Philip: What marketing rules have changed in the new technology era?

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Lead: Marketing is dead? In a recent public speech, the founder of marketing denied it. In his view, marketing is evolving with new technologies, and marketing is no longer just about product marketing

In the new media era, the discussion about the death of marketing has been repeatedly introduced, in fact, marketing is not dead, marketing is evolving and developing in the new era.

In the traditional marketing system, do marketing often means to do sales, marketing purposes are also designed to help enterprises to product information to the customer publicity. Marketing needs to see customers, also need to be profitable. Media change in the digital age is profoundly affecting the value of marketing, and now we need to ask the question of marketing is: marketing is only the responsibility of the marketing department? How will Big Data subvert marketing?

Internet Marketing is the construction value

Many companies may have created a lot of quality products, but they have not brought a lot of convenience to marketing staff. That is why Peter Drucker, the father of modern management, argues that finance, production, or creation is important for a company, but the ability to sell is at the heart of the company. So even when I was writing my first book on Marketing Management in 1967, I talked about 4 p: product, Price, location, and marketing, but at that time I found that many companies didn't really implement 4P, they were just doing marketing.

At this stage, however, this importance is changing. The internet is creating a revolution, and if any company remains as conservative and traditional as it used to be, your target audience may be just people who don't use computers or mobile phones, and they spend most of their time watching TV and going to physical stores to buy things.

If this is used as an excuse to exclude the Internet, then the market space of enterprises will become more narrow. So many enterprises need to subvert themselves, just like Kodak, when the film industry becomes the weakness of enterprises, then if not occasion will inevitably fail.

The real change is that the internet gives ordinary consumers a bigger say, that everyone can log on to Facebook, post blogs, and post information on Twitter, challenging traditional product-based marketing when the average consumer communicates and the source is highly developed.

When marketing moves from the traditional era to the digital age, the task of the new era marketing becomes the creation of value, communication value and delivery value through the novel channel. Changes in internet creation have emerged, and if you want to win young people, be sure to connect with them through the Internet.

Therefore, for enterprises, different marketing strategies should be separated from each other, there should be some people still do traditional media marketing, but the Internet media marketing needs to have innovative thinking department to do. Many companies have been very successful in the Internet transition, employing many people who are more interested in digital media to do departmental marketing campaigns, and even companies to raise the cost of internet marketing, which accounted for only 15% of the past, to 50%.

3.0: Marketing with thought, mind and spirit

History tells us that if we can't keep up with the tide of the times, we will be eliminated by the times. In the marketing 3.0 concept, the direction of marketing is thought, mind and spirit. Consumers should not only be the target of the marketing department, but also the core of all departments.

Marketing concept is evolving, the initial enterprise marketing is based on products, these enterprises to the product marketing, sales for the purpose. But in the Marketing 2.0 times, the enterprise needs the product idea to carry on the marketing, touches the customer from the emotion. At this stage, companies need to make consumers aware of the content of their products, understand their expectations, and then attract them to buy products.

For example, Harley-Davidson motorcycles, many people will wonder why the Harley-Davidson has long been so popular, Harley is not only the product itself, Harley has become a user lifestyle expression, for more than a century, Harley has been a synonym for freedom, raw power and good times.

Now Marketing 3.0 times marketing strategy has reached the ideological, spiritual, spiritual level, first of all, enterprises need to move the rational level of consumer thought, and then to reach the emotional and spiritual attraction, marketing is not just a simple sense of production and sales.

In the third phase of marketing, enterprises need to establish empathy and empathy with consumers, including the brand of enterprises, of course, also contains the company's beliefs and values. If companies are to be different, they need to have a sense of social responsibility, not only to measure development results with GDP, but also to improve the environment and improve human living standards.

In fact, this is the so-called "people-centered" marketing. I think in the marketing 3.0 times, marketing is to solve people's problems, for people's life problems to provide solutions. Whether the enterprise can care about the world, whether it has made a contribution to the world is to judge the enterprise "humanism" an important measure.

Many companies will use their actions to support humanism, such as Bill Gates and Melinda's foundation, and Google and Microsoft will also make promises about the sustainability of the world.

Marketing is the responsibility of all departments of the company

Marketing into the 3.0 era, brand marketing has become the key to win customers, retain customers and develop business, and marketing can not rely solely on the marketing department, it should be the responsibility of all departments.

In the face of the now very finely differentiated target groups, enterprises must find unmet or unmet needs of the group, and the most profitable way to meet this group. For the brand department of an enterprise, first of all need someone specifically responsible for understanding "what the customer needs", I call it "VOC"-the voice of consumers.

The company has a position that I call Meceo. Of course for the Procter and Gamble Company, marketing is the company's everything, or the customer is everything, marketing is to understand the customer. The Meceo of Procter and Gamble will travel around the world, and every time he gets to a place he wants to talk to local consumers about what consumers want to buy from Procter and Gamble, how they can serve them, and how to sell them.

In the current era of the Internet, corporate CMO should also focus on social media reviews of corporate brands or products. Of course, the ideal state of course is praised by users, it's a bad thing if social media talk about a company is all negative, but it's not good news if users don't talk to a company on social media, because businesses need to understand what users want.

Of course, CMO in monitoring social media brand talk, but also need to organize and guide the social media talk about the topic, the consumer's point of view to intervene and correct. Now that China is developing so rapidly, it is a big challenge for us to understand the information of these consumers and understand their needs.

Of course, the marketing department staff should also control the current technology trends, master data, data mining, market analysis, layering techniques, factor analysis skills, and use these technologies to analyze the extent to which potential users will buy their own brand products, thus providing guidance to the operation of the enterprise.

Marketing is a long-term accumulation of the process, it is also in the continuous migration and change, in the future, Marketing 4.0 times will be what it looks like? Perhaps higher than the spiritual level, but now the rapid development of technology, technology for the future marketing system can not imagine the impact.