TO B heavy clues, TO C heavy traffic.
It is difficult to impress B-end customers purely from the technical level. The dependence of buyers and sellers in TO B cooperation is very strong, and customers pay more attention to service and long-term value, rather than the product itself.
TO C is on the contrary, customers pay more attention to the attractiveness of products. Therefore, this also determines that the marketing plan of the brand side for customers at both ends will be different.
But in the past two years, I believe that everyone will clearly feel that the TO B brand's marketing strategy is TO C. More and more TO B companies are beginning to put down their stature and continue to explore C-side marketing tactics.
Combined with Mr. Liu Run's previous point of view, the reason for this trend is precisely because of the marketing innovation that companies have to make in order to maintain brand market competitiveness.
All innovations come from demands, including innovations in marketing efficiency, innovations in marketing models, and innovations in marketing forms. Only continuous innovation can bring huge profits, and this sentence also applies in marketing.
1. Based on scale, enterprises can be divided into large enterprises, medium enterprises and small enterprises
Large enterprises attach great importance to brand image, they do not lack customers, and accordingly they are constantly raising the entry threshold for customers. But the word of mouth and image of a company are one of the key factors that determine whether they can survive in the industry for a long time.
The corresponding degree of flexibility is higher for medium-sized enterprises, which are "rich" and "leisure". Therefore, they will be more open and aggressive in the face of new things, and they are willing to explore more new ways to play.
Most of the small enterprises are wandering back and forth between the food and clothing lines. For them, money needs to be spent on the edge, and they are more concerned about how to bring business orders in a low-cost way.
Take the example of TO B companies using the Douyin platform to acquire customers. Often small and medium-sized companies are the groups that receive the first wave of platform traffic dividends, while large companies only enter the market after realizing it.
The marketing work of the enterprise is mainly completed by the cooperation between the marketing department and the sales department. The marketing department is mainly responsible for content output and channel expansion, and the sales department is responsible for the maintenance of customer relationships.
In principle, the two departments belong to the close cooperation relationship between upstream and downstream, but as the scale of the enterprise continues to expand, the dependence of the sales department on the marketing department is gradually weakening, and the cooperative relationship between the two departments is gradually disintegrating. The marketing department is faced with a very embarrassing and headache situation.
The very popular digital marketing tools on the market are helping companies solve similar problems.
With the global outbreak of the epidemic, all channels that need to acquire or maintain customer relationships offline have been affected more or less, and some have even been forced to cut off.
The traditional online marketing model and channels are too mature, and customers are occupied by mobile applications for a large amount of time, and enterprises are also facing the ceiling of growth.
From the customer's point of view, they prefer to "see" something new, and boring content is not attractive to them.
So, here we go back to the marketing innovation mentioned at the beginning.
2. Faced with a project that is unfamiliar but does not need to be rushed to make decisions
Most companies still tend to be conservative, even if they already know it's worth investing in.
But as long as one person sets a good example here, everyone will immediately relax their vigilance and throw money into the market.
Many companies just saw that CCTV has telemarketing list entered Station B, the official account of the Shenzhen Health and Health Commission is on the screen, and the recruitment video of Sichuan Prison is hotly searched...that they think of changing their marketing strategies.
Shenzhen Health Commission official account cover image
Companies that advocate conservativeness and humility seem to deviate from the direction of their marketing innovation, which further stifles the innovation ability of the marketing team. In this era of the weak and the lawless, market competition should do its part.
From another point of view, the power of example plays a very key role in the market. Demonstration enterprises use practical actions to visualize "unfamiliar fields", further reducing the understanding threshold and judgment standards of enterprises in the industry.
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