Mushroom Street CMO: Marketing has changed

What has happened in recent months has made it known that the situation is changing. We found that when the PR incident, Ali several PR bosses need to wash themselves on the front line, to clarify, to scold, irony ... Such a thing was unthinkable before. You know, before Ali and Taobao through the media hype, staring at each other's soft rib has been playing, through experts and users in a variety of dimensions to create sound, in order to reach the public view of the only correct.

Previously tried and tried to play, as if suddenly ineffective. The media's influence on the audience is getting weaker and less effective. Army combat in one night into the two sides of the generals of the former PK.

Mushroom Street in early this year, spent more energy on PR, we build relationships with a lot of network media, and PR companies do a variety of communications projects, maintenance and a lot of PR Weibo account relationship, I hope they can do more positive communication of our information, but also organize a lot of relevant companies, teams and business information regularly released. But then slowly found that these practices in fact, it is difficult to achieve our expectations, sometimes not as Chen themselves to send a micro-bleomycin reality. Speak directly, that is not work. The title of my book is to explain that the game has changed.

Vigilance: Positioning and marketing disjointed

Alipay from the early "because of trust, so simple" into the present "knowledge entrusted." Once with "trust" and "entrusted" as a topic to do a lot of video, road signs and so on. Every time I ask myself, does this thing work? Can you solve the problem of Alipay? If you encounter a bad tool that has to be used, the trust and commitment of all the ads will be broken. Marketing in the sky, product experience on the ground, marketing and product experience disjointed become one of the biggest problems of Alipay.

And a lot of brand marketing colleagues to communicate, I will find that we have been in the "positioning" and marketing strategy to do a lot of articles, and can come up with a good looking strategy. But when it comes to execution, it tends to fall into a vicious circle: using micro-movies. Indeed, the micro-film is very hot, the effect is also. I have also made a micro-film, but also photographed a lot, I also feel the production costs of micro-film rise. However, I organized a number of brands of micro-movies, found that there are few valuable, there are several characteristics:

1. Stiff implants. Be sure to put the brand and product information inside, such a film is almost no one to see.

2, tell the emotional story. Emotional stories that have nothing to do with the brand itself seem to be a prerequisite for getting the amount of playback, combining some branding and product implants into the story. The advertising company is very cool, because it feels that they are not doing business, brand companies are miserable, because the key to success is to read the story well. The reality is that there are few stories to keep people watching.

3, too much from the concept of brand. Most of the micro-movies from the brand to convey the connotation of the idea of divergence of ideas, such a large concept is basically consistent, but with products, and marketing activities to convey things often far apart.

Of course there are some excellent campaign on the market, but what I want to say is that this is a way of tying success to "creativity", which is too fortuitous.

The results can be expected, the effect of good nouveau riche too little, wasting too much money.

I think that micro-movies are a good way to do the icing on the cake rather than the long-term marketing.

More wasteful or more accurate?

At the beginning of the year, many brands have a strong interest in the media such as Mushroom Street. I also went to a number of first-line second-line brand to do the communication, I feel is the brand in marketing difficulties.

On the one hand, media companies are also recommended by their own good control, but also easy to operate the media, such as television, road signs, the distribution screen ... But brand companies have found that the cost of these media is becoming more and more high, the key is that such a promotion is increasingly unable to measure the effect, we can not know how many people are affected by the road signs to visit the site or generate orders. So the brand wants more fresh media to join in. They are very focused on the new media, to locate the precise crowd, to measure the effect, to produce interaction.

On the other hand, the brand is too accustomed and too like to use a high attitude to publish information, so they like to "push". The reality is that consumers are not buying it. They want to communicate "equally" with the brand, hoping that the brand will have feedback on their needs. But unfortunately the brand did not do so, it may be "how to use the idea of SNS brand interaction" in the world this is a big issue.

So the brand wants to collaborate with some new media to explore new marketing methods. Unfortunately, we are still exploring, and the brand is hard to put down its posture.

A lot of traditional marketing behavior is more wasteful than before. Isn't it? In addition to inflation, now spend the same money as 10 years ago to do marketing, the return is likely to be less than the previous 1/3, more frightening is that many ways can not measure the effect.

I have seen a case, said that through some micro-broad number of forwarding and sharing, the entire campaign in micro-blog has been 140 million times impression, I asked for a long time did not get a convincing calculation method. A micro-movie played more than 5 million times, and how many people accept the brand information and goodwill? is the advertising company or the brand owner cool?

The scary thing is that Facebook is still debating whether to promote the market, and path has been used by a large number of Chinese in the absence of promotion.

More frightening, Microsoft has spent 20 billion of dollars, not flipping windows Phone's market share. Another analysis said that Angrybird use of traditional means to do a lot of promotional items, and did not let the download volume and the quality of income changes, on the contrary, every qualitative change appears in the new version of the online open download.

Weibo read a foreigner wrote about the chief marketing officer of the article, inside a sentence I was impressed, said that "marketing is no longer the driving force for the growth of enterprises", "CMO to the help of the enterprise also become increasingly small."

I have never felt that marketing is a driving force, but these statements really awakened me and many peers, has been, at least, we believe that marketing has magical power, is "Savior."

In reality, we need to wake up.

The 4R theory of the 2001 Donschulz, which I read a few years ago, was advanced because the so-called "relevance, reaction, relationship and reward" did not appear so obvious. But now it's not, the cycle and frequency of interaction between consumers and brands has increased dramatically, and small reactors are running, and there is no knowing when changes will take place. And now the response is that a lot of old play doesn't work.

Why?

Because the world has changed, and we have not changed.

Consumers have changed.

I began 3 years ago to contact 85 and 90 years of subordinates, they are very large characteristics, that is, do not believe the media, do not believe that the boss does not believe in experience, have their own views on everything and willing to express. I think this is a very good thing, the nation is very hopeful. Therefore, the use of the mass media of the testimony of advertising no longer work.

They have a very good growth environment, not for the "three melon two dates" stooping, so the price of the promotion of the brand is no longer so useful, can push them to pay the only reason is "like", so the SNS likes button is very valuable.

This group of people is becoming the main consumption, their consumption behavior is affecting the whole society. They forwarded and commented on what they were interested in, unwilling to be coerced, and the most objectionable things included "being synchronized Weibo". Unfortunately, all brands now require forced synchronization.

A large number of Taobao sellers are still studying how to promote users to their own praise, but if really good, this group of users will never be stingy with their own words, of course, they will not dare to speak ill.

Therefore, the brand must put down its posture, with a very frank attitude to communicate with consumers. This is no longer a fake can live in the era, the real human-made brand, than the high above the brand of X will get more favor.

The battlefield has changed.

Consumer media habits are undergoing sweeping changes, they do not want to believe CCTV and road signs, but more believe that SNS true false information, they will be screened and judged. This is the so-called "contact point", marketing of the battlefield is not the same. So Ali had to let the Lord go and fight the little netizens on Weibo.

In the relationship of marketing communication, consumers have more and more words, so they only appear and interact in places where they can have the right of speech.

So, to get the brand to take care of them, you have to go where they appear and where they want to communicate with you. The same is the consumer communication, the master away from the same, attitude is not the same.

Market determinants have changed.

Before a product is pushed out, we need to spend money to promote, need to let more people try. It may not be the same now, especially in the internet industry. Internet products, not you hang a home banner said "XXX online" is someone to use, not you say "the first batch of use to X-yuan" can be done. Internet products are important experience, this agree? For example, search, not found, give me 100 yuan I will not use. Path is too slow, so Weibo out of close friends, just say we faster, there will be a lot of people to use.

All Internet product managers believe that good products will spread themselves. Really so, as long as the experience is good enough, as long as the simple and direct solution to the user's problem, there will be a lot of people to use. That also has a brand personality problem, right? Yes, but brand personality is also experienced, not advertised. Google is difficult to access, we still use, because we believe it.

Many companies spend a lot of money to attract users to download and install the trial, but really determine whether the product can be "reuse" factor, not promotion, is the product itself is not reliable. Isn't that a problem?

So, there will be a saying, do the media companies do not spell products companies. I dare not say yes, but the internet industry, the product has already become a decisive factor.

It's a bunch of my ideas, and from some of the examples we've come across, the conclusion is that marketing has to change itself, or else it will get into trouble. Then we find that many places have changed, people, Battlefield, market determinants and so on.

In other words, I am changing myself. Then tell me what I think and suggest.

1, good products. Especially for internet companies.

2. Don't spend too much money on traditional marketing channels.

3, do not superstition marketing.

4, sincerity, do not deceive.

5, research a new generation of consumers.

6, to get rid of the smelly problem.

7. Try new ways, the more change, the better the opportunity.