Marketing density and sensitivity of the marketing platform

We first define a concept: marketing density, which is the number of customers who have actually received effective marketing, in addition to the number of customers that should be marketed in theory. In theory, the number of customers that should be marketed is “opportunity”, that is, there is this potential demand, and theoretically it should be effectively detected and marketed. If there is no marketing, it is “defect”, if this “defect” Except for "opportunities" less than 3.4 parts per million, that is the 6 Sigma level of marketing, some people will say that the number of orders and the amount of orders should be better than the marketing opportunities, this indicator is important, but today What we want to discuss is a control indicator of the marketing process, that is, how to effectively control our marketing work, form a marketing network, rather than extensive marketing, relying on feelings, relying on chance, relying on the day to eat, sometimes this "day "It is the brand.

The concept is defined. Next, let's talk about the operation problem. How to collect the number of customers that should be marketed. Before we can identify what is “should”, we should establish a standard for “should” and standardize the market positioning of products. , the market segmentation of products, etc. to establish, then according to the standard, the inclusion of the marketing object is not included that is a defect, including the need to conduct marketing activities but did not carry out this is also a defect, then what is called "need to carry out", this also Marketing practices and marketing exceptions can be established based on industry marketing rules to make a basic judgment.

With such indicators, it is easy for us to establish a basic controllable marketing platform, which can conduct in-depth and block analysis of customers, which can establish which marketing can be homogenous group marketing and which need to be personalized marketing, so that it can be combined The customer's current situation survey quickly matches which customer has the demand potential of the product. It is important to establish the space and time maintenance structure of the marketing platform, facilitate basic marketing management, and facilitate daily marketing operations. It also facilitates the development of marketing strategies.

The maintenance timeliness of this marketing platform, the density and strength of maintenance determine the sensitivity of the marketing platform. For example, the potential demand of customers has been highlighted as a reality. Our marketing platform has not detected the original supply of customers. There was a problem with the business, but we did not detect it in time. The competitors had new products in the market, and we did not detect that our products had problems and complaints in the customer's application. We did not detect them. . It will affect the sensitivity of the marketing platform, causing marketing losses or errors in marketing judgments leading to errors in marketing strategies. If the marketing platform is not well established and operated, the marketing of our new products will be quite bleak. The marketing strategy of new products will easily become a rootless one, and miss the opportunity of new product marketing, resulting in the failure of new products to go public.

If the number of customers is huge, the number of opportunities is very small, and the number of orders is not satisfactory. We have to look at whether our products are the products that our customers need. Some companies have a product, and customers are spending your money. After the product, the demand structure has changed for a long time. For example, after the customer consumes a product, its demand extends to the higher end, or the customer needs another product to make up for it after the failure of the consumption of a certain product. The demand changes in the process of customer consumption products, as the consumption surface continues to expand, the customer's demand structure for this product will undergo tremendous changes. If our marketing platform is not sensitive, if our product structure remains the same, It will be misplaced with the demand structure. For the existing products, some are opportunities. Now it is not an opportunity, then the market will show a strategic contraction, which is quite dangerous for business operations. This kind of marketing platform should closely follow the needs of customers, including the characteristics of the changes and expansion of customer demand, and it is also a manifestation of marketing 6Sigma features! In fact, a good marketing platform is also a powerful tool to achieve customer-centric 6Sigma thinking!