On April 15, 2008, the Efficient Integrated Online Marketing Summit was held in Beijing. Don Schultz, the father of integrated marketing, spoke in the interactive discussion "Marketing Revolution in the New Internet Era". Don Schultz is committed to marketing experts sharing the latest judgments on Internet online marketing trends, exploring new directions for online marketing development, and providing Enterprises create a good communication environment and mechanism, and interactions between enterprises and between enterprises and the media create opportunities. In foreign countries, generally speaking, the main advertisers in online advertising are ranked first in the IT category, second in the automotive category, and so on. In China, IT products occupy the top three, but there are many automotive products abroad because there are many experience-related things that can be done. However, in China, we estimate that it has not yet reached 10%. In fact, many foreign experiences can also be applied in China. Similarly, the biggest difference between foreign countries and China at present, in terms of advertisers, is their understanding of the Internet, which is the awareness I just mentioned and the ability of enterprises to deal with Internet-related issues, or the endless opportunities it brings. is the biggest challenge. For Internet companies, they have paid great attention to integrating online marketing, because traditional advertising companies mainly focus on traditional media. Traditional advertising companies are facing new challenges. Unless they also integrate into the international trend of integrated online marketing, life or death will be unpredictable! !

From the perspective of the development of marketing theory, the role of service in competition has become increasingly prominent. In the 1960s, the marketing mix, that is, product, pricing, distribution, and promotion, became a classic marketing theory and became the basic operating method of corporate marketing. In the history of marketing, nothing has greater impact than the 4Ps. Almost every marketing textbook and marketing course uses 4P as the basic content of teaching, and almost every marketing manager consciously or unconsciously considers issues from the 4P theory when planning marketing activities. Increasing consumer personalization is coupled with media fragmentation and information overload.

4Cs Marketing Theory

In the 1980s, Lauterburn in the United States proposed the 4Cs marketing theory in response to the existing problems of 4P: that is, starting from the needs and desires of consumers (consumerwants and needs), Consider the cost that consumers are willing to pay, the convenience of consumer transactions, and integrate the interests of customers and businesses through consumer communications. The 4Cs marketing theory focuses on consumer demand-oriented, but it is more passive in adapting to customer needs. With the further development of the market, in the face of new problems such as intensified competition, unstable customer base, lack of marketing characteristics of enterprises, and lack of operability to meet customer needs, enterprises need to work from a higher level and in a more effective way between enterprises and An interactive relationship is established between customers that is different from traditional ones.

American Don E. Schultz proposed a new marketing theory of 4Rs (relevance, reaction, relationship, return). Specifically, they include:

1. Establishing relationships with customers

In a competitive market, customers are dynamic. Customer loyalty is changing. To improve customer loyalty and win a long-term and stable market, an important marketing strategy is to establish relationships with customers in terms of business, needs, etc. in some effective ways to form a relationship of mutual assistance and mutual demand. , The relationship of mutual need connects customers and enterprises. Especially when enterprises market consumer goods, they need to rely on associations and relationships to maintain them.

2. Improve the speed of market response

In today's interactive market, the most important thing for operators is how to listen to customers' hopes and desires in a timely manner from the customer's perspective and needs, and respond promptly and respond quickly to meet customer needs. Some contemporary Western companies have shifted from speculative business models in the past to business models that are highly responsive to demand. Facing the rapidly changing market, in order to meet customer needs and establish relevant relationships, companies must establish a rapid response mechanism to improve response speed and responsiveness. This minimizes complaints, stabilizes the customer base, and reduces the probability of customer transfer.

3. Relationship marketing is becoming more and more important

In a market environment where the relationship between enterprises and customers has undergone fundamental changes, the key to seizing the market has become to establish long-term relationships with customers. And a solid relationship changes from managing the marketing mix to managing the interactive relationship with customers. With this, enterprises will face major changes:

(1) From transaction marketing to relationship marketing. Transactional marketing, making one-time transactions with specific customers without intentionally developing any lasting customer relationships. Relationship marketing is a long-term marketing strategy dedicated to developing and strengthening continuous and lasting customer relationships. In relationship marketing, interactive marketing is key. Interactive Marketing Function: The interface between production and consumption represents the interaction between buyers and sellers in which moments of authenticity occur. Because the impact of these interactions on marketing occurs during the interaction process, this part of marketing is called the interactive marketing function.