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Theoretical connotation and operation system of precision marketing

Source: Shangpin China | Type: website encyclopedia | Date: August 21, 2012
Theoretical connotation of precision marketing
Driven by the development of science and technology, social progress makes people pay more and more attention to themselves and emphasize personality, and consumers' needs are becoming more diversified and decentralized. Traditional marketing methods make it more and more difficult for enterprises to capture and meet dispersed customer needs, but the development of modern science and technology (especially information and communication technology) has spawned many new communication and communication methods. On this basis, Kotler has clearly proposed "precision marketing" in recent years. He believes that enterprises need more accurate, measurable and high return on investment marketing communication, and need to develop more results and action oriented marketing communication plans. There is also an increasing emphasis on investment in direct sales communication.

Some scholars believe that Beijing website construction Precision marketing emphasizes that "precision" and "accuracy" are customer-centric, using various available ways to provide the right products to the right customers at the right time, at the right place, at the right price and through the right channels. The key lies in the word "appropriate". Through the appropriate match between the value provided by the enterprise and the price hatred required by customers, enterprises can achieve more accurate, measurable and high return on investment marketing performance.

According to the book, precision marketing is a detailed analysis of different consumers in the target market through a combination of quantitative and qualitative methods. According to their different consumer psychology and behavioral characteristics, enterprises adopt targeted modern technologies, methods and targeted strategies to achieve effective and high return on investment marketing communication with different consumer groups in the target market.

Compared with other marketing theories, precision marketing has the following characteristics:

(1) Selectivity of target objects

The most basic feature of precision marketing is to select target consumers as accurately as possible, and exclude those non target audiences, so as to carry out targeted communication.

(2) Effectiveness of communication strategies

Precision marketing emphasizes that communication strategies should be as effective as possible to reach the audience.

(3) Economy of communication behavior

Precision marketing emphasizes high return on investment to communicate with target audiences and reduce waste.

(4) Measurability of communication results

Precision marketing requires that the results and costs of communication should be measurable as far as possible, rather than relying on feelings.

(5) Dynamics of accuracy

The accuracy of precision marketing itself is relative and dynamic. Compared with the past, the current marketing methods are more accurate. The future should be more accurate than now.

Precision marketing operation system

The implementation of precision marketing requires the establishment of a relatively complete marketing operation system, which at least includes the following elements:

(1) Clear target market

To implement precision marketing, an enterprise should first select a clear market segment as its target market on the basis of market segmentation, and clearly describe the demand characteristics of target consumers for its products (services). Only when we clearly know what the key characteristics of the relevant needs of the target consumers are, can we begin to implement precision marketing.

(2) Clear market positioning

Under non monopoly conditions, there must be many competitors in the same target market, usually many. Enterprises need to give their products a clear and unique market positioning in order to make their products stand out from many competitive products. It has a fresh and unique market positioning than its own products, which is a necessary basis for precision marketing.

(3) Precise tool searching

Finding target customers accurately is the key to precision marketing. Therefore, enterprises have the corresponding technology to find target customers accurately and economically.

(4) Efficient communication system

After "accurately" finding customers, precision marketing is not over. Enterprises need to have efficient two-way and interactive communication with target customers, so that customers can understand and love the enterprise and its products, and finally form purchasing behavior.

(5) Small group distribution system

After customers implement purchase behavior, enterprises need reliable logistics distribution and settlement systems to support the full completion of customers' purchase behavior. The system is very important to improve customer convenience and reduce customer costs.

(6) Customer value-added service system

Precision marketing is not only to improve the accuracy of one-time sales, but also to make the long-term marketing activities of enterprises more accurate, reduce costs and improve efficiency. Therefore, customer value-added service systems (such as enterprise call centers) are essential for precision marketing. On the one hand, the system further improves the cognitive value of customers after purchase through relevant services, and on the other hand, it increases the customer lifetime value through improving customer loyalty to achieve a win-win situation between customers and enterprises, which is the long-term goal of precision marketing.
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