"Miracle" case countless, copy that is self consumption

Absrtact: Countless miracle cases, copying that is, self-consumption pay attention to enough of the internet, social media, the electric circle of Weibo or blog, you will find that your timeline is full of marketing cases. Take my Weibo timeline for example, the marketing case is a daily 5~10 article

"Miracle" case countless, copy that is self consumption

When you focus on enough internet circles, social media circles, microblogs or blogs from the electric Business circle, you will find that your timeline is full of marketing cases. Take my Weibo timeline for example, the marketing case is a daily 5~10 of the frequency of the outbreak, including a number of micro-blog cases, micro-letter cases have sprung up, all kinds of speech flooded everywhere. The marketing miracle seems to be handy and easy to motivate a group of people, retrace and professionals, to advance to miracles.

Marketing "Miracle", is generally long like this: There are product analysis, crowd characteristics, time node analysis, consumer psychology analysis, in various analyses found that creativity is so to the point (implied: Our brainstorming was so successful). Finally, attach a proud traffic or order number, and finally in the form of "sum up" to express their views. Views are generally very "original", layer by layer, the last must be the mode of discussion, such as "Solomo mode", "O2O mode", "crowdsourcing Mode", "Full media mode."

In fact, this is generally the case: do a good planning, give it a nice name, such as "Natural Awakening", "Love Unlimited" (not referred to as the brand), and so on, combined with a number of Internet platforms, invest in promotional resources, please micro-broad forward, to reach a beautiful data. Finally, the plane to promote the investment of resources, public relations, the use of only the ideas and effects written into the case.

To ridicule the absurdity of "miracles" and to condemn the dishonesty of brand owners is not worth writing. Only slowly found that people in the process of learning new media, in the batch of "miracle", they immediately convinced, immediately adjust the strategy to lead the team with scarce resources to try to achieve online spread of "miracles." After discovering the result is far from the "miracle", continue to adjust, so the cycle. This is self consumption.

I told you, Durex, I don't know anything about marketing.

"Creativity" and "content" fire up a few cases, can be said to be a small probability event, the success of the case is tantamount to "miracle." When it comes to this, people often use Durex's microblog as a rebuttal. Durex's labor and expense in social media operations are unmatched. On the other hand, compared with other brands of the same category, Durex Channel laying, advertising strategy, have a direct impact on brand awareness, and then directly affect the number of Weibo fans. Besides, Durex is not only a classic case in social media, we may forget that it has been a classic in print advertising and has been recited. A brand is in place and is a case in any medium, not a miracle.

Why say "tell you Durex case, do not know Marketing"? As discussed above, Durex's special, more is derived from its own brand influence. You may find that those who talk about the case, he has not read a few marketing analysis, only remember the best few cases, or there is no practical experience. Try to recall, can this be so?

Put aside "miracle", down-to-earth

When the "creative" and "content" is given great attention, and "promotion means" by idle, this is the superstition "miracle" beginning. And the outcome is usually, to achieve "miracle" suffered setbacks, brand owners continue to adjust the content strategy, pull copy, and the idea. Team strength, is so constantly being "miracle" consumption, creative content heavy mouth difficult to tune, internal mutual disagree.

Marketing team, did not create marketing "miracle", but was "miracle" delay. This can be two times the original creative planning implementation, plus a lot of promotional work, to achieve something. But because the beginning of the copywriting is not attractive enough, creativity has no bright spots, but always stay in the beginning of the brainstorming.

In the "Content for the King" under the environment of public opinion, "promotion" is "hype", no one will be in their own case to mention. So, the case, seems to be viral spread, no need to promote. How many teams have been persuaded to burn out?