A letter to the big guy: marketing must be grounded!

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Busy Internet bosses:

Your marketing department is in a vicious circle: Your article is only spread on it channels, the audience is always the IT circle, your marketing department for your peers in the face, desperately on the tiger sniff, titanium media and other IT media.

You know what people say?

This is self-deception. The renewal of a product function, the delusion rises to an influence industry level, spreads in the science and technology media. You know, the circle of people are experts, your product is excellent, whether garbage, not you say a word can change their cognition.

Alas, there is no way, the marketing department spends a lot of money every year, as the boss of you, it media is your daily must visit the place, the marketing department must let you know where the money is spent, so try your best to walk under the nose, can appear to do things, can let you in the eyes of other peers have face!

But have you ever thought, the product most needs is the user, you most needs is the product promotion to the ordinary populace's nose under, lets the user know your product existence, finally uses your product!

You know, once, I put a good software introduced to the neighbors, she was surprised to say: Ah, unexpectedly have such a software, I have never heard, you give me to delete xx, I will use you recommend this! And this XX, is also this kind of product of Big Brother. This little brother grade product, but because really good, grabbed the big Brother's users.

I am not in black a product, but is thinking: why such a good product, not propaganda to ordinary people know? Therefore, the marketing, must be grounded! At least let everyone know that there is this product exists!

From this, with my humble opinion, welcome to Pat Bricks.

Marketing does not go out of it circle

In the Internet company, when a product comes out or the function is updated, they always prefer to find the major web site it channel, vertical media, cutting-edge technology media. The same products published several articles a day, an article published dozens of media, the whole belongs to hit the money, pave the state, and requirements for each piece of paper must have a product name.

Such an article with Forever lost the brand "soft wen, advertising." See the title, you know is soft wen, such articles who are interested to see?

This is the common problem of IT companies, has been so spread over the years, has become a fixed mode of operation.

In fact, there is no problem. But, boss, do you have any discoveries, because your press media have chosen the platform associated with it, which means that your marketing has never left the IT circle! Do you just want your product to be used by people who are in it circles?

Remember to chat with a product manager a product, surprised to find that the product users of the IT circle more people, but in fact, this product is anyone can use a mobile phone browser.

What does that mean? One is spread well, it circle of people love to use this product, two backlinks prove that the product spread not good enough to know the inner circle people love to use the product, the description itself is really good, but did not spread to the public level, not to let ordinary people understand the product.

Who dares to say a browser, was born only to let it insiders use! Which product was born, not to get a lot of users to use and achieve the ultimate profit?

The audience gathered to pay attention to

Now the user is lazy, with mobile phone to see the news more and more people, there are currently two portal home page will show the number of comments per article.

If you look closely, you will find the status quo: social news and timely political news, the largest number of comments, the number of comments in the tens of thousands of news is not normal. However, the news of the technology channel, the number of comments on the thousands has been very good! Some articles, even if edited on the homepage of the technology channel, may trigger more than 10 comments, and even some technology news has an embarrassing situation where no one is involved in the commentary.

This leads to a thinking: are placed on the home page of the article, why participate in the hot debate so big disparity?

The answer is simple: people are only interested in two kinds of news: one is related to their own life news, the second is to watch the news!

Life is closely related to the news is nothing but: social news, and political close to the news, it can trigger its emotions, touch the interests of users to think of the article. This kind of news sees many people, participates in the hot discussion person to be indispensable. Whether happy or unhappy, you have to comment on a few words. This is not just a sense of participation, but a news that can be thought of.

For example, you can feel the power: Social news: Children help the elderly to be hit by the collision, and political news: the corruption of XX million corrupt officials. These two kinds of news to participate in the review of more than million people?!

Besides watching lively, the Chinese people love to see the busy ability you know! Watching the lively news, entertainment news is a typical one, there may be some people because it is indeed an idol, so concerned about, but some is to see the lace news to gather a lively. It is because of these two kinds of people, a star to take a bad film can also harvest a lot of money.

Someone might say: I don't need such a user group to use my product!

I just want to say: Are you sure? Did you make the product in order to make it unattainable? When the unattainable of a business mobile phone, now not also become an arcade? Not because the Chinese are changing slowly? You know, the number of users, to achieve profitability is your ultimate goal!

Grounding gas is the only way to win

The so-called grounding gas, is to let ordinary people can see your transmission, not just the IT circle.

When I did not enter the IT circle, I have never seen the technology, IT, information, communication channel articles. I believe I am not an exception. Many outsiders are no more interested than I was at the outset! Even the home page of the major websites show it channel articles are too lazy to glance. Unless you really need to buy a mobile phone, you will see the editorial recommended articles.

So visible, on the IT channel of the article, really a few users can see?

Only the spread of grounding gas, infiltrate the audience gathered, to the social news, political news, entertainment news! Rushing into the crowd, holding the horn, yelling a few voices, the effect is much better than it channel spread.

The transmission of grounding gas is not to be transmitted immediately to stimulate users to buy a mobile phone or download a software use, but at least can let more people know that your products exist, expand visibility! This mode of transmission, used in the new product listing, the user base small products on the effect is particularly obvious.

Of course, if you want to be with the social news, political news, this is a person to seek-planning!

For example, today, a social news, "The thief copied mobile phone address book Chi code return to the owner," The network is very fire, the number of comments is particularly numerous, it is not the navy to do things. May be due to my occupational disease, see the title, but also thought to be a certain Address book software planning products implanted in the news, the point of view is a pure news.

The news that is related to politics can be the halo of a government department or a policy. The idea of spreading a wealthy man I don't need to say, people who know marketing know the benefits.

There is no need to say, only three small suggestions: one is to see the relevant departments of the government website, to see the latest policy, stained glazing can also be brilliant; second, the reflection must be rapid, political news timeliness is very strong, must have the sensitivity of political news. The third is to find the official evaluation, let the media reporters to interview the relevant government departments, and asked the evaluation of your product, the leadership has to have a feedback, that a word will be enough for you to spread!

Besides, watching the lively entertainment news, the entertainment circle is not much, more is all kinds of rumors. As long as not seriously injured star, let the entertainment circle of the explosion material to explode a material, give you a half-day transmission time is enough to make. In fact, there are female channels, a variety of women in the life of some of the news, such as "I x life is not happy family xx", see such articles are also a lot of people, think of a way to plan a love story, implanted product information, in imperceptible products have been recognized.

A news website, many sub channels, must have its different audiences. The above list is only the most viewers of the channel, other channels can also be considered for transmission.

Also, the spread must be combined, the traditional media and the spread of new media is not independent, the combination of the effect is the best, in order to reach a wider range of transmission effects.

Conclusion: Go to the masses, get the support of the masses, with everyone concerned about the news to marketing, so that everyone unknowingly accept products in order to create visibility at the same time, to win the reputation of products to achieve the ultimate goal of product birth.

People outside the circle

November 26, 2013