Why should corporate marketing start with the right mission?

Sometimes think of it will feel that one of the most regrettable things, is a child without a camera.

In the south, my young friends and I saw the true wheat barley, the hills wrapped in pine needles and various indescribable trees,

The pond was suffused with the morning light, the tadpoles, the multicolored pebbles, the emanation of grain burning after the harvest in the fields below.

Asmanypatients: At that time, one of the things we expected most was to go home after school every day after the bell rang ...

Now all this, along with the local commercial housing and urbanization wave, completely cannot reproduce, this is not our generation biggest

Is that a pity? I think the 00 generation has no such regrets, because from the day they were born, the world is like this, so the heart instead

There is no such gap.

If you're 70, and you happen to have anxiety like that, and you happen to be a marketing person, then I should recommend it to you.

Kotler's "Marketing Revolution 3.0".

I'm not sure this is the most influential book of Kotler, but it's definitely a very thoughtful and predictable piece of work, like he

2011 is the "value-driven marketing" rhetoric: "In this era, marketers no longer regard customers as consumers only,

But as a complete human entity with independent thought, mind and spirit. Now consumers are getting more and more focused on their hearts

The question, hoping to make the world a better place ...

He added: "A lot of people become anxious and have a different set of values that are conflicting and intertwined." "People have to rely on birth

Live in a sense of continuity and seek to establish emotional connections with others, and to integrate into the community and social groups. "And so," now the public

Division must strive to http://www.aliyun.com/zixun/aggregation/3860.html "> consumers to provide a sense of continuity, communication and direction of life." ”

In fact, the problem of user anxiety is very much, in addition to the environment, there are health, security and so on, many. There was an interesting view before

Q: "Why do we see so many problematic businesses today?" Is there more business than ever before? or social media.

The development of the body, let us discover more in the past unknown enterprise problems? ”

The problem itself seems to contain the following answers:

1, the Internet (especially social media) on the continuous breaking of information monopoly (enterprises can no longer block the message), so that information transparency increased

, in this case, the enterprise wants to hide the problem, or, by "trickery" way to "marketing" their own, such a mouth

It is hard to make a good move.

2, "coincidentally", in the past, we set the KPI is too single, single to seem only financial indicators one;

The last generation of enterprises, generally did not "create value for users" deeply implanted into their souls.

So if marketers have a sense of mission to make the world a little better, follow Kotler's point of view and try to "heal" users.

Some of the anxiety, to provide them with a sense of "continuity, communication and direction" in life ...

The first thing I think I can do is re-examine my position in the business.

In my last PowerPoint presentation, I tried to use this page to portray marketing as "taller" than it used to be.

The main job of marketers in the past is two things:

1. We sat down and started to help the company to think of a loud slogan, but there was usually little knowledge of the actual operation of the business.

2, we look at others to do things, and then close and other departments "isolation" way to face the media and journalists, operation and promotion matters

。

This typical traditional marketing man's pie is no longer there today. New marketing has begun to merge with products and services, even beginning to influence

and change the business model.

And this kind of substantial change, also began to affect the form of marketing.

Last month, for example, the "marketing department", which has been operating for 21 years, officially declared "retired" and replaced it with brand management

Department, with the marketing department in the past and CMO this position.

At the beginning of June this year, Tesco, Britain's biggest retailer, also announced the incumbent CMO as chief creative officer of the company, and CMO the

The position will be replaced by the newly established chief customer Officer CCO (figuratively customer officer).

Unfortunately, in the past, people's understanding of this m,marketing in the CMO position seems to be marketing, limited to market promotion,

Even in a lot of big companies, it just represents the M in media Buying (media sourcing), and I really despise it. changing names

Way! I think it's just that some managers have misinterpreted the true meaning of marketing in the past, and when they found out that the position could not be

The original one-sided way after operation, helpless to change a new term action.

In any case, acknowledging that marketing has been purchased from a single media in the past to more user interaction, which in itself is an improvement, is still not enough!

Because of the product, service, operation and business model of marketing, in the future is bound to involve a higher, an enterprise's organizational

New！

Marketers should be CEOs or COO (well, CEOs or COO can at least serve as marketing leaders).

I mean, marketers should actually make sure that their bosses can withstand the following torture:

1, "To meet user needs" and "Create value for users" what is the difference in your here? Is it something? Is it through the former

That's the latter?

2, if not, then the user needs to be satisfied with the conditions, we add to the user to create what value? Our brand, production

Product and service content, to "cure" the user which aspect of mental anxiety will be helpful?

3, we meet the needs, and the value of creation, to what extent you (Boss) in the logic and thinking, through the experience of

How to pass the certificate, beneficial to the user?

4. We achieve these objectives, from the overall to the details, and whether we adhere to a set of practices that do not adversely affect the environment or society.

5. What are our values leading to the user? What mechanisms and means we use to ensure that this value leads to unity, internal and external consistency

To be implemented to avoid "say a set, do a set"?

Starting next Monday, there are two types of bosses that are clearly not worth following, one is the boss who does not know the above 5 questions;

A boss who feels strange to you as a marketer and raises these questions to him. The former illustrates their sense of the future of business trends

The knowledge is slow, and the latter proves that their understanding of marketing is neither profound nor sincere.

Such a company, will! Loss！ Defeat！

Someone will always ask me a question and say, "Why don't you go to work?" "I like to answer with another question:" Why should I

Go to work? And why are you going to work? ”

Are you sure you understand the implications of this problem?

I think we don't have to make the point that it's important to pay for work, sometimes not to the point where we want to improve our quality of life.

.

At the same time, I feel more and more deeply that the corporate institutions established before the Kotler so-called Marketing 3.0 era are generally not trustworthy,

The reason is the "beginner" problem mentioned above;

In addition, whether from the trend to create business with users, or from the beginning must be implanted values of marketing thinking look, I

The way companies operate in a wide range of relationships creates more scepticism.

I think that the technology, products, knowledge-creating enterprises, should become a comprehensive open source and user cooperation;

, the future should be replaced by robots doing those labor. So the conclusion is that big companies in the traditional sense should die.

Back a little closer, we need at least a new hug from Drucker's point of view: "Business management should be from the right mission

First, economic considerations should be placed in the second place. ”

The potential meaning of Drucker's words seems to be becoming prominent today: if you don't have the right set of mission, you actually even consider

The so-called "economic aspects" of the opportunity will not be there.

Therefore, if marketers want to make the world a little better, it may be from the reality, to help you serve the enterprises, customers, from the beginning of the plant

Into the right, and valuable business mission to start!

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Marketing is an uncertain way to deal with the uncertain world, and marketing is a way of life.

This article comes from the personal micro-letter public number Yu See (Id:yujianyingxiao), the media reprint please specify the source.