should emphasize that the individual to work in the way of entertainment, and as a gathering of the individual society will be adhering to the integration of entertainment and business, so as to reflect and convey the business value of enterprises, to help enterprises and positioning of the customer segmentation group for effective communication and interaction. So, the future era, there is no advertising. Because advertising is a vague audience or accurate audience propaganda, and we want to advocate is the first individual circle and community training, and then the target customer communication and interaction, that is, from beginning to end not talk about advertising, but in the impact of the target customers.

The future era, will be the customer's era, the era of customer circles, the era of interactive communication!