Marketing 4.0: New integrated Marketing in the cloud business era

Today's Chinese business is a synchronic ecological system, from small-scale peasant economy, industrial economics to information economy, social economy and other forms, coexist in a social business body. From the corresponding marketing model of various types of economy, product marketing, customer marketing, experience (interactive) marketing has not had time to completely transform the traditional Chinese peasant civilization, social economy corresponding to the new creative marketing has been greeted, this is marketing 4.0: Cloud Business era of new integrated marketing.

All in the clouds: Three changes in the new business ecology

Marketing 4.0 is just the beginning of a new business era, according to the longest birth time (with Twitter, Facebook, iphone4+ios/adroid, etc.), from the date of the birth is only a short period of 5 years. Over the past five years, the new Internet environment has completely reshaped the fundamentals of business: From life, consumption, work, management, media, marketing and so on, today's business ecology and five years ago the information economy has undergone a qualitative change (the original economic form has not completely disappeared).

This is how humans have never been so tightly connected, and historically, for the first time, it has achieved a new medium that bypasses all intermediary media (newspapers, magazines, radio, television, etc.) and allows everyone to communicate freely with each other: from Weibo on the internet, from video to mobile internet (mobile), and a seamless connection to the upcoming home terminal (Smart TV).

For this seamless, free connection to provide the core power, it is known as "cloud computing" new information technology, but also we call Marketing 4.0 is the cloud business age. Specifically, compared with the commercial ecology of agriculture, industry and information economy, this cloud business era has undergone three significant changes in its ecology, and it is these three significant changes that have changed not only the business ecology but also the marketing model.

New integration of Web2.0: Quantitative change to qualitative change

When Friedman wrote, "The World is flat," business has just entered the era of information two upgrades characterized by Web2.0, the new business form created in the Web2.0 era: free, long tail, crowdsourcing, wiki, search engine, blog, tribe, video, etc. Suddenly, in the 2008, a qualitative change was made: a way of disseminating information about the past by accepting mass media (including the Internet, the same below), and then feeding it back to the mass media, was overturned by a 140-character Twitter and Facebook, a social network that could upload photos and videos.

Starting with the era of FT media (Facebook+twitter, the new media represented by China's microblog), everyone can interact with each other's views and emotions with the events that are taking place, the people on the scene, and the people who are not there. Twitter, CEO Dick Castro, says Twitter has changed America's electoral ecology. The advent of the FT media, in international and domestic events, has shown tremendous strength, the Arab Spring, Occupy Wall Street, the 2011 train rear-end collision, Guo Red will dazzle rich door and so on.

The Chinese business community has not yet had time to return to the excitement of "instant involvement" in various social events, and the boom in business applications and commercial value of the FT era has arisen. It is clear that the FT era is a new era in the integration of new Internet models, new tools and new businesses in the Web2.0 era: social and personal life is changing.

The advent of cloud lifestyle: New consumption patterns Drive business Change

Part of China (especially the core cities that have been widely represented in the North) has entered the FT-era cities and crowds, and lifestyle and consumption patterns have changed dramatically: media advertising is no longer the main basis for their decision to make a purchase, but rather the evaluation of the product by users in the circle and on the website; But will see the likes of goods, take out the mobile phone to the electricity website search comparison product price; these people go to eat, beauty, fitness and even watch movies, travel, etc., will go to the public comments network, cattle network or group buying site, search whether there is a favorite product purchase discount, and then 20 percent-40 percent of the original price to enjoy ordering products or services For young fashion people, through lbs (location services) such as MO, micro-letter, etc., you can easily find a stranger from their nearest, after looking at photos, signature information and brief IM (instant messaging) Exchange, can decide whether to meet dinner.

The emergence of these new lifestyles and consumption patterns means the brand that continues to advertise in the traditional media, is wasted not only half uncontrollable, but the other half of the effective value will also be greatly reduced, even the effect is very little, because consumers receive information, evaluation of goods, purchase decision-making is changing the way. The new way of life drives business change.

The new ecology of socialized business: The landing of cloud life

It used to be: on the internet, no one knew you were a dog. Now it is: The Web records your life, the Internet is your life, even if not all of life, but also the air and water life.

Commercial cloud "Industrial ecological chain" is forming, expanding, even to the edge of violating personal privacy. But humans have been unable to escape being "sticky" on the cloud of reality, unless returned to the former information-based lifestyle: do not surf the internet, no smart phones, no bank cards.

Cloud computing is a new kind of information technology, its commercial application is a new business ecosystem of social media, search engines, E-commerce, mobile Internet, the new commercial ecosystem of cloud Platform + triple screen (mobile phone, computer, TV) integrated +solomo (social-location-mobile).

Information and data related to people and human behavior are collected by this system, analysis and output for the new stimulus yuan, promote the changes in corporate marketing, such as electronic business enterprises based on browsing, purchase, attention, collection, forwarding and other online behavior, analysis of consumer goods preferences and shopping intentions, send push mail, SMS, microblogging, etc. Stimulate consumers ' attention and desire to buy. Business-to-business Enterprises are to develop a "social sales model", relying on social networks, to the relationship of customers to send referrals or their interest in information, thus completing the cultivation of customers, activities, transactions, "Sales funnel" the whole process. Behind the consumer's cloud lifestyle is the enterprise's cloud business model and marketing model. Although the time of cloud marketing is very short, it has already presented a clear thread, that is, the socialization marketing path is formed preliminarily.

The formation of socialized marketing mode: the "Path Revolution" of new integrated Marketing

Whether in the traditional marketing model 4P, STP (subdivision-target-positioning), or standardization, large-scale manufacturing, mass media, the Internet (digital) and so on, in the new social marketing model, are challenged or even subversion. It should be said that the social marketing model is a "path revolution" in the traditional marketing model, which is the core of marketing 4.0, we are referred to as "SNS (social network) marketing model", that is, from the digital technology revolution back to the social life of the revolution.

SNS Marketing model is not only a mode of breaking the line between communication and media, but also a mode of breaking the boundary between consumer demand and enterprise operation mode, Marketing 4.0 is more revolutionary and subversive than other times of marketing, and is embodied in the Revolution of communication mode: Creativity becomes the core value chain of enterprise marketing.

I have summed up the past 20 years (1991-2010), the Rise of Chinese enterprises (and brands), is actually dominated by the junior rule or drive, that is, visibility, channel power, executive power. The meaning of this judgment, in the Marketing 4.0 era can have a clearer contrast: Marketing 4.0 is breaking the former key success "Magic weapon."

In the marketing 3.0 and before the environment, consumers are generally passive, lagging behind the manufacturers to accept the "media bombing." That is to say, enterprises have enough funds to put the media, they have mastered the key to guide consumers to buy preferences. In the media (including the Internet) to grasp the power of public opinion and discourse power of the times, the size of the media "Voice" determines the brand's lake status (excluding the Lantian Lotus root juice, such as fake, Qin Qi, such as no quality support of advertising bombing failure).

Brain Platinum, gold wine, giant network representative nasty ads, Maozhong (micro-BO) representative of the Hawking celebrity endorsement ads, Mengniu representative of the event hype ads and other forms, are using media equivalent to attract the eye of the "one-way control" mode of transmission. These ads, even with the vulgar, mediocre ideas occupy the mainstream media gold advertising time and location, consumers can only be "vulgar advertising rape." Consumer disgust, the scholar's condemnation, can not be quickly linked together, to counter these nasty advertising behavior, but by strong corporate advertising, news, public Relations (navy) submerged. Mengniu, Yili 2011 Annual report showed that two companies on average daily advertising fees as high as 17 million yuan, than their daily earnings to earn more.

In the Marketing 4.0 era, this communication model, which relies on media equivalent rather than brand creativity and is driven by popularity rather than reputation, is facing formidable challenges.

Before the Spring Festival in 2011, Yum's Pepsi-Cola, the sweet potato chips and other products for the promotion of the micro-film "Take the Music Home" Lunar New Year advertisement, with nearly 10 minutes to tell a complete family story, the product of Pepsi repeatedly implanted in the storyline, using Guoli, Koo, Zhou Xun, Zhang Qihan, Luo and other starred, to take care of the mainland, Taiwan, Hong Kong and Macao's audience, in the Spring Festival home in the background, in the portal, video sites, micro-blog triggered a huge click, and praise such as the tide.

On the contrary, Mengniu, etc. in the face of social media, still take the traditional one-way control mode of transmission, an annual report are interpreted as the hype does not pay attention to the quality of negative news. Other such as Maotai and other high-priced liquor, due to the continued questioning of social media, and finally in the Premier Wen a ban on consumption of public funds to choose high liquor, the next day Maotai market value evaporated 14.2 billion yuan.

The mode of social media communication is obviously to subvert the one-way forced propagation mode that focuses on popularity. Even now has not formed the widespread attention to the creative dissemination, the social dissemination itself unpredictable and the control explosive dissemination energy, already enough to make the enterprise must pay attention to "the reputation" is how to refine this past not to care about the question.

SNS Marketing in the transmission mode of change, is from the traditional around the popularity of selling creative and one-way control of the media, to the marketing 4.0 times to reputation as the core of creativity, word-of-mouth accumulation of two-way interactive mode of interaction.

In the Marketing 4.0 era, whether to put social media is not the focus, the focus is the enterprise must pay attention to the social media on a variety of spontaneous comments, and even the brand, products and corporate reputation related to the small events, otherwise, may bring unexpected troubles, such as Luo hit Siemens refrigerator incident. If continue nasty advertising creativity, I am afraid will also face netizens spoof, so that advertising into "negative transmission", or even "poison spread." 2011 360 with the Tencent War, Ma's "made a difficult decision," the written statement, become netizens ridiculed Tencent's fuse.

What are the new creative forms of marketing 4.0? Just as China's ft era opened its own microblog, marketing 4.0 's creativity has also formed a "micro"-head of the Industrial cluster: micro-bo, micro-letter, micro-film, micro-payment, micro-innovation, micro-video, micro-relationship and so on.

Socialized commerce is a kind of fragmented, but also has an incredible "lian-relay" network ecosystem. The good news of this reality is that enterprises can not recklessly the traditional media advertising costs, spend more time in the social media creativity and communication, as can spread brand awareness, and even creative enough, reputation is also instantly established; and through the links with E-commerce systems, will flow (attention), Reputation is directly converted into purchasing power.

2011, the most surprising product is a "Huang Red" spicy peanuts, will be a bag of 5–10 yuan of peanuts, in the electricity channel sold more than 200 million yuan of sales, can be regarded as the first electric dealer channel to sell the size of a single food brand. The success of the road, nothing more than the use of brand name fun homophonic Word-of-mouth effect, through the spread of social media, the success of the attention to change the focus on the flow of electricity, the platform to convert the flow of electricity into sales.

These two "seamless" transitions are unthinkable in the traditional business ecology. Only in the social media + electronic platform + payment system + Logistics system composed of marketing 4.0 of the era, is possible. Among them, the use of creative "light" (behind the scenes of social marketing team pushing hands) social media word-of-mouth effect, is to create customer attempts to promote continuous purchase of a key link.

The bad news is that social commerce makes marketing less simple and even elusive, and finding the wings of the butterfly that brings the tornado is a difficult task in a haystack.

No matter what kind of attitude the enterprise has to the socialized business ecology, the socialized business is an objective, self organized ecosystem which is not to be transferred by anyone's will, and it is also a new subject that the socialization marketing, i.e. the new integrated marketing, must face and provide the operation methodology. Based on the social business ecology of Marketing 4.0, will present the following five characteristics, in-depth understanding and grasp these characteristics, in order to find new integrated marketing key.

(Responsible editor: The good of the Legacy)