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【Hunan Satellite TV】New Term: Micromarketing

2017-04-27 09:41:49

Let’s talk about “micromarketing” in today’s New Term block.

Yin Yuanyuan, director of Marketing Department of HNUC: Micromarketing will firstly focus on the context and trend of consumers’ need in daily life. It will start from the perspective of need, and launch different products according to the differences reflected in the need of various consuming groups.

Micromarketing doesn’t refer to the marketing on Wechat, Weibo, etc, but a transformation of marketing strategy. It shifts from original style of mass production, invest and large-scale coverage to the new one which uses big data and internet to focus on the differences of consuming individuals, so as to carry out targeted marketing, and provide different products and services. Speaking of which, many people may think of the vendors on Wechat, who deliver advertisements to the targeted groups accurately based on the function of friend grouping of Wechat.

Yin Yuanyuan, director of Marketing Department of HNUC: vendors can target more accurately within a small group of their friends, and can get to know exactly the type, time, frequency, quantity, structure of the products they need.

Yin Yuanyuan believes that micromarketing within the friend circle can greatly reduce the cost of building mutual trust between vendors and buyers, but it should stay in its boundary.

Yin Yuanyuan, director of Marketing Department of HNUC: human relationship can only be used as a source of trust in commercial relationship, but human relationship should stay within its boundary and not be abused because of commercial relations, otherwise it would be abandoned.

Source:  Wechat public account “ Hunan Satellite TV News Broadcasting” Feb. 22, 2017

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