"Positioning theory" in website operation promotion

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Website operation is not only SEO, website promotion is not only for traffic

In the marketing of "positioning theory" and "misplaced theory" in the site's operation and promotion, there are still many reference value. I believe that after you understand, you will have a new understanding of "network operation and Promotion".

What is positioning theory?

In the 2001 American Institute of Marketing, a rating, "Positioning theory" is considered to be the most influential concept of the United States in history.

What is positioning theory?

Positioning theory "Studies how to get information into people's brains and occupy a solid position in the brain." To put it simply, positioning means creating a concept of "first" about a product and transferring it to a specific target audience.

George Lewis, America's famous "ad maniac", shrugged off the "positioning theory", ironically saying that positioning was a fart. Positioning is as natural as pulling the zipper off before you go to the bathroom.

Well, indeed, as George Lewis says, "positioning" is the starting point for advertising and marketing. (It is in the publicity, you have to clear the purpose of publicity). But unfortunately, in the promotion and operation of the site, many personal webmaster or larger companies have a low-level error: did not open the zipper began to go to the toilet.

Wrong place:

Website operation Promotion of the most essential purpose, not for traffic, not to register users, not for PV, not for the world rankings.

But in the process of promotion to make their own product brand characteristics in the "site audience (consumers)" Heart "Occupy" a special impression and position.

"Positioning theory" does not mean that the focus of marketing should be shifted from "product" to "consumer", to become consumer orientation, but to emphasize the "brand position" of products in the heart of consumers.

Finally quotes the Chinese Marketing Association center director; Lu Hongte's summary of advertising ideas in positioning theory:

1, the goal of advertising is to make a brand, companies or products in the hearts of consumers or a stronghold, a recognized regional location, or occupy a place.

2, advertising should focus on a narrow target of fire, in the consumer's mind, to create a psychological position.

3, should use the advertisement to create the unique position, especially "the first position, the first event, the first statement" because creates the first to be able to create in the consumer heart to be unforgettable, is not easy to confuse the superiority effect.

4, advertising performance travel opposite sex, is not to point out the specific products of special functional interests, but to show and realize the difference between the brand.

5, such positioning once established, no matter when and where, as long as consumers have the relevant needs, will automatically, first of all think of the advertisement is this product, this company and its brand, can achieve the preconceived effect.