Cottler dialogue: What is good marketing under the new change?

Cover reporter Wu Yujia

The wave of digital revolution is coming, what is good marketing? Traditional marketing paradigms are no longer, how should we market in the web3.0 era? On September 22, 2022, Philip Cottler, "Father of Modern Marketing," and Dean Lu Xiongwen, Fudan Management Institute.

Times drama, what changes have taken place in marketing?

Philip Cottler: At present, marketing reality does have undergone tremendous changes. Especially when the wave of digital revolution strikes, computers, Internet, social media, and mobile phones can help us carry out extensive data collection. Machine learning helps us with unprecedented grasping and predicting customers. The drone helps us to transport products ... In short, all kinds of comprehensive channels have appeared.

Today's marketing work is managed by the chief marketing officer. This position is CMO. This role is very important. He must master various software, understand the knowledge of brain science, know how to build various channels, and even learn about the latest concepts of Yuan universe, US non -agricultural employment reports, and Bitcoin.

After reading the 16th edition of the corporate executive, the knowledge learned from the book can be used to balance the "three things", that is, learn to balance marketing, yield and sustainability.

But just the above three points are not enough to operate a company that can gain benefits. You need to have a set of guidelines that make it a reality, so that this world and descendants can live like us. Sustainable development capabilities and profitability need to be integrated into the decision -making process of corporate managers.

Lu Xiongwen: Today, this era is an era full of uncertainty. The competition is becoming more and more intense. The changes in consumer behavior are unpredictable, faster, and increasingly ponder. In the era of the mobile Internet, we have given us more possibilities, and the subdivisions of customers need to be fully tapped. Therefore, traditional marketing, so -called model and so -called perfect models no longer exist today. All our practitioners need to think about it. In the era of marketing, how will our marketing models and marketing strategies look like, so that we can stand out in the competitive Red Sea.

In this sense, any industry must think about the next steps of marketing ideas, ideas, marketing knowledge, strategies, marketing methods, and technology. In the new era of science and technology, the mobile Internet and artificial intelligence have become the underlying technology and infrastructure of all technical tracks. Therefore, a large number of Internet access in the marketing field has become a marketing promotion activity in the online virtual world. At the same time, we also I saw a large number of artificial intelligence in marketing strategies and marketing technology.

In the era of science and technology, the potential of development and growth is provided, but it also gives us a huge challenge, because to achieve all this, it is actually the integration of a lot of various resources, including the integration of technology.

What is a good marketing strategy?

Philip Cottler: They have some characteristics of successful companies. First of all, they are very good. They do a lot of work in the in -depth understanding of target consumers. They will not treat everyone as their own consumers. The consumers you want should be the crowd of your company that can meet their needs. In fact, what you do is to organize your own enterprises and provide the best solutions for accurate positioning people.

If you want to succeed, you must be able to find consumer groups with similar demand and the same situation in all aspects. This group is looking for an excellent supplier, and it is a supplier with advantages in price. Over time, you have to continue to update your product and services, but also update your product price, and at the same time you have to develop new distribution channels.

Therefore, the best strategy is to never take it for granted that your customers will always be loyal. Smart marketers are always setting up and strengthening the collection of benefits. This set of income should not be static, but should be flowing and growing. Once you notice that your product is out of date, you either sell the product or service to the person who did not know you before, or adjust the business. Therefore, cycle and innovation are important.

Lu Xiongwen: A good marketing must first be able to start from insight into the needs of customers, understand the value that customers yearn for and need today, and use its technology, path, and product solution Then the product that can be described and expressed exactly. You also have to surpass competitors. When you give this product function and quality, you can have more satisfaction, satisfaction, and even joy and surprise than competitors. This is a good marketing start.

A good marketing has obvious advantages to achieve competitors. Today, the scientific and technological revolution and the industrial revolution have flourished. It is required that enterprises can be committed to the research and development of science and technology, constantly invest in technology, and continuously cultivate in technology to create a technical leading. It is also a leading product that makes customers unexpectedly surprise. At the same time, it is necessary to track the development trend of technology. On the exploration path of the same solution, there may be different tracks and different solutions. It must pay attention and understand.

Today's marketing is not I don't understand. It is the world's fast change, the technology is technology, and the consumer consumption method and consumption preferences are fast. Due to the development of the entire socioeconomic and economy, people enjoy a lot of convenience and superiority brought by high -tech, so the vision of customers has expanded, customers 'preferences have also expanded, customers' desires are also enhanced, and his expectations will become more. The higher the coming, his purchasing power is relatively stronger, because you can buy richer products and more value with the same money. In the face of diverse and diverse changes in demand, how can we meet the needs of customers and how to make him constantly surprise? This is a challenge to a marketer. Good marketers can always start from these two aspects and continue to seek good solutions.

Of course, in terms of strategy, we need to pay more attention to the requirements of the entire environment of the society for enterprises in the marketing strategy, and we can pay attention to the balance of meeting the needs of the company's needs to meet the needs of social needs. Good marketing must not only satisfy customers, but also meet their own interests, including employees, including shareholders, including the profit and survival and development of enterprises, but also pay attention to society. Enterprises are always citizens of society, and we are always members of society. On the premise of observing the law and compliance, it is necessary to contribute to the propositions of society.

ESG is not only an important role in the strategy of the development of the entire enterprise, but also very important for marketing. In this marketing management, the concept of sustainable marketing is also emphasized. Without it, good marketing must also bear social responsibility, bear the responsibility of sustainable social development, and make contributions to this. I also put forward that truly good marketing is also a good marketing. Not only do corporate business must be good, technology must be good, and marketing must also be good.

How should we market in the web 3.0 era?

Philip Cottler: The marketing department of an enterprise must ensure that their employees have successful experiences. Although employees in the previous digital age know how to deal with sales management and advertising, we also have to hire newcomers who grow up in the digital age. These young people can bring us or help us build what we are talking about and other tools, thereby bringing success to enterprises.

The mentality of young people is slightly different from the elderly, and these differences should be respected and understood. Today's young people hope to achieve the balance of life and work, and the balance of family and friends. If young people have the opportunity to choose, they will go to the workplace where they get highly evaluated.

Therefore, both CEO and CMO have the responsibility to fight for talents. The company not only can produce great products, but also to create good relationships. You have to make your company a interesting business. The goal of this business is not only your own consumers, but also your own employees.

We say that one of the company's goals is to meet the needs of its target customers. However, if they cannot satisfy their employees, then employees will not be interested in the company's customers, and the company will fail. Maybe the company's managers will say that the cheapest supplier will be reduced. In fact, this is not the case. Your employees are actually the most loyal and most innovative suppliers and distributors. Instead of reducing the price of the product, it is the right way to insist on making your cost for your purpose.

Lu Xiongwen: In the era of web 1.0 and 2.0, we always use technical means to detect the evolution of market demand and detect the trend of competition. Therefore, we can always find ways to find ways to deal with these challenges. Competitors won.

However, in the era of web3.0, there are two things that are very different from before. One is the development of technology, because we do not know that there are too many options for solving customers. A product plan and service plan that is more satisfied with him, in this sense, the web3.0 era has put forward a greater challenge to marketing, that is, we must combine the development trend of technology. In cooperation with R & D engineers, they predict what the future customer needs are. Not only should you go straight to the deep needs of the customer's heart, but also express this need to express it, which is figurative and productized to become a product shape, and then develop it.

In the era of web 3.0, we must be able to achieve large -scale marketing of personalized products, rather than large -scale customization.我们要想办法尽可能满足个性化的需要，小规模的细分市场，甚至于个别顾客的需要，在这个基础上形成规模化的一种优势，包括研发的优势、产品方案的优势，包括生产The advantages. Fortunately, in the era of mobile Internet, after a large number of robots produce, the means of implementation of large -scale customization are becoming more and more advanced, more and more convenient, increasingly low -cost, and high efficiency. Being able to customize products for personalized needs and form a certain scale on this basis, which has become the main feature of Web3.0 marketing.

In such an era, how can we apply the achievements of science and technology to the design of the product and create some customized and personalized product solutions. The needs of customers can be directly matched and aiming at individual small -scale customers. Based on the formation of large -scale marketing, this is our marketing challenge today, and it is also the opportunity for our marketing.

Therefore, in the web3.0 era, I think it is necessary to face the era of science and technology innovation and face the era of mobile Internet. We must better apply the results of science , Form an efficient, large -scale production and transmission. Marketing becomes more flexible, more accurate, and becomes more able to make customers like it, and obtain the customer value of the customer with the affordable payment cost. In this way, marketing can be better than competitors and can achieve the growth and development of the enterprise. However, compared with the past era, you suddenly discovered that competition has become more intense. This kind of intense is that there will be some unexpected technical solutions anytime, anywhere, unexpected product solutions, unexpected new competitors emerge from the unexpected competitors that come up with new competitors. Come. I have been sharing with my colleagues that the biggest competitors in the era of science and technology and innovation may be replacement competitors, not competitors in the industry, not potential competitors. Competitors and potential competitors in the same industry can use traditional thinking to predict in accordance with the traditional technical paths and product solutions and monitor them, but those cross -border competitors are often unexpected. This is the characteristic of this era.

The competition in this era has also become more and more intense, and it is increasingly unpredictable, but if you can continue to develop technology, use new scientific and technological achievements, and continue to explore new product solutions, you will always be in Get competitive for a long time, and at the same time you have more efforts to maintain customers.因为在科创时代，在移动互联网时代，顾客的粘性会越来越差，对品牌的忠诚度也会越来越差，因为大家更容易去寻找新的产品、新的品牌、新的价值、 New experience, so information becomes more and more transparent, the circulation of information is fast, and the product iteration speed is fast. Under such circumstances, how do you create new value to customers in order to maintain the relationship between customers.

This is a real era of struggle. This is a new era of innovation changes. Only faster and updated can you always maintain the long -term life value of customers. How long is the value of the customer's life, in fact, it determines how big your competitiveness can be, how great your competitiveness is, and how strong your ability to maintain your customer is a process of promoting each other.

In this era, this era is becoming more and more prominent, and it is also more and more challenging to enterprises. Therefore, the younger generation of marketing people engaged in marketing has become more excited and more willing to accept this challenge. I think marketing shows a new look.

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