Marketing 3.0 times brand communication Three misunderstandings: to measure the effect by the amount of transmission

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Marketing 1.0 era, as Henry Ford said: "No matter what color you need the car, Ford only black." This is a product-centric era. The core of this era is product management, the main function of marketing is to create demand for products. McCarthy's 4P theory was hailed as the criterion of the 1.0 era: developing products, setting prices, promoting promotions and building channels.

With the increasingly rich products, the world gradually entered the era of buyer's market, marketing also because of the lack of customer demand in the era of increasing attention to enterprises, and gradually from the tactical level to the strategic level. Marketing from product-centric to customer-centric, STP strategy is the emergence of the 2.0 era of the core logo, it emphasizes market segmentation (segmentingmarket)-target market (targeting harsh)-positioning (positioning). This is also the most commonly used marketing strategy model in the current marketing.

With the deepening of the network, especially the emergence of social media such as micro-blogging, SNS and so on, human beings began to become highly interconnected, information and unprecedented development, consumer news became very well-informed, consumers of the real situation of the enterprise has the deepest comprehensive understanding of the desire to better understand the enterprise marketing behavior, Customers are more than just a consumer, but the complete human individual with independent thought, mind and spirit, this is the marketing 3.0 times, namely "The Age of Humanistic center", in this new era, the marketing idea has been promoted to a new height that concerns human expectation, value and spirit. In the marketing 3.0 times, "consumer" is reduced to "the whole person", "rich people, rather than the previously simple" target Crowd "," Exchange "and" transaction "were promoted to" interaction "and" empathy ", the value proposition of marketing from" functional and emotional differentiation "was deepened to the" spirit and values of the corresponding ". Philip pointed out that "marketing 3.0" is the essence of "humanistic Care (Human-care)", is the human nature of marketing "hit good cause", marketing 3.0 is to use values to stimulate the good side of customers, causing resonance.

Although marketing has entered the 3.0 era, savvy consumers are already well aware of the tricks of corporate marketing, however, there are many marketing people's consciousness to stay in the past, in the brand communication indulge in "bullet theory", the audience as a passive acceptance of information indoctrination "target", in the brand communication has three common misunderstanding.

Misunderstanding one, blindly touts the good of the enterprise, especially love soft wen

Such examples are countless, even the network such a mature Internet enterprises can not immune. Looking at the news spread of Renren, "Chen: Renren can surpass Facebook", "Renren: Do China's largest real-name social network," "Renren users far more than Facebook," "Renren selected the most valuable Chinese brand top ten", "everyone CEO Chen: adhere to the company" infatuated with users "Philosophy" and other soft text in the spread of Renren occupy a great proportion, the article is full of praise for Renren, skimming a few paragraphs let people feel nausea, I believe that such a hype will only bring negative emotions for readers, spending money to do so not only does not help the brand's reputation construction, but damage.

As we all know, Facebook's annual profit of more than 1 billion U.S. dollars, the market value of about hundreds of billions of dollars, and Renren not only the user's hot drop, but also recently achieved huge losses, both in the number of users, influence, market capitalisation, profitability, innovation, corporate vision and so on are different. Then, with the east wind of Facebook's IPO, Renren, instead of talking about "soaring stock prices" and "user stickiness far beyond Facebook", has taken a sincere approach to the industry, the media and users, "why Facebook's global capital is crazy and Renren's share price is only a few dollars. "Why does Renren not become China's Facebook?" Why is Facebook earning 1 billion while Renren continues to lose money? "How can Renren attract users better?" and "How can we play a greater marketing value?" Wait a minute. If Chen and his team can have such a mind and boldness to face these questions, with the industry, the media and users to fully explore, I believe not only to win respect and recognition, can obtain a large number of media in-depth reports, but also to harvest some really useful insights, can be described as much, fame and wealth. However, unfortunately, everyone did not do so, or in the writhing, just show off.

In contrast, Huawei in the rapid development of the time, Ren released the "Huawei of the winter", causing the industry shock, not using a penny but harvest countless reports and discussions, countless praise and respect, causing people's hearts deep thinking and resonance, far-reaching impact. Tencent in the 3Q war, Ma personally sits, invited experts and opinion leaders, held a series of 10 games called "Diagnosis of Tencent," The serial forum, Tencent has not only harvested knowledge, but also won considerable respect, to a certain extent, reversing the negative image of the 3Q war. "Internet weekly" evaluation "even if we do not inadvertently for ma wear gentleman hat, but the benign development of enterprises need appropriate reflection and diagnosis, for a China's highest market capitalisation of the Internet company's boss, can bow to listen to outside voices, indeed commendable." Tencent to do is not to let the peer fear, but humbled, Tencent needs the user's sincere love, not to stop. ”

Compare it with a contract. Of course, not once again advocated "crisis theory", but that enterprises in the brand spread, need to have a sincere attitude, to realize that consumers are independent thinking, mind and spirit of the integrity of the human individual, so to disseminate valuable, nutritious, consumers like to see, can arouse the heart of the content, if blindly touted by people disgusted , the effect of its transmission naturally greatly reduced.

Second, to measure the effect of transmission by the amount of transmission

Because the effect of transmission is difficult to measure, so many enterprises have to spread the amount, such as the number of words or text to measure the effect of transmission. In fact, if it is not a good combination of communication, if not caused by the resonance effect of transmission, can not cause two of transmission, then the effect is extremely weak, because consumers forget the speed of fast, if not to arouse their inner resonance, even if the occasional see the scattered information of the enterprise, will quickly forget.

Third, brand positioning and brand advocacy pursuit of innovation

Enterprises in the process of brand communication, innovation in the strategy is a good thing, but if even the basic positioning are constantly changing, then trouble, the final result must be the enterprise side unusually hard, and consumers will not remember the brand's core positioning.

From the point of view of the consumer, the human brain is a limited container, can remember the brand and the concept of So, the enterprise finally spent a huge amount of communication to let consumers remember the basic idea of the brand, if the constant changes, will let the consumer's brand memory into chaos.

There are numerous examples of persistent dissemination of a concept and great success in brand positioning and communication: Haier in 10 years of time will be "in good faith to Forever" to make a unique brand recognition; Nike's "Ethically do it" promotion for 15 years before everyone knows, Pepsi in more than 50 years to their image and "a new generation "The safety of Volvo has been promoted for 60 years; BMW's" driving fun "lasted more than 30 years. Wanglaoji from 2002 has been insisting on the "fear of drinking King Old Kat" brand advocates with the red cans of pictures, has made great success.

It can be said that to let consumers remember the core concept of a brand is required time and huge transmission costs, arbitrary changes are extremely irresponsible. Adhere to the core brand advocates in a certain period of time, continuously unchanged in the communication strategy and methods of continuous micro-innovation, or brand communication.