If a product wants to succeed, is the success factor product or marketing?

Guide: A product if you want to succeed, the more important factor is product or marketing? This issue has been the issue of marketing debate, but it can be confirmed that a not good product even if the marketing is good, it is difficult to go far.
At the end of 2013, I wrote a "2013 impressive ten social marketing case" in the tiger, which was almost the first systematic inventory of the 2013 social marketing of the article. Now until the end of 2014, the situation has been very different from a year ago, before I wrote a lot of media in the inventory of this year's social marketing cases, the inventory case has been nothing new, so I will borrow some excellent cases this year to talk about the 2014 social marketing characteristics and trends.

Product Innovation Drive Marketing

If a product wants to succeed, the more important factor is product or marketing? This issue has always been an issue in the marketing world, but it can be confirmed that a not good product even if the marketing is good, it is difficult to go far. In the social media age, the success of marketing is more closely related to the product itself, because social media can quickly enlarge the characteristics of a product. In the 2014 we seem to be increasingly rare in the case of a "tipping off social network" through a spread of big idea, instead, we find that more and more marketing ideas are increasing the value added of the product itself, so that the product can be driven to spread.

Product innovation is an important step in this marketing approach, which is not only stunning in itself, but also has the characteristics of easy to spread, with the help of social media platform, they tend to be quickly spread, the 2014 such a product layer out of the group.

1. Micro-letter Red Envelopes

The micro-letter red Envelope was born in early 2014, in fact, micro-letter red envelopes are not the founder of social red envelopes, January 23 night, pay Bao in the micro-letter red envelopes before the launch of a function "red envelopes" and "to luck", we can not judge whether the micro-letter borrowed from the Alipay function, but 3 days after the micro-letter red envelopes Online, and quickly with the irreversible potential to detonate the micro-letter, its second round of outbreaks during the Spring Festival, many people even changed the habit of red envelopes during the Spring Festival.

Do not consider whether the micro-letter is borrowed from the idea of Alipay, single take micro-letter Red envelopes This product itself, it is a true innovation, it overturns the traditional way of red envelopes, so that the Chinese people to send red envelopes by the micro-letter of the strong relationship platform (this is also Alipay first creative, but did not detonate the reason) more convenient to achieve. The success of the Xu Zhibin also illustrates the theory of "the flow of information in a chain of relationships".

2, Face Meng

At some point this summer, open the micro-letter Address Book, you will find a lot of friends of the Avatar has become an interesting two-dimensional organisms, and look at you will find these portraits and your friends I quite like, causing this situation is a birth less than six months of app--face Meng. Face Meng is a comic tool products, many people are fans of comics, but because they are not good at painting, therefore, can not enjoy the fun of painting, face of the appearance of the emergence of these people to quickly start, and in a relatively short period of time to make their own comic picture, and when such a portrait appeared in the micro-letter, it quickly aroused a large number of new users interest. The viral spread makes it the top of the app store in a relatively short time.

The success of the face is not the result of marketing, but the creation of an innovative product.

3, surround the nerve cat

"Surround the nerve cat" the earliest model is actually the Japanese game designer TaroIto2007 the "Black Cat" (Chatnoir), 2014 a small team on this basis to develop and named "Surround the Nerve cat", the same with micro-letter this strong relationship platform it suddenly quickly burst red. "Surround the nerve cat" the success of the creative point is simple and easy to attract people, this is almost any one can quickly start the game, you do not need a complex strategy, and do not require a high degree of control, but only a few minutes time to simply click on the screen can be.

You may say "surround the nerve cat" is not an original idea, but many good ideas in history have been after many people continuously improved or improved to begin large-scale popularization, the improvement is the necessary way of product innovation, and "surround the nerve cat" just do it well.

Technology Driven Marketing

Today, technology is growing faster and closer to the exponential growth that Kurzweil says, and new technology is also giving marketing more possibilities, and creativity is no longer limited to television, paper and outdoors, and it can be enriched by the way technology is presented. From a variety of effects based on H5 pages, games to Google Glass The fascinating use of video, technology to give marketing support more and more. 2014 Many of the first bright social marketing is driven by technology, technology itself to bring the novelty of people yearning, word of mouth.

4, Microsoft Small Ice

Artificial intelligence is one of the hottest topics of the era, and everyone who has seen the movie "she" may be expecting one day to have a real "she", Microsoft's Little ice is "her" predecessor.

Microsoft's small ice is a smart chat robot developed by Microsoft's Bing search team in China, where she was initially invited to a micro-group and raised concerns in the short term, a product that seemed to upset the micro-letter, and soon she was blocked by a micro-letter. After the small ice revived on Weibo, the openness of the microblog made the small ice quickly become a hot topic, for a while Weibo launched the boom of the @ ice, so an AI product easily detonated the social network.

Kurzweil had predicted that by the late 2020s, AI would be able to pass the Turing Test, and that there would be no difference between machine intelligence and biological intelligence, and that mankind was looking forward to such an era. The eruption of Microsoft's Little ice shows a human's eagerness for artificial intelligence.

5, intelligent equipment

2014 is considered wearable equipment year one, the annual layer of glass wearable smart equipment dazzling, once Google on YouTube video on the technology circle boiling, and now more and more smart devices are discussed on the social network, look forward to, From the 360 children's bracelet to the glass, from Google to Apple Watch, these novel, beautifully designed technology products have little to do with their own characteristics and are well known for their social networks.

For these technology products, marketing is important to them, but more important is the product's own spirituality, and this depends on the technology behind the product, excellent technology products can always arouse the attention of the geeks, and then spread to a more popular group.

6, Alipay ten-year bill

In the idea of red envelopes, Alipay first issued, but then by the micro-letter reverse attack, a lot of time the marketing of the lake is the creative copy to copy to the lake, but some of the creative is doomed to be unable to be imitated, they only belong to a specific product itself, pay treasure ten years Bill is such

December 8 Alipay "Ten-year Billing Diary" released, for a time it was brushed in the circle of friends, although this module can not be directly opened in the micro-letter, but we are willing to jump out of the micro-letter in the browser open, pay treasure ten-year bill hit the human nature of the comparison, show off weaknesses, triggering a large-scale discussion. The success of Alipay's billing is also due to the accumulation of large data and the accurate analysis of data in the past decade, something other products cannot match or imitate.

Content-Driven Marketing

As an important way of marketing, content marketing never outdated, different ideas or content no matter when people are willing to spread, social media since its birth has proved the fact that good content is more likely to spread here than traditional media, which continued in 2014.

7. Ice Bucket Challenge

The Ice bucket Challenge is undoubtedly the most topical event of the summer, and the Ice Bucket Challenge was designed to make more people aware of rare diseases known as ALS (amyotrophic lateral sclerosis), it also reached the goal of fundraising to help treat, and at first it did not spread on a large scale, but after many stars took part, it began to grow exponentially. And spread rapidly to the world.

The success of the Ice bucket Challenge is much like the spread of a popular tweet on Weibo: good content (Universal ALS's public service) plus a lot of kol, and these Kol a relay, a steady stream, it's like forwarding this microblog and @3 friend's real version. The social network lets the ice bucket challenge across the sea from the United States to China, imagine, if there is no social network, such a scale of transmission can be achieved?

8, the national father-in-law Han Cold

Social media to let the stars of the marketing has never been so convenient, as the "after the" director, the national father-in-law Han is also using Weibo marketing a. Sharp Humor is the language of Han as a writer, which makes him naturally have "hand" attributes, and the important thing is that he often interacts with netizens even at the same time, in the entire "after the" period of filming and publicity, Han's tireless Bo continued to cause concern.

"After the indefinite time, together sometimes, July 24 release." --May 29 9:05, Han-han issued such a micro-blog. 24 hours later, it got 330,000 forwards, 90,000 comments, and 150,000 times the point of praise, and before the release of the film on the July 16, Han on Weibo published a film theme song "Ordinary Road" MV, disappeared for many years the sound of the park in the micro Bo aroused a wave, and eventually this Weibo was forwarded more than 400,000 times, commented more than 120,000 times , "The Ordinary Road" also became the most advantageous propaganda tool before the movie release. At the end of the box office more than 600 million, and defeated the "Life of the opponents"-Guo's "small times 3", as Han's maiden movie, "After the period" has undoubtedly achieved great success, and to achieve all the content of this micro-blog.

9, excavator technology which strong

If it is said that after 2011, the social marketing of which large-scale communication campaign than the object, it must be "excavator technology which strong", and it is worse. But compared with any object, the spread of Lanxiang is different, where the object of the hot more from the early planning, and "excavator technology which strong" hot more from spontaneous. "Excavator technology which strong" detonating route is more like "Du Fu is very busy" or "Fang, how do you see", they appear much earlier than their hot time (Lanxiang first because of "excavator technology which strong?") China Shandong to find Lanxiang "advertising words and small famous), but at a certain moment, They are no omen by netizens all kinds of ridicule, and then create, and then on the social network caused by the national UGC spoof.

The most important reason for the success of the Lanxiang is that a lot of netizens are constantly creating content spontaneously on social networks, which greatly improves the lanxiang of the network. In a sense, "excavator technology which strong" is "where the object" after the only successful enterprise UGC.

10, small apple

From "The most dazzling national wind" to "Jiangnan style" to "Fox called", in recent years, we almost every year by some Divine Comedy brainwashing, a musician Fang has pointed out the cause of this brainwashing comedy; The general dance is 43 beats, relatively complex, but "small apple" and "the most dazzling national wind" and so on ' Divine Comedy ' are 44 or 42 beats, ' Knock ', rhythm of the law more powerful, also relatively simple, especially easy to drive emotions. Of course, "Little Apple" in addition to the fiery music itself, mv funny, exaggerated form of filming also contributed to its spread, this MV even the dance of a South Korean unknown artist with a fire.

The heat wave of the little Apple in the summer has even penetrated social networks into real society, in the square--the most popular social occasion for modern people, the "Little Apple" succeeded in making songs such as "The most dazzling national wind" and "Moonlight in the Lotus Pond", which were among the favorites of middle-aged and elderly dancers. Of course, the biggest beneficiary of the "Little Apple" is the movie "The Old boy's Dragon over the river", as Xiao and Wang's first Minister of film, its final box-office breakthrough 200 million.

This year, the fifth year of social marketing, it is clear that its overall situation has undergone a certain degree of change, 2014 we saw its several changes: first, the relationship between marketing and products is growing, the product itself will become a huge driving force of marketing. Second, the development of technology will be disruptive to traditional marketing, new media marketing ways and methods will be more closely integrated with technology. Third, for any brand, simple social marketing has been difficult to have a greater impact, successful marketing will increasingly tend to integrated marketing. These features will continue to exist in social marketing in the 2015.