Personalized Customized Mass Marketing

We entered a "customized".

For example, the development of social media, including Renren and 51.com, has fundamentally changed the blueprint of marketing.

Because of such an environment in Silicon Valley, I can see this obvious change more easily.

Mass Marketing is only a very short paragraph in human history. Before mass media appeared, people used face-to-face goods exchange. Now, we will return to this source. In the context of social interaction, the information of personalized customized dissemination depends on intangible assets such as reputation.

On the other hand, there are millions of small groups on the Internet. They do not have more than 150 people who share the same interests.

Comparatively speaking, this scene is not so exciting, but they are stable, predictable and highly trusted and loyal to each other. They have a wealth of brand and product knowledge.

The only way to get involved in these unique groups is to gain their trust.

It's not easy, it requires patience and faith.

This is also an essential return, as long ago before we took advantage of mass advertising to reach consumers.

The two markets have their own characteristics, rules of the game, mode of operation and rewards and punishments. This means that for every enterprise, no matter how big the scale is, they can not succeed at the same time in the two markets.

Enterprises must make trade-offs in the polarized market situation, choose to focus on the rapidly changing global mass market, or aim at countless small closed niche markets.

Taking niche market as an example, its characteristics include group identity, culture, content quality and survival time.

For this market, enterprises should provide personalized customized products and services, although the cost will rise, but consumers in this market are willing to spend more money to buy these unique products and services that meet their needs.

If globalization and mass marketing require concise, non-verbal marketing information, marketing for the niche market requires complex and highly linguistic information to interact with group members.

In the Chinese market, the biggest mistake of most marketing criminals nowadays is to regard China's more than 400 million Internet users as an indifferent group and regard the Chinese market as a single market.

This is very stupid. It is not only useless now, but may even be counterproductive in the future.

Smart marketers should realize that they are faced with 50 million small markets (many consumers may have multiple markets at the same time), and all of them are looking for reliable retailers and suppliers.

The biggest challenge of twenty-first Century is how to win and maintain their trust.