The future of Internet Marketing communication: The user thinking from outside

With the development of Internet and mobile interconnection, marketing has appeared a new research field, that is how to integrate into the Internet's characteristics, the Internet media properties of marketing communication is the Internet marketing communication. However, in addition to search marketing, Internet marketing is still running under the framework of traditional integrated marketing theory. Since 2002, the center of Internet Marketing from the network news to the search engine, in Europe and the United States is Google, in China is Baidu, today when the national network of hundreds of millions of scale, people found the most powerful marketing tool and money machine is actually a search box Baidu. CNNIC Previous survey data show that the information retrieval of goods/services is always one of the main uses of Internet users. This is mainly because the Internet for consumers to actively access information provided a great convenience, consumers in the purchase decision process, can search on the Internet, collect goods/services information as the basis, and then decide their purchase behavior, more rational than before the consumption. Today's Internet and mobile interconnection (heli) are rapidly developing and widely used worldwide, contributing 50% of GDP by 2020, which has become the fastest and easiest way to communicate and disseminate information in the world. Relying on internet and mobile internet marketing because it has saved a lot of venues, rents, at the same time the operating scale is not limited by the site, long operating time, easy to collect customer information and other advantages, so as a new business model has been rapid development. Internet marketing success Shows: Past marketers like to control everything, to control packaging design, advertising, promotions, PR and the media, but today is no longer in control, because the Internet as a whole the control of the market has become a brand consumers, the lack of control means that the marketing needs have changed. Internet age marketers must learn to use search, use the data, use the scientific behavior model to analyze consumer behavior and demand. Can firmly believe that, with the rise of the Internet and new media, television, newspapers and other traditional media must decline, from outside the user's thinking is playing a key role. The key of Internet marketing is how to use "User thought", because the profit of internet marketing must be driven by customer behavior, not cut cost, reduce cost can let enterprise survive. In other words, in order to gain profit, the enterprise must understand the customer behavior, the customer behavior motivation is driven by the customer perceived value, this perceived value is the value proposition of the enterprise. The value proposition of Internet marketing is that in the same price, customers buy your products rather than competitors, what do they value? Some customers are willing to buy your products at a premium, what do they value? So the enterprise how to find their own value proposition, so as to better drive customer behavior. On the standard of value proposition, famous brand management expert David Aick that a customer experience product or service there are three levels, the first is functional, how customers use your products, want to get what; second, clarity, that your products and services can give himOr what kind of feeling she offers, and the third is self-expression, what your products and services can make him or her. Like Samsung MP3, which has more advanced technology than ipods, it does not inspire sentiment as much as the latter, because the ipod represents a personal style and lifestyle that helps customers achieve self-expression. "What people buy is not a product or service, but an expectation of an experience." A real understanding of user thinking requires a deeper understanding of the following issues. First, consumer changes in the Internet are reflected in the change in media exposure time. Internet and mobile applications change the way people live, work, play, learn, in the consumer's life clock, in addition to watching TV, reading newspapers, driving, shopping, travel and other traditional behavior, receive mail, search information, on the forum, write blog, send and receive SMS/MMS, Online transactions, such as the Internet and mobile interconnection created by the lifestyle, has become a consumer life link. Second, the internet has also caused a change in consumer psychology, "Do not want to fail" consumer psychology has a more adequate information basis. In the traditional times, the means of marketing is ça, it is the means of stimulating demand, and the consumers are making a purchase decision in the chaos of various commodity information and marketing propaganda. In the network age, the emergence of industry channels, industry vertical websites, professional comment websites and professional blogs gives consumers the opportunity to obtain detailed professional information from a variety of channels to ensure that they make "correct" purchase decisions as far as possible. The important embodiment of the user's thinking is how many "fans" your product has. Since the internet has not left the user. such as user registration number, active rate, etc. are accompanied by various Internet products, to SNS, micro-bo, micro-letter products appear, fans are called a platform to measure the impact of one of the important indicators. such as the popularity of a star, to see how many fans Weibo, stick to how many users, fans of the participation, experience, but also become one of the most powerful marketing success indicators. Thirdly, there are many new marketing communication modes under the influence of Internet and mobile interconnection, such as precision advertising, e-commerce, network community, network video, box, network TV and so on. This suggests that Internet marketing is a process of understanding customer needs, satisfying demand, and getting rewards rather than simply buying and selling goods. Customer-centric thinking is just a good start. The only sustainable source of enterprise competitive advantage is to better understand the customer. From the outside and embodied in the marketing is all defined by the consumer. In the past two years with the mobile Internet under the continuous emergence of new media, SNS, micro-bo, micro-letter and so on constantly refreshing the concept of people, but also constantly refresh the marketing system of enterprises. In essence, not a new media-led change from the Internet, but the transformation of the mode of thinking has induced new tools, new media, continuous innovation, the emergence of continuous iterations. The future Internet Marketing communication emphasizes that enterprise marketing should transform from "from inside to outside" to "from outside to Inside" the User Center thinking. The reason why enterprises want to change their thinking is because of the shift of dominant power in marketing field. InterconnectionNET age, because the information is transparent, the choice is excessive, the customer grasps the dominant power, if the enterprise cannot satisfy the customer's demand will lose the customer, because has more enterprises to be willing to serve your customer. In the era of customer-led, the first is not the product, but to understand and meet customer needs. To sum up, in the Internet under the external and internal users of the idea of marketing must be targeted at consumer psychology to develop the corresponding strategy, such as user pursuit of cultural taste, the pursuit of personalization, the pursuit of independence, the pursuit of self-expression, the pursuit of convenience, fast, the pursuit of fashion, the pursuit of cheap The operator must make the corresponding marketing strategy to attract customers and win the market. This is the future of the core competitiveness of enterprises. Source: China Marketing Communication Network Original author: Ding Jiayong