From the letter of introduction to the direct number: SME marketing 40 years of those killer

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Review China's SME marketing growth history, from the 70 Letter of introduction marketing, to the 80 's idea marketing, to the 90 advertising marketing, to 2000 years after the network marketing, and then to today's mobile internet marketing, the marketing of small and medium-sized enterprises are moving towards large-scale, standardized direction of rapid progress. And nowadays, the mobile Internet becomes the general trend, small and medium-sized enterprises also ushered in a new marketing opportunities.

There is a classic marketing quote: Use the customer's way of thinking to choose their own strategy, rather than the self-centered way of thinking. Nowadays, the enterprise's marketing "Blue Sea" is mostly "market Utopia", the competition is more and more fierce, how the enterprise through the service, the marketing to cater to even walk in the user's demand front end, becomes the movement trend under the marketing must study the course. Recently, Baidu launched the "direct number", based on mobile search, @ account number, map, personalized recommendations and other means, so that hundreds of millions of customers anytime, anywhere direct business services. The birth of this product has become an important turning point in the marketing history of small and medium-sized enterprises, especially in the new trend of mobile interconnection, small and medium-sized marketing is ushered in the 40 changes in the golden period.

70 's: Introduction to Marketing

For small and medium-sized enterprises, in the 70 's more for rural cooperatives or collective enterprises. In those days, everything was about politics and all business was handed to "comrade". Therefore, a variety of cover the red chapter of the letter of introduction, also become the most powerful marketing tool.

and small and medium-sized enterprises at this time the difference is not too big, that is, Red chapter will not be the same, if the old state-owned enterprises of the chapter, it will look more. But overall, are individual combat, political components more important, the national model workers more easily become marketing stars.

80 's: Idea Marketing

The 80 's is an age of agitation. People's thinking began to break through the original shackles, for a time, all kinds of "new ideas", "new thinking" like bamboo, flowers contend. In the late 80, advertising began to appear, such as "decontamination strong!1:4! Dosage province!1:4! time short!1:4!1:4" Vitality 28, Shashi day.

However, advertising on television, for the majority of small and medium-sized enterprises, is an exorbitant cost. In the 80 's, more small and medium-sized enterprises took the "idea marketing" guerrilla warfare, for example, carving on chopsticks on the day of the week, through the van on the horn formed "audio ads." But the most classic, still is the 1985 Haier Zhang hit the refrigerator incident. This was a lot of people think is "prodigal" of the Smashing refrigerator incident, this hit, but smashed the Haier market and brand.

90 's: Advertising War

If the 80 's, China's small and medium-sized enterprises are also shy, can not afford television advertising this marketing tool, then after 10 years of accumulation, there have been many small and medium-sized enterprises began to develop through the television advertising. The middle of the 90, the love of VCD by virtue of Jackie Chan's endorsement, as well as CCTV every night on the punctual advertising popular nationwide. and "Hu Zhipeo" the name also left deep traces in that era, even because 1998 to 210 million yuan CCTV ads known as the "King."

However, once a marketing tool has proved to be effective, it has attracted the attention of large enterprises. After the influx of people, making the king to pay high advertising costs, resulting in the "king" of the fall, such as Qin Qi, love, have witnessed the end of the era of small and medium-sized TV advertising.

2000 's: Network Marketing

When large enterprises put the advertising budget as a daily budget, the advertising prices of the various traditional media are rapidly elevated. This makes the small and medium-sized enterprise very embarrassed, does not carry on the advertisement, the scale is difficult to enlarge, the drop is bad, may jifeidanda.

This dilemma was not really broken until the search engine was popular. Search engine marketing, so that small and medium-sized enterprises from the mass marketing across to the era of niche marketing, can be targeted at the real interest of their customers targeted marketing. Jingdong can be said to be accompanied by Network marketing the best case of growth, its use of Baidu keyword drainage effect is obvious.

At the same time, virus video, BBS marketing, SNS marketing tools are also widely used. Enterprises through an event a shot of the case, but there are too many contingency.

2014: Mobile Internet Marketing, "direct number" came

After 2010, the rapid development of mobile Internet, micro-blog, micro-letter began to prevail. But at this time for small and medium-sized enterprises, not the best time to cut. Because micro-bo, micro-letter is based on the content of the communication platform, its brand meaning is greater than the significance of sales, so the micro-letter of the relevant personnel even once admitted that micro-letter is not a marketing tool.

For small and medium-sized enterprises, the need is a fool-type operation, low risk cost mechanism. These two points, microblogging and micro-letter are difficult to meet. They are like hungry crying children, need to constantly suck fresh and high-quality content, and for how to produce quality content, this is not small and medium-sized enterprises are good at, but the media advantage. In the risk mechanism of the cost, micro-BO micro-letter as their predecessor network advertising as bleak--small and medium-sized enterprises need to bear all the operational risks, even if not a business, the cost is a penny will not be less.

Baidu "Direct number" of the birth, not only to fill the mobile Internet marketing tools, and, by virtue of Guanglanue, strong deposit, high conversion, easy to open and other characteristics, is expected to become a new tool for small and medium-sized mobile marketing. The direct number is Baidu World Congress heavy launched mobile marketing products, based on mobile search, @ account number, map, personalized recommendations and many other ways, can make millions of customers anytime, anywhere direct business services.

First, it is more lowbrow than micro-blogging, and more geared towards potential consumers with a propensity to consume, rather than "fans" and spectators.

Second, Baidu direct number can not only allow businesses to face the full network of users of the platform, but also with the help of lbs positioning, municipal marketing, large data mining and other means, for businesses to accurately match the target audience, so that small and medium-sized enterprises to direct the core users, to avoid the waste of marketing costs.

To sum up, the marketing of small and medium-sized enterprises, from 70, 80 's spontaneous, alone, after the 90 's collective combat, to the systematic direction of transition. And in 2000 years, accompanied by Baidu promotion and other key words advertising cost mechanism reform, small and medium-sized marketing only from the popular into the stage, not only simpler operation, more controllable costs, therefore, the overall size of small and medium-sized marketing can be significantly improved. It can be believed that in the mobile internet era, small and medium-sized enterprises will also be through Baidu "direct number" to obtain more systematic development opportunities-with a good marketing platform, small and medium-sized enterprises do not have to become Superman, but the sooner the action can get more system-level dividends. Perhaps, at this stage, SME marketing

Will complete from the division to personalized further jumps, ushered in the best golden age!