Diversified Differentiation Marketing

Today, the marketing environment of enterprises is undoubtedly undergoing tremendous changes, and the diversification of media, customer groups and distribution channels is the cause of change.

As a result, corporate marketing has to respond to diverse divisions.

Many advertisers are also actively using various new media tools, such as web-based video advertising, paid search advertising, viral marketing and social networking.

On the whole, these enterprises have also cut down advertising expenditures in measurable media, such as TV, newspaper, radio and Internet display advertisements.

Although not noticeable, companies are rethinking the capabilities and operational methods needed to successfully respond to multiple differentiation.

The degree of success will be crucial to the boss and the whole enterprise.

Enterprises facing different and diversified challenges are experiencing rapid market polarization, and their growth in low-end and high-end market is much faster than that in the middle end market.

In order to cope with the constantly differentiated needs of customers, we creatively try non traditional media and introduce more new products than ever before.

It is more sophisticated than ever to classify its customers, and to create a more diversified store form to meet the needs of these customers.

It also pfers its advertising expenses to the Internet, and communicates and serves the users through confronting the complexity of the media that they have been adding to the flames.

So when business marketing is faced with a variety of divisions, what skills and qualities are particularly important for marketers?

The marketing function is developing in two extreme directions: one is advertising experts at the one end and the other is a businessperson seeking truth from facts.

The trick is to find the right balance.

The evolution process from advertising experts to communication experts is now entering a new stage, which requires clear explanation to management.

That is, the situation must be explained internally from a more closely related way.

The responsibility of marketing function is getting bigger and bigger. The challenge is not to lose enthusiasm and loyalty to the brand or to lose consumers, but how to engage in marketing in a realistic way.

Because marketing environment has changed so rapidly, curiosity is very important.

As a marketer today, I don't know about search engine marketing, which is simply incompetent, but five years ago it could be said that it still does not exist.

Therefore, instead of looking for talented people with profound professional skills in all aspects of marketing, it is better to find those who are lifelong learning and can really grasp the new tools and technologies that really help brand building.

To some extent, thirst for knowledge is a kind of personality trait that can not be impart, but it can inspire it.

This requires creating a stimulating environment, so that employees feel that part of the marketing staff's work is to track and learn new things and lead the new trend.

Marketers need the confidence to ask questions.

Recognizing that the world is changing rapidly, it is not possible to be a marketing person. It is a good thing to admit that this is a reality.

At the same time, to pursue the pluralism of ideas, we need all kinds of skills in different marketing fields.

In terms of marketing strategy and customer insight, we are looking for talented people with substantial experience in quantitative packaging.

This is a traditional marketing work with strong principles.

In marketing communication, we need to find more creative talents, including those who have experience in advertising companies, from retail or even manufacturing.

Today's consumers have more media choices, more access to information and more control than ever before.

This has greatly changed the role of marketing.

In the past, a typical consumer type could be understood, and then the brand information was publicizing to such consumers.

Now, we must truly understand each consumer's demand for brands and the best way and time to communicate with them.

We say that diversity can be seen in all fields, first of all, the diversity of consumers and customer groups, and the diversification of media channels is its subsidiary effect.

People are very different. Therefore, we should not expect them to want the same products.

We need to really understand their needs, attitudes, beliefs and lifestyles.

Different types of consumer groups have very different needs.

For some consumers, the fashionable and fashionable appearance is the most important factor; for other consumers, the latest technology and functional characteristics are the key factors.

The Internet is playing a much more important role than any other media imaginable.

Targeting small customer segments, people often say that no media can beat the Internet.

On the Internet, you can build brands or destroy brands, where there is a whole set of new marketing rules.

One of the main rules is trust and respect.

If enterprises start playing tricks on people, they will not escape the eyes of consumers.

Consumers on the Internet are willing to accept interesting ideas, and are willing to create content with enterprises, but don't make a mistake: consumers are God.

Marketers must be accustomed to people shaping the meaning of brand through Internet marketing.

As an industry, content is still being launched.

There is tremendous potential for creativity among people who talk about products in a variety of exciting new ways.

How to release all these potentials is still under exploration. We do not think that banner advertising is a waste of money, but its effect is very limited.

Context related communication is very meaningful.

All marketers think that understanding customers is more important than ever. In order to enhance this understanding, we are trying to understand the subconscious and the real reasons of people shopping. This is the most valuable.

Of course, products need to be carefully designed and manufactured, because people must be justified in buying products.

But few consumers are shopping on the basis of rational linear decision making process, and the emotional factors closely related to the subconscious play a crucial role, especially for goods consumed in the public domain.

Under such circumstances, people do not only rely on reason to make shopping decisions.

Of course, in-depth understanding of customer needs is the foundation for building a strong brand.

In today's complex environment, managing brands is a big change.

It can even be said that the strength of a series of brand combinations is much more important than the strength of a single brand.

Therefore, in general, there is a strong local brand in every region. It may be an international brand, but in the corresponding area it plays the role of a strong local brand.

In addition to local brands in every market, international brands should also be introduced.

Or, where international brands are strong local brands, other international brands will also be highlighted.

Then, some regional brands and local brands may be subdivided as value products.