Carving ye: Analysis of Internet thinking, this is not just to do marketing

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is internet thinking a pseudo proposition? After the word of the Internet has been hyped, there are often similar "rational" thinking. Recently, there have been many comments on the Internet thinking expressed doubt. And the internet thinking typical-carving ye brisket boss carving ye said that the internet thinking is not a false proposition, more often we do not understand and use it.

First of all, we must first understand, what "not Internet thinking." Although the "Internet thinking" this thing, like a basket, anything can go in, but we must be cautious, if some way of thinking, operation, operation Skills, in the Internet era before the advent of the full, it must not be attributed to the "internet thinking."

For example, the so-called "hunger marketing" is certainly not the case, because this marketing skills as early as 100 years ago, today on the Internet as a platform for sale to appear again, still cannot be classified as "internet thinking." And the "Internet mindset" that we're going to define today must at least be what never existed in human history ...

The internet has changed the way products and marketing

All corporate brand marketing, in the final analysis, first of all through the "information dissemination" to enable customers to do brand awareness, and today's internet and mobile internet, the most fundamental subversion, the first is in the "communication"-in the history of traditional brand communication, nothing but two categories: paid transmission and free transmission, the former is television advertising, Magazine ads, newspaper ads, radio ads ... You can think of any charge of the media, can be summed up to pay for the dissemination of the latter, a familiar name is called "Word-of-mouth spread", as long as your products, services are really good, then customers will help you word of mouth.

The traditional pay-for-transmission level, we can boil down to three characteristics of "fuzzy, expensive, inefficient"-the so-called "fuzzy", refers to the audience crowd face blurred, completely inaccurate. For example, as a male, I grew up, saw countless sanitary napkin ads, or failed to automatically come to the great aunt ...

If every man can clearly know that sanitary napkins daily, night use, wings, ultra-thin, side leakage, a large number of days, and so inexplicable words, you know what is called "expensive". So even if the "cost per thousand" of TV commercials sounds low, in fact, because of the lack of precision, the cost of advertising on the head of the target audience is still very expensive.

Then there is inefficient, traditional advertising to do everything possible to let the target group believe that they say, but the customer was cheated for a long time, is skeptical. I have been listening to 20 years of soft shampoo can make you like the TV Lin Chi-ling as a hair, but in fact? And after listening to it for 20 years, your teeth are too high for you to be able to flash your dog, but actually? So in the traditional paid advertising, the problem of trust has become the core of inefficiency.

What about "Word-of-mouth spread"? Three features "accurate, expensive, inefficient"-accurate to say no more, because everyone's own friends, always and their own economic situation, educational background, the scope of consumption is similar, so the brand recommend among friends, the purchase success rate is usually very high.

Why is Word-of-mouth spread "expensive"? Because of the traditional era, even if pushed backwards 35 years ago, "Word-of-mouth" is expensive, or through friends party to eat chat, or through text messages and phone calls, if the "cost per thousand people," it must be expensive to the sky.

And the inefficiency of Word-of-mouth is in comparison with television or magazine newspapers--it can only be said, and you know, the description of the language is often poor, in contrast, television advertising can display the material through the beautiful picture, the disadvantage is that the time is too short, the copy must be very short; The newspaper can be a lot of words, the problem in depth, But they are usually not equipped with beautifully printed pictures; screen sense to win the newspaper to lose TV, copy win TV newspaper--anyway, word of mouth this matter, the disadvantage in the means too simple rude, in addition to say "This brand is good is good, do not listen to my recommendation you ya suffer in front of" outside, push the strength of not strong.

OK, now the mobile Internet is coming! A micro-blog, a micro-letter, constitutes the human history has never appeared "accurate, cheap, efficient" spread! The subversion of "communication" in human history is enough to rewrite the beginning of all the changes in "consumer behavior".

Clockwork microblogging, dozens of to tens of thousands of fans to hear, clockwork micro-letter circle, hundreds of friends can see, in the Micro-faith group, but also a bunch from acquaintances to the half of the acquaintance can hear-accurate, do not explain; cheap, and your mobile phone electricity and wifi traffic fees, almost negligible; Copy and paste text, you can also record short-sighted frequent, and can even send the purchase link sent to ...

The full subversion began.

The three steps of Internet thinking

To get started, let's start with the "Three definitions of Internet thinking":

First, rely on the Internet to do the dissemination, to find the target customer group, but also let the target group to know you, participate in, interactive;

First of all, the computer is more than TV what? The keyboard! Mobile phone is also, as long as can type, is two-way. Take Millet mobile phone example, in the early days of MIUI, no pay ads, but those potential users, can easily run to MIUI BBS, all day and night interactive nonsense. Not the target crowd. In fact, when the Millet 1 release, those fans are bleeding to listen to the Thunder Army on the stage preaching--and so on, you guess at that time, "fan ring" people outside, how many heard of millet?

The answer is "very few, very few," and almost nothing, right? In fact, Millet is because later too successful, "out of the Circle", only to be known by many non-target people. And I think, most brands, do not have to "out of the circle", do not need to be known to the public, as long as the target group sought after, it can be called success.

Second, the user as the core product development, according to find the target customer base to do precision-oriented "narrow-masses products";

The second step, since you find the core users, you know who they are, at this time, ordered your "engineer" to surrender to your "Product Manager" Bar! In the industrial age, because the target customer is vague, there is no means for cheap and efficient communication, so only engineers to design what to sell. And today because of the advent of the Internet, and your target customers can be cheap, efficient communication! Please stop guessing what the customer wants, because both of you need to move your fingers and you can "fully communicate" on a large area.

Why is "narrow-masses"? Also take millet for example, two years ago, Millet is not today. Politically correct success ", once I and Li Vanchang communication: Millet's play is actually a typical trilogy--the first step with edge products hit the edge of the crowd, the second step with the mainstream products hit the edge of the crowd, the third step with mainstream products hit the mainstream crowd.

How can I explain this game? Millet first product miui, in fact, "Edge products", more than 95% of mobile phone users do not understand, and do not need to brush machine to play ROM, and like to brush MIUI are some "marginal crowd", Dead Otaku, program apes, siege lions, since that the geek's short and poor ugly ...

Millet second step, in attracting enough target customers, began to "use mainstream products hit the edge of the crowd", to tell the truth, Millet Generation 1999 yuan is very cheap? not cheap, because at that time less than 1000 yuan Andro also have some. But 1999 of this relatively mainstream intermediate price, with "fever level" These three magic words, in the "edge of the Crowd" body played a chemical role, the target passenger group directly detonated.

At that time I and Li Vanchang, is the first half of 2012, Millet 2 has not out, Millet 1 youth version just released, there is no evidence that millet in the mainstream market success. I even to Albania pressed, the most difficult is "mainstream products hit the mainstream crowd", whether the flank can match the "edge products hit the mainstream crowd" strategy? Plainly is through later millet charge treasure such "edge products" to get "mainstream crowd" of the first contact and brand communication. Of course, Li Vanchang didn't talk to me.

It turns out that no flanking tricks, millet with 2 generations and 3 generations to the final step. Together with the low price of Red Rice series, is really the mainstream Chinese people sweep!

Third, small improvement, rapid iterative, internet means to collect feedback, rapid improvement of products, and then spread. With the function, service, and product line to improve and expand, and gradually expand the target population;

As for "internet thinking" of the third step, small improvement, rapid iteration, this I do not have to explain it? At least millet is not used as a case, (in front of millet as a case, is because many people mistakenly think that millet is "mainstream products hit the mainstream Crowd").

It is noteworthy that the product before the development of the user survey, it's certainly not "internet thinking" (because the industry has always done this), but we can use the Internet to do accurate research, and long time and goal to maintain contact and interaction, and even let the core target customers involved in product development and so on ... And more importantly, when you know exactly where the target group is scattered, even when they come out from all over China, you can develop "edge products" to hit these "fringe groups"!

Obviously, no MIUI, no later millet cell phone. Further, if Lei does not have a "thinking", with the help of the Internet to dig out these hidden in China all kinds of nooks and cranny, like to brush the "edge of the crowd", but with the traditional way to open the physical shop to find them, lei than the money 10 times times richer than that, I am afraid

This is the internet before the popularization has never been, can not appear the way of thinking, not called "Internet thinking" what is called?

A great new era, opened a new prologue-all hard to die, all marketing theory is outdated! As long as you have the ability to find the target audience on the internet, then let them interact with you, get them involved, develop products that make them scream, and trust that you don't have to spend a dime Micro-Bo and micro-ring, will help you detonate!