Marketing: marketing failure under the background of coating channel

Core tip: in the past year, the marketing industry is still bustling, with various marketing concepts, marketing channels, marketing methods, marketing practices and other miscellaneous and staggered, and the marketing highlights that flash out from time to time are worth affirming However, in contrast, more enterprise marketing personnel are beginning to lose their way in the choice of marketing channels, and complaints about "marketing failure" are gradually emerging Facing the background of multi-channel marketing, what is the real crux of "marketing failure theory"? How can marketers deal with this without being surprised and turn crisis into opportunity? In response to these difficulties Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 coating Home news: in the past year, the marketing industry is still bustling, with various marketing concepts, marketing channels, marketing methods, marketing practices and other miscellaneous crisscross, and the marketing highlights that flash out from time to time are worth affirming, but on the contrary, more enterprise marketing personnel begin to lose their way in the choice of marketing channels, and the complaints about "marketing failure" are gradually highlighted Facing the background of multi-channel marketing, what is the real crux of "marketing failure theory"? How can marketers deal with this without being surprised and turn crisis into opportunity? In view of these puzzles, I take my personal experience in the mail marketing industry as a reference, and think that the key to the success of marketing is not a certain channel, but to find an effective marketing idea suitable for myself, which requires the marketing personnel to change the existing marketing idea with poor effect, and make good use of various channels that consumers hope to establish contact and interaction with enterprises As a link, Tao connects customers and enterprises closely In 2013, marketing personnel should refuse to be "impetuous" and "go with the flow", change marketing ideas and return to the essence of marketing: listening to the needs of consumers                              According to emarteter data, in 2007, small and medium-sized enterprises in the United States used three media channels on average; by the third quarter of 2012, the number jumped to 5.8, nearly doubling in five years The growth of marketing channels brings challenges to marketing personnel in channel management and utilization    take email marketing as an example According to Ipsos 2012 world poll, 85% of Internet users use email to communicate and 62% use social media Obviously, e-mail marketing has become an essential channel to contact consumers, but in fact, enterprises have not made good use of this channel According to an internal survey (Social Media Application Strategy in e-mail marketing) conducted by webpower, an e-mail marketing service organization in China, at present, the shallow level (i.e basic use of social sharing button in e-mail page design) of social media in e-mail marketing accounts for about 60% - 70%, while the deep level may be less than 5% This shows that the domestic marketing personnel have not effectively used the increasing new channels to improve the marketing effect                                     marketing personnel are the main body of marketing Among all kinds of marketing elements, marketing personnel are the first, decisive, most active, most potential element and the dominator of other marketing elements In the face of more and more complicated and new marketing channels, the marketing personnel of enterprises are restricted by various internal and external conditions, which leads to the imbalance of cognition on the characteristics, behaviors, preferences and other aspects of consumers As a result, they make mistakes in decision-making and actions, fail to effectively utilize various marketing channels, and achieve the expected results                                57% of marketers use Twitter, compared with 31% of consumers 51% of marketers use Google +, while only 21% of consumers use it Marketing "impetuosity"                               First and foremost is the desire of enterprises and marketing personnel Desire is the power and the devil Just like webpower and even the email marketing industry, they have been looking for new and effective ways to achieve the best return on investment with the least effort Unfortunately, the desires of some enterprises and marketing personnel exceed the reality, and unrealistic marketing strategies and objectives may lead to irreparable marketing mistakes The second is conformity and panic Out of the fear of the future and the sense of belonging, enterprise marketing personnel are easy to drift with the flow in marketing, blindly deal with various problems, resulting in decision-making errors, as well as missed opportunities However, conformity also hides unknown risks Often others use, not necessarily suitable for themselves Taking the rise of social media as an example, it seems that enterprises can't keep up with the times without social media marketing Marketers are derelict if they don't use social media marketing, and ignore whether this marketing method is really suitable for their own enterprises People's nature makes marketers to resist other external channels with outdated methods Or, to make use of every channel without consideration or analysis in a more beneficial, more harmless attitude, which may cause the marketers to lose the opportunity to find the most effective contact and communication with consumers One of the real reasons may be human nature     from the perspective of human nature, whether it is the rapid development of scientific marketing theory or marketing technology tools, it takes time to understand every new thing To master every marketing channel, marketing personnel need to spend more time to understand and formulate effective strategies to use For the depth of channel understanding, accuracy is affected by time, intelligence and other objective factors How can multi-channel "marketing failure" turn crisis into opportunity?                              So, when the marketing personnel face the challenge of multi-channel and marketing failure, how to change the marketing thinking and turn the crisis into opportunity? The author believes that the key to the success of marketing is not a certain channel, but to find an effective marketing idea suitable for themselves This requires marketing personnel to change the existing ineffective marketing, make good use of various channels that customers hope to establish contact and interaction with enterprises as a link, and closely link customers and enterprises The specific steps can be implemented as follows:                      Secondly, sit down, review and analyze the current marketing situation and the results If last year's marketing ROI did not meet the expectation, those who need to comprehensively review the current marketing planning and strategy, find out the crux of the problem, and change from the marketing thinking, rather than just thinking of changing channels                        Finally, and most importantly, we should temporarily stop the endless one-way broadcasting, return to the essence of marketing, and start to listen to customers from all channels Only by understanding the real needs of customers, can marketing really succeed Six values that management consultation can bring to coating enterprises: new media marketing status and solutions; similar information; the model that coating enterprises can learn from -- Sam's club model; the perfection of coating after-sales service; how small and medium-sized coating enterprises make use of the Spring Festival holiday to consume; another hole for o2o or coating e-commerce Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight strategies for online marketing of paint enterprises are paint home, which focuses on paint, diatom mud and paint paint, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,