Conceptual marketing is becoming more common. During the Spring Festival this year, Tencent successfully used the concept of red envelopes to "sneak at Pearl Harbor", which gave Alibaba a surprise. Lei Jun's Xiaomi uses the concept of Internet thinking to make Internet thinking a public topic on the Internet. Only Xiaomi's family is truly successful. For more than a decade, the cosmetics industry has used concepts such as whitening and skin rejuvenation, and has created a large number of well-known cosmetics brands. The concept of fried non-fried food in the field of fast-moving food has created a group of snack food and instant noodle brands. If you think about it, concept marketing is nothing new. However, with the rapid development of the Internet, new marketing concepts appearing around the Internet have made many ignorant entrepreneurs eager to move. However, to help entrepreneurs cool down. Conceptual marketing is not a new marketing model unique to the Internet. The Internet just innovates many new terms and widely promotes such marketing concepts. Therefore, people seem to think that everything is an inevitable new trend. If companies blindly follow Progress, there may be difficulties.

O2O is the most attractive new concept for traditional enterprises

In recent years, the most fashionable vocabulary in the marketing industry is probably O2O. This word can't be more common for Internet companies, but for traditional companies, it seems to have gained a good sword. Why do you say that? Looking at the marketing confusion of traditional companies, maybe you will know.

What kind of confusion do traditional enterprises have? 1. The market is fiercely competitive, falling into a price war, but also has to cope with the substantial increase in raw material and labor costs, and the gross profit margin has been greatly compressed; 2. The channel costs have grown rapidly, and dealers and retail terminals All are putting pressure on companies, and their tolerance for marketing costs has reached their limits; 3. Traditional well-known brands have achieved expansion through scale advantages, which has made the living space of SMEs infinitely compressed; 4. Marketing management has become increasingly difficult, and marketing team talents remain Ca n’t live, high-end talents ca n’t be attracted, dealers are becoming increasingly disobedient, dealers are not profitable, and the terminal is in an uncontrollable state, and even the other way around, the terminal controls the enterprise, and the requirements for the enterprise are not satisfied He will be sanctioned.

In the face of so many pressures, traditional enterprises, especially small and medium-sized enterprises, can be described as scorching. They are eager to highlight the siege, and have a market space that is not subject to oppression, so that companies can play freely. however. This space is really gone. Thus, the timely emergence of O2O marketing model has become a life-saving straw for traditional enterprises. Entrepreneurs organize executives every day to study how to operate the O2O model. Even the most basic premise is whether O2O is ignored. It is taken for granted that the O2O marketing model is the general trend.

The author believes that the O2O marketing model is undoubtedly the general trend, but the O2O model is not a simple O & O model. It is not just an online channel as some companies think. It is to think about this combination of online and offline. What is the necessity of corporate marketing operations? Simply put, it is what kind of benefits the O2O model can bring to enterprises. If the O2O model only brings the expansion of a channel, then for small and medium-sized enterprises, it is necessary to think twice. In fact, there are still many gaps in the offline channels of many enterprises, and the extent to which the offline channels have not been refined has not been made. Blindly exploring online channels may not make much sense.

The new marketing concept is not a Shangfang sword but it can be used for reference

Obviously, these new marketing concepts are not a cure for traditional corporate marketing problems. However, they do not mean that these new concepts are useless for corporate marketing. Companies can learn from some new marketing ideas. Of course, capable companies can even do marketing early. Trends are well laid out.

Therefore, the author believes that some new concepts sought after by the Internet have a very important role in modern marketing and a very breakthrough guiding role in the marketing of traditional enterprises. Of course, there are other marketing concepts. These concepts are small concepts based on traditional marketing theories, such as the whitening concept promoted by cosmetics, such as the oral care concept promoted by Yunnan Baiyao toothpaste, such as the "non- The concept of "frying healthier" and so on. The former requires a company to have sufficient capabilities and experience to be able to operate freely; the latter is a basic capability requirement of traditional enterprise marketing, which can be done, but also more strategic.

Internet new concept marketing can win

Facing the endless stream of new marketing concepts introduced by the Internet, traditional entrepreneurs are unavoidable. But the heart does not have to act, and the company must ensure that it has sufficient capacity to act more appropriately, because the marketing cost of using the Internet as a marketing channel or a communication channel is also not low. If the operation is not good, the marketing cost investment is like a fumble. You can't even see a ripple on the Internet. This is the Internet. On the one hand, it is a huge gold mine. Once it is dug, it quickly fulfills your dreams. On the other hand, it is like a huge black hole that sucks into nothing.

In the past two years, I am afraid that the most tempting Internet concept for traditional companies is the two words Internet thinking and O2O. Of course, it also includes new marketing concepts such as experience marketing, content marketing, and CTB. Many companies expect to use the Internet technology to open stores on the Internet, build websites on new media, and spread on the Internet media to achieve Internet marketing. Obviously, it is simple to think of Internet marketing, and failure is inevitable. When doing new Internet concept marketing, we must also pay attention to the construction of a strategic system. Having a systematic Internet marketing strategy system and solution system is the basis for playing with the new Internet concept marketing. In the past, the era of relying on Internet technology to realize the wonders of Internet marketing past.