Marketing inertia and O2O marketing trend

This thinking is that I have done a O2O consultation to Shaanxi Province Telecom company after the conclusion, at that time, O2O was divided into four parts: information synchronization, marketing synergy, operational management and service docking, when it comes to these parts, O2O marketing Synergy is focused on the discussion, which involves the online and offline marketing content, The problem arises.

In the process of communicating with online and offline marketing and operations personnel, innovation and change of marketing ideas and practices have been limited to the line of marketing mechanisms and processes, and for the offline marketing staff, they in the 10-year Chinese market for the user's understanding can be said to be familiar with, what marketing effect what no effect, In the mind before there is a probably, plus the rich data accumulated prior experience, most can also be done pretty, which makes the line of personnel on many marketing uncertainties and budget can not accurately predict, offline personnel will show a great understanding. To give a simple example, for lottery participation, offline marketing purposes are very simple-that is, the production of sales: such as the amount of purchase or buy how many pieces can participate in the lottery, the customer is also willing to participate in the store is to have this demand, and this activity is held in the store, So this kind of sales-oriented lottery is very common in the real-store online, operation of many times, each effect of the difference is only the analysis of the difference between the prizes and the intensity of the lottery to the line on the diversification of the goal, the most obvious is that the lottery is no longer the sale of things after the activities, many to obtain new users to carry out, So the lottery for this purpose in the forecast, it is not accurate enough, especially after registering users can bring the number of sales into a secondary purpose.

The problem with this simple example is that online activities become diverse, on the one hand is a variety of activities, on the other hand, the Internet because of the lower cost of trial and error, technology-oriented, so its innovative application of the speed is very fast, such as micro-blog application of the initial idea is simple and easy to achieve, Costs are also very low. This makes the online marketers can not have the slightest slack, constantly update knowledge and study hard, but also constantly try a variety of new marketing tools and marketing methods. As a result, the potential for inertia in marketing is diminished, or companies or brands that have inert marketing thinking and practices are unable to survive in the Internet environment, let alone develop.

So here's another example, this is the example of China Unicom, China Unicom in the 2G era of marketing has been lagging behind China Mobile, Chinese mobile innovative package marketing, event marketing, product innovation Marketing have commendable classic cases, such as a shipwreck incident only one person has China Mobile's number, Finally, because his signal was successful, the whole ship was rescued. This real incident by China Mobile marketing deduction, the formation of a series of "signal good" advertising activities, making the best transmission of China Mobile signal is reflected, although there are Unicom's competition, mobile still hold more than 70% of the market share; and innovative "dynamic zone "Product marketing makes China Mobile successful in blocking the expansion of Chinese Unicom in the university market, the Shenzhou line of" I see the line "is successfully killed to the low-end of the three or four-line market; all kinds of concert drama marketing is holding the high-end crowd control. This series of innovative precision market positioning and crowd marketing makes China Mobile in the 2G era a ride of dust ...

Only to the 3G era, China Unicom through the brand of joint marketing innovative ideas, get the Apple phone this epoch-making product exclusive sales rights, under the powerful user experience of Apple mobile phone, unicom in the 3G era can be said to be the wind water, just two years time, market share rapidly rise, greatly surpass China Mobile's potential, China Telecom is left behind. In such a competitive situation, China Mobile and China Telecom are scrambling, for a time unexpectedly do not know how to deal with, will be the previous marketing means will come out, still ineffective. As a result, China Telecom can not sit still, had to put low posture, to provide more favorable conditions, the final successful introduction of IPhone5, China Unicom together with Taiwan.

But unfortunately, iPhone5 this product itself did not give consumers greater expectations, but Samsung's Note2 gradually won the favor of consumers. For a single product joint marketing to achieve great success in China Unicom, marketing inertia, its marketing staff in the face of such products can no longer improve sales, become confused.

From here can be seen, any kind of marketing tools or methods, it is impossible to "eat the Day", can only be "a recruit fresh." As a marketing practitioner or decision maker in the era of O2O (that is, when the line is more tightly integrated), it is necessary to constantly update their marketing knowledge, try more marketing methods, and make innovative marketing with accurate market positioning and crowd segmentation at any time.