Global marketing is the first concept put forward by Ali, which contains two core implementation requirements:
1. Marketing activities are covered in place and the intensity is just right;
2. In different channels, influence the marketing strategy of each target group (group) in a way that suits you, and realize precise marketing.
"No weight, no leakage" doesn't mean that you won't be allowed to watch the advertisement twice if you let the target customers watch it once, but it is the "clock" under your established strategy. For example, your strategy is that the same customer is affected three times on the search engine, twice on WeChat, and 1 time before the video is released. If the frequency exceeds this, it is called "heavy".
Real global marketing is difficult to achieve, because there is a realistic insurmountable obstacle: "separation of public spheres", and different public spheres are often closed. For example, it is difficult for Ali's traffic to fully connect with Tencent, and it is also difficult to fully open to enterprises, and the data is fragmented, so it is difficult for you to accurately identify the same person in different domains; In the era of PC Internet, with the help of search engines and other products, you can directly link to different websites to realize identity tracking. In the era of mobile Internet, apps are all independent, and it is difficult to establish identity association between them, that is, the accuracy of users' unique ID/how to identify the same customer in fragmented channel contacts is a challenge faced by most enterprises.
This kind of division or disunity, on the surface, is the division of technology, and the deeper essence is the division of interests between different organizational entities. To make the relevant data of enterprises completely controllable, unless all contacts/channels are private domains, this is also one of the important reasons why the construction of private domains has become more and more popular with the decline of public domain dividends (such as the traffic of third-party e-commerce) in recent two years. Of course, we also see that the traffic of private domain is still too small compared with that of public domain, so most enterprises should take the right direction.
In addition, "different channels affect every target group (group) in a way that suits them". It should be noted that for global marketing, apart from distinguishing the characteristics of different channels, it is also necessary to distinguish targeted marketing strategies with different customer maturity (that is, potential customers, new customers, old customers, etc.). ), it is necessary to "vary from person to person according to the characteristics of contacts or channels" and achieve "four precisions" (accurate activities/content and accurate time)
To sum up: First, different "fields" determine the differences of enterprises in mastering customer data, selling different products and adopting different marketing strategies. Different domains have different characteristics and should be "divided and ruled"; Secondly, while "divide and rule", we should also "unify management", because from the customer's point of view, he bought your company's products or services. If there is dissatisfaction, the customer is usually dissatisfied with the corporate brand first, not a certain domain, which will inevitably affect the reputation of other domains of the same brand, because the customer is the same person; Finally, in the face of fragmented channels and contacts and millions of customers, it is unrealistic to rely on manual management. Introducing digital technology will be the only way, and the key to success often lies in the deep integration of business and technology, not just the technology itself.