Consumers have when not mean you will not be able to do marketing

Keywords: consumers deceived do marketing doesn't do huyou advertising why? why consumers increasingly difficult fooled? channel why more and not listening to the greeting? enterprise promotion activities, consumers are increasingly reluctant to take part in why? Enterprise Terminal price increases in sales, sales also as once upon a time, why?

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Faced with a series of puzzles, many enterprises are issued the same feelings, why he's fortune old experience in the new issue not in front of more and more?

Why all the marketers have to ponder the question.

Some so-called marketing experts gives some explanation, such as: market seller market into a buyer's market, this earth who knows; levels deep, that China is now the consumption structure is to eat, wear to housing and the upgrade, the previous is full, it is good; then levels deep, says industry inflection point. Opportunities in the corner, we must grasp the inflection point but should be turned off, but the "abduction" what is the difference from before, I think these guys didn't toss out.

First thread a thread of China 30 years marketing history tracks: relationship between era (1978-1988, mainly red capitalists rely on get government approval, far from marketing) – bold era (1988-1993, also called opportunity age, mainly because some dare to break the iron rice bowl like "Enfant", the original state, bold marketing is marketing)-advertising age (1993-1997, product supply and demand balance, marketing initially bud, advertising is marketing) — — the channel era (1997-2003, initial supply of marketing the product in the primary stage, also is to advertise in the sky and the Earth (source: Huaxia liquor reported · Chinese wine news network) with channel era) – Terminal age (2003-2005, severe oversupply, marketing the product development stage, winning a Terminal, the terminal block theory prevail) — brand era (2005, many people also known as integrated marketing strategy for the era, or competitive times, marketing maturity).

But this time track, just right for fast moving consumer goods and household appliance industry, other industries is far from development so mature, cannot completely hard. In fact, development can also be simply divided into a number of competitive era (product era) – product quality competition era (brand era) — strategic competitive times three phases.

We often say that marketing is the business heart, the heart of the business consumer. Consumer's heart, our marketing means, nature must be the same. Old experience to solve new problems, whether the consumer's heart.

In a number of competitive times, consumers are very simple, honest, more on advertising is really. Simplicity for consumers, pure and good, our enterprise "prescribe" — they adopted the "deceptive marketing" and "marketing", so barbaric crude low quality products rampant false promise of promotion-ridden, exaggerated promises service rampage ...

Simple consumers, enterprises of "spoofing" marketing ", a sadderbut a" slowly be clever, no longer as before can be easily spoofed, carelessly huyou, casually to fool consumers, but evolved into the "on" when consumers.

On when consumers, that is, before the old experience in the new issue of the root cause of the failure before it is forced us marketing must change.

However, on when consumers era, we really do marketing?

In the simple consumer age, what you say, what consumers believe, popularity and selling point is essential; however, on when consumers age, what you say, consumers will first make a question mark, and then gradually go to verify, or experience, or ask around your friends use feel, after you say things in their own judgment. Therefore, consumers have when the visibility is win over the age of consumers to look for, credibility is encourage consumers to pay for.

Therefore, on when consumers age, we not only to business reputation, business credibility.

In the import phase of the market, we will, as always, quick business channels and visibility, the past and no essential difference. The difference is that in the simple consumer age, rely on advertising to let consumers know product selling point to break the dongxiao; in on when consumers age, advertising can only allow consumers to see the cargo door led consumers to purchase, you must pass the experiential promotions that allow consumers to experience products selling point worthy of their trust, dongxiao before breaking.

In market development phase, to quickly expand purchase crowd upgrade sales, in addition to quick create visibility, fast coverage network (source: Huaxia liquor reported · Chinese wine news network), you must promptly follow up on the experiential marketing. At the same time, combined with the high awareness of events, event marketing, event news and lock the eye, to instil in selling advertising to create soft news, as a "three-in-one-of-mouth" synchronization construct "visibility, credibility and reputation."

Because, in the era when consumers have, visibility that consumers look to credibility for consumers trying to purchase, reputation that consumers purchase cycle. Only in this way, the market development phase, in order to rapidly improve sales. In accordance with past just advertising, Enterprise alley. That is, market development, advertising can only contribute to visibility, event marketing can contribute to sales.

Maturity in the market, consumers generally have had confidence in the products, their marketing tactics are basically convergence.

In the era when consumers have to create a Terminal to dilute the selling point of the image material, to strengthen the trust material, who was the first to do it, who will be one step ahead.

In short, on when consumers, marketing is to be trusted, light

Done visibility, applauded not wildly will spend money not to sell goods, enterprises need to return to the origin discovers marketing marketing.

Author: Chen, Guangzhou strong job market development co., Ltd Marketing Director.