Uncovering the misunderstanding of new marketing mode----Wang Ming-tan's ten viewpoints

1) http://www.aliyun.com/zixun/aggregation/36284.html "> Marketing model of the core competitiveness is not a one-time feedback rate and sales conversion rate, but long-term continuous improvement of feedback rate, Ability to sell conversion rates and customer retention rates. That's why there are more than 30 competitors behind PPG.

2 Direct marketing planning and operational capabilities focus: Front-End is a one-time customer access and sales transformation capabilities (such as television shopping), the back end is the old customer's repeated consumption and high value of customers to maintain capacity, the two are consistent and complementary.

3 Traditional integrated marketing, a variety of means around a goal, like a tug of war, can not prevent impostors; Direct marketing, is a variety of means of division of labor and asymptotic goals, like volleyball games, serve-a pass-setter-main focus of the closed loop, traceable, measurable, can be improved.

4 We all know that "executive power" is the core competitiveness of enterprises, the executive power of lean production is often the best, because the analysis of production data can continuously improve production efficiency and quality, but the traditional execution is often the worst, because no effective feedback data, can not objectively measure marketing activities and advertising returns, cannot be optimized continuously.

5 the day before yesterday, an idea can achieve a business's short-term brilliance (such as the three-legged oral liquid), today by a successful idea, a medium, a channel can create a star enterprise (such as brain Platinum, Oak International), tomorrow only use "feel + reason + data", can be lasting success (beneficial health), The day after tomorrow the star enterprise must be "the co-move marketing = multi-channel * Database * Personalized Content" of the implementation of (Macaulay?) ）

6 from the history of Chinese advertising, only when the advertising strategy and advertising media separation, the effect of advertising is really dug out, the same, only when direct marketing consulting and planning and direct marketing of the implementation of the separation, direct marketing investment in order to maximize the return of enterprises.

7 What are the biggest bottlenecks in establishing an effective direct marketing model and operating system for enterprises? One is the talent, the other is the concept of marketing leaders.

8 Network marketing is not necessarily precision marketing, network marketing without the support of database marketing, it can not be accurate and directional, so essentially or traditional extensive marketing, but from television and newspapers, become a network.

9 Direct Marketing is not the negation and isolation of traditional marketing, but the extension of traditional marketing, promotion and improvement tools. In the past, we talked about "upgrading traditional industries with information", today we talk about "using database marketing to transform traditional marketing, improve the efficiency and scale of integrated marketing"

10) When we describe a new and successful business model, often said "ppg mode", "Dell Mode", "Ctrip mode", "TV direct", "Network Direct", "Catalog Sales" "No shop sales", quickly found wrong, or even wrong, because these new marketing model is the essence of " Multi-channel retailing ", because their essence is not limited to a certain channel, but customers, products and channels of the optimal combination, followed by this is not limited to direct sales from the factory to the customer, but through the virtual" shopping malls "to consumers retail.