Precision marketing is based on accurate positioning, relying on modern information technology to establish a personalized customer communication service system, making full use of various new media to push marketing information to a more accurate audience, thus saving marketing costs and maximizing marketing effects. The new media here generally refers to media other than newspapers, magazines, radio and television.
Four Theories of Precision Marketing
First, precision marketing has truly implemented the basic principles of consumer orientation. As a product of this background, precision marketing still emphasizes understanding and conveying the expected satisfaction of the target market more timely and effectively than competitors. In this way, in order to quickly and accurately grasp the market demand, enterprises must be as close as possible to consumers.
Second, precision marketing reduces the cost of consumer satisfaction. Precision marketing is a marketing method with the shortest channel. Because of reducing the circulation links and saving the expensive store rent, the marketing cost is greatly reduced, and because of its perfect ordering and distribution service system, other purchase costs are also reduced accordingly, thus reducing the satisfaction cost.
Third, precision marketing is convenient for customers to buy. Precision marketers often provide customers with a lot of information about goods and services, and customers can buy what they need without leaving home, which reduces the trouble for customers to shop and improves the convenience of shopping.
Fourth, precision marketing has achieved two-way interactive communication with customers. This is one of the most obvious differences between precision marketing and traditional marketing.
The core of the four theories actually emphasizes the initiative and active participation of buyers in marketing activities and the convenience of customers' purchase.
When it comes to precision marketing, we have to say the precision marketing of e-commerce websites. With the rapid development of e-commerce, on the one hand, people are delighted with the huge wealth of goods in online shopping malls, on the other hand, with the increase of goods, it is increasingly difficult to find the goods they want and like in online shopping malls. Although almost every online mall has on-site search, people still feel dissatisfied. As a result, Taobao, JD.COM, Kuba, Mai Baobao and other well-known domestic e-commerce websites have introduced personalized recommendation systems in their stations to achieve the purpose of precise marketing.
For example, Taobao and Tik Tok cooperate in precision marketing.
In the first half of this year, Mr. Zhang Wuji Chris Tung of Taobao CM0 put forward a concept called global marketing, which is to use the cooperation between different platforms to achieve the effect of dual precision marketing. The same consumer will see the same product on different platforms, browse different pages and guide consumers to buy the product. At present, Taobao has cooperated with vibrato, and consumers search for a cosmetic on Taobao platform. Taobao interface will not only recommend similar cosmetics, but if consumers are Tik Tok users, they will see many cosmetics trial recommendations when they open the vibrato video, and the Taobao link of the product will be attached to the video. If you open these links, the products will be put into the shopping cart. Consumers can buy through Taobao platform, which can quickly increase product sales in a short time. This global marketing model has achieved dual precision marketing and will gradually show its advantages in the future. Like any internet platform, e-commerce needs to fully tap the needs of consumers, establish a sticky relationship with consumers, and maximize sales profits.
Common advertising marketing methods in e-commerce activities include SMS marketing, SEO marketing, WeChat marketing, Weibo marketing and soft text marketing. They are all based on precision marketing. Precision marketing is more and more widely used in the field of e-commerce. More and more e-commerce companies are turning from mass marketing to niche marketing, focusing on the target customer market and providing deeper services to target customers, thus enhancing customer viscosity and bringing greater customer value.
Gansu Yang Fan Qi Hang Enterprise Management Consulting Co., Ltd. was established on 20 12, which is a high-tech enterprise engaged in online operation technology of Internet and e-commerce and providing effective and systematic technical services for enterprises and institutions. Since its establishment, Yang Fan Qi Hang has been committed to the research and development, application, brand marketing promotion and professional personnel training of the Internet and e-commerce, creating a tailor-made professional technical team to help traditional industries transform the Internet. Adhering to the mission of "let entrepreneurs grow rapidly", relying on its own strong R&D team and expert consultant resources, it has successfully helped many local enterprises to improve their industry literacy and professional skills.
20 15 obtained the human resources service license issued by the human resources and social security department of Gansu province.
In 20 15, the company was recognized by Lanzhou Human Resources and Social Security Bureau and Lanzhou Finance Bureau as the employment trainee base for college graduates in Lanzhou.
In 20 16, the company's "Internet Integrated Marketing Training Plan for Ten Thousand People in the Western Region" was recognized as a provincial key support project by the Gansu Provincial Department of Human Resources and Social Security.
In 20 16, the company's "10,000-person training plan for Internet integrated marketing in the western region" became a funded project for oceangoing sailing and Lanzhou sailing.
In 20 17, the company's "Internet Plus Talent Science and Technology Creative Space Set sail" was recognized by Lanzhou Science and Technology Bureau as a Lanzhou-level creative space.
20 17 was included in the key credit cultivation system of small and medium-sized enterprises in Gansu Province by Gansu Provincial Industry and Information Committee.
In 20 17, the company won the Best Employer Nomination Award in China in 20 17.
20 18 was recognized by Gansu provincial science and technology department as a storage technology-based small and medium-sized enterprise in Gansu province.
In 20 18, the company's "internet plus talent technology innovation space set sail" was recognized as a provincial-level innovation space by Gansu provincial science and technology department.
20 18 12 Company won the honorary title of Entrepreneurship Star in Chengguan District of Lanzhou City.
Help enterprises in finance, department stores, construction, home improvement, housekeeping, maternal and child, medical care, safety, beauty, food, clothing, education, wedding, trade and other industries to achieve the goal of "internet plus".
At present, the company has advanced enterprise management system, excellent technical team and perfect new growth mechanism. While giving full play to its own advantages, we will constantly improve the integration of resources. We are innovative, open-minded, exquisite in concept, comprehensive in technology, taking customer demand as the first service purpose, and strive to become the top overall network marketing planning and implementation enterprise in the western region. Building network marketing for small and medium-sized enterprises is our goal and our motivation.
The company provides employees with complete salary, benefits and promotion space. The salary ranges from 35 million to 350 thousand per month. Managers above the middle level can allocate company options or stocks after working for a certain number of years. The company's business has developed rapidly. Ordinary employees adjust their wages once every six months, excellent employees adjust their wages once every three months, and employees with special contributions can adjust their wages monthly. The company's salary and welfare system is generally higher than the local level.