What does Marketing 2 0 mean? Who came up with the concept

Hello, The marketing era refers to the marketing era that shifts marketing from the product center to the consumer-centric, and the background is the transfer of market rights from the seller to the buyer, and the marketing theories include STP (market segmentation, target market, positioning), 4C (customer, cost, convenience, and Bi Sleepy Banquet Communication), AISAS (pay attention to regret silver, interest, search, purchase, share), David Ogilvy brand image theory, brand architect (Brandarchitect) theory, etc.

Every innovation of the Internet is played by engineers, just like a children's game of stacking sand, piling one, knocking down another, stacking a new one, pushing down again, and then stacking ......Now, it's the turn of someone who understands the value of marketing. Because, engineers, geeks, venture capitalists, and professional managers have not yet discovered the true marketing value of the Internet. No matter how new and dazzling their concepts, technologies, and models are, when it comes to advertising and marketing, they will return to the thinking of traditional advertising.

They sell the new as if it were a tradition because they don't understand their value enough.

I have seen that in the marketing plan of Internet companies to advertisers, the most valuable interactive and experiential parts are given to customers for free, and then the most valuable advertising views or clicks are collected. I've seen searches** that provide countless valuable services and change the way we live, but almost all of their revenue comes from the most fouled PPCs, and everything else is asleep; I've also seen MSN Spaces take the top spot from the user's homepage and put ad space in it, regardless of the user's experience value, which is what advertisers want to share the most. And many, many more ......

I know that Myspace, the international flagship, is using another hard advertising tool that Google does to generate seemingly growing revenue, but that doesn't mean it's right. Because of this one-size-fits-all approach, the value of people is in the **? What is the value of different communities?

Isn't that what they are worth? Information technology is permeating everything, and the Internet itself is also changing, from the Internet of information to the Internet of people. Correspondingly, the rules of marketing will also change, from information marketing to human marketing, which is marketing.

Advertising is the representative of information marketing. Then, in the new generation of people-oriented marketing, advertising must become very unadvertising, the boundaries of advertising will be blurred, and perhaps, the word advertising is simply not right. Advertising is specifically separated from marketing, and the next step may be to return to marketing.

It is like a prodigal son who has been absent for a long time, but when he returns to the same place, he finds that everything is renewed. Because the place where I go back is already the world of marketing. In marketing, ** has developed enough to be diversified and personalized, all kinds of old and new ** are moving towards interconnection, channels are renovated, value is revalued, and charging standards and billing models will change accordingly sooner or later.

Compared with the traditional concept of marketing, marketing is not parasitic advertising, its main body is based on people's "social interaction, word-of-mouth and community relations" on the communication, each person, each community may become a channel of communication, from active interest to interactive experience, to a wide range of diffusion ......This communication channel is almost limitless, and from the eyeball, since each individual and small group can have their own topic of interest, their attention does not need to depend on the big one, and it is also infinite ......Even more frightening, because these communication and interaction channels are being combined with the growing personalized e-commerce, there will be infinite shelves. Infinite personal communication, unlimited ethnic interaction, and infinite shelves, these three infinite superpositions are the definition and future value of marketing.

From the changes in society, from the changes of the world, and from the actual cases, we can clearly see the two major trends of marketing - entertainment and precision of marketing.

Entertainment, including viral marketing, word-of-mouth marketing, cultural marketing, entertainment marketing, implant marketing, topic marketing, experience marketing, etc., is characterized by experience, interaction, and diffusion.

Precision, including community marketing, database marketing, direct marketing, precision marketing, licensing marketing, etc., is characterized by accurate differentiation of people, punctual penetration, and database management. The two complement each other and can be used for their own purposes. In addition, it is the use of new **, such as wireless marketing on mobile phones, mobile phones are the most likely terminals to achieve complete database marketing.