What is the cloud marketing?
Stage of development of the postwar world of marketing has clearly showed that the Chinese market is entering a new era.
Print media dominant phase: 20 years after the end of World War II, is a plan to dominate the era of newspapers and the broadcast media communication, a high degree of concentration of the media, it will be the birth of the classic long copy Ogilvy type (such as the name of 劳斯莱Adams advertisement).
TV dominant phase: since the 1970s, after the West into the TV era, the role of commercials (TVC) increased dramatically in marketing, Ogilvy's brand image theory, Rosser Reeves's USP (unique selling proposition), Rees and Trout's Positioning theory, Schultz's IMC (Integrated Marketing Communication), is to solve the information explosion era "love at first sight" communication effect problems.
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Internet dominant phase: the remote control is not the end of the era of information explosion, the Internet age, especially after the popularization of computers, the rise of video sites and TV channels compete for viewers, mobile TV computerization (the so-called three-screen one), by a copy, a graphic creative design, a TVC can solve brand building and maintenance of the era is over.
Drainage of social media (ie, media sales channel) dominant phase: Today's consumers have more initiative, involvement and word of mouth tool. When companies build brand image in the traditional media, when, emerging businesses spread through the integration of a variety of B2C, O2O, SNS, etc., channels, transactions, orders got hands.
This is China is the outbreak of professional electricity supplier brands such as Eslite, Masamasuo, dream Bazaar, wheat bags, Victoria Cotton, elegant libraries, initiated for daily consumer goods sales share of "predatory": that is online (electricity Manufacturer) of the line (end entity) share of sales erosion.
Enterprise marketing management practices, changes occur in the incredible innovation: since the end of the century Haier "Seafood on the" Start of efficient supply chain system, in Suning stores management system to achieve: a set of ERP system optimization, data mining analysis, enterprise SOA platform construction, financial organizations optimize various aspects of human resources training, membership services, warehousing and distribution and other fully integrated enterprise management systems and information systems.
What is behind this abstract management system? Logistics: with the equivalent of a third of the original into the ship personnel to achieve the error rate is almost zero; inventory turnover: 60% improvement; funds occupancy rate: fell by more than 40% want to know these figures represent ---- What, a brief look to see 2011 Annual Report Suning and Gome in the business indicators contrast that is known.
SME management information How far away?
Management Software: never used SAP, Oracle, UF, Kingdee, the total used Salesforce, housekeeper or the wind took CRM.
Human resources management: recruitment, evaluation, compensation, benefits, rewards, training, allows professional human resources outsourcing company more efficient solution.
E-commerce: open shop does not need to build their own electricity supplier team to a group known as the "electric Shang operation" of business to operate.
Join: To store franchising formula is neither necessary, please consult the planning, do not set up the investment team, to the specialized investment outsourcing company can.
Call Center: If you need marketing for high-end crowd, you can work to develop this customer call center outsourcing company.
Creative Crowdsourcing: creative, such as naming, design, advertising and creative pieces, businesses can choose a professional network platform to release the creative pitch.
If the business service to these new forms ignorant, it is really a first-come, you want to own the concept of revolution.
The birth of China's e-commerce brands springing up, social media has changed the industry structure of traditional media, combined with various forms of business outsourcing surging, management software and Internet technology to large enterprise management into the infinite vitality, mobile Internet, Internet networking and other revolutionary changes to the transaction, logistics - these new technologies led to structural changes in the Chinese market.
These merely technological revolution taking place in the marketing tip of the iceberg, more substantial new business form is coming: this is known as a new lifestyle, "says society".
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What is cloud or cloud social survival (cloud life)?
Technical explanation is that large-scale commercial applications based on cloud computing, involving "cloud tube end" integration and fusion of three cloud industry chain ---- technical definition do not have to fear this Yunshanwuzhao cloud life has been on your side :
In the past you like a piece of music, you want to hear hears on a computer, mobile phone, MP3, obtain a copy of the song separately (or import) to each media player inside. Now you just use an account, login favorite music platform, will be able to on computers, smart phones, tablet PCs and other terminals the future of smart television, want to enjoy the open Internet (wired or wireless).
This is a song, if that becomes all the files (documents, spreadsheets, presentations), and can be performed on either a terminal modification, and transfer and exchange it? It means that you can simply repeating carry their own "data bank" work from anywhere, and this has become a reality.
Your Life: booking, reservation, booking, travel, shopping, all in all spending your life, most can be purchased anywhere, anytime, comments, and look at the comments people bought used; you can Search online or physical store promotional information, you can turn every shopping integration, integration in specialized mall, discount buy or exchange your favorite products; you certainly can give anyone ends of the earth to send your blessings, regardless It is a television, cell phone, or a box of snacks, flowers.
Your work: to attend the meeting, do not bring a computer, even without U disk, as long as the hall can be projected computer can connect WIFI (or yourself with a 3G wireless router), you can from your cloud database freely Demo your files and records, modify, transmit. This is the cloud (database), separating tube (Software Systems) and end (equipment) to bring your convenience, from a social point of view, this is a much more low-carbon forms of work.
Enterprise management: business operations require data collection, management reports, Chengpi documents, progress monitoring, reporting, internal support, as well as external resources, such as consulting, training, management tools, customized information, etc., will be able to be in the cloud platform Every manager, grassroots business personnel with a complete "invisible toolbox" wisdom, convenient, efficient and cost-effective way to complete the job.
Intelligent Marketing: It's not enough, all the resources enterprise marketing (online and offline costs) delivery schedule, the effect can always reflected in the input-output ratio (ROI) Dashboard (Dashboard) on the cloud platform for managing by means of marketing and resource allocation optimization, provide dynamic prompts. Business e-commerce website in the product advertising effectiveness, can be dynamic effects (order conversion rate) assessment, which is the electricity supplier in the "Marketing Automation" (MA) optimization tools.
Intelligent Marketing Management: companies can know when each bottle is opened, you can know which areas of people's preference of what types of products, most shoppers what time period; can provide direct marketing approval for every front-line operational staff application and follow up with production, send the job, such as a customized poster shop strokes; know the cost of inputs that can store more than the standard or safety line; can be automatically calculated for each month a salesman task achievement rate at any time, performance salaries, and so on.
It is is coming with clouds cloud social life: the network will become a reality as the real, the virtual world is a replica of the real world.
Everyone ---- dual role as workers and consumers ----'s life is about to change: you think, judge the way things will be subject to environmental or affect cloud cloud media, these cloud information (such as micro-blog) We will give you richer (and possibly noisy) information, make you more awake or more are affected to make consumer choices, such as buying a cell phone can take a look at those who have already purchased to make a decision on its evaluation of the performance of .
Enterprise cloud life mean? Mean only the transmission of information in a traditional way to invest heavily in the media (such as television) or on traditional channels of brand, we will not know why he's become a competitive brand advertising orders.
This is the cloud marketing revolution ending.
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Cloud marketing value chain is taking shape, we briefly describe the basic outline:
First, the rise of e-commerce market, the electricity supplier support system - online orders, payment, logistics, settlement of commercial system - has matured into an open, commercial (professional outsourcing can be realized, according to the amount of the fee) The basic operating platform.
Second, structural changes in the media budget. The rise of social media, traditional television, print, outdoor and even Internet portals, are subject to the impact of social media, cross-media (Crossover-Media) that is seamlessly integrated cross-media Sina microblogging as a representative of social media influence and commercial value has been revealed, it is changing the structure of the enterprise media delivery costs.
Third, a multi-screen cloud, seamless link terminal (Terminal Device) world. From the micro-blog on the Internet, video to mobile Internet (mobile), as well as the upcoming home terminal (Smart TV), and even the future of the car TV, monitor media (office, residential, supermarkets, etc.), it will be seamless connectivity in a plurality of different cloud systems (iOS, Andriod, etc.) of.
Fourth, cloud lifestyle began to take shape. Chinese portion (north of Guangzhou as the representative of the core city) and crowd into the city life cloud era, traditional media advertising is no longer the main source of information for them to make purchasing decisions, but rather circles, users of the site evaluation of the goods. This group of people have been living in "cloud" (a virtual but real network social circle), you can freely connect with people anywhere in the interaction.
Fifth, social media and new marketing methods flourishing. Social marketing (Social Marketing Marketing ie SNS) are the traditional marketing methods a "path Revolution": from the traditional ideas about the popularity of selling one-way control of the media, to the cloud marketing era reputation as the core of creativity, Interactive Mode reputation accumulated change. Simply put, by the monopoly of traditional media resources, the strength to fight the spread of the era of crumbling, relying on a creative, interactive, social media word of mouth spread the new driving force is rising.
Sixth, the commercialization path cloud consumption form a closed loop. The most disruptive changes in consumption patterns: the creation of social media attention (traffic), through seamless connection with the electricity supplier, immediately become purchasing power (conversion rate), instead of the traditional business environment, see After advertising, leaving the memory, and then the formation of purchase behavior patterns before terminal AIDA (attention - interest - Decision - Action).
Seventh, cloud technologies, cloud platforms and cloud infrastructure maturity. All big Internet companies, are involved in a variety of ways cloud technology, cloud storage, cloud platforms, third-party electricity providers services, application technology to create new products (such as unfamiliar street, iFlyTek etc.), Ali cloud, Shengtai Yun, Huawei cloud, Baidu cloud endless variety of cloud systems. These cloud infrastructure and technology, is to cloud applications, cloud enormous support and driving force of innovation.
Core driving force of cloud marketing is cloud computing technology, cloud technology innovation and changing business structure, market structure, media structure, marketing model, management, and even business models.
Marketing value chain of cloud formation, growth, not only is a revolutionary method of marketing, but revolutionary business environment, business model, product value, channel structure, consumption patterns, and brand growth path, and give birth to a new business ecosystem, The new marketing system, and more exciting than ever marketing practices and innovative ideas, "where they stand."
Let us set sail with cloud marketing, swim to the deep sea market.
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