The traditional marketing view believes that enterprises should first select the target market, and the customers in the target market need to develop corresponding products, and then use various promotional means to let consumers know the brand and products. The focus of the actual work is to identify the products that are marketable and to communicate with the target customers. Although today's marketers still need to deal with these two tasks, it is not enough to just do this. People are getting more and more busy, consumers have a lot of countless choices about what to buy and from which channels to understand products, services and sellers. Customers’ needs are to buy those at the price they want. Products that meet their needs with specific characteristics and benefits. Today's marketing has evolved into so-called infiltration marketing, where companies are no longer just marketing their products, but entering the world of consumers.

The biggest problem raised by small business owners is: "I know I need marketing, but I know how to do it." This is a difficult question to answer because each business is different, no single strategy can contain everything and always work, or it works in all situations. Unfortunately, marketers don't have enough resources to try every marketing strategy. Marketing needs to keep their marketing and sales expenses between 15% and 20% of sales. This restriction requires marketers to focus on market strategies that can bring them huge benefits. In this case, marketers must go deeper and need to understand the world of customers and become part of their lives. Companies need to give up the idea of simply treating customers as buyers, and see them as collaborators.

The strategy and method of infiltration marketing is to intervene in the consumer world in a new perspective. The whole concept building foundation is: the marketer analyzes the consumer's demand point, then develops the demanded product and persuades the consumer to purchase.

In infiltration marketing, marketers use a variety of different methods, according to the definition of American marketing expert Deborek: Infiltration marketing is a communication with customers. This kind of communication is an interactive communication that enters the customer's world and from their perspective. This means that marketers must communicate to understand where customers typically get information and what form they like. When marketing personnel implement the infiltration marketing strategy, they should pay special attention not to only take the above two steps, but to gradually align themselves with the customer's goals and achieve unity.

The most important principles to be followed in an infiltration marketing strategy are:

1. Frequent appearances in consumers' daily lives, affecting consumers subtly. That is, to carry out non-directional publicity in daily life, to influence consumers by sponsoring various activities, holding special research meetings, conducting research and joining industry associations. Keep in mind that marketers don't just care about selling products, they need to drive their own and their customers' common goals to grow and update.

2. Spread the concept of self-service. Consumers no longer believe in marketing promotions for a product, on the contrary. They want to provide more comprehensive information before making choices and getting relevant knowledge.

3. Do your best to be omnipresent. Consumers draw little information on each contact, so the trick is not to spend money on large-scale advertising, but to establish strategic alliances and partnerships with other companies and customer groups to maximize product visibility.

4. Match the company's goals to the consumer's goals. When consumers have goals in their minds, companies should use this as a reference to produce the corresponding products.

5. Provide the final solution. Consumers like to take their own ideas, but once they make a decision, they prefer to help others "make up". If this means that companies need to expand production lines, coordinate with other suppliers or add new equipment, then companies must do so.

6. Focus on the key parts. Among the various factors that make up consumer demand, there are certainly some of the most critical elements, and companies must invest the most in these areas.

7. Stay true. Don't count the customers, thinking that customers will fall into your smart plan. Today's consumers live in an open world of information and cannot be fooled for a long time. Marketers must prove in a variety of ways that they are trustworthy.

8. Showing respect, the biggest danger of applying infiltration marketing is that sometimes marketers think they know more than customers. It's important to keep in mind that customers always know their needs best. Marketers will always give your "boss" the respect they deserve.

Infiltration marketing requires marketers to have different attitudes: I am here to help you. The principle to keep in mind is that if the marketing work is not so aggressive, it will be able to sell more products to customers for a longer period of time, and customers will be grateful for the efforts of the company.

The strategy of implementing infiltration marketing is rich and varied, and marketers have used these strategies in the past, but in different ways. The key here is to penetrate the market in an efficient, low-cost way.

1. Alliance. It is difficult for a company to meet the personal goals of all its customers, especially for small companies. Therefore, companies need to use as many ways as possible to research and develop, motivate sales, and build a broad marketing alliance with other companies, groups, and organizations of all kinds. If the products of several companies are complementary and the target population is the same, they can create long-term and huge impacts at a lower cost through collaboration. This is more efficient than a single operation.

2. Network. The network is a very effective marketing tool for disseminating information to consumers in a self-service manner. It also facilitates more professional cooperation between several companies, facilitates joint product launches and online communication with consumers. If you want to capture a wide range of customers that are difficult to locate, the network can be said to be a perfect tool.

3. Write a plan. The secret of small businesses achieving marketing success at low cost is to sign more alliances and cooperation agreements. Many small businesses can't do this because they are more willing to be self-reliant, and public opinion tends to promote self-struation that does not depend on others. One of the keys to infiltration marketing is to understand how to complete a plan that appeals to all the public. Customers will support those companies that care about the interests of their customers.

4. Symposium. Innovative marketers have been working hard to use the consumer symposium as a reference for planning proposals. Today, this practice has been used in a wider range of areas and has achieved good results.

5. Database marketing. The importance and role of database marketing has been recognized by more and more people. However, it is increasingly important to combine the databases of different companies to obtain more comprehensive information about relevant markets and industries.

6. Advertising. The biggest difference between the advertising campaigns highlighted by infiltration marketing is that in advertising, efforts should be made to provide knowledge to consumers and help them to clarify their goals. At the same time, push in an unforced, unsold and more glamorous way. Brands and products.

As pointed out above, these practices are not new in their own right, but the way they are applied has changed and they have been improved to meet infiltration marketing. Infiltration marketing is suitable for any form and size of business, and provides a solid foundation for market success in today's competitive business environment.