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Interpretation Of The New Marketing Method Of Precision Marketing In Traditional Retailing Industry

2014/1/16 17:36:00 16

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Traditional Retail Industry Precision Marketing Internet

When p a was abandoned by businesses like "a href=" http://www.91se91.com/news/index_c.asp "hard sell /a >", some smart businesses began to bring consumers into the "mysterious" and "silent" new world through new means such as WeChat and WeChat, and the new models such as experiential marketing and service marketing have brought different experiences to consumers. The traditional retail industry is opening up the precision marketing mode. 
 micro-blog "mysterious" marketing /p >
 is micro-blog let everyone know the carving of the sirloin beef, is also the carving of the sirloin to let everyone see the micro-blog marketing is fierce. It is 5 million yuan for eagle to throw out an exclusive secret recipe. Only 12 dishes in a single restaurant, 8 pounds of dove and 12 pounds of sesame seeds can only be picked up by a qualified "heavy bomb". 
P is not enough. What is more, he is inspired by online games. He makes restaurants "seal test", invites celebrities, micro-blog big V and gourmet to come for free taste, finds out BUG and corrections. This "seal test" lasted for half a year. 
 on the one hand is micro-blog's high exposure; on the other hand, the "seal test" period does not allow ordinary users to enter. This kind of "mysterious marketing" triggered consumption desire after the opening of business. 
 it is understood that in the early days of the business, Sora Aoi was invited to the store by Sora Aoi, and the 45 thousand forwarding of micro-blog was triggered by micro-blog. 
 "although the" seal test period "carved beef sirloin burned 10 million yuan, but also let the" light luxury meal "- 140-160 yuan per passenger, do not worry about the passenger flow. 
 interpretation by experts: 
 nowadays, consumers are more concerned about group identity, and care about their consensus and sympathy with similar groups and circles. Consumers are happy to show their spending to their friends, have topics to talk about with friends, and are also more vulnerable to friends' consumption. 
 WeChat's "silent marketing" /p >
 when people receive text messages every time they open up to see "spam" messages, they will curse if they see too much. Nowadays, sales messages of businessmen have been returned to the list of spam messages by most people. Compared with the "silent garbage" of SMS, WeChat has launched a "silent marketing" mode. 
 at present, all stores have basically set up official WeChat. The Beijing Commercial Daily reporter saw that the official WeChat of new world department store Chongwen store, ocean future square and so on are updating the content every day, so that we can understand the recent preferential activities of businesses. Top grade discounts even integrate the activity characteristics of all the stores in the capital, giving consumers a clear picture. And the subscription numbers require consumers to take the initiative to subscribe, view, and will not bring any trouble to consumers. 
 is this initiative view, which brings huge marketing space to merchants. Chaoyang Yuecheng responsible person said, each member of WeChat every Monday period, are information selection, creative or interactive activities, currently 179 thousand members, the average information opening rate of 35%, the highest to nearly 50%. In the future, consumers can choose their own content and tenant discount to make customized push. 
 interpretation by experts: 
 marketing communication has changed from mass communication to narrow channel communication. Consumers are more willing to accept WeChat's "soft marketing" than "hard sell" such as SMS. In addition to the same social circles as micro-blog, consumers are more convenient to communicate with merchants through WeChat. In addition, WeChat also makes business marketing more targeted, providing personalized services for different consumers, and will not disturb consumers, causing consumers to have a sense of disgust. 
 > a href= "http://www.91se91.com/news/index_c.asp" > experiential marketing < /a > /strong > /p >
P is better than seeing. Experiential marketing allows consumers to fully feel and understand the products, so that the marketing method that consumers welcome will undoubtedly succeed. 
 Apple experience shop is no longer a store selling goods, it is an experiential shop that lets consumers feel the charm of products and understand the corporate culture. If you tell me, you can know your own "next life" by buying a little light. Do you believe it? Metro's mobile kitchen has made you experience it. Through more than 400 training activities every year, Metro has also promoted its own products while teaching you to cook dishes. 
 "our shop is the best advertisement." Starbucks has never spent a penny on advertising in the mass media, but has made itself one of the best chain coffee shops. In the industry view, Starbucks is good at not coffee, but coffee beyond the "experience". Last year, some media questioned Starbucks's huge price discrepancy at home and abroad, but attracted a lot of consumers to cry for it. Some consumers were willing to pay for such an experience. 
 interpretation by experts: 
Experiential consumption can bring happiness, a sense of success and a sense of belonging to consumers. When consumers are experiencing, businesses are doing the best marketing communication. At the same time, in the process of experiencing, consumers can use their abundant resources to provide a pair of customized services. In addition, experiential marketing makes use of businesses to inculcate corporate culture and brand value to consumers, so that consumers have higher brand loyalty and consumer stickiness. 
 < a > href= > http://www.91se91.com/news/index_c.asp > service marketing > /a > /strong > /p >
 Taobao body has changed the traditional way of marketing, and businessmen who have changed from the role of consumers are more aware of the needs of consumers. A "pro" word has brought us closer. 
P now, brand marketing is no longer a direct introduction of goods to consumers, but rather from the perspective of consumers. Recently, a surprise to consumers, Ms. Wu, was that she received a sales call instead of a "straightforward" product. Instead, she answered the questions in the parenting process, and then introduced her product after solving the problem. 
 good service is a good job for a businessman to do well. In another way, it can be a good way to publicize himself. Shun Feng couriers are equipped with the details and quick service of guns, clothing and so on, making them become the "high" on the express market, making it easier for consumers to first consider the brand of Shun Feng whenever they need express. Consumers who regularly shop online will find that the "Crazy" tape on the box is no longer a problem. Some businessmen will put a plastic blade outside the box outside the box, which is safe and convenient for users to open the package.