精准营销的“七宗罪”

Core Insights - The article critiques the current state of precision marketing, arguing that it has led to increased competition, reduced profitability, and a lack of brand identity [1][2][3][10] Group 1: The Flaws of Precision Marketing - Precision marketing has resulted in "internal competition," where multiple companies offer similar insights and strategies, leading to a lack of innovation [2] - The initial goal of improving ROI has become a misconception, as platforms like Walmart dictate low profit margins, leaving brands with minimal earnings [2][3] - Brands are struggling to build strong identities, as precision marketing often targets the same consumer groups repeatedly, leading to brand homogenization [3][4] Group 2: Limitations in Growth and Creativity - Precision marketing can confine brands to a limited scope, preventing them from scaling effectively beyond initial growth stages [4][5] - The article highlights the decline of creative marketing strategies, with brands relying on templates and AI rather than innovative ideas [8][9] - There is a noted loss of risk-taking and adventurous spirit in marketing, as brands prefer to imitate competitors rather than pursue unique strategies [10][11] Group 3: The Need for a Balanced Approach - The article suggests that the overemphasis on precision has led to a misunderstanding of the importance of consensus and broader audience engagement [11][12] - It advocates for a more balanced approach that incorporates both precision marketing and traditional mass media strategies to enhance brand visibility and effectiveness [11][12]