Marketing trends in the era of e-commerce and mobile Internet

　　In today's environment of deep integration of "Internet +" e-commerce and traditional industries, not only has the company's business model changed greatly, but the marketing model has also changed subversively.

　　The theory of corporate marketing seems to be quite complex, such as 4P, 4C, 4R, 4V, etc., but the essence of the early stage is the same, always focusing on two core key factors: the marketing environment and marketing objects.

　　The marketing environment refers to the market environment in which the product is sold, while the marketing object refers to the user, which also includes the customer's personality characteristics, demand psychology, consumption concepts, etc.

　　Philip Kotler, known as the father of modern marketing, divided the development of marketing into the following three stages:

★Product-centered marketing 1.0 era

　　There is not much difference between marketing and sales at this time, and it pays more attention to the language expression ability of marketers.

　　★Consumer-centered marketing 2.0 era

　　From this time on, companies began to pay more attention to interaction with users. While providing users with specific usage functions, products also need to have certain emotional value. Companies need to convey corporate brand culture to users and arouse users' desire to buy products.

　　★ Value-centered Marketing 3.0 Era

　　The positioning of enterprises for consumers is defined from the audience of the product as a consumer individual with truly independent personality and spirit. The exchange of value and product transactions are sublimated into emotional interaction and resonance, and the interpretation of spirit and values ​​is more important.

　　The hot community marketing that is developing now is the product of this time. It is based on emotional identity and consistent value orientation, and is perfectly in line with the core concept of the value-centered marketing 3.0 era.

　　The evolution of marketing environment: mobile, fragmentation and scenario

　　The marketing environment in the mobile Internet era has begun to show new characteristics: mobile, fragmented and scenario-based.

　　People have begun to move out of the traditional model of consuming at fixed times and fixed places, and gradually become a new consumption model with no time, no place, and no channel.

　　The sales of mobile terminals have almost geometrically increased and the time people spend on mobile phones has gradually increased, perfectly showing the mobile characteristics of the marketing environment.

　　The pan-centralization of the self-media era has begun to infinitely amplify the individual's information dissemination ability, and people's attention is no longer limited to a few focus, which is reflected in consumption behavior, which triggers the fragmentation of consumption time, consumption location and consumption demand.

　　People’s consumption behavior is highly correlated with the impact of the environment. To achieve good results in marketing, there must be corresponding scenarios that can touch consumers.

　　With the development of science and technology, it provides a realistic foundation for the creation of some scenarios. Smart wearable devices, advertising screens everywhere, and mobile terminals directly connected to the Internet can all become effective carriers for merchants to display consumption scenarios.

　　Whether marketers can create scenario-based marketing with rich content that attracts consumers has become an important criterion for measuring the success of a corporate marketing strategy.

　　The transformation of consumer entities: personalization, socialization, and entertainment

　　The changes in consumer entities mainly come from the 80s and 90s who are gradually growing. This group with as many as 400 million people has obvious characteristics of the times: personalization, socialization, and entertainment.

　　As a rising consumer group, their consumption behavior and consumption concepts have begun to change the business environment. The personalization and customization needs of previously suppressed products have been liberated, and emotional communication and participation have become the key elements for the success of the company.

　　For example: Lei Jun’s Xiaomi mobile phone was a great success because it successfully integrated this concept into the company’s business philosophy.

　　The post-80s and post-90s generations are quite different from their parents. After the influence of profound changes such as information revolution and globalization, this group's consumption concept has very unique characteristics.

　　The "2014 China Post-90s Youth Survey Report" released by Tencent at the end of 2014 shows that the post-90s generation has become synonymous with loneliness.

　　The social industry has a huge potential market in this group, and virtual social circles have become an irreplaceable and important part of their lives, which also explains why social media tools can become popular in the mobile Internet era.

　　Similarly, this group is willing to spend a lot of time, money and energy on entertainment. Relevant data show that the investment of post-80s generation in "playing" can even reach 1/3 of their daily living expenses.

　　The post-90s love entertainment and have more diverse ways of entertainment. Everything in life such as celebrity gossip, online games, and complaints can become the source of entertainment for this group.

　　Marketing strategy: big data, content, community, scenario-based marketing

　　1) Big data marketing + content marketing

　　Chuck Brymer, an American Internet marketing expert, defines the essence of Internet marketing as: investing at the lowest cost, accurately connecting users, and using excellent creativity to complete word-of-mouth marketing.

　　Big data marketing and content marketing with the above characteristics have begun to be favored by enterprises. Big data marketing can perfectly solve the problem of minimum investment and precise user connection, while content marketing has more advantages in terms of creativity than other marketing methods.

　　2) Content marketing + scenario-based marketing

　　Changes in the marketing environment and marketing entities also require corresponding adjustments to the company's marketing strategy, and content marketing and scenario-based marketing can perfectly solve this problem.

　　Fragmentation and entertainment can be solved through content marketing, and socialization is no longer a difficult point under the marketing strategy of scenario-based marketing.

　　3) Community marketing + content marketing

　　For fragmented marketing environment and consumer entities with strong demand for social interaction, the combination of social marketing and content marketing is the key to corporate breakthroughs.

　　Community marketing can meet consumers' socialized consumption needs, while content marketing has made it a powerful tool to perfectly solve fragmented scenarios through creative innovations in some current affairs hot topics.

　　For example: The unopened edelixir flower at the 2014 Sochi Winter Olympics turned the fifth ring of the Olympics into the fourth ring. Audi Auto's marketing department responded quickly and appeared, "Audi said: I really didn't do this!" This classic work of content marketing appeared.

　　Changes in the marketing environment and marketing themes determine that the marketing strategies of enterprises in the "Internet +" era should continue to move towards data-based, content-based, marketing-based and scenario-based directions.

　　It can be foreseeable that the future competition for corporate marketing models will engage in a fierce battle around big data, content, scenarios and communities.