Do marketing: You should not face the data but people!

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Many marketers are still lagging behind in the broadcasting age. They also tend to think that by summing up some numbers and doing statistics, they can get to know consumers "close".

However, today's users, consumers have become very important media information contributors. Sharing, disseminating articles, videos and other content has become a part of everyday life for many people. Many enterprises so-called "close distance" is really not close enough, nor as useful as before.

But many companies are in "old bottles of new wine", still in the old model, in the usual way to deal with the new phenomenon. In the new media environment, many companies are still guarding the following old dogma, to ignore the new changes:

1. Translating everything about people into data

Many companies manage their own online marketing, they are based on the traditional model is still too heavy users "sticky", but also based on the number of visits, clicks, page stay time, praise the amount of indicators to determine whether the marketing success. Converts the behavior of many customers into a large amount of data that is easy to collect and compare.

At the same time, the company is also in time to monitor the external media platform on the company-related information, they also convert this information into data, we call this "listen" (hearing), because they are mainly concerned about what people say.

Many companies have invested a lot of energy in this area to ensure that almost all of their own information is collected, as the user's "voice", as the user of the enterprise, the brand feelings.

But many companies ignore the important link of "listening" (listening), ignoring what the user specifically said. Now the big Data concept hype, the enterprise will not spend the effort to understand, to experience the customer in the communication expressed in all content and meaning.

2. Too far from the customer

Now the way we talk about content makes the content a protagonist, and the user becomes a passive content propagator. "Viral transmission" also hints at the natural phenomenon: users have no autonomy and can only propagate specific content. Meme (refers to something similar to the role of genes in the process of evolution, such as language, ideas, beliefs, behavior, etc.), which describes how things are spread. Such a result is not concerned about the impact of the crowd, but only to track the results of the outbreak.

Although many marketers realize that the user's social connections are complex, not some data can be accurately represented, but they always find the easy way, ignoring the user in the meaningful participation in communication. One of the most fashionable concepts in marketing now is "influential People" (The influencer), where a small number of people are influential in any circle, and they can influence the rest of the population. In this way, enterprises do not have to bother to maintain all users, as long as the handful of influential people to deal with, think the rest will blindly follow.

3. Also focus on marketing to convince customers

One of the core philosophies of marketing in the past is to convince users to do what they want. Marketers still think their mission is to spread the message and find ways to let users buy the company's products or services.

But now the new media environment has created the opportunity to change: the marketing and communication with customers as an opportunity to listen to the business, as the company's "ear", so that enterprises can understand the different types of consumer needs. Generally speaking, the information, service and professional performance provided by an enterprise is as important as the products and services itself. When the enterprise really want to serve good users, marketing and communication with customers will make a contribution to the development of enterprises. (Via HBR, compiling: key-sensitive)