Do marketing in the end is noisy or quiet good

Noisy marketing is easy to get out of hand, and for many in-service marketing managers, there may not be as much time and patience as many metrics fall into how much PV exposure, how many people participate, how many are forwarded, and so on. Months of "quiet" work, in the eyes of the leadership is incompetent performance. The brand's audience - consumers, users feel the index is rarely mentioned, or even no one cares.

Invited by friends, as a marketing innovation award guest judges, have the opportunity to breath looked at a few marketing cases, completed the online preliminary evaluation work, suddenly flashed in my mind a word "static marketing."

"Static" is relatively noisy, said the cases though from different marketing agencies and brands, but most have one thing in common: noisy, no matter in that case of marketing innovation awards, basically follow such a routine: initiated One activity, hyped by various means (traditional advertising, big reds, offline activities), maximizes as much as possible the "clamor" of the brand's voice, and finally, many metrics fall on how much the PV is , How many people involved, how many forwarding and other noisy indicators, and the brand's audience - consumers, users feel the index is rarely mentioned, or even no one cares.

Towards the end of 2013, we can see that the Prize of the Prize will begin to be voted on. Many organizations can win many awards by virtue of these "noisy" indicators, gaining more brands and continuing to create more such "noisy" Marketing case, I do not know if this cycle is a good thing or a bad thing.

The "quiet marketing" that suddenly pops up in my mind is not as if I like to talk about the new concept. I only hope that there is a contrast with the existing marketing mode. I think this "quiet marketing" has the following features:

1. To user needs as the center

We spend a lot of time shopping for some branded content, but we're sorry, many brands are missing on these items, or are a few words about their products and services, and they are passionate about doing big, Efforts are spent in areas prone to "noisy".

In fact, as a user, as a consumer, will take the initiative to search for their own concerns, corporate brands did not sort out these problems a little bit out, made of knowledgeable content on their own official website, social media or other online assets Rendered. Although these contents are laborious and time-consuming to do, the user will actively look for it. If you help him to solve the problem, he may become your user. You did not disturb him, he volunteered to find you in times of trouble.

2. To help users solve practical problems

More and more social media users will seek help or complaints from brands through social media such as Weibo, but we all have some unpleasant experiences in the process: Complaints against Weibo on Weibo, or encounters Their automatic stereotyped robot replies, or is on the phone that you want to contact the phone, wait for your call over, customer service over there do not know anything about your situation, but also with them constantly explain the constant repeat. These unpleasant experiences make us feel how arduous the corporate brand is to do well with these studios and how tedious and boring these jobs are compared to the noisiness of the marketing department to be more willing to do something good.

3. A distinctive feature, the user is touched, willing to word of mouth

Before I also cite a lot of small and beautiful Taobao shops, small shops, but their products and services can really impress people, such as best use for the design concept @ Wood Chi workshop, such as miles away to the origin Looking for food! @ Wen Han's food store, for the first time fancy their shop for their kind of enthusiasm for their products were touched, understand their story, they are more willing to share and spread for them.

And we look at the noisy so-called successful marketing case, are the monopoly's play, rely on the sky over the ads, relying on those who redirect money, rely on a variety of non-limit speculation, although can get a lot of attention, but the lack of The truth, the user will not be impressed, but will not take the initiative to participate in the sharing of communication.

4. cultivate their own community, so that users have a sense of belonging

After a lot of noisy marketing, the participating users have gone, wave after wave, attracting lots and walking in batches, and can not form some sedimentation. Moreover, they can not form a stable community and give users a sense of belonging. "Static marketing "From the long-term starting point, to accumulate users bit by bit, to create a connection between users of the environment, and even allow users to participate in some of the enterprise product development collaboration, such as Starbucks, my Starbucks ideas for Starbucks Of the users to create a platform for exchange and cooperation, allowing users a sense of participation, more sense of belonging.

summary

Listed above is just some piecemeal ideas, can not say noisy marketing model is useless, but as a corporate brand, to do long-term business, more crucial is to drip, to do some dirty work In place, through the insight of consumers, to provide users with quality products and services is the key.

Then again, the haphazard marketing is easy to work out and may not have as much time and patience for many active marketing managers because at some point months of 'quiet' things are impotent in the eyes of leaders Performance.

Non-quiet can not cause far.