Do You Understand the Ture Meaning of Clients in Marketing?

Post marketing era

After the start of marketing, you need to catch the heart of the users. You should never forget that what supported you every day is your customer. You should think about that whether what you give to your users are really what they need?

Post marketing era is an evolution stage of the market: from the era that attaches great importance to the content, transmission, channel, strategy to the era which  values the fine operation, the users and the data.

SCRM develops slowly in China

When it comes to collecting users, data and operations, the most practical theory basis is SCRM (Social Customer Relationship Management). We can see that SCRM and Social Marketing are completely two different concepts.  Social Marketing focuses on creativity but SCRM focuses on users. The former is to attract people with ideas but the later will transform those users into data and make predictions and analysis.

Since SCRM was put forward, the development of it in China was slowly. The reasons are as follows:

1.Pay much attention to marketing but ignore user data. 

Hunger marketing, event marketing and activity marketing, all of them have created series of brand history. Then after collecting data of participation and attention, nobody thought that it needs more specific marketing data about "people", such as:  characteristics of the crowd behavior, population feedback, forwarding, etc. Those data could give direction of the next marketing or the prediction of the users.

2. Lacking of a complete system to collect customers’ data

Several years before, the customers were transformed to social channels from offline stores. It is hard for a company system to collect social media data online. The most part of the CRM system provider supply convenience for sales, instead of digging customers’ requirements in deep. So the information of customers in database of different channels, have no idea to grab, tag, analysis and prognosis.

The application of SCRM have to return to data. The all-channel customers management system can record users data in more latitude, which is the first stage to help a company getting in the big data application. Classify users data through the combination of tag and algorithm, then promoting marketing activities to different customer groups, which cause the meaningful precision marketing.

Customers mature than you think

Actually, companies’ willing is changing. Companies never be confined to influence and manage customers. Because of the users changing speed is more than the speed of product and companies’ updating.

For past few years, some brands in our youthful days gradually fade away. Customers have no willing to accept the value from those brands again since customers’ aesthetics, spending ability and status don’t need their recognition. The defined young and cheap from brands forced them surviving in second-tier or third-tier cities.

The main reason to cause those conditions

Firstly, Marketing costs rising year by year. Now the actual expenditure is much more than cost budget to acquire new customers for a brand.
Secondly, there are a lot of similar brands born on the market alone with a product getting popular in the rapidly changing market .

All in all, the cognition of customers from companies determine the timeliness and value of a brand. The attention and data about customers are marketing prognosis standard of companies, which determine that companies need refinement operation on the basis of users’ data.