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The "God"
of the
Web 2.0 era
for a long time, the purpose of marketing, is to be able to through effective communication, constantly understand the customer's response, grasp the market trends. And every new media presence is an opportunity to strengthen this communication. But in the Internet today, not only businesses can use the new communication channel in a single direction, the information effectively and accurately provided to customers.
at the same time, more and more consumers began to use the Internet to exercise "God's rights." In other words, the formation of the Internet communication pipeline, not only one-way, but also a two-way pipeline, and such marketing changes will bring about the impact of the brand, will be worth the business, and even the public to pay great attention.
The most obvious fact is that, in the present, when consumers encounter unsatisfactory problems and are not properly resolved, they do not need to pass through the long complaints pipeline, they will put their own experience in writing or even taken as a photo, film, on the Internet, through a similar ear spread through the way, Let the business become very passive.
If these words are widely circulated on the Internet, the brand of the merchant will be permanently damaged. In addition to customer and business information exchange, at the same time, customers in making purchase decisions, will also consult other customers, as a reference. Often the views of the minority, but the business has a very far-reaching impact.
Internet is a very great carrier, it can destroy a brand for decades of achievements, but also can let silent unknown merchants overnight fame. So for this new media, three aspects of customers, users and businesses are standing on an equal footing, how to effectively use the media, in the Web 2.0 times, to coordinate the public, but also unique insights and practices, can monopolize the opportunity to use the most appropriate internet means to create benefits, Should be the most need to master the marketing strategy.
The marketing strategy of
Web 2.0 era
What should be the marketing strategy of the WEB 2.0 era? Mr. Bai Peiming, President of Bizcom (Biskan), points out that in this new era, Web 1.0 is still enterprise-focused. and Web 2.0 is the real customer-centered marketing approach is starting to rise. He believes that the new era in the early 21st century, the confusion faced by marketing, is the original enterprise/product-oriented marketing ideas and means, has been unable to effectively use the latest Internet media, access to advantage.
over the past decade, we have seen that in society, people's ideas and ideas have changed dramatically because of the arrival of information means. With the advent of ' new marketing ' (Marketing), the concept of marketing, has shifted from "product" to "customer", "informed" evolved into "communication", the most valuable is "trust" rather than "information", the most effective way is "hint" rather than "interference." Previous marketing methods because of the consumer group's information on the characteristics of the change, and led to today's personalized marketing era, feeling procrastinate.
in the coming New era, new marketing will use new ideas and techniques to reach the potential and existing customers of the target. This approach will be more than traditional marketing practices or individual promotional activities, more easily and effectively achieve market ownership and brand promotion purposes. The change of marketing concept in the new era must begin with changes in our whole mind. But in fact, more business understanding of ' experiential marketing ' is to stay in theory, not really understand its essence.
Bai Peiming that many enterprises do not really understand this "customer-oriented" experience-type marketing. Because the so-called customer-centric marketing, first of all to be able to understand the customer, but most of the enterprises have little idea, but there is no such a means can be implemented. Also because of this reason, many enterprises also do not know how should deal with this new marketing method.
In fact, we also see far-sighted enterprises, has begun to find the right direction in this way, they continue to dialogue with customers, or even exceed the expectations of customers, and strive to establish mutual trust and reciprocity of relations, produce substantial supply and demand behavior, thus forming a virtuous marketing cycle.
Of course, to enter this new field also need to have a cautious attitude to carry out, but do not let prudent psychology to prevent the company's progress. At the same time, in the process of enterprise forward, a good partner, can clearly understand the nature of Internet marketing, there is a complete and feasible methodology, and the ability to execute, but also a very important factor.
"Customer-oriented marketing model" era
has served as Oracle's headquarters, marketing director of Greater China Region, SGI, and director of channel Management in China, Bai Peiming the customer-guided "arc marketing" is based on the mastery of the essence of marketing and technical attention, and observe the results of the evolution of the entire market.
and through the establishment of its own technical force, "arc marketing" has become a new online marketing platform, contains the basic idea is to integrate instant customer information on a complete network platform, effective means of communication to improve customer awareness of corporate brand and product characteristics.
's core advantage of this new marketing platform is that it fully implements the three marketing phases (acquisition), Retention (Maintenance) and conversion (conversion), to maximize potential customers, communicate according to customer needs, And by improving the customer's brand trust and loyalty of the way to achieve sales, that is, the traditional marketing to the product for the pursuit of "push" to customer-centered "pull" marketing.
in this process, the user as the main core. Early use of the internet means, the greatest degree of "user experience", and in the medium term, through benign communication, establish a stable "user trust", and finally to the interaction between users, with "user knowledge" and the direction of the lead sales.
So, we set up a clear methodology. That is, the marketing of the Internet, divided into 3 stages, and each stage, we have clear purpose and means of operation.
achieved the stage of using marketing ideas and Internet technology to create good user experience.
maintenance stage, in accordance with the equal openness, sincere and frank style, the establishment of users of the company, brand, product trust.
The stage of conversion, the user in the process of communication, the non intrusive understanding of the user's intentions, and then to sell.
This methodology, it is very clear that the entire Internet marketing can be summed up. To a mature and stable platform, put this concept into practice. This is the company's original arc Internet marketing platform.
Network Marketing Strategic partner
in early 21st century, with it means to implement marketing management has become a hot topic, more and more modern enterprises in the management and business processes in the use of it tools to serve the enterprise management process. As early as 2001, Bizcom's Arc Marketing platform had achieved remarkable results in marketing management of large enterprises such as sun, Cisco, HP, Adobe, mega-media, Landrover, etc. and gradually enter the mature phase of the overall solution.
in the network to become the driving force of global economic Development today, ARC Marketing platform help Enterprises solve the "How to rely on Web2.0 resources to create a stronger marketing advantage." It is believed that in the near future, the ARC Marketing platform will inject new vigor into the "customer-oriented marketing" by combining with the application of more industry types.
