Five great changes subvert the era

Lead: To say that the three elements of the micro era is actually fragmentation, emotional marketing and experience economy. And only after understanding these three elements, you can be able to ease the marketing in the micro era.

First, from the flow of the king to the king.

The era of the mobile Internet now goes beyond the Internet age because the Internet is a big medium that produces and delivers tons of information. In fact, the mobile Internet does not create more information, but it has changed the way information is delivered. And the production of information to spread the triple reading into one, in other words, created from the previous information, will be passed through the channel and then passed to the user, and information channels and users are three parts. But now, users have also become part of the channel through Weibo and WeChat. Therefore, before the Internet marketing is actually channel marketing, whether it is search engine optimization or e-commerce shop, who are able to control the traffic who is more Niubi, but now, it has become, who can control the user relationship who is more cattle force. Of course, this is also the advantage of Tencent, because Tencent is based on user relationships to build business systems.

Plus fans is the flow of ideas from the PC to the phone side of an extension. Most do micro-channel marketing, is still in the add fans and teach how to add fans stage. The content is mainly through a variety of tools, to various groups, send a variety of two-dimensional code to obtain the user. Thousands of fans, not to increase, change the number again. This understanding of micro-marketing is superficial, and there will be no future. At present, I know the monthly flow of more amazing, in fact, the number of fans are very common.

The focus of micro-marketing is to tap and manage fan relations.

Second, the Big Bear Micro-era three elements: fragmentation, emotional marketing and experience economy.

The three elements that I summed up in the micro era are fragmentation, emotional marketing and experiential economy. The meaning of fragmentation is that you do not expect to make a big business, and doing a small business can be very relaxing and comfortable. The big companies are also very sad, they can not monopolize the market, a variety of small applications games, living under their nostrils very moist, no longer afraid to ban. Therefore, the giant in the ongoing acquisition, continuous blockade, not to mention each other competitors, in order to keep their acre three-pointers, have begun a blockade strategy. Weibo not to mention micro-channel, micro-channel lock third-party downloads, almost every big company completely closed the competition space. But in the end, these are all really futile. Because the user's habits have been fragmented, they will continue to switch a variety of applications, rather than on the pc, there is a stable Internet access habits.

Emotional marketing and experience the economy to do most well-known is the sea fishing, and now the speculation of several popular Internet thinking projects are basically rely on the experience of economy, either pancakes or Rouga, have done upgrades and transformations, things may not be good Eat, but forced to upgrade a lot, causing a lot of onlookers. It is like a passage that says Shanghai sweeps the yellow, Miss's school bag with condoms and Yu Qiuyu's "cultural journey". However, there is a paradox that emotions and experiences can not be replicated in a standardized way, which is why there are too many open seams and the quality of service falls. So, take this route, the basic is unlikely to be bigger. Of course, the few hyped projects we have seen so far have all done our best, but we have not done any emotion in it. So, after a while, the customer did not have feelings, it will not come, loss and heat will fall faster.

So, bigger and stronger, not a good idea, small and beautiful is the goal everyone can achieve. It's like no matter how bad the training teacher, there is a lot of training can not stop.

Third, you can not please everyone.

Prior to the Internet company, the basic goal of all network users, and we are now for the entire network users to do, it will be exhausted. This is why I no longer encourage small and medium business businesses to advertise, but I hope to spend these costs to customers. For example, a dessert shop owner asked me why I cast a lot of ads, broadcasts have no effect. I say you really want the user, engage in a concern into the store to send five yuan dessert activities, 50,000 can get ten thousand users. Then you out of the new mass coupons, that is, 10% of the conversion also has 1000 people. This is the electricity business to spend money to buy the user to play, fully suitable for traditional businesses. The micro-tools, including WeChat public number what, the maximum value provided is convenient user management features.

Do not want everyone like you, have become your customers, so that after tens of thousands of people tried, naturally have like it. Like Tuman watch so bad products have fans obsessed not, you make a little effort, be a good product, will naturally win more users like it. Wait for them, you win. This is why the circle of friends inside the marketing, to do mask is a probability of success category, repeat consumption, emotional communication plus spending habits available.

Only service like you, is the era of micro-marketing, the most obvious characteristics.

Fourth, toll free to be replaced

Free theory is a core theory that serves the general public. It becomes almost a profit model for all enterprises in the Internet by acquiring a large number of users for free and then converting some of the paid users through value-added services. This model, in the era of micro-marketing, will be re-charged instead. Because I said earlier, emotion and experience, this is to pay the cost of time and emotional costs, is not a large-scale copy, you serve only those who like you, so you are not likely to serve the public to do a big flow of conversion , You can only pay directly for small users. Because you pay enough, service is good enough, users will be willing to pay. Since the beginning of my membership fees, we have a lot of emotions, a lot of enthusiasm, I am also full of momentum, peace and prosperity. The majority of free groups, the basic are dead, the first is not good enough service, followed by no pay, there is no sense of belonging.

Then we think about one thousand KK fans theory, one thousand fans, giving you their 1st income every year. This figure is probably above 30w, and it should be able to live well. Is a good self-media on the bar, no charge or not up to show that you have no value.

Fifth, it is too late today, later. If you must say one thing, that is, who let me be an author?