All headwind moments are a good opportunity for unconventional development and aside from opponents.
Editor’s note: This article is from the WeChat public account “Li lemon” (ID: imslimeng) , Author Li Meng, founder of IMS, reproduced with permission.
In the current period, the domestic marketing industry is facing some major tests-fewer and fewer people are on the street and consumers are invisible.
It’s not that consumers have disappeared, including many uncles and aunts, who have shifted their consumption actions to mobile apps, redskins or shopping WeChat groups.
The changes have come too suddenly. Many advertising companies and brand companies’ marketing departments are not ready yet, and they are not confident enough. Many people also see new opportunities for counterattacks.
At present, several major questions that are generally concerned in the marketing field have gradually been answered:
1. What should we do at the marketing level during this period?
There is no doubt that you want to help customers do business online-the current popular practice is to cultivate online celebrity customer service, online celebrity shopping guides, online celebrity chefs … 360 lines, all of which can be networked and socialized To turn consumers into fans.
2. Is working from home (remote office) really reliable?
Communication and docking is the basic ability of marketers. “As long as there is a computer, advertisers can even work on the toilet.” Without this basic ability, you cannot do it yourself.
3. Can the advertising industry return to the past?
Obviously, just like Alibaba’s rise in 2003 (“the SARS epidemic”) and Jingdong Mall rising in 2008 (“the financial tsunami”), can those small businesses still go back in time? The same is true of the advertising industry.
4. How can the marketing industry get back the status?
Marketing is the “early action” of a brand and needs to be ahead of the market and customers. Focus on the target framework for the whole year, not the short-term gains and losses of one city and one place.
The big ideas are already there, but the actual pressure on the marketing level should not be avoided.
For example, creative companies have to face project suspensions, media companies have to face customer suspensions, and consumers ’demand for content has become narrower and lighter (attention has been drawn away) …
Here, I want to talk specifically about how marketers can enhance their ability to resist stress.