Double Micro-syndrome

Abstract: Author: @Biz_Monitor dual Micro refers to the "micro-bo, micro-letter", the two fire some time tool, by many enterprises to do marketing. Marketing, the word vague and very easy to let people lose focus, and then lost direction. This word has killed a lot of people in double

Author: @Biz_Monitor

Dual micro refers to the "micro-bo, micro-letter", the two fire some time tool, by many enterprises to do marketing. Marketing, the word vague and very easy to let people lose focus, and then lost direction. This word has harmed a lot of people, in the field of dual micro marketing, the reality is very few people have tasted the sweetness.

The lack of strategy is the decisive factor. The strategy I am talking about is how the enterprise in the consumer's mind relative to the competitor to put themselves in a favorable position. Everyone knows the importance of strategy, but no one is willing to take the effort to do, the emergence of double micro not only let our lives fragmented, more deadly is that we can not focus on, whether it is work, thinking, reading, writing, or friends gathering.

The lack of strategy is only external factors, internal factors are the double micro-world most people suffer from double micro-fantasy, the two micro can give their own enterprise bring this bring that, the result is nothing brought. Some people have more or less the following symptoms:

1: Do double micro, can enhance brand value, depend on them all.

2: As long as the enterprise hair content, consumers can see. Not even care see people and their own relevance, only to interact with the quantity, do not seek interactive quality.

3: Micro-letter is a marketing tool. If you lose on Weibo, you won't be able to defeat it. Micro-letter product director Zeng has made it clear that the micro-letter is not a marketing tool, he joked that some public number every day to the user to push jokes, they poured into a joke.

4: I can not accept less than other fans, do the number of fans first, I am the industry's first. The worst can be explained to the boss.

5: The boss thinks his Weibo fans are many, no reason to micro-letter fans will be very low, 500,000 should not be low.

6: The story of the media reported Bewitched, opened a double micro can also be successful. But the definition of success is not known.

7: The enterprise's social circle has no foundation, the campaign can bring very high sales/flow.

8: Close the door to produce, assuming that their potential customers interested in their content.

9: The "Big Data" of the causal effectiveness, with "causal relationship" thinking of "large data", the use of "large data", in fact, "big data" can not explain causal rolling West, can only improve the correlation probability.

10: The dual micro can solve the brand promotion, sales promotion, product research, customer service complaints and other multiple issues. Because of the loss of focus, the end of the enterprise what benefits are not obtained.

11: Look for a agency can bring their own professional solutions and magical effects, even if the boss does not understand, do not give resources. Also does not solve oneself and the boss, the team common language question, the boss does not understand, will not have the result.

12: Ignore the customer's consumption lifecycle management, that the double micro is marketing everything, do these two is enough. Don't admit it, when it comes to the executive level, a lot of people do the two.

13: The media reported that others do well, they do not think well is because the double micro did not do. Completely regardless of the customer's mental and competitive environment issues.

For the last two, I add: individual promotion of a customer and brand contact point quality to enhance the browsing customer's single conversion rate is a drop in the bucket, must be a user from knowing the brand to understand the brand to the cognitive brand, and then to the final order of the entire process of carding out, see the brand and customers all contact points have which, From the early learning, search, keyword, to later customer service and so on. If the quality of each consumer and brand contact point is increased by 10%, the purchase rate of consumers will improve a lot.

We also need to be clear about what the brand has done at different points of contact, what the competitor has done, and whether the good parts of the competitor have flaws that can be found and exploited. At a certain point of contact, because the competitor is better than us, so we are in a disadvantageous position, find that contact point, use the competitor "advantage" in "insufficient", establish their own advantage position.

After this process, we can clearly know the different micro-blog accounts in support of different products, play the role and function of what, we can also be a good arrangement of resources, out of the consumption scene isolated existence of the media has no value.

The above 13, also welcome to add, since there is "disease", do not give up treatment.

Author: Shang @Biz_Monitor of interactive socialization strategy consulting director

Map: social.ogilvy.com