The great evolution of marketing, attacking from four aspects

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This article is written by Zheng Weiquan and was originally published in “Economic Daily”

“[Improving Thinking Resolution: Four Perspectives Transform Fuzzy Thinking into Precise Actions](https://www.books.com.tw/exep/assp.php/vista/products/0010976758?utm_source=vista&utm_mediu m=ap-books&utm_content=recommend&utm_campaign=ap-202401)” Takaaki Mata, director of FoundX, a startup accelerator at the University of Tokyo in Japan, revealed a key observation: Excellent entrepreneurs usually have the ability to think “high-resolution”. Not only do they deeply understand customer needs, they are also able to provide clear, direct and effective solutions.

Takaaki Martin pointed out that there are similarities in the thinking and action patterns of these successful entrepreneurs. He believes that if the resolution of thinking can be improved from the four dimensions of depth, breadth, structure and time, it can be effectively applied in daily life and the workplace.

With the arrival of 2024, information technology continues to evolve and the market environment continues to change. For marketers, self-learning and continuous improvement are particularly critical. For New Year’s study plans, here are four planning directions.

1. Depth: It is recommended to study data analysis and marketing automation in depth. With the rapid development of AI technology and the rise of many no-code and low-code tools, now is an excellent time to learn how to use advanced data analysis tools and marketing automation platforms, such as Google Analytics, Tableau, etc. Take the well-known company Netflix as an example. They understand the power of data and it is self-evident that they attach great importance to user behavior. After in-depth analysis of users’ viewing habits, Netflix can provide personalized recommendations, effectively improving user stickiness and satisfaction.
2. Breadth: It is recommended to pay attention to global market trends and competitive strategies. In addition to traditional marketing knowledge, you can also explore the applications of emerging technologies such as artificial intelligence and virtual reality, and learn about the latest market trends through social media. For example, Tesla, which is very active in social media, is an excellent learning target. They not only work hard on traditional advertising, but also innovate and interact on social media to attract a large number of young consumers to pay attention to electric vehicles and continue to maintain their brand reputation.
3. Structure: You should go back to the basics and start from the basics, formulating a content strategy or establishing a systematic marketing plan. Many companies lack comprehensive long-term planning when investing in marketing. If you can accurately interpret market data and analysis results, you can further develop more targeted and feasible marketing strategies and effectively allocate resources to various marketing channels. Please remember that a fixed and rigid marketing plan is useless. It can only be effective if it is closely integrated with the operational strategy. For example, Amazon in the United States has built an efficient operating system through its powerful data analysis capabilities, combined with customer data, inventory management and recommendation systems.
4. Time: In the new year, it is also very important to focus on time management and effectiveness evaluation of marketing activities. It is recommended to set clear marketing goals and timetables, and continuously adjust marketing strategies based on market response and data analysis results. Take the Coca-Cola Company as an example. Its marketing activities are diverse and flexible. They often adjust them according to holidays, festivals or cultural events, and continuously optimize their marketing strategies by tracking the results of activities. This approach is worth learning from.

Overall, marketers can adapt to the rapidly changing market and technological environment through continuous learning and innovation in the above four dimensions: starting from in-depth data analysis, extensive market observation, systematic strategy formulation and precise time management can help marketers achieve their goals more effectively, stand out in the fiercely competitive market, and maintain their leading position.

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Further reading

• Make good use of PDB triangle marketing to optimize customer experience
• What is “Growth Hacking”? Come and learn about the most valuable careers in the next ten years

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