What's the difference between traditional brand marketing and Internet brand marketing?

Traditional brand marketing, as a well-known external feature, refers to a publicity plan independently planned by enterprises, including business philosophy and product characteristics, which is spread through media and distribution channels to persuade consumers/customers to continue to buy products.

At the same time, people always keep this business philosophy and product characteristics in mind through trademark marking, forming the market positioning of corporate image. Trademark not only represents a unique product or even an industry, but also represents the business philosophy of an enterprise.

In my opinion, Internet brand marketing refers to changing the communication mode of media and distribution channels through the application and innovation of network technology on the basis of the basic principles of brand marketing, so that its value innovation includes multiple values of high efficiency, low cost and excellent use experience.

In my opinion, the essential difference between traditional brand marketing and Internet brand marketing is that the former is unilaterally dominated by enterprises, and there is no information symmetry mechanism between consumers and enterprises around products and production data; In the latter, consumers and enterprises interact equally to achieve the correct match between supply and demand. Technology is not simply applied for the application of technology, but for value innovation.

Moreover, interactive marketing on the Internet takes place between strangers, not acquaintances with long-term cooperation channels. The value innovation of interactive marketing must be benefit-sharing economy, so that the public in the business ecology can share benefits, encourage socialized collaborative innovation and produce synergistic effects. This is the business philosophy of maximizing the benefits of supply chain ecosystem, not the business philosophy of maximizing the benefits of core enterprises in product supply chain.

In fact, it is very common to simply emphasize the progress of internet technology and ignore the progress of technology-driven production relations. For example, in the field of Internet multimedia, the technology-driven interpersonal relationship marketing function is emphasized, but the credit formation mechanism necessary for creating mutual trust between strangers is ignored.