Marketing concept is an important part of marketing strategy, and its tactics are reflected in the way of marketing promotion. Product managers must be very attentive to the latest promotions. You can obtain this information through various sources, such as observing what professional advertising agencies are focusing on, the way your company promotes, or what you observe as a consumer. At the most basic level, however, marketing activities can be grouped into two categories: traditional marketing and digital marketing, as shown in Figure 6-4.
Figure 6-4 Summary of various approaches taken by traditional marketing and digital marketing
I hope you will gain and expand your knowledge of these marketing methods through your own experience. An interesting point is that some of these marketing tools are applied to the B2C model. Therefore, as a daily consumer, you can often experience these. However, many product managers are in the B2B world, and in a B2B environment, you can borrow some of these marketing methods to promote your products through traditional and digital channels. I can provide some guidance here so that you can be more directly involved in the successful promotion of the product. none
No matter what kind of promotion method, it must have:
strategically driven goals;
A clear target market and target customer group;
A clear understanding of customers' purchasing motivations and needs;
There is clear data that can [Zhang Lefei1] prove that when you want these target customers to "listen" to you, where can they listen;
There is a way or medium that will help you achieve your goal;
Information is based on value proposition and competitive advantage and can be clearly communicated to customers to motivate their purchasing behavior;
Very realistic indicators to show whether these promotions are helping to achieve the goal.
If your company provides software products for insurance companies, you need to give a presentation at an industry conference about the product. Everyone [Zhang Lefei 2] is concerned with a new technology that helps customers save time and money. Let's take a look at the logic behind this project, as shown in Figure 6-5 [Zhang Lefei 3].
Figure 6-5 Marketing activity template (example)
There are many ways and means by which we can communicate the benefits of our products to the market, customers and salespeople. As mentioned earlier, advertising, promotion, and customer education campaigns are designed to serve a specific goal and are expected to bring returns to the business. Many people use the term "integrated marketing" to describe a marketing mix to ensure that target customers get a consistent message.
In the era of digital economy, when traditional enterprises realize digitalization, they must pay attention to digital marketing as an important aspect, change marketing ideas, models and strategies that could not meet their needs, and realize new marketing methods. Along with digital management and manufacturing, digital marketing, as a hot spot, will become one of the three important components of a digital enterprise. Generally speaking, in a fully competitive market, companies can only obtain normal profits. If they want to obtain excess profits, they must innovate. Innovation is a new combination of factors of production. In the sense of economics, it includes not only technological innovation, but also marketing innovation. Among them, digital marketing is a typical thing of innovation.
The so-called digital marketing refers to a marketing method that uses the Internet, computer communication technology and digital interactive media to achieve marketing goals, so as to communicate with consumers in a timely, relevant, customized and cost-effective way. Digital marketing will use advanced computer network technology telemarketing list as much as possible to seek new market development and new consumer mining in the most effective and cost-effective way. Digital marketing includes many techniques and practices in Internet marketing (Internet Marketing). The scope of digital marketing is broader, including non-network channels, such as: TV, radio, SMS, etc.; or network channels, such as: social media, e-commerce platforms, search engines, etc.
Digital marketing is a high-level marketing activity that realizes precise marketing, quantifiable marketing effects, and dataization through digital multimedia channels, such as phone calls, text messages, emails, electronic faxes, and online platforms, based on clear database objects. Digital marketing is not only a revolution of technical means, but also contains a deeper conceptual revolution. It is a combination of targeted marketing, direct marketing, decentralized marketing, customer-oriented marketing, two-way interactive marketing, remote or global marketing, virtual marketing, paperless transactions, customer engagement marketing. Digital marketing has endowed the marketing mix with new connotations. Its functions mainly include info