Background of omni-directional marketing

The new marketing paradigm, that is, omni-directional marketing, is produced under the background of the emergence of new economy and the coexistence of old and new economies, or in the process of moving towards new economy. The emergence of the new economy changed the logic of the old economy. The logic of the old economy is based on the management of manufacturing industry, and the logic of the new economy is based on information and information management. Therefore, the new economy requires enterprises to make nine major changes in their management and marketing thinking.

1. From information asymmetry to information democratization

In the traditional economy, information is actually asymmetric. Sellers usually have more information than consumers. The emergence of the new economy has greatly changed this unbalanced state of information. Because the Internet is easy, information is everywhere, and the cost of obtaining information is extremely low, consumers can obtain information about almost any product, service or enterprise.

2. From making goods for a few people to making goods for everyone.

In the traditional economy, the marketing cost for individual customers will be too high. And if consumers demand personalized goods, the price is usually unbearable. In this way, only a few wealthy customers can enjoy more tailor-made products or services. In the new economy, more and more people can get truly tailored products or services.

3. From the first post-production to "first induction and then response"

In the traditional economy, "selling first and then selling" is a classic model. Enterprises compete by estimating market demand, planning production and establishing inventory to meet customer demand. In the new economy, many enterprises can compete in the mode of "inducing first and then reacting".

4. Transition from local economy to global economy

In the traditional economy, enterprises, especially small enterprises, have to buy some high-priced local goods because of poor information and geographical restrictions. In the new economy, even if the scale of enterprises is not large enough, they can become global enterprises. Because the network makes enterprises grow exponentially when expanding their geographical scope.

5. Change from an economy with diminishing returns to an economy with increasing returns.

In the traditional economic era, the growth of enterprises is subject to the law of diminishing returns. In the new economic era, with the information explosion, the growth of enterprises follows Metcalfe's law: the cost of the network expands linearly with the scale of the network, while the value of the network increases exponentially.

6. Change from owning assets to obtaining them through channels.

In the traditional economy, the competitiveness of enterprises lies in their ability to own assets, and consumers also pursue products. In the new economic system, owning physical assets has become a responsibility. The role of consumers is also changing: from the owner of products to the renter of products.

7. The transition from corporate governance to market governance.

In the traditional economy, due to the high transaction cost, enterprises have to take many activities to complete internally. In the new economy, the information revolution has greatly reduced the transaction cost, and enterprises can easily coordinate complicated external activities. Therefore, enterprises can change from the existing internal level coordination to the coordination in the market.

8. The transition from mass market to exclusive personal market.

In the traditional economy, marketing is "finding customers for products" and "one-to-many marketing". Under the new economy, marketing has basically become "finding products for customers" and "one-on-one marketing". Digital technology enables enterprises to track every customer. "One-to-one marketing", complete market segmentation, reverse segmentation and micro-segmentation, are no longer extravagant hopes and incredible.

9. Transition from "Instant Production" to "Instant Production"

In the traditional economy, just-in-time production is not easy. In the new economy, because information is easier to obtain and spreads faster, the demand response obtained by enterprises can even be immediate and undistorted. At the same time, enterprises can respond quickly and keep close contact with the market to match supply with demand.

The above nine changes lead to the traditional marketing paradigm can not explain some new marketing behaviors of enterprises, or even guide enterprises to carry out new marketing actions. Therefore, it is urgent to establish a new marketing paradigm.