This article is from WeChat official account:The marketing revelation of empty hunting (ID: xunkong2005) , original title “goodbye, Big idea”, author: find empty title figure from “Think different”
If you look back at the advertising and marketing industry in recent years, you may find a problem.
In recent years, there have been more and more popular words in this industry, such as “precision marketing”, “growth hacking”, “private domain traffic”, Martech, live streaming, etc. There are new marketing concepts and methods almost every year .
But fewer and fewer people mention Big idea. A traditional advertiser who adheres to the concept of “big idea” in the advertising industry may suddenly find a problem today: There are fewer and fewer big ideas in this industry, Cannes Creativity Festival The sense of presence is also declining, and at the same time, the sense of presence of creative directors who have always focused on outputting big ideas is also getting weaker.
Why is this?
1. Creative fragmentation under fragmented information
In 2012, Weibo was in full swing, and well-known bloggers and Caitou wrote more than 100 Weibo every day. After a while, he found that he could not concentrate on reading, so he announced his withdrawal from Weibo, saying:
I am going to stop Weibo for a period of time, neither posting nor diving. The reason is that I suspect that the fragmented reading of Weibo will damage my brain, and I am worried that I will no longer be able to read or do deep reading. I’m still me if I don’t write Weibo, but I am nothing if I can’t read. At the same time, Weibo makes people irritable, provocative, gullible, and unable to focus. I think it’s better to face the wall for a while.
He CaitouLater, I wrote an article “Fragmented Survival” on the blog. This article shocked the entire Internet. For a while, there were waves of reflections on Weibo’s fragmentation.
However, it is obvious that reflection is only temporary, and users will always vote with their feet.
Compared with Weibo in 2012, today’s environment is fragmented, but not reduced. Various news streams and short videos occupy users’ attention.
He Caitou never expected that Weibo in 2012 was just the beginning. Compared with today’s information fragmentation, Weibo in 2012 is considered in-depth reading (At least at that time Weibo was not known for entertainment gossip).
In my memory, at least since the birth of social media led by Weibo, there have been fewer big ideas.
The essential reason is information fragmentation.
Advertising companies were born in the era of traditional media, initially focusing on traditional media such as newspapers, outdoor advertising, and TV.
The entire process of creative output is relatively routine. The advertising company obtains an idea through research, insight, strategy, and analysis. Basically, a brand has a certain strategy at the beginning of the year, a set of graphics and text, and a TVC. , One year of work is over.
The creativity based on traditional media is basically static. This is to ensure that advertisements repeatedly occupy the minds of consumers for a long time.
But in today’s fragmentation, consumers’ attention is shifting at any time, and it is difficult for static and long-term content to have a long-term impact on consumers.
A 140-character paragraph spread across the Internet. Why do you need a big copy? A picture and text of the official account of the genius red panda caused a lot of laughter on the whole network. Why do you need creative planes? A 20-second short video triggered netizens to imitate, Why do you want TVC?
These contents are (maybe a day, maybe a few days) refreshing the screen in a short period of time. The boss is happy to see it, He Leer Not for?
They meet the content needs of users in the era of information fragmentation. Although these contents are essentially small ideas and clever, they are destined to be impossible to win the Cannes Award.
So in the final analysis, there are fewer and fewer big ideas because in the era of fragmentation, users receive fragmented information. In order to meet the needs of users, marketers respond to fragmented marketing and fragmentation. Creativity.
If you summarize the path of fragmented marketing, it is:
Fragmented information—fragmented user attention—fragmented marketing/creative.
How can a fragmented idea be called a big idea? How is it possible to win the Cannes Grand Prix?
2. Fragmentation of creativity under internal organization requirements
The reason why big ideas are favored in the traditional media era is that big ideas are not only pleasing to the eye, but also can really promote the market growth of enterprises.
With a well-produced TVC as the core, integrated online and offline marketing can enable a brand to open the market within a few years. But today, when the mobile Internet accelerates the pace of human life, several years are too long.
New brands often hope to build market awareness in half a year or even a few months, and make every investment they make can be effective. In today’s increasingly competitive market, the market environment requires brands to make simpler and effective marketing that promotes sales and growth.
Under this requirement, companies are increasingly inclined to do “visible” marketing. This kind of marketing is the easiest to measure the effect, and therefore the most “politically correct” within the organization.
Precision marketing, live marketing…Compared to Big Idea, which is a creative marketing form that does not understand the effect in a short time, they have more advantages within the organization. Therefore, today, the operating department of Internet companies is often stronger than the marketing department.
The role of big ideas is not that they are gone, but that the new marketing methods are more suitable for the current internal and external environments.
Don Draper in “Mad Men” used the concept of “It’s Toasted” when creating ideas for Lucky Strike. Toasted has the meaning of “baked” and “blessed”. To promote Luckey Strike is baked and blessed.
The client was so shocked by this idea on the spot that there was no need to consider future sales issues.
This idea is one of the best ideas in “Mad Men”, but it has also gone through the process of Don Draper doing research in the bar, thinking hard, determining the idea, producing and placing it. This process takes at least years.
This kind of creativity may be challenged today when the concept is proposed: It’s Toasted, if the promotion of this concept requires 5 million, how much return will it bring? How long will it take to recover costs and make money.
At this time, if another solution puts it like this: I don’t need a great idea, but through big data, I can help you achieve that every 20 yuan invested can bring 60 yuan in income, and the ROI is 3.
How will the organization choose?
3. BigThe insight disappears, and the small insight is on top
At the CreaCon Mass Creative Festival, I was deeply impressed by Dong Dong Gun’s sentence: The past was an insight into human nature, but now it is a small insight into human behavior.
I tried to understand this sentence. In the era of traditional advertising, excellent ideas are created based on deep insights into human commonness. Today, this environment no longer exists.
In the 1980s, a sun god who sold health care products, the ad words were: “When the sun rises, our love will last forever.”
In the 1990s, Lenovo’s advertising slogans were even more touching: “What will happen to the world if human beings lose their association?”
The narratives of these advertisements are grand, which more or less reflect the ideology of that generation under social changes.
Today, if you take out these advertising words, users may say that you are hypocritical, but instead you make a Versailles piece, make a two-dimensional video, which will be very popular with users. These things are about user behavior and thoughts. Little insight.
In the “Internet age, why do we no longer see excellent copywriting in the traditional advertising age?” In the article, I wrote about the difference between traditional brands and Internet brands in their understanding of creativity. In essence, this is the difference between big and small insights.
These are big insights from the traditional advertising era.
These are small insights from the Internet marketing era.
The big insights in the front are derived from the universal value of mankind, and they are truly core insights. The small insights in the back are very popular among young people, and they are closer to the daily behavior and thoughts of young people.
I don’t need to say which one is higher. But today, few brands do the previous kind of creativity. It’s not that the kind of creativity is not good enough. It’s just that in today’s fragmented information, let you be creative. , Will quickly flow away in the information flow without leaving too much memory.
More and more small insights are caused by the squeeze of fragmented information. In this environment, big ideas are not cost-effective.
4. Are there still opportunities for big ideas?
With this little insight and marketing science gradually occupying the C position, big ideas cannot help but ask: Do I still have a chance?
Of course there is.
Frankly speaking, in terms of the effects of marketing, big ideas are now PK but operating, and it will become increasingly difficult in the future. But the value of creativity cannot be measured only by its short-term effects.
The May Fourth Movement has not only Mr. Sai, but also Mr. De. The former is science, and the latter is sociology.
The value of big ideas is to produce socially valuable content through insights into society and humans, thereby shaping the image of the brand and bringing longer-term value to the brand. What it brings may be the shaping of brand character, the guidance of social culture, the guidance of consumers’ consumption tendency, the increase of brand premium, and the promotion of long-term income. This value cannot be measured in months or even years.
Galileo, Newton brought measurable science and its value to the real society, while Van Gogh and Picasso brought moreIt is the value of human thought. The former is science and the latter is art.
Picasso’s most expensive painting is worth 1.16 billion yuan, and Van Gogh’s is 500 million.
According to statistics, Picasso painted more than 37,000 paintings in his lifetime, and Van Gogh painted more than 2,000 in his lifetime. (He was only 37 years old when he died, otherwise more than 10,000 There is no suspense). In terms of the number of their creations and the income from selling their works, their individual value is no worse than the valuation of a unicorn today. This is not to mention the long-term IP value brought by their works, let alone the influence on the entire human literary thought.
The opportunity of big ideas is not the effect of every creative launch of marketing science PK, but should be dedicated to longer-term help for the brand, even in this extremely fast mobile Internet era, long-termism It is also the best choice to win.
5. Big ideas should return to big insights
As mentioned above, even the best big idea does not have an advantage over marketing science in terms of a single effect in the long run, but the value of a big idea is not single.
Big ideas should focus on longer-term value and broader human insights. Talk about a few cases.
The Coca-Cola nickname bottle is an insight into the rise of online culture. Many people think that the success of this Campaign lies in the increase in Coke sales that year, but I think the greater success lies in the combination of online culture and the preferences of young people, so that their own The brand is revitalized.
SK2’s “She Goes to the Blind Date”, the point of success lies in the insight into the embarrassment of the phenomenon of leftover women in this era, and then take it out for discussion. Of course, the final conclusion is that leftover women are also powerful, which gives the brand Values are also injected.
The Fearless Girl is a marketing work planned by McCann for State Street Global Investment Management (SSGA) on the eve of Women’s Day in 2017, by the artist Created by Kristen Visbal, a girl confronts a Wall Street bull on Wall Street, which embodies the power of women. This work won three grand prizes at the Cannes International Creativity Festival, and was retained for a long time afterwards, becoming a landmark existence. Its priceThe value is of course longer-term.
The back wave of station B may be one of the few big ideas this year. It is called a big idea because it creates a kind of user convergence for a two-dimensional positioning video website, and it makes Internet users aware , Those who are at station B have ideas, attitudes, and eclectic back waves. This role is not only to improve the short-term DAU of the website, but more importantly, it creates a brand image, so that more and more people realize that coming here is the most cutting-edge.
These successful cases are not 100% measurable, and the cost-effectiveness of a single launch is not necessarily higher than marketing science, but the longer-term value they bring is brand-oriented, I repeat , They are:
The shaping of brand character, the guidance of social culture, the guidance of consumers’ consumption tendency, the increase of brand premium, and the promotion of long-term income.
This article is from WeChat official account:The marketing revelation of empty hunting (ID: xunkong2005), author: find empty