With the advancement of the times and the advancement of science and technology, these changes have made today’s enterprises have a strong ability to recover after experiencing the “black swan”.

Editor’s note: This article comes from WeChat public account “Internet Rivers and Lakes” (ID: VIPIT1) , Author Liu Zhigang.

Smart marketing after the epidemic: the old rules of collapse and the new order of rise

Al Ris, the authority on marketing theory, has proposed a theory that has caused a great sensation in the field of marketing (including advertising and public relations): “the fall of advertising and the rise of public relations” PR). In China, it is also translated as “public relations first, advertising second”.

Since then, more and more companies have begun to attach importance to public relations in marketing strategies. Public relations have also been placed in a prominent position in the marketing system, advocating for weakening sales traces and focusing on the long-term value building of brands.

However, looking at the recent hot words in the marketing industry, live streaming, private domain traffic, and growing hacks, these gameplays are obviously more focused on naked ads. Especially after experiencing the devastation of the epidemic, “advertising first, public relations second” may be the long-term marketing attitude maintained by the company, and this attitude change naturally also requires corresponding infrastructure. Intelligent marketing is ushered in as a new marketing machine. Development Opportunities.

Breaking the old marketing template: The marketing that ca n’t bring goods is a hooligan

Rui Dalio, founder of Bridgewater Fund and author of the best-selling book Principles, once said: “History is always repeated. To understand the present, you need to understand the past first.”

From a historical perspective, let ’s first answer a question: Why has there been “the decline of advertising and the rise of public relations” in the past in terms of the Chinese market? It should be noted that the “advertising” in this fading actually refers to the traditional hard and wide.

In the 1.0 era, market products are scarce and channels of communication are limited. Just like advertising on CCTV in the past, the public subconsciously thinks that this brand is very powerful and often works well.

In the era of 2.0, the communication environment of the mobile Internet information explosion and changes in the market environment have made advertising, an interactive form, face major challenges. In addition, the information explosion, mobile interaction