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Effective Marketing Is The Key To Successful Marketing.

2013/10/3 17:32:00 22

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Marketing Thinking Marketing Channel Management

first of all, < a href= "http://www.91se91.com/news/index_c.asp" > marketing < /a > personnel should avoid "impetuous" and "drift with the tide" and return to rational psychology.

multi-channel "marketing failure" how to turn danger into machine?

in the past year, the marketing industry is still booming. Various marketing concepts, marketing channels, marketing tools, marketing practices and so on are interlaced. The marketing highlights from time to time are worth affirming, but in contrast, more marketing personnel begin to lose their way in the choice of marketing channels, and complaints about "marketing failure" are also gradually highlighted.

In the face of the multi-channel marketing background, what is the real crux of the marketing failure theory? How can the marketing personnel do this and not turn it into a crisis? In view of these perplexities, Peng Jie (blog zhiliangguanli.com), taking my personal experience in the mail marketing industry as an example, believes that the key to success in marketing lies not in finding a certain channel, but in finding an effective marketing idea suitable for himself. This requires marketers to pform the existing marketing ideas that are not effective, and make good use of all kinds of customers' desire to establish links and interaction channels with enterprises as a link to connect customers and enterprises closely.

In 2013, marketers should refuse to "impetuosity" and "drift with the tide", pform marketing ideas, return to the essence of marketing: listen to the needs of customers.

multi-channel marketing background analysis

by the influence of social media and mobile Internet, the potential consumers of enterprises are becoming more and more dispersed. In order to catch the attention of consumers, enterprises are adopting more and more marketing channels.

According to eMarteter data, in 2007, the average number of small and medium enterprises in the United States used 3 media channels. In the third quarter of 2012, the figure jumped to 5.8 and nearly doubled in 5 years.

The growth of marketing channels has brought challenges to marketing personnel for channel management and utilization.

take mail marketing as an example. According to the world opinion poll in Ipsos2012, 85% Internet users communicate with e-mail, and 62% users use social media.

Obviously, e-mail marketing has become an essential channel for consumers to contact, but in fact, enterprises do not make good use of this channel.

According to an internal survey conducted by mail marketing service webpower in China ("social media application strategy in mail marketing"), the use of social media in the mail marketing at the shallow level (that is, the basic use of social sharing button in the design of mail pages) is about 60%-70%, while the deep level may be less than 5%.

This shows that domestic marketing personnel do not make effective use of the increasing new channels to improve marketing effectiveness.

the cause of "marketing failure" under the background of multi channel

excluding external uncontrollable factors, the author reveals from the point of view of marketing personnel, the underlying reasons for the failure of marketing under the background of "a href=" http://www.91se91.com/news/index_c.asp "multi channel < /a >:

1., marketing staff's cognitive imbalance to consumers

marketers are the main body of marketing. In all kinds of marketing elements, marketers are the most important, decisive, active, active and potential elements, and are the masters of other marketing elements.

In the face of more and more complex and updated marketing channels, the marketing personnel of enterprises are facing the imbalance of cognition of consumers' characteristics, behaviors and preferences due to various internal and external conditions. As a result, decision-making and action errors can not effectively utilize various marketing channels to achieve the desired effect.

For example, a survey of the use of social media among marketing personnel in the United States, Britain, France, Germany and Australia (see below) has been made clear by P. Since, there is a clear break between the channels used by consumers and the channels of concern among marketers.

57% of marketers use Twitter, while only 31% of respondents use it.

51% of marketers use Google+, while only 21% of consumers use it.

2. marketing "impetuosity"

in marketing, there are the following kinds of Psychology: it is easy for enterprises and enterprises to break away from the actual marketing situation and their own "a href=" http://www.91se91.com/news/index_c.asp "> marketing strategy < /a > and plan, and fall into the" blundering "misunderstanding, which will adversely affect marketing.

first and foremost is the desire of enterprises and marketers.

Desire is power and devil.

Just like webpower, even the mail marketing industry, it has been looking for new and effective ways to achieve the best return on investment with the least effort.

Unfortunately, the desire of some enterprises and marketers is beyond reality, and unrealistic marketing strategies and goals can lead to irreversible marketing mistakes.

second aspects are conformity and panic.

For fear of the future and the sense of belonging, business marketers are prone to drift along with marketing, blindly dealing with various problems, resulting in decision-making errors and missed opportunities.

Little does it know that conformity is also a hidden risk.

It is not always suitable for others to use them.

Taking the rise of social media as an example, it seems that companies can not keep up with the times without social media marketing. Marketing staff who do not use social media marketing is dereliction of duty, and ignore whether this marketing method is really suitable for their own businesses.

3. the nature of human beings is "/p".

marketers are stubborn against other external channels in an outdated way.

Alternatively, we should use more harmless mindset and make use of every channel without any consideration or analysis, which may lead to marketing personnel losing the opportunity to establish the most effective contact and communication with consumers.

One of the real reasons for this is probably human nature.

starting from human nature, whether it is scientific marketing theory or the rapid development of marketing technology tools, every new thing needs to take time to understand.

Every marketing channel needs the marketing staff to spend more time knowing and making effective strategies to make use of it.

The depth and correctness of channel understanding are influenced by objective factors such as time and intelligence.

from the above statement, the various internal factors of marketing personnel themselves may lead to channel utilization errors, resulting in marketing failure. Then, from the marketing personnel themselves to find solutions, they may turn the corner and turn the passive into the initiative.

So, when marketing personnel face the challenge of multi-channel and marketing failure, how should we change the marketing idea and turn the danger into the machine? I believe that the key to successful marketing is not to find a suitable channel, but to find an effective marketing idea suitable for us. This requires marketers to pform the existing poor marketing and make good use of all kinds of customers' desire to establish links and interaction channels with enterprises as a link to connect customers and enterprises closely.

Specific steps can be taken as follows:

first, marketing personnel should avoid "impetuous" and "drift with the tide" and return to rational psychology.

secondly, sit down and review and analyze the current marketing situation and results.

If last year's marketing ROI did not meet expectations, those would need to take a comprehensive look at the current marketing plan and strategy, identify the crux of the problem, and change the marketing mindset instead of merely thinking about changing channels.

, then talk and communicate with the boss or superiors and teams, and optimize the conversation by using the test to turn the conversation into actual action .

Last but not least, the most important thing is to temporarily suspend the endless one-way broadcast, return to the essence of marketing, and begin to listen to the voice of customers from all channels. P

Only by understanding the real needs of customers can marketing really succeed.