What Are the Benefits of Online Targeted Marketing?

The so-called "targeted marketing" is to target a certain level of consumer groups, or a group of occupations and industries. The consumer behavior, consumption habits and brand requirements of the group, such as packaging color, functional effects, characteristics and personality According to other requirements, tailor-made activity programs for target customers based on consumer psychology will increase the coefficient of success.

Targeted marketing

"Targeted marketing" is also called "pursuit marketing", (a boy pursues only one girl at a time and pursues the final success. If a boy pursues several girls at the same time, due to time and

1. Establish a targeted marketing implementation team (city survey, public relations, planning);

2. Establish a targeted marketing expert advisory group;

3. Improve and optimize products

Consumers' increasing demands on manufacturers are mainly reflected in two aspects: first, they hope that manufacturers can provide customized goods or services specially designed for themselves; second, they hope that customized goods or services can reach their hands as soon as possible. Therefore, only by continuously improving their targeted marketing capabilities can companies win customers and increase profits.

Enterprises can achieve targeted marketing of products or services through the following four steps:

Application of targeted marketing

Step 1: Identify customers

"Sales haven't moved yet, investigation is first." The details of having each customer are critical to the business. It can be argued that targeted marketing cannot be achieved without the ideal customer profile. This means that marketers must conduct in-depth and detailed investigation and understanding of customer information. For the company to implement targeted marketing, the key first step is to be able to directly dig out a certain number of corporate customers, and most of them are corporate customers with high service value, establish their own customer database, Establish a good relationship with each customer to maximize the value of each customer's service. 1. Deeper understanding is more important than glimmering. It is not enough to just know the customer's name, address, phone number, or bank account number. Enterprises must have as much information as possible, including consumption habits and personal preferences. Businesses can record every contact they make with customers, such as the quantity purchased by the customer, the price, the conditions of purchase, specific needs, hobbies, the names and birthdays of family members, and so on.

2. Long-term research is more effective than walking around. It is not a feature of targeted marketing to conduct only a certain survey and interview with customers. Targeted marketing requires companies to collect information from every level of contact, every available communication channel, every activity venue, every department of the company, and non-competitive companies. Information to know and understand each specific customer. Of course, the target of targeted marketing cannot be considered narrowly as referring only to the final consumer of the product or service (key account manager system). The company can fully follow the principle of targeted marketing, and establish targeted relationships with companies in the marketing channel and each member of the product demand chain, thereby building an effective and stable marketing network.

Step 2: Customer differentiation

Compared with traditional target marketing, targeted marketing has shifted from focusing on product differentiation to focusing on customer differentiation. Understanding customer differentiation in a broad sense is mainly reflected in two aspects: first, different customers represent different levels of value; second, different customers have different needs. Therefore, targeted marketing believes that on the premise of fully grasping the information of corporate customers and considering customer value, it is important to properly distinguish the differences between corporate customers. Customer differentiation For companies developing targeted marketing, first of all, they can make the targeted work of the company targeted and focus the limited resources of the company to get the most benefits from the most valuable customers. After all, companies cannot have the same energy When customers establish a service relationship, it is also impossible to obtain the same profit from different customers. Second, companies can also redesign marketing behaviors based on existing customer information, so as to respond to customers' value needs in a timely manner. Third, Differentiating the existing customer base to a certain extent will help the company to formulate an appropriate business strategy in a specific business environment. In this process, the company should select several customers who are going to do business with it next year and enter their details into the company's customer database; develop different targeted marketing implementation plans for different customers, and form different targeted marketing Groups; use different visit frequencies and different communication methods to inquire the opinions of target customers; at the same time, classify corporate customers as A based on the present value of the economic benefits that customers may purchase by purchasing their products and services for the enterprise , B, C three levels, in order to determine the specific plan for the next two-way communication.

Step 3: Two-way communication of "enterprise-customer"

When a company is learning more about the specifications or needs of individual customers, two activities occur: the company is learning, and the customer is teaching. The key to winning true customer loyalty is the interaction of these two activities. The key success of targeted marketing is that it can establish an interactive learning relationship with customers and maintain this learning relationship to maximize customer value. Oriented companies are good at creating opportunities for customers to tell the company what they need, and to remember these needs, and at the same time, to scientifically improve these needs from the customer's standpoint, and then feed them back to customers, thereby always retaining the customer's business. There are two essential requirements for establishing a learning relationship:

1. Enterprises must have high-quality marketing talents, effective technical consulting and customer management. This allows the customer to specify exactly what he needs in a convenient and accurate way.

2. If the return of the customer's demand information to the company is a more personalized and satisfied product or service, then this behavior can promote the customer to be more loyal, and will be more willing to make efforts to provide the company with his more personalized needs, and thus more Depends on the company. The greater the initiative of the customer, the richer and more beneficial the conversation becomes.

Step 4: Business Process Refactoring

The final step of targeted marketing is to restructure the business processes of the enterprise.