Taking stock of 2014 new concepts emerging in the marketing field

About to say goodbye to 2014, ushered in 2015, this year in the field of marketing and what new concepts? Finger Count: Consumer interaction management, moving Group marketing, service design, network marketing architect, Machine-to-machine (o2m), micro-frequency marketing, etc. Let's see if you missed anything!

1, Consumer interaction Management (Internet products)

Consumer information in the younger generation is more symmetrical and under the premise of more tangible consumer demand, more dynamic consumption cycle and more entertainment, the emphasis is on the establishment of an internet-based community-based interactive consumer platform to ensure that key decisions in the development, production, sales and after-sale processes are based on information interaction with consumers, And to open up more consumer real-time participation mechanism.

The most representative of course is millet mobile phone, through the construction of virtual community to achieve consumer participation, imperceptibly to consumers into the user, while using the word of mouth effect, to a very low cost to obtain a wide range of market recognition, and after the purchase of continuous interaction to achieve the storage user's refreshing freshness; As a veteran appliance enterprise Haier electrical appliances are also through the product of the Internet to explore their consumer interaction road.

2, Move Group marketing (powder Group marketing)

At present, the use of mobile terminals far more people than the Internet, the future we will see different social groups will be more clearly and fully distributed in different mobile carriers, such as the app, H5, public micro-letter platform, independent micro-web site, hand tour and so on. Targeted marketing, the need to directly develop and contact the corresponding mobile social groups, the development of potential customer base, at the same time to cultivate backbone customers, build a fan group, the establishment of fan management and interactive system.

The original mobile end of the MO can be divided into different content groups and geographical location of the people around the function, the consumers into different online groups, so as to achieve targeted social group contact; and original media platform UFO said it is through the topic of popular science to attract relevant groups to produce marketing value. We call this mobile-based fan group marketing as moving group marketing.

3. Service Design

Hello Kitty is the world's most lucrative cartoon image, and for a long time it does not have a matching story or movie, but it appears in the small stickers to the theme park almost every commodity! Follow the footsteps of geography and times it always gives goods such as innocence, fashion, maternal love, Love, Nostalgia and other elements that satisfy the emotional needs of consumers, thus gaining enormous commercial value-a process that embodies the concept of service design: service innovation and the formation of value-added services.

With the service revolution, the service industry innovation, the service transformation, the Services product development will become the economy mainstream, the product manufacture itself is becoming more and more becomes the flow of services a module. Service design is the situation, reflecting the integration of design inspiration and consumer insight, the integration of industrial arts and technology innovation, product channels and brand graphic design integration, drainage media design and service behavior integration, in order to present the value of the same, the overall coordinated service flow. The launch of the Marsing Innovation Service Design Competition "So service Design competition" promoted the dissemination of Chinese service design concept and the development of technology.

4, Network marketing architect

It sounds like a new job, but it's also a very high threshold for a career, usually made up of business executives who have a thorough understanding of enterprise resources and insight into consumers, such as Lei and Zhou. Here is a key word is "architecture", "Architecture" is the true meaning of the formulation of strategic management principles and clarify the core elements, and the relevant elements to establish a new management structure. The network marketing architect needs to penetrate the behavior and psychology trend of the online consumer, pay attention to the latest development of network technology and the latest pattern of network resources, to design the network marketing mode of the whole enterprise, he is the overall master of the technology judgment, the consumption insight, the strategic layout balanced consideration and the execution layout.

5, Machine-to-machine (o2m)

Machine-to-machine embodies the wireless micro-store under the single and no shop fast delivery mode, before we are more familiar with the "O2O" is the line under the integration of marketing and "o2m" that is, wireless under the single and offline shop or PC side shop Synergy, Machine-to-machine is the two in the wireless end of the expansion, but also the future direction of development. Take flowers as an example of consumers through the wireless Terminal micro-shop to achieve ordering, online merchants through the way of delivery to consumers, the process of the original line under the flower shop has ceased to exist. South Korea's Yiboyo was originally a female high quality chain brand, now also committed to building online mall, it in China to build the Yiboyo Day Cat store in the hope that through convenient and rapid purchasing methods and unique high-quality fashion products to consumers a new shopping experience.

6, micro-frequency marketing

Micro-frequency is based on the 4G era of technical support to 60-120 seconds of the characteristics of micro-video; it is suitable for mobile end viewing, in line with people in the mobile Internet era to accept, recognize, understand things need a short visual characteristics. The creative dubbing team Huai Xiu helped to get a lot of fans to follow with the clever dubbing of the video resources, or the micro-video of the hot or spit canteen. Attention is productivity, micro-video can be fully used in the brand, product marketing, commercial/public welfare topics such as the spread of various topics. At the same time, micro-video is experiencing the production of grassroots, channel open platform, the content of the evolution of the hand of the road. The popular app Indiana in the App Store is the one that holds this trend, positioning itself as a mobile video marketing tool for advertisers: ensuring enough exposure to brand communications based on premium video, and inviting core users to participate in micro-frequency production, In this process with the advertising brand in-depth interaction and promote the advertising of social media dissemination, to achieve the play to micro-frequency, advertising and social media communication purposes.

7. Parallel community (block)

The so-called parallel block, refers to through the construction of portal services, online reconstruction offline commercial blocks, forming a line of two parallel blocks/community, providing a new user interaction experience. In Shanghai's most famous Nanjing Road 0 is to practice this concept--the construction of Nanjing Road online block--when consumers in the offline physical block, through the access line block can get location navigation, business district to share information, coupons and other content, support and enhance the consumer's offline experience; At the same time, online communities to break the existing offline community restrictions, consumers through the network can be realized with the same offline consumption information browsing and order, even if you have not been to Nanjing Road can easily buy old products on Nanjing Road.

The parallel community is not only suitable for the business district, the campus, the stadium, the living community and so on are best practice. 0 points also in the promotion of WiFi Campus mode: Through the online platform directly hit the pain point for students to enhance the convenient and rich experience of campus life. The online Shang is becoming more and more powerful today, in a sense, the parallel block is the offline channel to the online channel of reverse attack.

8. Community Customer Relationship Management (SCRM)

Small and medium-sized micro-enterprises generally have a low customer stickiness, the stock of customer deep digging ability, brand and product transmission efficiency problems. Social CRM is committed to solving such problems, it relies on the app, micro-trust platform and micro-blog accumulation of customer communication and consumer data, businesses can be a system of consumer management, and according to user characteristics, preferences to classify customers, and then rely on the classification of users to more refined customer maintenance and management, Stimulate the old customers to drive the consumption of new customers. Bichipisa through SCRM to build customer relationship management platform, through the way of gift-drinking and other ways to attract users to focus on their micro-trust platform to accumulate customer resources, consumers can feedback on the online taste evaluation, and businesses based on consumer data, research feedback data, such as the use of background management tools to achieve consumer labelling Group management And then for different needs of the customer group push differentiated promotional activities and new products, the beneficial systematic solution to the problem of customer relationship maintenance.

9, hand Tour primary Marketing

Playing games is everyone can not give up the fun, hand tour of the original marketing idea is to grasp everyone's game psychology: The use of simple fun game design to attract consumer participation, consumers from the "audience" into "participants", through the integration of consumer media environment, to play, The entertainment way interacts with the consumer, while guaranteeing the user experience, will the enterprise product and the service skillfully relate with the user and the interaction, seizes the fingertips the commanding heights. Haier water heater and 0-point cooperation based on the current hot 2048 game packaging A "bath Evolution history" from "Rain" to "River Wash" to "bathhouse" these interesting concepts so that consumers in the game to understand product acceptance brand; The 0-point collaboration with the Kingpin is the use of micro-credit platforms to launch anti-cancer capacity assessment testing methods, Let consumers first participate in testing, in the evaluation of the results of the interpretation of the link between the role of insurance in cancer defense, guide the education of consumers. Hand-Travel Soundtrack marketing because of the enthusiasm to mobilize the participation of consumers and get the effect of surprise.

10. AR and VR marketing (augmented reality and virtual reality marketing)

The "Dream Mirror Box", created by the 3D Culture Company, can be realized in a space with virtual objects and real characters. Let children through the natural response to 3D space to observe, understand and learn to achieve the goal of developing children's comprehensive ability, this product based on the technology is virtual reality and augmented reality technology. Virtual reality Technology (VR) and augmented Reality (AR) can realize the new senses, which can be combined with the actual situation, which will make it difficult for many people to express their language directly and effectively, or simulate the environment, and express them in an intuitive form to achieve the goal of efficient communication and expression. Another example of the December Archie will launch the "If I" program is also the use of augmented reality technology so that Yue and his anime image at the same time in a space, exchange and interaction to interpret the social hot issues. AR and VR technology bring new sensory experience to consumers, which will greatly improve and influence the consumer's cognition mode.