Is digital marketing dead? On the importance of "form" in brand marketing

"The era of digital marketing is over," "Do not look at the concept of digital marketing based on the tools used, such as platforms, two-dimensional codes or other technologies, the era of digital marketing is over, and the so-called digital chemical tools are just a means of communicating with consumers," said the company's global marketing and branding executive. ”。

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Look, one of the world's leading advertisers has begun to emerge from the panic of the initial digital age, the changes in technology and consumers have made them nervous for a while, but now they are able to talk about the death of digital marketing, stating that the path to marketing is a clearer way of understanding the focus of the channel and strategy.

Then opened the opening paragraph of the financial magazine's page, there is a "big data of the Procter and Gamble: How to read the consumer" soft Wen, is about the search and marketing cooperation between Procter and Gamble and Baidu.

At the beginning of the July, a friend of the auto marketer wrote an article called "What should the car Gao Shuai learn from the IT cock?" , it's very popular in the car and it circles.

In this article, the main is that the car ring to make a conference is too sophisticated, and the it circle is often very cock silk, this article is described, "and the car under the offline release, the current it Internet launch, it can be said that the special cock silk, sometimes a boss, find a group of familiar reporters, find a café to the new listing activities to do." Nor is it not without money, but compared to the auto industry's new release, it internet industry no matter from ostentation, hardware, resource utilization and so on can not compare with the automobile industry. ”

Well, at the time it felt like a good endorsement of the observation, but by the end of the September, the idea needed to be fixed.

The launch of it internet has been a farewell to the "cock wire" phase, in the past, and not to say that has been highly handsome Apple, Google and Microsoft has maintained a number of annual high specifications of the conference or new products listed, such as millet, the charm, Archie Art, Suningyun business ... And so on and network-related conferences have grabbed the original car manufacturers held activities of the venue, Water Cube, the National Convention Center, 798 of large cans and so on.

Look, it is so interesting, when the car circle friends in the reflection of the "form" of luxury, it internet companies are learning how to "form" on the high handsome.

Because there are huge differences in these two industries, a similar contrast is just for reference, leaving out the gap between "content" and "spread", and the Pursuit of "form" is all about doing things together that are trying to be big and strong.

There is a widely circulated "doing activities" of the PR people wrote the article, a well-known media person for this article comment is: "Now more and more feel content than form important, the best activities can be on a particularly simple stage to present." Sincerity penetrates the heart more than any big scene.

This comment has been forwarded more than 200 times, and many people may agree with it.

But this is like a lot of topics that are often mentioned by the molecules, and it's hard to "make sense", which is quite similar to the popular "content marketing" theory in the marketing circle.

The form is not important, this argument is easy to put forward, but the mention of the people themselves can accept form unimportant things?

For example, smart phones, why Apple is so popular, other brands are also good ah, such as clothing, masks are the same, but why pay attention to design and brand AH? And for example, all the things encountered in life, in fact, can find the meaning of the same ugly without a sense of design alternatives, but why do we have to pay more prices to choose the appearance of cooler? This is the importance of "form".

The previous mentioned it Internet conference and the car's press conference, are paying more and more attention to "form".

First of all, why everyone is so praised BMW's marketing, this and BMW has always been in the form of the conference and new products listed in the formal creativity, innovation has a great relationship, a gorgeous press conference and appearance show, will make the media are obsessed with, will also strengthen the brand image in the eyes of consumers.

Besides the It Internet circle, domestic are learning jobs and Apple, big venue, big screen, a lot of fans, carefully carved every link, well, millet and hammers are very good apprentices, Huawei is still in the groping learning stage, not to mention Ali and Tencent, It is necessary to hold all kinds of large-scale activities in the gymnasium from time to time.

Of course, unlike the IT internet, the car industry is relatively conservative and more focused on controllability, while the IT Internet attaches more importance to speed and activity.

form and content, the most good point of view, nature is that the content is the most important, the form is not important.

But "form" for the brand has an irreplaceable role, in the "Brand Brainwashing" a book mentions that strong brands need to establish a similar brand belief ... and "form" for the establishment of this belief is very important, the world's consumers of "form" has some kind of blind faith.

So the big brands that we see, from BMW to Coca-Cola, from Procter and Gamble to Nike, are powerful "forms".

Of course, the debate about the weight of "form" and "content" in marketing communications, there must be no verdict; every age has its characteristics, and the ethos of an era determines the culture of marketing; in such an era of consumption, the importance of "form" is no doubt, but content is not dispensable, "content "Is the basis for determining the form".

Therefore, there is no "Ben and the End", only "Tao and Surgery."

This is the case, "do activities" of the PR people really not easy, salute.

Attention: Internet News http://www.joelde.com/