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At one time, FMCG companies created more advanced marketing, dissemination and sales technologies that drove the advancement of marketing in China. However, in 2006, there are more and more things that we can't understand: We don't understand why Sister Furong is popular. We don't understand why Guo Degang's cross talks have so many people applauding. We don't understand why. Everyone is writing a blog... We don’t even know what "Zhu Xian" and February Shantou are, but they are suddenly red and purple.
Well, "Super Girl", there is a big wrist like Mengniu, but everyone knows that Super Girl has made Mengniu sour milk instead of the opposite. The world has been leveled up by advanced information technology, and the way the world is marketing, disseminating and selling has changed dramatically because of the network. These changes are irreversible and mean that we must rethink and learn the techniques of marketing. In a "flat" world, the rules of marketing and even the principles are being rewritten a lot.
The former trend: the consumer's dynasty
Consumers have become more knowledgeable than before and have formed a community. This is very obvious in the automotive and consumer electronics industries. Consumers can easily get information about these products on the web and get feedback from users on various websites, forums and blogs.
Consumers have completely broken the information asymmetry between the past and the enterprise. Not only do they have access to information, they are also free to post comments on the use of these products. This right is not different because you are in a city or country, in China, or in the United States. Consumers can easily obtain this information and make their own judgments with the help of search engines. In the online society, "authority", although still playing a role - such as the opinion leader of a moderator or celebrity blog - has become more and more explicit. “Grassroots†are increasingly gaining the same democratic rights as “authorityâ€, and in fact they will truly become the makers and owners of brands in the future. Because consumers have assembled into a strong group, companies are only one member of this group at best.
The second trend: good products do not need to be promoted, and those that need to be promoted are not good products.
This is a trend that is frustrating for marketing experts. Regular advertising campaigns and hype have become increasingly useless. Good products, however, often do not need to be promoted, and it will suddenly become popular through the initiative of consumers.
The reason for this change is the sudden drop in the cost of transmission. Google hasn’t invested in a lot of ads, but it has become one of the more popular search engines on the Internet, and some of the other big search engines are far from market share like Google.
The characteristics of the Internet have made a qualitative change in the form of advertising, which has been in existence since ancient times. It breaks through the influence of geography, time and decrement, turns word of mouth into a rapid copy, and magnifies the user experience in a geometric hierarchy. spread. And all good word of mouth comes from the consumer experience. All products that will succeed in the current and future will pay great attention to the "user experience". This is the premise of good reputation and the premise, and it cannot be done by any "promotion".
The third trend: the mainstream advertising media will change
The planners and companies that specialize in TV commercials have dominated the marketing community for many years. This is indeed the case. CCTV, satellite TV and local radio stations still belong to the mainstream media. To be successful in a consumer product, leaving them at least is not possible now.
But this does not mean the future. Online advertising and segment advertising have grown faster than TV ads in recent years. Although it takes time to subvert this mainstream status, we can now clearly see this trend. The network has become the mainstream media, just a matter of time. .
However, the problem is that we have not yet figured out what kind of online advertising is more effective. In fact, most of the online advertising creatives have been mediocre so far, and most of the techniques are copied to print ads. And this is precisely the "short-term avoidance", forgetting that the characteristics of the network is interactive. Unilateral advertising is certainly not the future of online advertising. Only by fully exploiting the interactivity of the network and making full use of the characteristics of the network and communicating with consumers can we develop strengths and avoid weaknesses and make the functions of online advertising work well until the current mainstream media.
This problem can only be left to the future online advertising masters to solve, I believe this will not last many years.
The fourth trend: any industry is the entertainment industry
It is not difficult to find that more and more products have been injected with entertainment elements. Or, more and more products are coming from the entertainment industry. The Mengniu sour milk in 2005 is a good example. In fact, some of the "characters" who are now famous on the Internet have mostly met the requirements of the entertainment public. Even in the more traditional fast-moving consumer goods marketing field, more and more entertainment elements have been added. Road Show, promotions, advertising, etc., most of the products that have entered the entertainment element have achieved good response. Although Chen Tianqiao has disbanded their brand and media center, this form of game site and consumer goods combination will certainly not disappear. On the contrary, this is precisely a trend.
The entertainment industry itself is a market full of blue ocean products. When we move from food and clothing to a well-off society, and then from a well-off to a prosperous, the nature of "playing" these people is more and more revealed. We have more time to relax rather than work, we have more money to go out for fun and not just to fill our stomachs.
The fifth trend: information technology will solve many marketing problems
Information technology has long made Wal-Mart a success. Almost all experts believe that opening up the database to suppliers is the main reason for Wal-Mart's domineering today. The opponents are keeping the sales information, but Wal-Mart regards the supplier as a partner, not an enemy. Through the implementation of the CPFR program, namely Collaborate, Plan, Forecast, Replenish, Wal-Mart gets timely inventory, reducing retailers and suppliers and the cost of goods. . With the efficiency of the supply chain alone, Wal-Mart's cost of sales is five to ten percentage points less than most competitors.
These technologies are also increasingly used among manufacturers, distributors, retailers and customers. In the era of no supply chain management, the problem of stocking goods can never be solved. But this problem will be completely solved with the improvement of supply chain management technology. As long as we reduce the cost of these software - however, I believe that the future will not be through the software, we will certainly reduce the cost through the network platform rather than the software - we can make each set of data in the sales process Whether they are interoperable or not, these data will definitely improve the marketing effectiveness of each link.
Picking up goods? All of them will be recorded by computers and networks. Do you dare?
The customer card will also disappear, replaced by the running store record sent by mobile phone... As long as you are willing, information technology can completely control the work route and work content of each salesperson every day.
The world is flat, yes, a new era of marketing without barriers is coming.
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