In addition to IT, AI has come to be used in the marketing field.
Going back to the past, “database marketing” flourished in the 1980s. Store customer information and purchase history in a database, quickly and efficiently target segmentation and approach potential customers through direct mail (DM) and other reactions.
"Relationship marketing" and "One to One marketing" are derived from database marketing. Emphasizing relationships with customers, nurture customers as fans and retain them as repeaters. RFM analysis was used as the analysis method. RFM is an acronym for Recency (Last Purchase Date), Frequency (Purchase Frequency), and Monetary (Purchase Amount), which segments customers by this data.
The difference between these methods and conventional marketing is that the emphasis is on the development of “lifetime customers” who can continue to buy for a long time using a database. The value provided by lifetime customers is called LTV (Life Time Value).
Recently, digital marketing via the Internet is the mainstream. The advantage is that CPI (Cost Per Inquiry) and CPA (Cost Per Acquisition) can be visualized. SEO (Search Engine Optimization) is the basis for attracting customers on websites, and the use of social media and influencers is also popular.
In light of such a current situation, digital marketing that will attract attention in the future is listed.
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Content marketing
The number of companies that set up owned media and simultaneously send information via SNS has increased. Considering the advent of the next-generation communication standard 5G, mobile media content and rich media content such as video distribution will be emphasized. There is also the possibility of interactive content using AR and VR.
Account-based marketing (ABM)
This method is mainly a BtoB concept of focusing resources on specific corporate accounts and implementing personalized campaigns. Unlike campaigns aimed at the general public, the target is clearly defined. Marketing automation (MA) leads are a completely different approach.
Omni Channel
This is a technique for seamless (seamless) sales by integrating online EC sites and offline stores. In the promotion, paper media such as mass media, DM and catalogs are linked to the website. There was also the concept of OtoO (Online to Offline), but the feature is that it enables consistent purchases on mobile devices rather than using coupons.
Summary: What is selling
Frankly, there is no “selling without doing anything”. Therefore, it is necessary to consider and implement strategies and methods for “selling” and “mechanism”. That is marketing.
“Sellable” is based on 4P, and there are items to consider such as whether it is a great product, attractive price, topical promotion, or developing a new distribution channel. It is also important to seize the target and differentiate from competitors. Regarding “structure”, there is one way to actively introduce digital marketing, such as content, ABM, and omnichannel. If you establish a method of gaining trust that allows customers to refer you to other customers, that can be said to be a mechanism.
The ultimate marketing is to establish a strategy and method, and that the system can be properly rotated to “sell even if not sold”.
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