In the 20th century, the marketing is often seen as a strategic investment. For the company's success is very important, so it does not make sense to measure. Today, however, collect more data than ever before, you can more accurately measure all things. Now very few marketing activities can not be "split" to see if they really make money. The following is the future of marketing you need to know four!
Marketing will become more strategic
In the 20th century, the marketing is often seen as a strategic investment. For the company's success is very important, so it does not make sense to measure. In addition to direct marketing (catalog and letters, etc.) outside, no matter what method it is very difficult to measure the effect of market activity, so the few companies to try to measure.
Today, however, collect more data than ever before, you can more accurately measure all things. Now very few marketing activities can not be "split" to see if they really make money.
This is not to say that companies do not need marketing strategy! Although the activities under the guidance of the principle of marketing is measurable, but if the marketing team wants to improve indicators themselves must become more strategic than ever.
In other words, like "advertising must be effective, because our revenues rose" that argument would be much less, and the like "27% of our website sales leads into paying customers," such an argument would be much more.
Will promote the commercialization of marketing investments
People are increasingly aware of the different product categories through four stages, each stage requires a different standard of marketing investments:
● enter the stage. Sales play an important role in explaining the concept to the buyer, so that they are excited for their follow up was recommended clients and so on. In contrast, the role of marketing best supporting actor.
● consultation stage. Once established product category, sales staff to continue to develop new customers and sales staff to help marketers identify new sales leads. Marketing team as a service organization of the sales team and the sales team is still "lead the charge."
● Service stage. When several suppliers to provide essentially the same product, the client-based providers for their specific needs, delivery and payment requirements are easy to purchase the ability to decide exactly which one reaction product. At this stage, marketing and sales in general are equally important.
● commodity stage. Once a product becomes a commodity, selling it into the background (or completely disappeared), and marketing into the front line, and locate potential customers do not need to establish a dedicated sales team to implement daily overhead channels.
As enterprises better understand the inevitable commercialization process, they can allocate their marketing budgets based on product categories stage, rather than preconceived notions based on appropriate investments.
In other words, there will be less like "this product is our future, so let's invest more of their marketing budgets on this product," saying, and like "is the responsibility of the product from Sales forwarded to the marketing department's time, "this argument will be more.
Sales team and marketing team will stop bickering
This trend is apparent from the previous two, but if you want to really understand this, some background is necessary.
Historically, sales and marketing teams are often shirk their responsibilities to each other instead of working together. Common conflict sounds like this:
● sales team: "Our marketing team to bad sales leads, so we do not achieve the goals is their fault."
● marketing team: "Our sales team did not follow up on sales leads to them, so they do not achieve the goals is their fault."
Or like this:
● sales team: "We need better sales materials and sales tools."
● marketing team: "Last year we spent a lot of money in these areas, but you do not use them."
Better measure marketing and a better understanding of product categories stage helps to reduce the chance of such disagreements occur.
Better measure of measures to help the sales team and marketing team to determine what an effective sales leads include this to the marketing and sales team based on the consensus reached by the contact. To what extent will track these contacts into sales leads and paying customers reduce differences.
Better understanding of the product categories to allow the planning and execution from sales play a major role (entering stage) to play a major role in the market (product phase) of the transfer of responsibility easier.
Marketing will become more and more passive not active
By the increasing commercialization of the marketing and sales of environmental impact, more than three trends over the past 20 years, gradually manifested. However, this fourth trend is a relatively new development in the past decade or so before it.
Traditionally speaking, marketing is considered a "positive" campaign, in which event marketing campaign to "create" a brand and "create" demand. Now the situation is completely reversed beginning, people feel more obvious customer plays a stronger role in the brand.
For example, you can publish the buyer experience review site now define the brand image plays a greater role than any other single market activities. Using social media, companies can win customers and potential customers to define product requirements from all the things to help design advertising projects.
If you think "Mad Men" and a lot of old-fashioned marketing, advertising is a model, then branding is seen as marketing genius talent flash. Today, effective marketing is more likely to read others microblogging published content generated from the people.
This is a profound change, only when companies and executives how to decide where to invest and when to invest begun to be felt.