Whether you are selling products or doing services, whether you are a large company or a small enterprise, the whole process of marketing operation and maintenance occupies an important position, good marketing will bring more customers and profits to the enterprise, bad marketing or ineffective marketing will not only delay the time and efficiency of market competition, but also may bring negative impacts, drag down the development of enterprises!
Today, in this article, I would like to share with you my personal summary of my observations and summaries over the years, which is mainly aimed at small and medium-sized enterprises.
First, the marketing thinking and logic of marketers are confused
The confusion of marketing thinking, I narrowly concretize it in the confusion of the logic between product marketing between high customer order low frequency elimination and low customer order high frequency consumption, high customer order low frequency consumption and high customer order high frequency consumption, low customer order high frequency consumption and low customer order low frequency consumption, low customer order low frequency elimination and low customer order offset frequency product marketing.
People who do marketing know that every industry, every product, every channel, and even every sentence will have an impact on the results in the application of different products and different scenarios at different times.
In the years of marketing, I found that the relevant personnel in the market of many companies know a lot about the reason why customers buy or not buy, and can also give a lot of marketing words and related things to the head of the Tao, but when the real marketing is implemented, it is not good at marketing, or can only make some marketing data with beautiful data, of course, this once included the previous me!
So what exactly causes this to happen?
This question has bothered me for a long time, and an article I wrote a few years ago called "Why can't you even imitate when doing operations?" is mainly about the activity imitator has been in the shallow interface, but in fact ignores the deep principle, of course, what I wrote is not necessarily right, so I have been reflecting on it all these years, so this article is actually the second article in the series I wrote.
Far away, the marketing thinking and logic of marketers are confused, as I said before, in fact, it is manifested in the marketing logic between high customer order low frequency consumption and low customer order high frequency consumption, high customer order low frequency consumption and high customer order high frequency consumption, low customer order high frequency consumption and low customer order low frequency consumption, low customer order low frequency consumption and low customer order low frequency consumption marketing!
Many people may know this point, and take it for granted that it is like this, but in fact, because they think they know too much, too arrogant, but ignore the real reason behind the consumer's purchase!
Two days ago, I listened to the book and heard a sentence, and I think the application here is very appropriate - when we were children, we should have all heard the story of carving a boat to ask for a sword, some people may think how can there be such a stupid person, but in fact, it is because we ignore the reality, the water is flowing, and the boat is moving, which is probably the same reason.
In the same way for marketing, most of them may know that there are many factors that affect a consumer's purchase decision, such as the choice of channels, the choice of products and demand, and the strength of demand, time, space, scene, age, gender, hobbies, what the product is doing, and even the strength of the business's activities and the recommendation of relatives and friends around him.
When it comes to the awesomeness, some people can even give you a summary that the 4P theory of product, price, channel, and marketing will be affected, and even what is not the momentum, not sinking, not fission, and so on; 。
The marketing logic of different products is different, the marketing methods and content points of different channels are also different, the strength of enterprises is different, the marketing channels are selected to be put into the number, and the content production points are even different.
This may be something that everyone can say, but it may not be able to be put into practice, not only because there is no clear purpose of marketing, but also because there is no understanding of what drives consumers to buy and consume!
The psychology of buying a brand-name bag of tens of thousands of dollars is definitely different from buying an ordinary bag of about ten yuan! The psychology of buying an ordinary bag of ten yuan is also different from buying a bag of salt! Similarly, buying a skirt for 500 yuan is definitely different from buying a down jacket for 500 yuan! Even, the reasons behind boys and girls buying the same sunhat are different!
What are the real reasons behind the quality of marketing results?
In addition to the channels mentioned above, content, age, etc., the way and method of planning and landing activities and the ultimate purpose of marketing, before that, I think that we should first understand the consumer side, which cannot be ignored, which is the root of ending chaotic marketing, and the key insight behind behavior and activities!
For example, who is he/she! is he or she a man or a woman, is he old or young, and what is the impact of his or her demand for a product or service!
It is important to know the stronger the willingness to buy, the greater the probability of purchasing the product or service, as well as the consumer's own purchasing power, and what is the threshold of income and the amount of money paid for the product or service.
After all, the impact of the product or service on the affordability of the psychological delivery price, for example, buying a bag or clothes of thousands may regret the heartache after two days, but buying a 10 yuan shirt can not be worn, and throwing it away will not necessarily be returned, and the threshold of psychological acceptance will also affect the result!
There is also the degree of external awareness of the brand, the degree of communication, the number of people around the consumer, the number of people who use it, and the degree of influence that can give him Amway, these are all related, you must know that the more people, the greater the impact value!
In addition, many companies used to do a series of surveys, statistics and tests through various ways before doing new product research and development, or even before having this idea, but few companies are doing this step now, and the small and medium-sized enterprise marketers I met were more likely to think, anyway, my activities are there!
Of course, the reason for this is that, in my opinion, the first middle school is a change in the way information is communicated.
In the past, marketing and communication methods were relatively simple and traditional, and consumers who successfully purchased a product to give up may have to experience occasional encounters, initial cognition, trial familiarity, purchase and use, repurchase or abandonment.
And because of the emergence of the Internet, people's consumption level has improved, and economic strength has also grown, so after some changes in the purchase path and behavior, because of the marketing influence of video, text and pictures, there will also be impulse purchases, the entire consumption path is a lot shorter, and the psychology has also changed, and then the various channels are different, in fact, it has also led to huge changes in various marketing methods, and there is arrogance.
Second, the arrogance of marketers and corporate executives
Marketing arrogance encompasses the arrogance of marketers and business executives.
In my opinion, marketing arrogance is one of the most stupid behaviors that enterprises and marketers can do! Especially those small and medium-sized enterprises that want to draw tigers but can't!
Of course, marketing arrogance and arrogance marketing are different, one is the behavior in the bones of passive behavior, and the other is deliberate marketing behavior, but many people are not clear, but in my place, in fact, whether it is marketing arrogance or arrogant marketing, for most companies, I do not advocate it!
1. The arrogance of self-righteousness in culture and products
In many small and medium-sized enterprises that I have come into contact with, there are many bosses who always think that their products are the best, the best, thinking that they have an internal meeting and then formulate a standard is the best in the industry, and then there is no more, not to mention whether you can land, whether there is landing, is it really the industry beyond the standard, but this is related to the benefits of consumers, they can really directly catch, directly experienced?
Marketing really has to be simple, the longer the path, the lower the engagement! (Not absolutely!)
You must know that the market is so fierce, since everyone is a starting level, then at least do what you say! I believe that most of the small and medium-sized enterprises that do not rely on high-tech, no matter what product you are, no matter what service you have, then the price is better than your home, the product packaging is exquisite, and the service is definitely better on the market, but many companies do not feel the fierceness and changes in the market, which in my opinion is actually caused by problems in corporate culture and organization, such as the arrogance of high-level personnel, such as the arrogance of marketing personnel!
2. Marketer's self-righteousness
Where is the arrogance of many corporate marketers? in the form of shrewdness and laziness!
For example, an activity participation path made is called complicated, always thinking about more detours and bends to go in, to be honest, I don't want to complain!
To do marketing, you must not do marketing for the sake of marketing, you can't do activities for the sake of doing activities!
In fact, there are many people who really can't even copy, for example, I failed to copy a few years ago!
3. Confusion for marketing purposes!
As a marketer, I have always firmly believed that the quality of a marketing result is affected by a clear and specific purpose, and many market coordinators do not understand the purpose of their own marketing, or in order to avoid the responsibility can not be embodied in the North Star index, which affects the channel selection and content planning of the implementation.
Because on the road of marketing, I think the purpose of your marketing is to lead to your marketing content construction and channel selection, and the important root cause of good or bad results, and the confusion of purpose will definitely cause the wrong marketing channel selection and wrong results!
The confusion of marketing purposes I think has two points.
1. Thinking too much
In my opinion, in order to achieve the maximum benefit of a marketing behavior or content, I think that a marketing content should only talk about one truth, only do one thing, more is actually less, less is more!
For example, marketing content, you tell consumers a point, this point you can say that the service quality is high, it can be said that the technology is good, it can be said that it is good quality and low price, it can be said that the enterprise is strong, and a marketing behavior, it refers to the product promotion is the product promotion, and the conversion is the elimination of the product, which is the implementation concept of my marketing, but it is not the case in many people's thinking.
2. Treat the goal as an end
The goal is one of the stages of achieving the goal, the purpose is greater than the goal, and the purpose is more important than the goal! On the path of marketing, the marketing goal can sometimes be directly achieved without going through the marketing goal! But I found that many people always like to use the goal as a goal.
For example, to attract traffic to the store, you don't actually have to recruit people to run their own official accounts, videos, or find store explorers to help, you can also do online store marketing on the platforms owned by Eleme, Dianping, Meituan or shopping malls, and then focus the work of the personnel used to engage in official accounts or videos on the private domain marketing of the store, the latter may be more effective and beneficial than the former.
How to understand this sentence and this example!
Let's put it this way, there are many ways to get to the city of Rome, you can walk there, you can take a car, you can take a plane, depending on your own strength (marketing costs and manpower), sometimes there is no need to set up a factory, build a bicycle or a car, this is the result of the influence of marketing paths and channels and forms.
For example, if you are doing catering investment promotion, you can choose to join the marketing channels of Baidu, Tencent, 360, Douyin and various marketing methods that have been available on these platforms, such as search bidding.
You can also choose the global franchise network, China investment franchise network and the like, you can find a variety of catering magazines and media channels such as red food network to advertise, and even choose to write a large number of articles, do a large number of investment marketing videos, lead to your own website and use the scene in the store to do some means to guide the private domain to slowly transform into a brand agent to attract investment.
If you are doing traffic to your store, then you can not only distribute flyers around your store, but also find some experts to visit the store to help, and you can also do online store entry and marketing on platforms such as Ele.me, Dianping, and Meituan.
In fact, if you are in some shopping malls and snack streets, you can also use their communities and WeChat official account platform accounts to do publicity and marketing, and even start live marketing in the store itself.
Of course, as for how to do it, whether it is good or bad, and how much it costs, the difference in results is huge, and it cannot be generalized, this is the so-called purpose!
The confusion of purpose will definitely lead to the wrong choice of channels and the wrong landing behavior!
In my opinion, this is one of the reasons for the marketing failure of many marketers, of course, the level of marketing expenses and the marketer's understanding of the channel will actually have an impact!
Fourth, the choice of channels is confusing
Each marketing channel has different channel content attributes, each marketing channel has different channel content attributes, each marketing channel has different channel content attributes, and the important thing is to repeat me three times.
In fact, I prefer to give the business a marketing that can be done all over the place!
Because this means that the target group base is large, the enterprise strength is strong, the marketing and promotion expenses are also more, the channels that can be used are also more, and even regional marketing can be done for different places and regions.
Channels are really important, especially for small and medium-sized enterprises with relatively small marketing expenses, and it is necessary to think more carefully during the event.
You also have to think about whether you want traffic to do product promotion, or data to do results, or whether you want to use graphics or video, or to do private domain for drainage, different results for different purposes, different results for different channels, and different channels for different purposes.
Sometimes for some small and medium-sized enterprises, the effect of smashing a channel and catching fish with a large net may be better than that of scattering chickens.
5. Write at the end
In fact, in addition to what the article says, there are still many reasons for the failure of marketing, such as low brand awareness, low marketing expenses, which will lead to a narrow communication path and short communication time of the event, which will affect the effect; and marketing too hard and excessive consumption of future capabilities will also lead to poor results of other marketing channels and forms, such as a mattress; and an event is too lacking in creativity and participation, which is actually one of the reasons for the failure of marketing arrogance, etc., etc。
How do you want to do a good job?
Adhere to landing marketing, adhere to result marketing, and not be afraid of failure, but before doing activities after failure, you must learn to think, think deeply, think seriously, think more about the points to focus on before and during the event, and evaluate retrospectively at the end of the event.
In addition, it is necessary to think more about the interests of the consumer group of the target group.
To be honest, the overall competition in the market environment is so fierce, there are so many competing products, if you always like to play tricks, not sincere, not humble, really not good marketing, if you really have no strength, then concentrate on the power of marketing to make it in one place, if you want to bloom everywhere, that needs strength! Fourth, choose a good channel, choose a good channel and then do marketing, so that you may be able to improve a little marketing effect!
Author: Cao Cao Cao Apu, public number: cccam945
This article was originally published by @曹曹曹阿瞒 on Everyone is a Product Manager and is not allowed to be reproduced without the permission of the author.
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