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Discussing About Marketing Methods Innovation in New Era
MA Zhiping, TANG Ping
Management Department, Beijing Youth Politics College, 100102
[email protected]
Abstract: This paper proposes that it is quite important to do some marketing innovation in New Era.
First introduce the necessary and the definition of marketing innovation, marketing innovation is
essential for the survival and development of enterprises, marketing innovation refer to the process of
aiming at changing or innovating marketing elements. After the analysis of the advantages of electronic
commerce, mobile electronic commerce and the internet brand management, then put forward the
Marketing Innovation methods: E-mail marketing, Database marketing, Virus-sales marketing,
Partnership Marketing, Network PR and Blog marketing. In conclusion, in order to win the competitive
advantage, enterprises must innovate their marketing methods.
Keywords: Marketing innovation, Enterprises, Internet, New era
1 Introduction
Marketing innovation is essential for the survival and development of enterprises. The traditional
marketing means can not meet the standards of the need of the new era. In new era Electronic
Commerce has attracted more and more enterprises and users because of its openness, easy to participate
in, interesting contents. Marketing Innovation concepts refer to the process of aiming at changing or
innovating marketing elements, including the attitudes, ideas and management principles adopted by the
enterprises involved in dealing with interests among themselves, customers and society in marketing
campaign.
2 The Advantages of Electronic Commerce and Mobile Electronic Commerce
The Internet provides a flexible and dynamic marketplace to exchange goods, services, and information
with consumers and business partners; it is becoming increasingly important for businesses to use the
Internet to reach new markets. The greatest business advantage of being online is the ability to markets
products both locally and globally. With the smart mobile phones popularization, people attach
importance to the mobile Electronic commerce. The big promise of wireless networks is the mobility
that is offered to users. Apart from C-autonomy, mobility is the other main factor that determines the
network architecture. That is, user can drive through several cells and be able to continue a phone call or
data connection without interruption, even if the base station servicing the device is changed maybe
several times. This is facilitated by the so-called hand-over mechanism.
The following list offers some reasons for companies to participate in electronic commerce:
2.1 Low entry and transaction cost
MEC (most economic control) applications take advantage of mobile communications to offer to
consumers and businesses. A company can establish itself on the Internet and open for business with a
relatively small investment. Thousands of companies operate simple inexpensive sites that are
successful in their markets. Dealing with customers over the Web, whether to process orders or to attend
to customer support is cheaper than traditional marketing methods. For example, if we want to buy some
books, the price in Amazon will cheaper than the traditional bookstore.
2.2 Access to the global market and online distribution
With a traditional business, the target market may be the local community or with a higher advertising
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budget, it may extend to neighboring communities. The Web enables businesses to distribute data and
software online. Additional benefits as opposed to traditional e-commerce applications.
2.3 Efficient information communication
Internet is the information super highway, enterprises can use internet to collect the user’s information,
especially the individuation information, and react quickly. The same way transfer the product and
service information to the users. Mobile phones users can be reached at anytime, regardless of their
location. Make it possible that users are immediately notified about particular events. It also enables the
delivery of time-sensitive information whose value depends on its timely use.
2.4 Personalization
The information, services and applications available in the Internet today are enormous. It is thus
important for users to receive relevant information. Furthermore, custom is a key issue in using mobile
devices because of the limitations of the user interface in terms of size and resolution.
3 The Analysis of Internet Brand Management in New Era
To adapt to the revolution of brand management of “C” marketing epoch, the enterprise have to change
their traditional brand managing strategies.
3.1 Changing the brand management concept
The Internet has changed market competition modes. The enterprise should pay more attention to
customers’ demand, instead of trying to defeat their competitors. Brands entering the virtual space
should understand better of brand consumers` features and their changing demands to make it a basis for
finding out and approaching customers, and finally giving them the optimal brand experience.
Besides, due to the complete brand displaying space provided by Internet, the contact between brand
and consumer has become more frequent and closer, which is also a new challenge for brand managers.
They have to focus on contact details between brand and consumer, and always give consumer pleasant
experience. It is these dribs and drabs that gradually form into the brand profile in consumers` mind.
The enterprise should manipulate traditional and Internet channels to execute the survey aiming at
internet brand position and brand strategy establishment, and gets to know the consumer feedback
positively in the process of brand popularizing.
3.2 Keeping on innovating technique application and marketing strategies
An enterprise should focus on innovating technique application and marketing strategies, to innovate
and strengthen its brand profile continuously and also leave an up-dated profile in consumers` mind.
Internet is a brand new space with infinite potential, so the enterprise should practice more and try more,
besides monitoring and summarizing the effect when they are employing Internet, and finally establish
its suitable technique application and marketing mode gradually.
3.3 Trying to create the most perfect brand experience for consumers
Internet makes the contact between consumer and brand closer, but meanwhile, it makes it more
challenging for building Internet brand, because the brand have to leave consumer a pleasant experience
during every contact with consumer. For Internet brand, no matter how the technique advances, the
basic principle which targeting different consumer’s proper, effective and pleasant consumption demand
will never change.
4 Discussing About Marketing Innovation Methods in New Era
Internet Promotion is a new job. Scientific management plays a vital role in the success. On the
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foundation of correcting appraisal of the Internet promotion, adjustment on the deviation of the goal is a
guarantee to obtain the desired promotion effect. At the same time, in the promotion process, to
strengthen the information communication, coordination and the comprehensive management are
essential to improve the performance.
4.1 E-mail marketing
E-mail is a recognized and highly efficient, low-cost means of online promotion. However, e-mail
marketing and spam are often linked by people. Currently, spam has caused widespread concern in the
industry. Junk mail has become a public hazard in the information society. Therefore, the
implementation of e-mail marketing license must pay great attention to the following questions:
Intentionally concealing or forging information of internet e-mail envelopes intentionally are forbidden;
Without recipient’ agreement explicitly, do not send Internet e-mails which contain commercial
advertising to them; If the Internet e-mail contains commercial advertising content, the mail should be
marked “advertisement” or “AD” words before e-mails title information; After the recipient agrees to
receive internet e-mail which includes commercial advertising content expressly, if they refuse to accept
it continually, the sender must stop sending Internet e-mail.
4.2 Internet database marketing
Database Marketing is a combination of database technology and marketing organic form, and it is also
called one-to-one marketing. Internet Database Marketing is an interactive marketing approach.
Through unique marketing media and marketing channels (mainly the Internet), it can source and collect
the information of the potential clients, and keep the communication and commercial in computer
databases. It will provide more timely information for users to reach new clients’ potential demand, so
as to strengthen their relationship with customers. Also it helps companies improve marketing methods
and marketing strategies, so that they can understand the market and seize the market, which means they
can better meet market demand.
4.3 Virus-sales marketing
In the computer world, “virus” is connected with the word “frightening”. However, the virus-sales
marketing of network is not through the dissemination of computer viruses. Virus-sales marketing
describe marketing methods by speedy dissemination of information. This method seizes the
psychological characteristics of the Internet user. Through a demagogic means of marketing, it
stimulates Internet users to use the Internet to send marketing information, which are transmitted by the
rapid reproduction resulting in hundreds of millions of readers. The speed of transmission and spreading
like a computer virus is how the name of Virus-sales marketing comes out.
Virus-sales marketing methods are: Fully mobilize the public’s enthusiasm through various means; Use
“free” to attract customers; Adoption of the “oral transfer” dissemination of information; Provide
valuable and easily-spread information; The use of interpersonal networks to disseminate information.
4.4 Partnership marketing
Partnership Marketing is a business model based on new Internet technology, and the importance of
maintaining strong partnership must be fully award of. Partnership marketing permission overcomes the
shortcomings of the traditional business model. Enterprise should have a clear and full understanding of
the new business model, and go all out for partnership marketing. In this model, the goal is no longer
enterprise-finding-customer, but customers-choosing-business. Sophisticated consumers are involved
with several similar companies, and therefore businesses should meet the needs of clients through the
design of the advertising and promotional activities to influence customer behavior. With time’s process
of the establishment of partnership, company will receive, collect and analyze customers’ information,
such as the number, types, and features of customers. Companies can use this information to design
better advertising and promotional activities. Not being aware of this and no corresponding measures,
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the company will lose its competitive edge and will be gradually phased out. Consumers are not passive
recipients; on the contrary, they will not take the initiative to participate in the advertising and
promotion. Therefore, the traditional means will face strong challenges. The company which does not
meets customer expectations will be removed from customer’s partnership portfolio and maybe
permanently.
4.5 Network PR
Enterprise PR is not a simple advertising and vulgar public relations, but an important means of
enterprise integration with the external environment. The primary goal of Enterprise PR is to establish a
higher profile and reputation in the community, thus it can sell large quantities of products. The basic
objectives of Enterprise PR and Network PR are the same. But Network PR achieves this goal through a
web site promotion. Using the web site has interactive features. Establish a network’s community of
public relations by using online meetings. Website can provide enterprises with various forms of
network meetings. Release news and information through their websites. Create client-oriented and
one-way-mail list. To create of the press page so that the site became a useful source of reporters.
Strictly monitor public comments about company from various forums.
4.6 Blog marketing
Blog is a new form of network sharing after E-mail and BBS. Blog marketing is realized through the
blog website or blog forum to contact blog writers and visitors. It is a marketing activity which uses
customer’s personal knowledge, interest and life experience to disseminate information. Blog marketing
carries the following characteristics: Blog marketing is based on written statement; Blog business
information has a variety of advantages; Blog marketing can bring potential users directly; Blog
marketing is low-cost and effective.
Blog mainly uses characters and shares smaller space, and can be easily stored for a long time. The
format and language are decided by writers’ discretion instead of being strictly restricted. Users can
more easily find such blog content through search engines. Through the blog, adding some enterprise
content information appropriately. Company can easily achieve the purpose of promoting the website.
This promotion expense is even lower than that of competitive ranking promotion, meanwhile without
increasing cost of the promotion of the website yet upgrading the website visited.
5 Conclusion
With the increasing popularity of networking technology, Electronic Commerce has changed the way of
the buying and selling, it takes a lot of advantages to us, in order to better satisfy customer’s personal
and diversified demand and win the competitive advantage, enterprises must innovate their marketing
methods in new era.
References
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Thirty-ninth Session. Legal Aspects of E-commerce—Electronic Contracting: Provisions for a
Draft Convention. A/CN.9/WG.IV/WP95, 2002. 3: 11~15.
[3]. Booth R. Konsynski, Andrew Whinson, et al. Managing Interest Rate Risk in Banking Institution.
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[4]. TjianAK. Finally. A Way to Put Your Internet Portfolio in Order. Harvard Business Review, Feb,
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