New era of marketing Xin Ze Media show you the art of turning your fingertips

In the 2014, there was no doomsday or existential crisis, but as people's habits changed, the world was quietly changing. With the outbreak of mobile Internet, mankind ushered in an important revolution. The change brought about changes in human life and the rewriting of business patterns. Today we have the honor to invite the letter Ze CEO of the media Mr. Zhou, let "the first person of Chinese business Circle" Max to show you what is the latest and strongest digital marketing system. Small series: Zhou always hello, very happy to have the opportunity to discuss with you the hottest digital marketing, then in your opinion, what is digital marketing? Max: Hello, I'm glad to discuss the latest digital marketing system with all of you. In fact, in my opinion, traditional digital marketing is nothing more than four aspects: New media, new tools, new ideas, and new propositions. Small series: that these four aspects in the traditional digital marketing aspects of what is specifically represented? Max: Like new media, it includes Internet portals, major vertical media, community forums and microblogs. The emergence of such new media, so that the information is no longer a single transmission, the original can also be interactive, is full of innovative forms. As a carrier of new media, there is a new tool such a concept, more common is the micro-letter, the MO Such social tools, and such as Baidu search engine, can say that the rise of new media, but also win the rise of new tools, so see 60SecondMarketer data show " 6.8 billion of the world's population, 4 billion have mobile phones, but only 3.5 billion people use toothbrushes "you will not find it strange." Under such a new Internet awareness, I have formed what I call new ideas, such as the growing electricity quotient and the advertising effect of Internet media, are the concentrated embodiment of new ideas. Digital marketing is not only a revolution of technical means, but also contains a deeper concept revolution. Based on all this new form of the Internet, breaking the original media dissemination, to achieve the digital media, personalized communication as a new idea of social media. Small series: The rapid development of the Internet, the formation of a new concept of marketing, throughout the current, the Internet has changed before? Max: Yes, the internet has changed and evolved very quickly, which of course is also the feature and charm of the Internet. Then look back to the traditional digital marketing, there will be new changes and problems arise. There are two main points, first, the transfer of the dominant power in the marketing field leads to the change of the relationship between brand and consumer. In the traditional media and PC Internet era, the brand and consumers rely on a strong media to communicate, depending on exposure, coverage, flow and frequency to affect consumers. However, the mobile internet to make all this change, consumers can rely on geographical location, interest and love to build relationships, the relationship between the form of change, it is in the change in the brand's inherent mode of communication, the brand needs to think about how to user-centric, through the relationship with the user interaction, Based on the user's interest map to create a new consumer circle layer, fullFull-time consumer impromptu consumer demand, the establishment of real-time marketing channels. Second, the attitude of our users to accept advertising has changed, formed a "brand is spread, advertising is content, content is advertising," The direct reading form, we need to consider today is no longer a simple advertising coverage of how many people, how many frequency of release, the visibility of these data in the traditional digital marketing is a breakthrough, but now, Such digital marketing is not enough, we have to think about how to let these data evolve into user clicks, share rates, and the formation of proliferation. Let everyone see your brand, willing to actively through the mobile Internet to share with others, so that the content of advertising and media scene adaptation becomes important, we should really use the new media "point-to-point, people to people" of the spread of the form, so that users have the willingness to share the initiative. Small series: So based on the current Internet environment, the traditional digital marketing is no longer applicable? So how do we evolve a better digital marketing system? Max: Traditional advertising spread that the first thing to control to achieve sales, and is a point and face of the spread of the form, but in fact, these media forms can achieve limited results. Now, the whole market has become the controller from the brand to consumers, not the overall control also means that the marketing needs have changed! So we need to digitally evolve digital marketing. is to transform traditional digital marketing statistics into achievable user clicks and sharing data. Therefore, the future Internet Marketing communication emphasizes enterprise marketing from "from inside to outside" product center thinking to "from outside to Inside" The User Center thinking transformation. The transformation from human-computer interaction to everyone's communication system, which realizes the efficiency and accuracy of the past advertising communication. Based on this cognition, how to realize the promotion and evolution of CPA (Costperaction), CPC (Costperclick) and CPS (cost per sales) will be the research subject of our new era of digital marketing. Small series: So in the digital evolution of innovation, the letter Ze media has what kind of advantage? Max: The credibility of the media in the digital marketing advantages, but also the digital marketing of the evolution of a focus-is able to long march for the company's strong technical support. Our positioning is: More than marketing companies understand technology, more than technology companies understand marketing of the top Internet digital marketing company. At the same time, in order to better cater to the evolving digital marketing market, we developed a set of product lines to support the development of technology. For example, the letter ze in the realization of the closed electric business environment in the WYSIWYG, breakthrough in the traditional choice of electronic business, the problem of mixed, letter-Hui development to sell users at a glance of the new shopping system, more in line with the modern social efficiency, fast running characteristics of the times. We are the most direct and concise sensory impact mode, so that users see, what you see is thought, want to get, improve the better user experience, thus driving the realization of sales. At the same time, the letter ze also aimed at consumers of the marketTrust crisis, the traceability system of product traceability is realized, as well as the micro-credit service which can realize user's large data and Support service system upgrade, and a large number of products that are customized and developed with different audiences. Based on the technical advantages of the letter ze and the clear control of the Internet market, we have our own exclusive Media investment return portfolio strategy, you can achieve the investment structure optimization, the effect of the most significant, brand value and market sound volume to maximize the promotion. This set of investment return strategies has made the new digital media the best show. For the brand to achieve the most accurate, timeliness and the most comprehensive digital marketing program. At the same time, we also at both ends of a network as the company's main business structure, the two ends of a network mainly refers to the top line, the lower end of the line and the Internet mobile Internet. Our goal is to become China's front-line online marketing operators Business Circle. Therefore, the company based on C2B marketing model, the development of two mobile phone app to target different consumer groups, one is the layout of the shopping district for China's heavy consumer groups "letter-hui app"-moved to the offline (Mobile-to-offline) marketing platform of the Business circle, Second, the layout of the whole network to use consumption behavior of large data to solve all the Chinese cock silk demand "palm Lee." We believe that the future of the internet era will be more to the mobile phone, and users on the mobile phone information interaction will be the key to win the future. Small series: The letter Ze Media has its own micro-letter and app development team, can you share your micro-mail and app concept? Max: No problem, micro-letter is our strength and sharp weapon. In our view, micro-letters are divided into four stages of development. In the first stage, content marketing is the basic service of micro-credit account. With the word hype, information dissemination as the main body. The main is to seize the users of the hot discussion of the desire to seize the user's interest in the keyword, combined with their own brand characteristics, the Internet in this great world to achieve integration and regeneration! The second stage, the activity-oriented marketing form. When content creation can not meet the increasingly changing needs of users, when more and more news exploded in the user's mobile phone, more and more eyeballs hype such as brilliant fireworks in general gorgeous fleeting, our market will begin to learn to change, so the activity of marketing gradually developed. Use more interesting and rewarding features to attract users, increase brand marketing and exposure. This stage is the beginning of the electric business, this new opening also opened a mobile marketing era. Phase III, user interaction. Micro-letter is the product of the Internet, the use of micro-letter marketing must have internet thinking, that is, from the idea of the seller to the buyer thought, as a manufacturer, must from the entire value chain of all aspects, the establishment of a "user-centric" corporate culture, only a deep understanding of users to survive No agreement, no contract. The micro-letter also upgraded the micro-letter function during this period, so that the brand and users to create more interaction and stickiness. Also for the development of electricity to provide more and more fertile nutrients, at the same time to help the electrical business to achieve user behavior of large data collection, to achieve the prediction of user purchase behavior,Grasp the user's shopping history, search habits, to save users more time to find and select. Fast, is also the law of the Internet law. The last stage is the marketing of the entertainment system. Includes small games and small interactions based on product user group characteristics to increase user experience and sustainable interactivity. And we, now standing on the top of the food chain, standing in the forefront of digital marketing, we have the technology and ideas, is the internet age, the most lethal Weapon! For example, this year, we are planning to promote the Cofco corn oil based on the handset micro-letter-side game-pinch corn. At the same time, to maintain product characteristics, to increase the user's gameplay, and to seize the majority of people like to pinch bubbles behavior habits, and then combined with brush screen hot "World Cup" to achieve network promotion. In just a week and a half, it achieved the growth of 188% of the micro-credit public account, and the game opening rate and participation degree were also soaring. User response is enthusiastic, the results are very hot. In this case, the same is to achieve the participation of 50,000 people, 10,000,000 exposure, the traditional marketing model may need 100 offline activities and a number of high volume of paper media layout to achieve, and the use of the Internet digital Marketing, But only through the micro-BO micro-credit Key opinion leaders of the spread of Word-of-mouth easily achieved, the promotion cost ratio of up to 30:1. If you, will also choose to continue to expand the traditional marketing and ignore the network of Word-of-mouth power? The marketing of micro-credit platform just realizes the integration and inheritance of Internet digital marketing. Create a helpful, readable, attractive content, while sharing more activities to users, will convey the content of fullness, integrity, to achieve the needs of each stage of the user, so as to achieve the user's brand participation, identity, and even rely on. Micro-credit marketing can do for us, not only enrich the brand image, the establishment of brand culture, so that its more three-dimensional vivid, but also to help the development and growth of advertising industry, the realization of the CPM/CPS/CPC data evolution, more accurate and intuitive help advertising is growing and long! Any successful app must be able to hit one or a few of the user's pain points, which is the incubation of our app--from hitting the user's pain point. Besides our app, to the shopping district shopping guide type of letter-Hui app, to help do not love the net to buy white-collar workers, and easy to lose direction, not good at planning shopping plans girls in the shortest possible time to find a nearby business district, brand, and concessions, which is "letter-hui" the core of the appeal, Behind it is the understanding and excavation of the difficulty of modern people's choice. Further, it captures the increasingly serious choice of difficulty and diminishing planning in the mobile internet age. At the same time, all kinds of intelligent mobile devices make modern people's travel casual light, legs to walk, this trend is "letter-hui" timely data updates and positioning navigation deep support. Small series: The letter Ze has a very experienced app development experience, can you introduce us to the app product development philosophy? Max: In my understanding, the birth of an appis a long process of childbirth. After the basic value positioning is determined, the product improvement, fullness and even direction, to some extent, has become the result of the joint action of multiple forces. In a way, app products are not planned. It may sound incredible, but it is an indisputable fact. Letter 1.0 of the listing, is a preliminary test water process, whether the use of pages, or functional construction, are a market and wait for feedback process. For 1.0 picture is not exquisite, the function realizes single shortcoming, the letter Hui 2.0 has carried on the comprehensive improvement and the promotion. In the three major functions (shopping malls, brands, concessions) of the click Selection process, the realization of the three functions of the linkage, so that users do not have to do repetitive search action, so that more simple and clear to complete the shopping needs. The 2.1, 2.2 version will also add a richer user experience based on 2.0. Because of the differences within the user group, the product features more significant adjustment will often trigger the user's different responses, at this time need to accurately judge the mainstream trend of the basis of a sense of propriety, to gradually gently adjust, avoid simple and rough. Not only that, for the "bridge" app like us connecting users and businesses, after the basic value positioning is determined, the product improvement, fullness and even direction, to some extent, is the result of multiple forces, the need for developers to capture and balance the needs of interested parties. Small series: Each app has a developer's effort, but not every app can be successful, in your opinion, what kind of app is a successful app? Max: Design app products must learn to give up, often want more, the more missing. An excellent app product often has three characteristics: · First, the performance is good, popular speaking is loading fast; Second, the user can find the first thing they want, quickly and effectively solve the problem, the third is to design a human, that is, now many people often say "have love." First of all, in the current network environment, the performance of the app product is good, the user does not need to wait and patience, which is judged one case, it can also be used. But performance is not a purely technical issue, but it also includes strategic considerations, and developers need to balance speed and effectiveness. For example, when you click on a message for a micro-letter, it always goes to the message list instead of just displaying a single message, which, while sacrificing some speed, can make the message's arrival rate even higher. Second, we must learn to give up. Simplicity is important for apps that are used on mobile terminals such as mobile phones because of limited screen space and limited user tasks. But how to understand "simplicity"? It is actually a reasonable arrangement. There are countless meters in the cockpit, can you say it is not concise? It has to be so complicated. So it's not that less and simpler is simplicity. The simplicity of the app should mean that the core features are very prominent, the core features can be found, and no functionality is required. Third, "Having love" is an important feature of a good app. App TotalTo interact with the user, the interaction process should be as enjoyable as possible. To be pleasant, you have to recognize your audience and add details to their preferences. For different consumer groups of personalized labels, we will continue to add personalized search in the app, let the limited-mad, big names and other personalized users, play more fun! Small series: The letter Ze media strong and self-confident, I think must come from behind the powerful team? Max: Yes, faithfulness is a place where we can find the right people and do the right thing. Our company's team is characterized by complementarity, like I am in the business Circle of Media marketing compare operation management experience, barely be a understand the Internet advertisers, and our COO Zhouzhou, is an advertising-literate internet person, he has many years of rich Internet entrepreneurship and operational management experience and trendy Internet thinking. Our technical God Guranjon is a technical expert who understands the user experience, and he has the delicate and forward-looking aspects of the user experience. This is our strong team, complementary and far-sighted, I believe that the future we will have unlimited possibilities.