Although many marketers try hard to win the favor of consumers, unfortunately, consumer-centric marketing still insists on viewing customers as passive marketing objects. They have forgotten the current era of consumer-oriented marketing. It is now necessary to break the dichotomy between marketers and consumers. In fact, marketers should be aware that they are also consumers of other products or services while marketing any product or service. Consumers must also realize that when they share the consumer experience with others every day, they also play the role of marketer. Therefore, everyone is both a marketer and a consumer.
In fact, marketing is to clearly define the company's unique brand logo, and then reinforce it with a reliable brand morality, and ultimately achieve the goal of establishing a strong brand image. We hope that we can upgrade marketing to a new level, that is, become an important force in the future of participating in designing a corporate strategy. Clearly, marketing is no longer a simple tool for selling or creating demand. Now it should be seen as the main hope for helping companies win consumer trust.
The era of value marketing came in the era of industrialization. Industrial machinery was the core technology. At that time, marketing was to sell all the products produced by the factory to those who had the ability to pay. These products are usually relatively elementary and their production purpose is to meet the mass market demand. In this case, the company's goal is to achieve product standardization and scale, continue to reduce production costs to form a low price, and attract more customers to buy. Henry Ford's Model T can be said to be the epitome of this marketing strategy. He once said that no matter what color car you need, Ford is only black. This is a product-centric marketing era.
In today's information age, its core technology is information technology. Marketing has become complicated because consumers understand more information than before and can easily choose similar products. At this time, the value of products is defined by consumers because they have huge differences in their preferences. In view of this, marketers must segment the market to develop the most advantageous products for a particular market.
For companies, the golden rule for success is "customer is God." Consumers enjoy some advantages in buying and selling because their needs are met. They can carefully select all aspects of the product's functional characteristics until they are satisfied. Although many marketers try hard to win the favor of consumers, unfortunately, consumer-centric marketing still insists on viewing customers as passive marketing objects. They have forgotten the current era of consumer-oriented marketing. .
Now, what we are witnessing is the rise of marketing methods, that is, the era of value-driven marketing. In this new era, marketers no longer regard customers as merely consumers, but instead regard them as individual individuals with independent thoughts, minds, and spirits. Today's consumers are increasingly concerned about the problem of inner anxiety and hope to make this globalized world better. Simply put, the products and services that they seek are not only to meet their own needs in terms of function and emotion, but also to meet the spiritual needs.
Like consumer-centric marketing, Value Marketing is also committed to meeting the needs of consumers. However, companies in the era of value marketing must have more ambitious missions, visions, and values ​​to serve the entire world. They must work hard to solve the problems existing in today's society. In other words, value marketing has elevated the marketing concept to a new level that focuses on human expectations, values, and spirits. It believes that consumers are complete people with independent awareness and feelings, and their needs and hopes cannot be ignored. Therefore, value marketing should integrate emotional marketing and humanistic marketing well.
At the time of the global economic crisis, value marketing and consumer life are more closely linked, because the rapid emergence of social, economic and environmental changes and turbulence is increasingly affecting consumers. In this era, regional diseases will erupt into international crises, poverty will become increasingly prominent, and environmental destruction will become increasingly severe. Companies in the era of value-marketing are striving to find answers for those who are dealing with these issues, so they are more likely to resonate with consumers. In the age of value marketing, companies differentiate their positioning based on their different values. In a time when the economic situation is turbulent, this differentiated positioning method is very effective for enterprises.
Social Media Drivers In early 2008, the famous blog search engine Technorati searched a total of 13 million active blogs worldwide. Similar to the reading of print media, blog visits vary greatly from country to country. For example, 74% of Internet users in Japan read blogs, compared with only about 27% in the United States. However, despite the relatively low number of blog readers in the United States, 34% of readers are opinion influencers. As a result, U.S. blog readers contributed 28% of post-reading activities. Yahoo's former Vice President and a well-known marketing expert, Seth Gaudin, set up a website with a large number of visits. This website launches an idea every day. There are thousands of people affected by it.
The other common form of blogs, but also the most rapidly developing social media, is Weibo. From April 2008 to April 2009, the number of Twitter users on the United States increased by 1298%. This microblogging site allows users to send out 140 characters of information to their friends. This greatly simplifies the trouble of reading blogs because any user can easily send and read tweets using iPhones and BlackBerrys. Everyone can share their opinions, activities and even the feelings of the moment with Weibo and friends or “fansâ€.
In fact, marketing is to clearly define the company's unique brand logo, and then reinforce it with a reliable brand morality, and ultimately achieve the goal of establishing a strong brand image. We hope that we can upgrade marketing to a new level, that is, become an important force in the future of participating in designing a corporate strategy. Clearly, marketing is no longer a simple tool for selling or creating demand. Now it should be seen as the main hope for helping companies win consumer trust.
The era of value marketing came in the era of industrialization. Industrial machinery was the core technology. At that time, marketing was to sell all the products produced by the factory to those who had the ability to pay. These products are usually relatively elementary and their production purpose is to meet the mass market demand. In this case, the company's goal is to achieve product standardization and scale, continue to reduce production costs to form a low price, and attract more customers to buy. Henry Ford's Model T can be said to be the epitome of this marketing strategy. He once said that no matter what color car you need, Ford is only black. This is a product-centric marketing era.
In today's information age, its core technology is information technology. Marketing has become complicated because consumers understand more information than before and can easily choose similar products. At this time, the value of products is defined by consumers because they have huge differences in their preferences. In view of this, marketers must segment the market to develop the most advantageous products for a particular market.
For companies, the golden rule for success is "customer is God." Consumers enjoy some advantages in buying and selling because their needs are met. They can carefully select all aspects of the product's functional characteristics until they are satisfied. Although many marketers try hard to win the favor of consumers, unfortunately, consumer-centric marketing still insists on viewing customers as passive marketing objects. They have forgotten the current era of consumer-oriented marketing. .
Now, what we are witnessing is the rise of marketing methods, that is, the era of value-driven marketing. In this new era, marketers no longer regard customers as merely consumers, but instead regard them as individual individuals with independent thoughts, minds, and spirits. Today's consumers are increasingly concerned about the problem of inner anxiety and hope to make this globalized world better. Simply put, the products and services that they seek are not only to meet their own needs in terms of function and emotion, but also to meet the spiritual needs.
Like consumer-centric marketing, Value Marketing is also committed to meeting the needs of consumers. However, companies in the era of value marketing must have more ambitious missions, visions, and values ​​to serve the entire world. They must work hard to solve the problems existing in today's society. In other words, value marketing has elevated the marketing concept to a new level that focuses on human expectations, values, and spirits. It believes that consumers are complete people with independent awareness and feelings, and their needs and hopes cannot be ignored. Therefore, value marketing should integrate emotional marketing and humanistic marketing well.
At the time of the global economic crisis, value marketing and consumer life are more closely linked, because the rapid emergence of social, economic and environmental changes and turbulence is increasingly affecting consumers. In this era, regional diseases will erupt into international crises, poverty will become increasingly prominent, and environmental destruction will become increasingly severe. Companies in the era of value-marketing are striving to find answers for those who are dealing with these issues, so they are more likely to resonate with consumers. In the age of value marketing, companies differentiate their positioning based on their different values. In a time when the economic situation is turbulent, this differentiated positioning method is very effective for enterprises.
Social Media Drivers In early 2008, the famous blog search engine Technorati searched a total of 13 million active blogs worldwide. Similar to the reading of print media, blog visits vary greatly from country to country. For example, 74% of Internet users in Japan read blogs, compared with only about 27% in the United States. However, despite the relatively low number of blog readers in the United States, 34% of readers are opinion influencers. As a result, U.S. blog readers contributed 28% of post-reading activities. Yahoo's former Vice President and a well-known marketing expert, Seth Gaudin, set up a website with a large number of visits. This website launches an idea every day. There are thousands of people affected by it.
The other common form of blogs, but also the most rapidly developing social media, is Weibo. From April 2008 to April 2009, the number of Twitter users on the United States increased by 1298%. This microblogging site allows users to send out 140 characters of information to their friends. This greatly simplifies the trouble of reading blogs because any user can easily send and read tweets using iPhones and BlackBerrys. Everyone can share their opinions, activities and even the feelings of the moment with Weibo and friends or “fansâ€.
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