Contemporary marketing guru Philip Kotler divides marketing into 1.0, 2.0, 3.0 and the latest 4.0. Marketing 1.0 is the product-centered marketing in the industrial era, marketing 2.0 is the consumer-oriented marketing, and marketing 3.0 is the cooperative, cultural and spiritual marketing, as well as the value-driven marketing. At the World Marketing Summit held in Tokyo in 2015, Kotler upgraded the concept of Marketing 4.0, the core of which is that enterprises will shift the marketing center to how to actively interact with consumers, respect the value of consumers as the "subject", and let consumers more involved in the creation of marketing value.
In the era of marketing 4.0, with the emergence of mobile Internet and new communication technologies, customers can more easily access to the products and services they need and communicate with people who have the same needs with them. Therefore, social media and customer community emerged. In the process of continuous communication between customers and customers and between customers and enterprises, due to the "connection dividend" caused by the mobile Internet and the Internet of Things, a large number of consumer behaviors and tracks have left traces and generated a large number of behavioral data. Behind this behavioral data are literally countless points of contact with customers. How to gain insight into and meet the needs represented by these connection points and help customers realize self-value is the problem that needs to be faced and solved by marketing 4.0, which is created on the basis of values, connection, big data, community and new generation analysis technology.
However, in the actual marketing practice of enterprises, the digitalization degree of customer links is low, the elements of marketing services lack unified management, the marketing links are invisible and uncontrollable, and the coordination degree of online and offline channels is low...... Entering the era of marketing 4.0, how should enterprise marketing transform and upgrade?
Whale Technology believes that the core of marketing 4.0 is the marketing value co-creation in the digital age. The essence is to connect and operate consumers by relying on digital marketing platform, and to carry out marketing operation with full data, full link, full media, full channel and full scene by using big data and artificial intelligence thinking. The MCCM(Multiple Channel Campaign Management system) of Whale Technology focuses on the current marketing dilemma and enables the digital transformation of enterprise marketing through the four abilities of AI perception, AI operation, AI creativity and AI decision-making.
AI Perception: From "Cooking without Rice" to "surfing the Sea"
Customer business cards, historical contracts, historical invoices, communication voice notes... , relying on the traditional manual way to finish time-consuming and laborious, urgent need to use AI ability to realize automatic finishing. In addition to sorting out the stock market, it is also necessary to explore the incremental market, analyze vertical media and government open data through web crawler, natural language processing, machine learning and other technologies, integrate internal and external data to build marketing knowledge map, and consolidate the foundation of digital marketing.
AI Operations: From "straggies" to "regiments"
A few weeks to manually select a number of marketing crowd, a few days to manually output the same marketing copy, marketing configuration across multiple systems... MCCM provides one-stop marketing workbench and operation support for the whole marketing life cycle from event planning to crowd screening, allocation of rights and interests, creative allocation, placement management and marketing evaluation, so as to improve the combat ability of the marketing team as a whole.
AI Creativity: From "Cookie-cutter" to "Thousands of Faces"
In the previous era of manual drawing, the drawing cycle was long, the cost was high, and the degree of individuation was low, which could not meet the demands of consumers for content individuation. MCCM provides industry-leading AI creative technology, and provides enterprises with a huge amount of legitimate material library, including pictures, copywriting, fonts, industry templates, etc. Enterprise operation personnel can search materials online, online copywriting design, the system according to the scene, characteristics of dynamic matching ideas, automatic/semi-automatic generation of copywriting and personalized delivery, to achieve thousands of personalized content marketing.
AI Decision-making: From "Leading Decision-making" to "Intelligent Decision-making"
MCCM adopts the industry-leading marketing algorithm framework, data mining tools and marketing recommendation engine ARE to provide off-line feature calculation, near-line simulation evaluation and online optimal testing services. It has rich built-in marketing algorithms and business experience, including User, ITEM, recall, ranking, scoring, etc., and supports customers to make real-time decisions based on streaming technology. Comprehensive evaluation was carried out through Multiple treatment algorithms to support revenue simulation calculation and release strategy formulation, real-time marketing data monitoring and dynamic regulation of marketing execution, so as to achieve optimal cost and traffic control. Change the past too much rely on human experience, leadership decision-making situation.
MCCM can provide Internet-based scene marketing capabilities such as active marketing, event marketing, social marketing, NBA/NBO, etc. to help enterprises improve event identification, customer insight, marketing iteration, real-time decision making, content marketing and channel collaboration capabilities to the greatest extent. Enable enterprises to expand customers digitally, automatically identify business opportunities, intelligently match rights and interests, and intelligently follow up sales, promote brand communication and value sharing, reduce consumption decision-making cycle, and help enterprises to conclude the most beautiful bow tie. At present, MCCM products have been widely used in domestic and foreign telecom operators, finance and other industries.
