Breaking the misunderstanding of inertia marketing: 10 times faster growth than 20% growth
In today’s continuous consumption upgrade, the marketing circle also needs to resonate with the times, showing new vitality.
On the afternoon of November 6, Ali’s innovative business group intelligent marketing platform united with 36Kr to jointly create a new marketing IP with the combination of theory and practice. The first phase of the UMIC classroom was successfully held in China Musical Music Square.
Location: China Le Shili Music Plaza (Commercial Office Complex, No. 35, Xiaoyun Road)
The three lecturers shared in this course are senior marketing planner, 36Kr columnist, author of “Lean Marketing” Yang Ze; founder of Fan Deng Reading Club, best-selling book “Replicable Leadership”, “Reading Children” Fan Deng, the author of the book, and the general manager of the intelligent marketing platform of Ali Innovation Business Group Zhao Ting. The on-site guests have deeply interpreted the marketing through different dimensions. It is hoped that through this course, people who influence more marketing circles will inject new kinetic energy into the marketing circle.
In this sharing, Yang Ze revolved around the “Rise of New Demand” and shared with the guests from the perspective of how to more accurately capture users, how to cultivate super users and radiate more ordinary users.
Yang Ze believes that marketing is the process of translating the selling point of a product into the needs of users. When designing a product, you may want to design a lot of functions, but what do you need to perceive the user? How the product is designed is not so important, but more importantly, how to cut the user’s needs, this is the most important role of marketing.
It is worth mentioning that Yang Ze also stressed that with the continuous development of the economy, society has entered the fourth era of consumption. In this era, young people have a great demand for fashion and personalization, and have developed from the previous popular demand to the niche. Although this group of people is niche, it has more vitality and is more sticky to the brand of value recognition. The rise of the national tide, the niche variety, and the niche content platform is also based on this reason.
For marketers, we should pay attention to the fact that all the niche have an opportunity to break out, because the niche is an organization that has great influence and penetration on the surrounding circle. Once it is cut into it, it can drive the surrounding area. A very strong chain reaction suddenly broke out. This requires marketers to open up some segments and niche markets, and to build a path of influence from the most core superusers to the average user.
Yang Ze live sharing
At the course site, Fan Deng, the founder of Fan Deng’s book club, conducted a discussion with the guests on how to achieve greater user growth, how to develop leadership, and how to exert value to influence the larger circle. Warm exchanges and discussions.
The Fan Deng Book Club currently has 10 million users and talks about the growth logic. Fan Deng said that the “10-speed principle” is a very important underlying logic at the marketing level. If you don’t think about the ten-speed method, you will always fall into the Red Sea competition. Medium, because it is difficult to form differentiation. Only by pursuing a tenfold increase in results can it be possible to think in a higher dimension. So don’t fall into the inertia of thinking and limitations in the industry. Marketing is not a simple addition, subtraction, multiplication and division, linear model, but an effective means to create an exponential growth miracle.
The result of the first development of good content and good products is the basis of the second development. This is the basis of exponential growth, and the most critical action is called sharing. How to let users share spontaneously? Fan Deng talked about the six rules in “Mudden Biography”: social currency, visualization, practicality, emotional substitution, high frequency grafting, storytelling. Combining these six principles and applying them to the extreme can bring great help to marketing.
Fan Deng Live Sharing
In addition to the improvement in marketing skills, marketing concepts and values are also important. Zhao Ting, general manager of the intelligent marketing platform of Ali Innovative Business Group, mentioned that values and business must coexist. Values are the foundation for brand and marketing content building, specifically adhering to customer first and professional attitude towards marketing.
In addition, Zhao Ting believes that marketing is divided into two sides, one side rational, showing function, price, efficiency, data sensibility, advocating preferences, lifestyle, value recognition. In the marketing process, we need to think about how to satisfy the consumer’s more granular emotional appeal. At the same time, we need to have post-link precipitation data and communicate with consumers. Marketers need more perceptual thinking and reverse thinking. Inductive inspiration and value in the path of differentiation has become the key to marketers’ growth in the stock market.
Zhao Ting live sharing
The wonderful sharing of the class has benefited the guests. Many people have expressed new insights and inspirations for marketing.
In the future, UMIC Class will continue to invite well-known scholars and marketing experts to share ideas about marketing, export marketing ideas and practical marketing, empower marketers, build new marketing scenarios for the industry, and explore commercial marketing together. New mode. Committed to the advanced curriculum concept and innovative operating model, leading some marketers to see the future first.
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