Let Internet thinking become the "wing" of the development of modern event planning companies

Publish Date：2019-04-17

Let Internet thinking become the "wing" of the development of modern event planning companies

With the rapid spread of the Internet and the diversification of network terminals, our life dimension is gradually moving from the unary structure under the line to the binary structure of offline and online integration. The world's first connected business world is marketing. Marketing is the most flexible and changeable part of business. How to more effectively, accurately and conveniently gain insight into user identity, behavioral habits, and perceived appeals, realize exchanges and exchanges, and finally achieve consumption conversion. A common topic for marketers. Under the background of the integration of traditional thinking and technological innovation, the event planning industry is also welcoming its turn.

The past, present and future of marketing planning

In the past, we said that marketing planning is the four aspects of market segmentation, product innovation, marketing strategy design and marketing mix 4P tactics (combination). This is the traditional marketing plan. In the era of mobile internet, under the impetus of connected technology, the environment and big scenes related to marketing have undergone profound changes, and the nature of marketing has changed. The first is the user, the change of mobile internet technology has made people's consumption behavior, consumption habits, consumption scenes, lifestyles, life attitudes, etc. have undergone tremendous changes. After the 00, Internet aborigines have joined, personal brand awareness has awakened, etc. The life cycle of the product has been drastically shortened. In the past ten years, a sword has been worn, and five years have passed. After a long life cycle of listing, growth, maturity, decline, and exit, the company has great buffer opportunities. Now, the product update iterations are accelerated, and the monthly update is quickly updated in weeks and days. It can even be described as immediate death. Again, the speed of user information acquisition is increasing, and the acquisition cost is reduced to zero. In the past, in the past, companies had to spend a lot of money on the media, in the hard and wide, on the channel, the transmission of enterprise product information and the cost of users to obtain information, and now many companies using the Internet can even achieve zero. Cost promotion, zero inventory, go to the channel.

Another important phenomenon, you will find that traditional marketing theory, brand theory in the era of mobile Internet is not working, or some even completely invalid, such as 4P theory, positioning theory, competitive advantage theory. According to the author, many MBA lecture halls are now available, and those professors are faced with the embarrassment that no case can be said. The future of marketing is to build a data-driven cross-border, interactive, intelligent omni-channel, fully integrated Internet marketing ecosystem. Marketing alone relies on storytelling. In 2012, China's advertising market began to shrink. In 2014, the growth rate of only 0.9% hit a record low. In contrast, Chinese netizens and smartphone users climbed all the way, and online advertising showed a trend of coming up. In the past, I used TV commercials, invested in several buses, and did several activities. Consumers will recognize that your big communication and big advertising creative era are gone. Those old-fashioned brothers who stayed in the traditional marketing era like Ye Maozhong, Zhang Mowen, and Lu Changquan have become somewhat powerless because of the lack of technology-driven marketing. The concept of “traditional marketing is dead” is coming.

Let Internet thinking become the "wing" of event planning company development

The development of mobile internet has had a profound impact on the marketing planning industry. For the marketing planning industry, Internet thinking is a way of thinking about re-examining the market, users, products, corporate value chains and even the entire enterprise ecosystem. Based on the in-depth development of precision marketing in the digital age, more and more enterprises are beginning to use big data to provide strategic support for marketing, while modern innovative marketing planning companies such as Huahehua and Suoxiang, with intelligent marketing and digital marketing strategies as the core, Zhiqi Future has become a pioneer in the industry. They took the lead in the industry to propose a new marketing model based on the integration of traditional marketing and big data marketing innovation. They have become the touchstone of their successful rise. From their successful experience, we can see that the future of marketing planning is turning to the scene with the intelligent upgrade of cloud computing. And reinvented with personalized marketing.

Li Qi, deputy dean of Guanghua School of Management at Peking University, said: In the era of material “Internet +”, our purchasing power and consumer demand have not changed qualitatively, but the qualitative change is: more democratic, more dispersed, and more Under the self-environment, with the promotion of new technologies on the Internet, consumers' access to products, the evaluation criteria of brands, the liberalization of purchase methods, and the tendency to democratize have completely different from the past. For the marketing planning industry, driven by the dual factors of big data marketing and digital marketing, the planning company that understands Internet thinking is more responsive to the trend of the times, and will certainly develop more steadily. If you can keep up with the best times, if you can't keep up, it's the worst era.

Under the tide of the Internet, on the one hand, the Internet has brought an unprecedented impact on the industry pattern of the entire commercial communication, especially the marketing planning industry. Technology has never changed the pattern of the industry as quickly as it does today, changing the competitive landscape and changing the way consumers accept commercial content. On the one hand, China's consumer market is in the stage of transformation and upgrading. Marketing planners must seize the historical opportunity of shifting and setting sail, and use innovative "Internet + marketing" new weapons to move from traditional to intelligent, information and efficient new marketing. The traditional thinking limitations, forming a seamless full-time connection with the user. On the other hand, it is necessary to abandon the old passive, simple and closed planning mode, and actively, openly and innovatively construct the Internet + marketing ecology, making Internet thinking become the "wing" of the development of modern marketing activities planning companies.

At the moment, the changes brought about by big data to marketing planning are taking place, and the explosive growth of new technologies and new platforms has also given marketers a broader space for innovation. The Marketing 3.0 era is an era in which marketing behavior is deeply influenced by changes in consumer behavior and attitudes. Information explosions are changing rapidly, and new things are emerging every moment, creating new ideas and creating new glories. The prophets take the initiative, the latter are passive, the fittest survives, the change is borderless, the interconnected technology promotes marketing change, actively embraces the Internet thinking, plans the future, and opens up a new situation in China's marketing planning.

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