Distinguishing the right to decide is the premise, grasping the needs is fundamental, and creativity is the plus point. This is the core point of future digital marketing.
Wearing the screen in the office building elevator wearing a mask and wondering, the next ad that pops up will be XX coffee or XX used car, but I did n’t expect it would be a brainwashing XX search question and XX tutoring online Educational advertisements for young children rang through the elevator room, to the extent that it was “Crazy Thursday” for a fast food advertisement in the express box.
Some attention was paid in the next two or three days. It was found that there were no such advertisements in the surrounding residential quarters, but only in office buildings. Previously, white-collar workers sold tea, coffee, used cars, real estate, etc. The sudden appearance of such a “clear stream” serving children is quite impressive.
The advertisements for children’s products in this kind of office area are actually very savvy, which means that the companies that place the ads know at least who is paying for their products, and they understand that users and cars are often separated.
Marketing demand orientation: users and buyers are divided
Christian Grosluth, the father of service marketing theory, defines marketing as: “The so-called marketing is the process of business activities, including the market, aimed at meeting consumer needs and achieving corporate goals in a changing market environment. Investigate, select target markets, product development, product promotions and a series of market-related business operations. “
Its core premise is that “consumption of consumption” and “achievement of corporate goals” are consumers’ needs that exist objectively, and the most intuitive manifestation of corporate goals is revenue. The white dot means: You meet my needs and I pay.
So marketing, like products, must meet demand, but this demand may not be the marketing “audience” itself.
In addition to their own physical and mental needs, each person will also need to assume other roles. For example, as a parent, children ’s living and education expenses are also their own needs; as a child, the elderly’s maintenance and care expenses are also their own needs; as a boss, employees’ office environment and tool expenses are also their own needs.
In these many scenarios, the direct impact on marketing is the division of the actual “user” of the product from the “buyer” of the product, the purchase of capital, and the user experience.
I understand that these are just thresholds. I want to mobilize user needs more vertically and evoke purchasing power.You must understand who has the right to make a purchase decision in order to carry out marketing activities for the right medicine.
There are many such subdivided scenarios.
For example, as a boss in the media industry, a PC configuration of about 1500 can solve the editing needs of employees, and Apple laptops with several times the price can improve the experience of some employees, so it will not affect efficiency or the efficiency difference is small. Under normal circumstances, Apple laptops are not considered by small and medium-sized enterprises. In this case, the decision is in the hands of the boss. The focus of marketing should be on the boss’ preferences.
And if the child wants a set of workbooks as a parent, with a comment that this set of workbooks is recommended by the teacher in the class, then ordinary parents will not have any concerns, and this decision is in the hands of the teacher This is why many sellers of workbooks like to conquer the school market first.
Or maybe your elderly saw a certain sale of health products and massagers in TV commercials. When it ’s very important, most children wo n’t buy anything to deal with it, but they will check the authenticity and even spend it. More economic zone regular brands buy similar products. The decision to decide which kind of product is left to the children, and the parent who buys or not to buy is more complicated.
Under such a complex scenario, grasping the right to decide can often become the key to the surprising success of marketing activities. At that time, a health wine product could kill a way from the marketing battle of many homogeneous products. The ad saying “want to drink and let your son buy it for you”.
Marketing needs to awaken the “potential needs” of users
In fact, it can be seen from these increasingly accurate advertising that today’s marketing is becoming more vertical and more outstanding. Looking back at the domestic marketing cases in the past two years, Durex did not say. In addition to making porcelain with the interaction with Hi Tea last year, it still maintained the industry’s brand. The 56 national style packaging and big white of Wangzi There are also many cases where rabbits are making perfumes and other swipe screens, and the overall development is also booming.
But one thing you can see is that the advertisements on the market today are more on the warm creative idea route, a bit like the Southeast Asian story advertising style, focusing on the tenderness in the story, and on the creative side.
There is nothing wrong with this, because marketing innovation itself has certain risks, and each company has its own KPI for public relations marketing. Therefore, for many advertisers, what they are pursuing is not innovative. Where to get a high score of 90 or more, but can see the results, 60Passed.
The warmth line is also a good choice for marketing to ensure that even if the quality is flawed, as long as the main values are okay, they will not be overly critical. It’s not that emotion has any special power, but that emotion itself is a power that easily resonates.
This is why short films like “999 Someone Secretly Loves You” and the iPhone’s “One Bucket” and “Three Minutes” from the iPhone in the past can be successful, because they just capture the emotion and pass the lower limit of emotional marketing. The high characteristics stand in an invincible position, coupled with their own level of creativity, it is naturally invincible.
But this type of marketing is inspired by creativity, doing brand image upgrades, it is difficult to bring direct conversion rates, people who do n’t catch colds, do n’t buy 999, do n’t change phones, or do n’t consider Apple if they do n’t have enough budget. There is no way to touch the demand side.
In addition, the revenue generated by the unit expenditure of marketing is gradually reduced. For example, if you spend 60 yuan on creativity and resources for a 60-point marketing, you may double the price. The result is 65, 70. Although it is also possible that the creativity explodes to 85 or 90, the average is still not much improved.
This is like tobacco. The difference between your 5 yuan and 10 yuan is obvious, but the difference between 10 and 20 and 20 and 40 has little effect on the average user except for professionals. Think again Larger differences may require more than a double price, but a geometric multiple.
Marketing requires KPL assessment, but there are differences in marketing investment in product investment. In Internet business thinking, what makes a product is the ability to digitalize traffic, users, and sales online. It is more a dominant factor. Just like a cruise ship, the freshness point is above the water surface. The amount of product revenue and the development of the product are intuitively placed on the bright surface.
The marketing investment and direct output are not so clear-cut. It is more like an iceberg. What we can see is just a corner they can show. They invest a lot in creativity, publicity, Below the water surface, even the revenue generated is on the brand below the water surface. These things are difficult to be displayed digitally, and cannot be recognized and understood by most people.
And if you want to improve KPL, you can more intuitively display the results on the table, the marketing direction must start with the direction of demand, that is, to wake up the “potential demand” that users just need.
Driven by demand, 4C> 4P, 6W2H> SWOT
Just need is necessary, eat, wear, live, travel, etc., but eat well, fashionable or not fashionable is the point to consider.
Marketing can meet demand and solve demand, but it cannot create demand. You preached that the sky was messy, and the temple was not selling well. In my opinion, all the goods brought through marketing activities are either the corresponding ones for the users.Demand, or it just awakens the “potential demand” that users just need.
Potential demand exists, but it is not necessary. For example, you can buy potatoes in the children’s market today. It seems that marketing methods have spurred your demand for potatoes, but it is actually based on You just need to eat. What you buy depends on your mood, preferences, and price. The big sale is just to awaken your potential demand for potatoes.
Similarly, your family abandoned the broom to buy a sweeping robot. In fact, it is based on the need for cleaning. You will choose to buy it only under the guidance of a more convenient and convenient cleaning robot. Conversely, even if you give away a bald person’s comb in bankruptcy, although he has a product, he still does not have a need for combing his hair.
In this clearly demand-oriented marketing environment, the idea of choosing a marketing methodology must also be changed into user thinking, that is, 4C> 4P, 6W2H> SWOT.
The general 4P theory (Product, Price, Channel Place, Promotion) focuses on the enterprise side, and carries out marketing planning based on the company’s own situation, while the 4C theory (Customer Customer, Cost Cost, Convenience, Convenience, Communication) pays more attention to the control of all aspects of the client, more suitable for the current marketing market.
Similarly, the past all-purpose SWOT analysis method (competitive advantage strength, competitive disadvantage weakness, opportunity opportunity, and threat threat) is also used to determine the company’s own strengths and weaknesses, the combination of internal and external, is currently not as good as the 6W2H analysis (the target which , Reason why, object what, place where, time and procedure when, organization or person who, how to do, how much value) This comprehensive C-side analysis is directly effective.
Write at the end:
Clarifying the right to decide is the premise, grasping the needs is fundamental, and creativity is the plus point. This is the core point of future digital marketing. And standing on a positive emotional stance, grasping the needs of users hidden under the water, and using the most suitable methodologies, no longer rely only on flashing ideas, it is the next stop for marketing that hits the high score and impacts high scores.
Author: Zhai cauliflower, well-known Internet commentators, Internet analyst, Column author. Personal WeChat: zhaicaihua002