What is the difference between micro-marketing and traditional marketing?

"Wei" is a fashionable new word with a sense of the times. It relies on platforms such as Weibo and WeChat to promote promotional products and communicate with users in real time. The current Internet era is no longer an era of "meager profit".

But "this is a small profit." How to achieve "small profits but quick turnover"? This is a question worth thinking about.

Micro-marketing has the advantages of multimedia characteristics of traditional online media marketing communication content, unlimited time and space, diversified communication channels, and long tail effect brought by the precipitation of communication information, while micro-marketing pays more attention to "micro" details.

Section, such as market segmentation is more "micro", accurate customers are more "micro", communication channels are more "micro", and market demand is the dominant economic era. Only by meeting more needs of customers can we win the present.

Make full use of the functional characteristics of social media for accurate positioning.

Micro-marketing based on social media platforms such as Weibo and WeChat has mastered a lot of user information. There is a lot of valuable information from the published user data. Not only refers to age, work, occupation and other superficial things. It can also effectively judge users' preferences, consumption habits and purchasing power by analyzing the content published and shared by users. In addition, with the development of mobile Internet, the characteristics of mobile Internet without geographical restrictions will also bring great help to micro-marketing. In this way, micro-marketing can naturally receive better results than traditional marketing through accurate crowd positioning and geographical location positioning of target users.

Content is the key factor for the success of "micro-marketing"

For "micro-marketing", boring enterprise introduction and product introduction can't attract users' attention, but information sharing closely related to life can attract more attention. It is necessary to market with rich content, rather than perfunctory content for marketing. As communication tools, WeChat and Weibo are the most important. We should not only transmit information to users, but also guide customers to feedback information, so as to realize real-time communication between enterprises and customers and activate users. At the same time, it also invisibly passed the brand concept to their respective circle of friends and concern groups.

Enterprises and customers have high viscosity.

Anyone who has done market research knows that it is very difficult for consumers to say something, and sometimes they have to use prizes to motivate respondents, which is commonly known as prize-winning surveys. But Facebook, Twitter, Weibo, WeChat and enterprise applications are changing all this. Although the data volume of PC Internet is definitely larger than that of mobile Internet, the value of mobile Internet data itself is to describe the life track of an Internet user more completely and vividly than PC Internet. For example, you can know what you may be interested in on the PC Internet, but in the era of mobile Internet, you can know what you are doing every minute.

In addition to the transaction rate, the greatest significance of micro-marketing to enterprises is to help enterprises build CRM systems, maintain customers and improve customer stickiness.

Achieve sustainable communication at a lower cost.

The unorganized organizational strength is the greatest feeling that the Internet brings us. Micro-marketing based on social media platform can organize a huge fan base at a very low cost. How much value can this fan economy bring to enterprises? For example, as long as some enterprises come up with some small gifts to create an event, they will get many fans' responses. Weibo's forward+comment courtesy activity and the WeChat circle of friends' "praise courtesy" activity will make these fans flock to them.

In traditional marketing, it is almost impossible to inform each other and do enough publicity. In addition, the propaganda offensive of opinion leaders in Weibo can also reap the effect of casting a net in a large area.