The beginning is simple and outrageous: I would. Anyway, the picture below is just a collection of recent years:
Marketing Why? Don't talk to me macro, do not mouth bat, closed Wall Street, and then earn the money to sell cabbage-tall all do not change the world's half a hair, destiny is still in outlaws. Forgive me a knife lick blood Matou generation, subjective and micro: marketing why? The seller creates value for the buyer in return to meet demand. 1, to obtain returns, mercenary, fame and fortune. Mercenary: The current profit is reflected as the sales amount, the future profit reflects the brand. Fame and Wealth: The name is reflected as the brand, profit reflects as the sales amount. 2, create value, so that the buyer perceived value, repurchase addiction. The temptation is not "real" cheap, but everyone loves to "account for" cheap. The temptation to buy back is not to kneel, but to "addictive system" cloth dragnet. 3, to meet the needs, insight into the buyer, matching sellers. Insight Buyer, buyer who, how to buy, why buy? Match sellers, sellers who, how to sell them, why can you sell them? Do not get returns, said the bird to create value, meet the demand, said bird marketing common sense. Kick the butcher's knife and glare at God Buddha. What does marketing do? Self-review, and make a revisionist error. More than once, tamper with the marketing identity =stp+4p+crm. Marketing Strategy: STP (X) mobile Internet, and then press segmentation (market segmentation), targeting (market selection), positioning (market positioning) routines, too slow. The marketing strategy is simplified to Insight-matching mode: To understand who the buyer is, how to buy, why to buy, match the seller who, how to sell, why sell. Who the buyer is, who the seller is. Buyer grouping, nothing but three categories: 1, the audience (cognition or sharing, but not necessarily recognized, buy) 2, the customer (recognition, recognition and purchase, but not necessarily share) 3, fans (cognition, recognition, purchase, sharing) how to cover more audiences, capture more customers, captive more fans? How to let the audience-> customers-> fans? How to get existing buyers to attract buyers? Fluctuation。 Buyer how to buy, seller on how to sell. Matching process, nothing more than two steps: 1, behavioral analysis (what the crowd, what scene, what psychology, what use?) 2, Path Design (Find the crowd, reproduce the scene, fit the mentality, really useful!) Don't be infatuated with the comb to sell the monk, that is the legend of Rote. Why did the seller buy it and why did the seller sell it? The reason for the purchase is nothing more than four points: 1, pain point because the buyer is very disgusted-and you show him the solution of throwing out a street. Because the buyer is itching--when you show him the car, not the faster carriage. 2, the point of money because the buyer could not help. Three kinds of economy: with eyeball economy, let the buyer understand (can't help onlookers), use the emotion economy, let the buyer approbate (Can't help feeling), use the behavior economy, let the buyer buy and share (cannot help but participate). 3, resonance because the buyer to enjoy your fabe. With great originality, present fabe (characteristic,Advantages, interest points, support points, direct hit the buyer's attention. 4, scream because the buyer had a wow for you. Conversely, innocuous, do not want to pay, did not resonate, can not scream, again Wei Light is also don't come out clowning. Marketing strategy common sense, nothing but insight buyers--matching sellers, killing chickens without a sledgehammer. Marketing Tactics: 4p+crm (X) mobile Internet, and then by product (product), promotion (propaganda), place (channel), Price (value), CRM (Customer relationship operation) routines, too slow. General knowledge of marketing tactics, simplified as a funnel-ripple mode: Funnel: To killer products, so that the buyer perceived value, the first purchase, addictive system, so that the buyer can't stop, repurchase. Ripple: To the tentacles of evolution, to eliminate time and space and psychological distance, so that buyers want to buy. With three kinds of media and three kinds of economy, let the buyer passively spread, active spread. Funnel 1, what is a killer product? Use three kinds of economy (eyeball, emotion, behavior) to put the solution to the teeth. such as Hammer mobile phone, rely on Luo suction eye, with serious sensational, with craftsman promotion. such as millet mobile phones, events continue to suck eyes, build a community sensational, to hunger marketing promotion. 2. What is perceived value? Product value, above. Gift value, send more pieces, send many times, sell blades to send knife tool ... Price value, pseudo low price, dark discount, mantissa, full reduction ... Psychological value, fresh, scarce, custom, social ... Even free, paid by the third party on behalf of the buyer ... In short, let the buyer "feel" cheap. 3. What is the addictive system? To game law (purpose, criteria, award, resonance) and human nature kill recruit, play "14 kinds of original desire", let the buyer can't help buy, repurchase, recommend. See "Gaming in Marketing", "Profit through CRM". Ripple 1, what is the tentacle evolution? In the age of mobile Internet, the boundaries of channel and media are eliminated by the development of mobile devices, social media, large data, sensors and positioning systems. A, channel and media boundaries are eliminated. Physical stores, shops do not have to enter-with smart equipment, purchase, pay the moment. B, the media and channel boundaries to eliminate. Recognition, recognition, purchase no longer fragmented--genius bar is channel or media? All of them. You do not see:
is the micro-credit public number the channel or the media? All of them. You don't see the thought of Luo, from members, to bookcase, to sell mooncakes, "mobile internet marketing Play" is this. Tentacles evolve, with new technology, in more time and space, to catch more buyers. When one day, Google Glasses or human chips or other, so that all things reach out, you can be seamless grip? 2. What is three kinds of economy and three kinds of media? A, three kinds of media, that is, from the media, public praise Media, pay media, use from the media to emit sound volume; B, three kinds of economy, namely eyeball, emotion, behavior; does not repeat, see above "money point". C, three kinds of economy, three kinds of media are born: from the media, can receive three kinds of economy, word of mouth media, can receive three kinds of economy, pay media, can receive three kinds of economy, eyeball economy, can disperse three kinds of media, emotional economy, can disperse three kinds of media, behavior economy, can disperse three kinds of media. Detailed See "Mixed marketing stream of consciousness", three kinds of economy, three kinds of media scattered smoke. General knowledge of marketing tactics, such as ripple, such as funnel, corrugated funnel phase. Review again, change marketing identity, commit revisionism error. But there is no guarantee that this is the last time. What does marketing do? Nothing but thinking, doing, earning. Figured myself out: 1, if I am true, I am faithful to myself, and I see nature above the gods. Let the market test and be responsible for the result. Party A/supervisor/precedent is a curse. 2, industry if the "real" industry put down your hair like a humble sense of existence. Everything to create value. If it is proved that there is no value, or cannot prove value, chop off--time, space, character, business. Figured world: 1, marketing five round the first round, macro, Micro: grasp the demand to win competition, improve efficiency and optimize management. The second round, now, in the future: detonating sales; Third round, perceptual, rational: Let the customer love you, let the customer buy you. The fourth round, a dream, landing: Dream, and make dreams come out. Fifth round, organization, individual, cognition, behavior: the unity of knowledge and action, symbiosis and co-prosperity. 2, marketing knife hilt, way: Understand the marketing philosophy, know its three flavors. DAO body, Law: Evidence Marketing Science, an in-depth. Blade, Surgery: line marketing experience, Liantie kill. Thinking sentient beings: 1, human nature unchanged from 14 original desire, to 25 human misjudgment psychology, to 11 obedience principle. 2, the human nature constant change from the viscous creativity six paths, to the fascination seven triggers, to the crazy pass six law. To do a box of the most terrible marketing common sense is in a box: In this mall, such as abattoir, will rival cattle and sheep trial. Nothing more: 1, see Recruit, remove the recruit from the case to dismantle the marketing details. 2, see recruit and dismantle recruit according to the situation piece of marketing kill recruit. A box terrible, more terrible is carrying the box you. Hit a Kill 1, speed copy 30 points, fixed 20 points, subversion 10 points, definition 40 points, immediately 100 points. Copy: What do you use to get it? FIX: Small improvement what? Subversion: What does it completely overthrow? Definition: Redefine what? 2, the intensity does not suffocate the big recruit, occasionally the dew is lofty, as I write this article. A sharp knife cuts the throat, the spear pierces the heart, the axe chops the bigGood head. 3, the angle of the world shuffle every day, how can you follow the common sense of the card? Guess my bird is alive or dead? Impossible to guess right, if you guessed right, I immediately leave the bureau. Earning stamina for love, war and marketing everything can be. But everything quantitative input and output: the market to see Baidu Index, sales to see profits. When the market spends a piece like 10 pieces, the sale spends a piece to earn 10 yuan, the enterprise grows endlessly. The lore takes not to go, only the lore is carried. Like a butterfly flying, such as the bee-like attack, is the champion of Ali. Insight-matching pattern, funnel-ripple mode, is my lore. Thinking of myself/the world/sentient beings, filling up a box, primordial after a shot, what is your lore? Remember, to rob the emperor, to play the Empress, marketing should be so lawless. It's a simple, rough ending.
