Precision Marketing If a mere formality can only become empty talk

Precision Marketing is not only a popular form of marketing, but also the pursuit of marketing goals, but more is also a conceptualization and magic of the marketing concept. After all, companies are not willing to waste marketing costs, but it is difficult to really control the cost of marketing, precision Marketing has become the result of all enterprises aspire. So that in the company's promotional programs, advertising company planning program, as long as the marketing results will be "to achieve precision marketing" as a foil.

In the continuous imitation and agent of foreign technology on the basis of China's network precision marketing means is indeed constantly upgrading. But as to how accurate to what extent, effective to what extent, but also need professional planners continue to explore the skills. I put forward some suggestions for enterprises to carry out precision marketing, this article only write a small amount of content for enterprise reference only.

The common form of precision marketing

The scope of marketing is too wide, can be any of the enterprises, markets, customers, competition, products, services and other links related to the behavior, can be called the field of marketing. In order to be able to accurately transfer the enterprise information to the target customers in time, reduce the transmission cost and increase the efficiency of the market, precision marketing has been perfected with the market requirement.

Common precision marketing tools are: EDM, search engines, micro-blog, SNS, precision advertising and so on. In the advertising industry for many years engaged in precision marketing, Mr. Songqing that enterprises and advertising practitioners have not been able to carry out precision marketing, but from the formal efforts, did not excavate the so-called "accurate" the actual value. Due to the limited space in this article, I only focus on the more popular EDM and microblogging marketing.

Second, easy to appear marketing misunderstanding

From precision marketing to marketing, there seems to be no contradiction between the two. However, since the pursuit of precision two words, the key is to ensure the accuracy of the target audience. In fact, in the application of a variety of precision marketing forms, the enterprise or advertising company's marketing staff are just a formality.

Example: EDM is one of the most common marketing tools, and its market price is also diverse. A minimum of hundreds of yuan can send hundreds of thousands of emails. But is the EDM even accurate? Everything has its opposite, especially EDM marketing as long as a little inattentive, will immediately become Shanshi "spam." Light Seal port, the heavy will directly affect the brand image. Enterprises in the EDM, do not casually look for some people claiming to be able to send an e-mail or organizations, only to see the number of sending figures do not look at the target population.

To realize EDM marketing, it must be in a fully detailed database, accurate to the region, gender, age, career scope, interest preferences and even the purchase of records of the crowd. Of course, to have this kind of database marketing has a long way to go.

Also, nowadays the most popular microblogging marketing. I'm not so polite here, there are many companies claiming to be micro-blogging marketing gurus or professional microblogging marketers. Can really put the value of microblogging marketing to understand, I am afraid that a person can not find out. Because microblogging marketing, originally is not driven by market demand, but by the media in order to please netizens again by the media hype formed, the two supply and demand relationship is completely the opposite. Of course, any platform as long as has the audience, all have the dissemination value. The key is that micro-blog marketing is not a daily shui stickers, turn the big shots of the gossip, desperately @ celebrities can achieve precision. Must maintain the enterprise microblog content release the strategy and the system, each day maintains with the netizen instantaneous interaction, has attracts the netizen to bring the benefit to the netizen the activity. Can gradually filter out, truly interested in the enterprise loyal users.

Third, the correct use of marketing skills

1, micro-blog marketing to pay attention to (1) published a proportion of

The proportion of original articles should be in 70%, while the reproduced articles accounted for 30%. Otherwise, it would be distracting, losing the main message that Weibo should show. The popularity of micro Bo and group buying is the same, it is incredible. But it embodies the embarrassing situation of the Internet information surplus, people prefer the short and concise original information. Enterprises to carry out micro-blog marketing, should not be too much to publish blunt advertising and paste others articles.

Can be as much as possible, and brand-related product authenticity identification information, use tips, celebrity anecdotes, market dynamics, or limited product free gifts and other activities, so that netizens feel meaningful also have benefits, increase viscosity.

(2) The operation of the industry has specialized

Corporate brand microblogging, is not only a person to maintain and update, it is all right. Like the soft text, the same need for planning, description, analysis of professional writing. If the enterprise has not established or is not prepared to establish a professional micro-blogging operations team, can be commissioned by the professional micro-blogging company on behalf of the operation of the way.

Haier, Lenovo, Suning, Ufida, Yili, Huiyuan, perfect time and space, Giants, Samsung, L ' Oreal, Aupres, KFC, Unilever, Shell and many other well-known brands, have invited the professional firms in the operation and maintenance of their official microblog.

2, EDM marketing should pay attention to

(1) refuse to send spam

Spam group to look at the small investment, a wide range, in fact, cost-effective very poor. To 4000 yuan to put 400,000 emails, for example, 800,000 of which due to address errors sent unsuccessful accounted for more than 30%, the remaining 50% above will be classified as junk mail box. Only a very small number will be received by netizens, but less than 1% are actually opened.

In other words, 4000 of dollars in spam, it is expected that only 1000 people can be in the Inbox received, and really open the message read content of less than hundred people. Its marketing effect, but also send a soft article more meaningful. Moreover, does not analyze to the Netizen's purchase interest to repeatedly sends the spam mail, will only increase the netizen to the brand disgust even is disgusted. Do not use spam when you really carry out brand promotion.

(2) Personalized Email

EDM is not only a wide range of opportunistic marketing means, but also a channel of information dissemination, enterprises can use mail for small-scale publicity. For registered members, users, potential consumers, send birthday greetings, health tips, weather reminders, funny jokes or users interested in information to maintain user loyalty, to remind users to buy, increase user communication.

(3) Select Professional Marketing Company

EDM requires a very high degree of professionalism, enterprises in the publicity, as far as possible with professional companies. In order to ensure the accuracy of data, the probability of arrival, marketing results. In the choice of data, there is also a safe and reliable choice. According to the professional EDM company's database, select more suitable brand audience industry groups, characteristics of the crowd. Professional EDM companies can also be in the professional database, for the enterprise to provide age, gender, region, occupation, activity and other factors, analysis and selection.

(4) Fresh content of the headline

As with soft wen, the first element that can attract netizens to click to see is the title. The title of the message must use the most concise and most seductive words to express, you can use the Star events, promotional promotions, curiosity and other angles of attraction. For example: "The mall on-line 999 Yuan gift package free to send", "the most embarrassing ten stars" and so on. Do not use the "click to send", "You recently good" and other deceptive title, anyone is deceived, will only anger will not, one but the customer open will only produce disgust.

In recent years, in the process of providing marketing support for enterprises. Often found that enterprises to be accurate, to have effect, in fact, do not know what the market can bring their own. Of course, this is due to the uncertainty of the marketing effect decided. But I want to emphasize that the precise marketing means is based on the brand influence, reputation and credibility of the foundation on the formation. There is no brand awareness and Word-of-mouth products, do more precision marketing will also be due to lack of trust, and lead to a reduction in conversion rate.