From "Precision Operation" To "Precision Marketing"

On October 29th, the US military campaign pursued precision, from "carpet bombing" to "surgical strike" and then to "decapitation action".

The practice of precision operation by the US Army

From the beginning of the Second World War, the US army began to pursue precision operations. In October 14, 1943, the US Army carried out the so-called "precision bombing" to Germany's Shi Wan Lu Fu te bearing factory, and the 229 B-17 bombers threw 2873 bombs, but only 63 hit the target directly, and 90% fell to 152 meters outside the target.

Although bombing weakened the production capacity of the bearing plant, but far from achieving the goal of completely destroying the plant, the US military paid a painful price, losing 599 flying personnel, 60 bombers, and 138 other planes being damaged to varying degrees.

In the Vietnam War of 1960s, the US army bombed Vietnam's dumei bridge across the Red River and the Qinghua bridge on the Majiang River, but failed to achieve the expected goal.

It was not until 1972 that 14 F4 "ghost" fighter bombers threw 24 laser guided bombs to destroy the Qinghua bridge. After that, 22 laser guided bombs and 7 electronic optical guided bombs were used to blow up the Du Mei bridge.

From this we can see that before 1970s, the US Army had the desire to fight for precision, but it was helpless and lacking in strength.

It was not until 1980s that the US army began to taste the sweetness of precision operations and carried out a successful "surgical" strike against Libya.

Subsequently, more successful strikes were carried out in the Gulf War and the desert fox. Finally, the concept of precision warfare was clearly put forward in 1996.

In April 2002, The Pentagon published an evaluation report on the war in Afghanistan, calling it "the most precise war in history."

Concept and requirement of precision operation

The aim of precision warfare is to achieve the best operational results at the lowest cost and minimum risk.

Generally speaking, the weapon's hit accuracy is increased by 1 times, and the lethality of the target will be increased by 4 times.

Therefore, the success or failure of precision warfare depends on precision guided weapons. As the weapon has a long range, high accuracy, great power and complete functions, it can be used under all weather conditions, while minimizing military targets, it can effectively reduce civilian targets and become the most effective high-tech weapon.

During the Vietnam Vietnam War, precision guided ammunition accounted for only 0.2% of the total ammunition. The Gulf War had risen to 8%, and the "Desert Fox" increased to 80%, while in the alliance action of the Confederacy, the initial stage of the war increased to 98%.

It can be seen that precision guided weapons have become a "must kill skill" in high-tech warfare.

During the Gulf War, the US army launched 282 "Tomahawk" cruise missiles to attack targets within 450~2600 kilometers, with a hit rate of more than 90%.

In the "Desert Fox" operation, precision guided weapons were used to carry out the assault. The average target volume of a single target was reduced from 22 to 10 in the Gulf War.

In the Kosovo war, although the precision guided ammunition used by US forces accounted for only 35% of the ground attack ammunition, its target number was 74%.

These data clearly demonstrate the effectiveness of precision operations.

The catchphrase: "no the most accurate, only the more accurate". Although the US military power has taken the whole world, it is far from the "reach the catch" realm.

During the Kosovo war, the air attack started less than 10 days, and the US Air Force spent more than half of the air launched cruise missiles, with only 150 remaining stocks, and the progress of the war was slow. Therefore, 92 nuclear warheads were modified to be conventional warheads.

Due to the complicated and changeable geographical and meteorological conditions, the US Army's ability of land surveillance and target recognition is also obviously insufficient, so that we have repeatedly cracked down on false targets and repeated attacks on the same target.

As a result, the planned 10 day war was finally delayed to 78 days.

Precision marketing and precision operation principle are the same, are using the method of improving accuracy, with the lowest cost and risk to achieve the best results.

At the end of the nineteenth Century, John Wanamaker, the father of the department store in the United States, puzzled, "I know that half of my advertising expenses have been wasted. The problem is that I don't know which half of the waste is wasted." John said.

With the rapid development of Internet technology, information exchange between organizations and individuals is becoming more and more easy.

The more times a customer goes to Amazon online bookstore, the more knowledge the system will have to understand it, so as to promote different products to different customers and introduce different service items.

Systematically collect and keep every customer's activity record in the database, continue to sum up customer's shopping experience and shopping preferences, use appropriate technology and software analysis, get customers' habits, preferences and other information, and provide customized services.

At the same time, network marketing can form "one to one" communication, and there is no interference with other customers, so Amazon has always maintained a 65% return rate.

For example, Japanese management expert Kenichi Ohmae wants to publish a book about China's economy, which is still in the process of printing. The first edition has been ordered in Amazon, which is totally impossible in the traditional book industry.

General publications must be printed and distributed before they can be placed on the bookstore. Only readers can see the purchase intention. Of course, publishers can also advertise in advance, but the cost is very high and the effect is not necessarily ideal.

If it is operated by Amazon, it can make use of its huge customer database to find customers interested in Kenichi Ohmae's works, find customers interested in Chinese economy, and send emails with new book outlines, wonderful contents and even recommended words to these two customers.

The proportion of customers who receive Email's final subscription is as high as 50%. This precise marketing mode can achieve amazing sales performance while maintaining low cost.

There is no doubt that the future marketing will change from "wide coverage and low efficiency" to "precision and niche". The progress of information technology has provided sophisticated weapons for precision marketing.

For example, Dangdang's browsing recommendation, purchase recommendation and other functions, the recommendation of the combination purchase of excellent network, "people who read this book have read..."

And so on, are excellent examples of using information systems to improve marketing accuracy.

Network advertising has the characteristics of precise accuracy, which can record the history of customers' visit and analyze their behavior habits and preferences, so as to launch the most targeted advertising that will move you, instead of stereotyped.

This requires the establishment of a customer database, and the ability to collect and process the powerful information of the database in order to achieve the appropriate information and display the appropriate information to the appropriate customer at the right time.

Of course, I want to do everything right.