How marketers are not evil

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; Before the festival more, less inspiration, content updates are also less, so a friend suggested that you just need to find some of the content you feel good, recommend to everyone is finished?

I admit that sorting and netting, but also a good way to communicate information, but do not feel that it suits me, or say, is that I think can do for everyone's unique value.

Let's use the marketing logic to talk about this topic, a few days ago to see the Shanghai Masters, snooker movement has a lot of different personality players, the first two years, Trump with incredible precision, and the obsession with the attack of the rise, won a lot of fans heart, but there are still many people like the older generation of players. Both like Higgins as a textbook, mercury-like rigorous play, but also enjoy the Sullivan, creative, unique, from a school, there are many different.

It's a style that separates you from others; This style extends even to the later stages of advertising and commercial development, so one of the first issues to address before marketing is:

What is the unique value you bring to the user (audience)?

Another focus is sustainability, "business show" mentioned that Tom Hanks was nominated for a lifetime achievement award, he said that he and "really great actor" still have a gap, this gap is reflected in "a long, consistent and stable performance, the exquisite acting to the audience." Hanks has played n many roles, but it's very different, but it's hard for you to pick out the bad movies, and I think he's a big deal.

If you fail to provide a certain content (product, service) consistently and stably, it means that you have "vanished" in the past with "unique value", just as everyone would jump out of the way to question whether Apple is still innovating.

I think these two points are more important than many of the marketing secrets that are taught in the book.

Two days ago, a network marketing buddy showed me a piece of his pride, which talked about his operation of the micro-credit public account of a skill, he said: "You turn to think about, your micro-trust in the circle, what kind of article popular, forwarding more?" So in the public account to send more of these articles, I have a net number of fans in the past few days in 50 people (I did not know that only two or three people a day).

This guide looks very good and pragmatic, user demand-oriented, combined with data, this operation is also the vast majority of our marketing industry to understand the data analysis, what is wrong?

I forget the former Google or FB senior advertiser, there has been a saying: "In the last century, our entire advertising data analysis is based on how to allow users to click on the ads, rather than create more interesting ads, think about how terrible and bad thing!" ”

I'm certainly not going to use this experience in the public account, because:

1, or Ford's old saying, if you ask the user what more advanced means of transport, he will answer you a faster horse; Such experience will not help you create content that is unique and creative.

2, the wisdom of the group is lower than the individual, "out of control," said very clearly, micro-bo play more, People's IQ will become lower, the majority of popular content must be close to superficial, to spread;

3, popular content, which heavy taste or jokes, many from the user "greed and hatred" of the problem of pandering, Zhangxiaolong and Shi Yuzhu have chatted, lei in the early blog also wrote: "The iphone is not good?" It must be your fault, for example, jobs thought everyone was fine. Do not forward those silly text messages, Apple fans do not forward the habit of comedy jokes, because the standard iphone does not have this function! ”。

4, data analysis is a good habit, but should first set the correct definition of data, if the data is dedicated to raising "bad, mediocre content clicks, forwarding rates", or helping to raise the user's obsession with corruption, such data analysis itself can become very harmful; I also like high share forwarding, but first I want to be clear about the meaning of the data, is specific, what kind of user needs are met, this demand is consistent with my value orientation, or not, which is very important to me.

In the past we always said, So-and-so media is high-end media, its users are high-end users, I remembered a bit funny example: an outdoor media sales manager, in the past in the introduction of their media advantages often said, our airport media coverage of the crowd, is more than the railway station media to high-end;

In the future, we will find out sooner or later this expression is not rigorous; High-end users also have a very good side of silk, low-end users also have the time to exceed me; people are complex and faceted, in recent years, media procurement gradually from media buying, transition to audience buying, and then to RTB (real-time bidding), The trend of online advertising may be closer to the truth: most ads, we aim at the user at "a certain moment" of "a certain desire";

In marketing, you are not likely to be told about your subject, OK, now cut apart the parts of your body, I want you to "high-end" this part of the property; others say, "Well, the rest of the" low-end "part of the property is exactly what we need. Such a division is only to make people data, convenient to work, but not real.

So how do you define your target audience (fans)? Describe them with "high-end atmospheric grade"? This is like in the movie said who is the good person, who is the bad person, "too young too simple", in the past we often said that defines the different crowd, now I would like to say, is with the crowd has established the different relations, what relation? What kind of relationship? Relationship is the core.

Fans are not the most important, fans are not important, the important thing is, what is her relationship with you?

"Tianlong Eight", Zhengchun martial arts also flat, but his cattle on the cattle, confidante not only many, and everyone can die for him; now do you think it is more important to do this, or "can die"? In short, he has the means to convince them that he has a unique value for them, and that no one else can.

Some brands and fans have established a relatively long-term "marital relationship", some are "dew love"; no one is right or wrong, who is bad, I want to say is that this relationship, what it is, if you and fans have established a "dew Love", of course, may be valuable to users, but you can not expect users to provide you with " The content of the marital relationship, if marketing builds on the fans ' feedback that they "exceed the relationship definition", the low probability of the event, marketing will fail.

By forwarding the heavy taste of popular content, jokes and get attention, that is, with the user to establish a "dew love" relationship, this relationship from happy net, to Renren, to Sina Weibo, to micro-letter, short and repeated changes in shape.

Why do social media in China seem to iterate faster than abroad because our internet innovation transcends America? Or is it because we don't believe in love? Microblogging activity has fallen, a bit like a failed marriage: "Ta at the beginning seems to be all true, is so beautiful, but now it seems that everything is false, is utilitarian." ”

Content convergence, the jokes, a good social media is so ruined, we have to change one, and then the next, if you think marketing is such a cancer-like virus model, by crazy destroy a normal cell building system to obtain energy and pleasure, can only say that our industry is ill.

I heard that on a street, a Jew opened a restaurant, then came another Jew, and he opened a barber's shop, because someone had to have a haircut, the third Jew came, so he opened a flower shop, everyone's business more and more prosperous; on another street, a Chinese opened a restaurant, Then came 38 Chinese people to open a restaurant ...

No, that's not it, we may have to figure out a unique, lasting and stable value for the user to create a different relationship, otherwise "all not to marry for the purpose of love is bullying." "This is my understanding that Google will" not be evil "as its creed.

Marketing is a collection of ways of thinking, habits and methodologies, and you take a knife or a sword in your hand, can not affect your determination to be a good person or a bad man; when I was a child, every time watching "The Sea Light Mage" or "Shoot carving Hero Biography", I will follow catch urgent, Hong Seven public, you an old undead how not to teach Guo dozen Dragon 18 palm? Now I think the master is right, he must first make sure that you do not go to revenge, not to do evil, will teach you martial arts;

Pillage is evil, create a piece of rubbish information is also, even if the evil is very small, it is evil, you do not know, is not wise, know also do, that is evil!

Heraclitus says the dry soul is the best, if your soul is damp, you will not be contaminated with dust, if you carry some "wound" to marketing, you are just creating more "wounds" for the world, so my advice is that no matter what you create, spread, marketing, anything, This is your freedom, but before that, think deeply: Does this TM have any value to users? How much, what value?

This article from the micro-letter public account Yu See, micro-signal Yujianyingxiao, reproduced do not delete this sentence!