The use of large-scale advertising to create the so-called "high-altitude advantage", the effect is getting lower and lower. Therefore, to turn to build the so-called ground advantage, to carry out the competition for the channel, it is increasingly becoming the focus of competition. And the channel is more and more to master the right to speak, a product in order to roll out in all markets, the cost is quite huge, is the vast majority of enterprises can not afford. But the product to achieve a certain amount of sales, to occupy a certain market share, the need for intensive cultivation of existing channels, as far as possible penetration, which gradually become a lot of companies invariably choose.
Channel deep plowing, deep marketing will gradually become a hot topic. But what is deep marketing? Known as the marketing wizards of Dodge Hall, as a United States committed to enterprise innovation and research think tank company founder and CEO, he has a very Fife's performance. With the company's vice president of research and development, Jerry Stump together, wrote the "depth marketing VS easy marketing" a book, a comprehensive answer to our doubts.
Easy marketing is our business is the usual use of marketing practices, the use of information between enterprises and consumers asymmetry, the use of promotions, advertising and other techniques and techniques to induce consumers, so as to achieve the purpose of sales. We have this feeling, easy way out marketing effect is very direct, but also relatively easy to implement, but now the cost is getting higher and higher, and the effect is more and more short, is not conducive to long-term development of enterprises and customer loyalty.
Depth marketing is to break the marketing of the black box, so that enterprises and customers in-depth communication between the pursuit of customer recognition. It is a new, emphasizing the interactive, more humane new marketing model, new ideas. And marketing is very different, but also very critical point is that it is really unique to the customer's unique characteristics to win, and this feature is the customer agree. So it is also more able to maintain long customer brand loyalty.
Just change the marketing and marketing tactics, you can implement easy marketing. Depth marketing practice, the difficulty is much greater, it needs to be R & D departments, production departments, operations support, the need to design, development, to provide a truly different, conducive to competitive products and services.
And the two marketing methods have their own advantages, the two authors do not advocate the use of deep marketing to completely replace the past to discuss marketing, but with the objective figures and brilliant theory tells us that these two Marketing practices together, you can do more with less to do marketing.