Baidu was an ordinary member of thousands of Internet startups a few years ago. It copied Google, but the future is uncertain. In many search sites, people will not pay more attention to Baidu. Liang Dong, who is in charge of marketing, invented the phrase "Baidu", successfully turned Baidu from a noun into a verb, and used the reporter who wrote the article to use it as a idiom, and also used a terminal such as a cash machine. Spread. After a period of intensive cultivation in the field of communication, "Baidu" became the mantra of people, and there was almost no advertising fee for this Baidu.
The author believes that there is no doubt that we are in a time of great change. When many people are used to shopping online, when teenagers spend a lot of leisure time on the Internet, when people looking for information are no longer satisfied with the advertisements of manufacturers, we have to change our strategy in order to put our brand and product information. Pass to the end that the consumer sticks to.
If we are still searching for questions in marketing, finding answers in textbooks, imitating and copying the successes, and using advertising, public relations and promotion to regulate our work, it is obviously out of date. Peter Drucker said: "Marketing and innovation are two responsibilities of the company." Now, we want to combine marketing and innovation. Innovation is already the way marketing people work. And which rules can guide our marketing innovation? From many successful innovation cases, it is not difficult to summarize the following general rules: Rule 1: Building a culture that drives innovation; Rule 2: From PUSH to PULL; Rule 3: Consumers are our teachers; Rule 4: Methods Don't go crazy!
In the marketing practice, enterprises should dare to apply the internationally advanced marketing practices creatively, and on the other hand, boldly propose and implement new marketing methods. Teacher Tan believes that marketing method innovation is mainly reflected in such as:
1. Event marketing, that is, ways to strengthen marketing and expand the market through or through an event with significant impact;
2. Online marketing, a method of conducting marketing activities on the Internet. Enterprises can establish websites through the Internet, deliver product information, attract online consumers to pay attention and buy online.
3. Zero-inventory marketing, that is, a marketing method that uses production and inventory at zero after the order is received. The key to adopting this method is to obtain enough orders, so it is especially important to strengthen the pre-order work.
4. No defect marketing, that is, no regrets are left to the customer during the entire marketing campaign. Including products without defects - 100% guaranteed quality, sales without defects - 100% guarantee selection, service without defects - 100% guarantee satisfaction.
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