Why marketing is always so difficult

Do you remember such an advertising slogan? "Your benefits up ~ ~ not! Is your benefit!", Many people hear this sentence can understand and smile, this whole market is familiar with the context of The ultimate pursuit of the brand it. Brands are a promise in themselves, they lower the cost of choice for the user because most people believe in familiar products and people who are familiar with it, so no matter how good your product is, if one is not created on the market Familiar with the context, then your product value is missing, because there is no emotional resonance.

Now we understand why millet is so popular, Millet's context is very successful, and once I went back to the countryside, a junior high school graduated students asked me if I can help him grab a millet, said to grab the millet at Class will be very prestigious, prestige than Apple, I was shocked, but careful thought is very reasonable, because when you use millet, students know that you are a cell phone enthusiast, a player, rob is also a context .

I believe many people are getting more and more accepted domestic mobile phones, but you do not necessarily buy domestic sports shoes, in fact, the quality appearance of sports shoes are similar, but the context created by different brands will have a direct impact on our purchase Affect, some people are completely unable to accept domestic shoes to wear on the feet, just as some people do not use the same double-disc condom.

So how do we create a context that is familiar and acceptable to the entire market?

Before we talk about all of this, let's first understand some of the basic principles of marketing: People's subconsciousness is emotionally driven rather than logical; these emotions include innate entertainment, affection, anger, curiosity , Passion and so on. So for the brand, the brand's communication strategy should be: All business strategies and motivations need to be translated into the emotional concepts and stories of users. Do not understand this point, the marketing will never do well, many brands seem to know only hype and advertising microblogging, never consider the user experience, fundamentally speaking, is a layman doing marketing, if not by chance a cell phone Lottery, who is willing to pay attention to you TM.

Here is my insight and summary of brand marketing based on the Internet.

First, accurate positioning

How quickly can a person who has never been heard improve their visibility? Because today's media environment is too fragmented, users receive too much information everyday, and voices are quickly forgotten. Therefore, carving Lord thought of a trick to a sharp positioning to split the user's mind, so that users have a deep impression, once exposed it is difficult to forget. The reason why mentioning Lord Buddha, because I have done tests on multiple occasions, I asked you what is the most famous beef brisket? They can only answer the carving Lord Sirloin - not a soft article.

For example, you want to be a main picture quality camera artifact, at least to face the competition of five manufacturers at the same time, but if your product positioning is a nude artifact, built-in infrared function can be worn directly through the shirt nude photos, then you do not have to spend Money spread, hard production on the line (for reference purposes only, do not promise to prison to send meals).

The advantage of precise image positioning is that it is more efficient and less costly to remind users in the future.

Positioning helps brands put a concept in the user's mind that allows you and the user to establish a one-to-one correspondence.

Second, do a good job of products

Product is the fundamental marketing. The Internet is transparent, do not think that successful marketing can really sell a bunch of rubbish, it is MLM, not marketing.

There are many factors that make up a product need to be fulfilled (see the April 14 article), but we discuss only marketing-related factors: The elements of marketing are embedded in the product. The product itself is good to speak, such as highly differentiated, beyond the expectations of the experience, the more popular way is to find the most pain points and solve the user to solve the user's core pain points will exceed the user expectations, the user will be for you Speaking, so that product topics become socialized.

For example, mildew resolved the pain point is the price of screaming, Samsung pain point is the big screen, and Apple redefined the phone.

A lot of products in the process of implanting marketing topics go away, in order to marketing a lot of gimmicks, these features do not meet the user value, just for innovation and innovation, such as eight nuclear mobile phone with very low storage is a typical gimmick marketing, Beat the octuple concept but completely disregard the availability of the handset, leaving the experience of the handset very poor and spinning the camera out of the box, both of which make the feel and design of the handset drastically regressive. Mobile phone is a deep experience of the product, each user to buy a cell phone how bad also have to use the previous year, this year, users will continue to Tucao the phone and passed to the people around.

Internet age product standards

Recently I read an article from Utsuno, in which I mentioned that Professor Lee Seong-woon of CEIBS strongly agreed with some opinions on the product. In the era of the mobile Internet, he believes that only products that touch the user's mind and provide value beyond the business can succeed Opportunity.

Industrial standards of the product era is the functional experience, the main emphasis on functional efficacy, referred to as FAB; is to emphasize the functions, advantages and interests, we follow this routine, but in the product of homogenization, the user will care about these?

The product standard in the era of mobile Internet has become an "emotional experience." Its core is twofold. The first is the ultimate experience. The product itself is the first marketing force. The second is the strong emotional appeal. Professor Li said that "the product only touched the The user's mind, providing a value beyond the business, have a chance. "

The picture is from Yujian WeChat public number

So Nike not only sell sports shoes, he will find ways to make you fall in love with sports, maintain a healthy body; finished carving sirloin will wash your chopsticks to you, is to remind you pay attention to environmental protection; buy snacks in three squirrels , Like gadgets like trash bags, paper towels, sealing clips, and more. These brands do not just focus on trading, but they also give you a touch of excitement outside the transaction, resulting in a better user experience and increased viscosity and memory of your brand.

Reasonable pricing

Brand pricing standard only two words: reasonable. The user measures the pricing of only one standard: value.

Again reminded: that the low price is the value of the brand, you do not care about him, he himself will die. Users of the value of the measure is comprehensive, not just price, you must allow users to perceive the value of the product in many ways, the user will pay for the product. What is a good product at a good price? See my long article on Monday.

Third, three-dimensional marketing

Complete contact

All communication is based on specific symbols, such as brand names, LOGO, slogans, design, packaging and all other things that are in contact with the user. It should be noted that the design of all contacts must have a broad mass base, that is, everyone To understand and understand, the need for users to think and even question the symbols are problematic.

Here to comment on the millet contact design, from the Logo to the graphic design to the slogan are very much in line with the aesthetic environment of the target user, and even millet copywriting on each page are through big data analysis, clearly know what the user needs, So you know why I have not optimistic about the top 500, do not grasp the basic method of doing things, blind and chaotic contact design, such a marketing success?

Resonance

Brand set up the symbols to meet the user's emotions to hit the user's mind. These symbolic contacts are an activation of the original experience and experience of the user's mind, so your symbol can not be divorced from the reality and away from the user, if you use some fanciful slogan and Images, often die hard to see (so kid actor hard to become a social marketing trader, without him, his own life experience is not enough, so excited user emotion buried in my mind?).

all covered

Where there is a user, where marketing should go, millet has overwhelmed the high concentration of microblogging, WeChat, QQ space, posts, forums, etc. Of course, there are many other tools such as micro-movies, portals Media, including Focus Media's framework ads and so on, every tool is the ultimate use.

E-commerce people should pay attention to: the user and the product about at least 6-8 times the information contact can make a purchase behavior, so do not think that a product can be finished after the peace of mind to sell the product, it is a joke .

Must be noted that, not every brand can do a good job of three-dimensional coverage, one financial problems, the second is the team problem, these problems are ultimately the boss's vision.

Why do three-dimensional coverage?

First, because of fragmented media ecology, no platform can fully aggregate users, where users are going to go, and second, multiple platforms are conducive to the topic of coverage at the same time. The third is the most crucial: in any social environment, If a topic has not been up to the critical point, the topic will quickly shrink without being detonated, once any topic reaches the distribution of the critical point (usually 10% ~ 20%) will be detonated, the topic coverage will rise directly to 70 % ~ 90%, typical of recent article events, can be formed by a familiar contextual moment, which is inconceivable in the past in a controlled media environment.

So I think social marketing has a very key attitude is the principle of three bowls of rice. If you eat a bowl of rice and two bowls of rice are not full, then do not try to work, that is not saving, but is a waste. Be sure to eat enough for three bowls of rice to fight, otherwise a bowl and two bowls are white to eat. The same goes for marketing. If resources and IQ are limited, do not bump your head. Focus on running some of the key platforms and throwing a single topic or message over and over, rather than over and over, without water in every well.

To center

The description about going to this subject is too long, but the content is very important, so I decided to leave it to write in detail in the future. Here for an example, millet mobile power when the market, all people are guessing that what will be released is what products, there is that Soymilk, mobile hard disk, hand Po, anti-wolf. . . (4.23 millet new communication will also use the same method, but also to create a "stuttering", but also the formation of a huge UGC), this new marketing approach through the sense of participation formed a center of communication for all people This is decentralization.

Big V Xue Manzi came back after a microblogging did not send in mentioning his crime in the point of a praise, immediately detonated into a city topic, this is the highest level of playing new media, the important thing is not their own efforts Cry, but everyone is discussing you.

To put it plainly, to be the center of the brand itself has become the media, the output of the content for consumer spending. There are about 80 millet social media and forum groups, nearly 50 new media groups (equivalent to several small advertising agencies), many of whom are editors from well-known media, an important reason why brand stories are good . Therefore, the marketing competition between brands, in fact, is the competition between people.

Stimulate sharing

When you are careful about the product, the contact is done, the marketing is done, and the user pays for it. The final step, of course, is to inspire the user to share the feeling of using the product and create positive word-of-mouth thereby affecting the people around him and forming the source Constant attention and topic sources, so that the formation of a closed-loop marketing, resulting in a "runaway" good ending.

Many people say millet play hunger marketing, in fact, do not understand the relationship between supply chain and marketing, the supply chain is sometimes manageable, but marketing is often uncontrollable, China's Internet community is very large, a topic outbreak or not, the impact There may be ten times the difference in strength, no one can do open supply (red rice Note the first day of participation in the purchase of the number of millions), and those who can open supply, either the product or not, or marketing not.

Fourth, how to treat social marketing

Experience playing social marketing for a long time is: marketing is anti-marketing. Do not treat each channel as a marketing tool, do not use the user as an advertising person, I think WeChat sealed the marketing public number is very correct, the social media as a source of traffic accounts, the bones are all ways and means Advertising, cheat traffic, without considering the user experience, it is very offensive.

If you do not adhere to the determination of creative content, then obediently to vote for it, do not be fool users, those unscrupulous hype even if you can confuse the user in the short term, it will not last long.

Write the article here, which mobile phone context do you think the future will create a particularly successful?

to sum up:

1, successful social marketing, including but not limited to the above said, such as sense of participation, virus transmission, gamification, O2O, CRM and other tools are very important, do not over-greed and plagiarism, identify their own The best of the best.

2, there is no good product Do not implement social marketing, social platforms will also shortcomings of the product also enlarged.

3, do all the brand contacts and then carry out marketing, otherwise it is a waste of money, in the Internet age, pay special attention to all the content displayed on the screen design.

4, comprehensive coverage, detonated topic, to the center, to stimulate the user to share as the ultimate goal.

5, adhere to the content-based, the brand as a media rather than advertising center, the user as a person.

6, successful brand and marketing is part of the product value, product value is not limited to the hardware itself.