Kick: The basic function of professional marketing planning organization

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Chen Yao Endorsement of the net advertising on a large scale, the industry has launched a rather fierce debate. Some people think that net is very successful, some people think that net is very unsuccessful, their basis is "catch donkey Net". I have observed for a long time that the root cause is not this, but that net should not be so cast.

It is said that this is planned by Maozhong, after spending nearly 400 million of the masterpiece, I can only use "speechless" to describe. According to my understanding of ye, his basic routine is three steps away. 1, big investment. 2, Big Star endorsement. 3, Mass launch. Maozhong These three steps can be harmonizing of the corresponding net, the first is to put 400 million of the true gold and silver, followed by the micro-Bo Empress Yao Chen endorsement, and finally CCTV and the ground mass launch. Have to admit that the big plan in the net, let the overnight household. Even to catch the subway to take the bus, Grandpa Old Lady, every day to accept countless "fair" baptism. As long as not the ears and eyes no problem city people, know that there is a call "net" things, appear in our lives every corner. With such an effect to evaluate, net's big plan certainly succeeds. It is said that net also opened a celebration meeting, but also rewarded the Ye team, I am not sure the news is true or false, but net and Maozhong have admitted success.

Since both sides think success, we outsiders have nothing to say. But I prefer to join the fun, but also a little nosy, to talk about my point of view, even if it is self-learning!

1. NET does not understand its own needs

There are two kinds of ads in general: one is to promote the brand image, one is to improve product sales. From net this round of advertising, I do not understand what is the purpose of net. If it is to improve the brand image, Chen Yao This advertisement is really inappropriate, but also put the channel and the proportion of choice, let me feel a big waste. If it is to improve product sales, through Baidu Promotion and Advertising Alliance, may be closer to consumers.

Since net employ Maozhong as a extended, there must be a basic need. According to my personal inference analysis, net just want to establish a brand, overstating their own brand in the classification of information on the site. After creating such a demand, net found the Maozhong team, hoping Maozhong could help them accomplish their goals. But from the current situation, Net's own purpose is very vague, there is no clear what they do, what they get. Its competitor, 58, has also put in a lot of ads, but let me see what 58 is doing.

2. Maozhong didn't do his job.

It's a little inappropriate to accuse Maozhong here, but I have to say that. If Maozhong is a qualified service provider, he should at the very least understand the needs of the customer and understand the customer and his user community. If the customer does not understand their own needs, also according to the results of research and analysis, to help customers find a suitable location. From what I have seen, the least of the ye.

What is net in the ye? What are the net user groups? NET this time is to enhance the brand image, the channel can save the ground, just need to be in the CCTV launch. If you want to advertise on the ground, improve product sales, it should be to cater to the audience ads. The people who walk in the streets, the people who sit in the subway, what do they net most conveniently? Mobile Internet in the development, why did not think, help net attract this group of people?

I'm sure Maozhong don't understand this kind of demand at all. So, on the subway TV, on the bus, on the bus, everywhere are net ads. Such repeated large-scale delivery, for net is actually costly. Even if the net do not understand, you can learn to learn 58 of the public transport ads. "Pull out the phone and do something big. Xxx,xxx. "Does this kind of advertising not just cater to consumers?"

As a professional marketing planning agency, just make money is not allowed, do one-time is not. First of all, you should know your customers well enough to understand your customers, and make reasonable plans for the client, give reasonable advice, that is what to do. If the customer is only a big investment, regardless of the customer's return, such a business does not last long, will only corrupt the industry reputation.

For all professional marketing agencies, I think there are at least a few basic functions. 1, to understand the potential needs of customers. 2, analyze the needs of customers. 3, to understand the customer's industry. 4, to understand the customer's own customers. 5, tailored strategy for customers. 6, effective implementation of the strategy plan. I think this is the most basic four points, only in this way to be worthy of customers, in order to provide customers with good service.