Anta Zhang Tao: Always Stay With Your Customers.

I have my own thoughts. Today, as an enterprise practitioner, I will ask you a few questions about new media marketing to discuss with you.

For all marketing activities, especially the new media marketing activities, we still have to torture three questions: the first question, who to sell; second questions, what the new technology means; third questions, how to understand the future from the future.

　　 First question, whom to sell to?

In fact, the most difficult question we can answer now is the question of the boss. Why do you give money to you? Why do you take the newspaper? As a marketing and new media practitioner, we can easily throw ourselves away. As a market Practitioner To really start from demand: what exactly are we trying to figure out?

Is positioning the most critical factor in business? I personally think it is still. The difference is that when consumers were positioned, they hoped that a group of customers would be satisfied, and the future consumers would like to be satisfied one by one. So when we are positioning, we need to make consumer insights, such as whether consumers are divided into different age groups according to their age, or according to the income level, they are divided into different income classes. In fact, in the course of future positioning, all of these traditional structures have changed. We need to make real consumer insights. Whether it is consumer products or consumer services.

The cross boundary marketing of new media and traditional media is more driven by values. In order to locate the consumers vertically, enterprises should rethink what values we sell to consumers. Marketing activities Fundamental.

　　 The second question is, what does new technology mean?

We see mobile Internet finance, WeChat pay, a large number of LBS products, but today it seems that all new technology, for enterprises, only means a re combination of marketing activities, marketing function and purpose has not changed.

The O2O we see now, including e-commerce, seems to have a great impact on the shoes and clothing industry or traditional industries that I am engaged in, but it is true to tell you that the new technology will also cost a lot. Through e-commerce, traditional retailers have not yet made money. Do not look at the new technology has brought subversion to the traditional platform, more to see through the outside phenomenon, how to integrate the traditional marketing methods with new technologies.

In fact, the existence of mobile Internet and big data is more to solve the problem of symmetric information. The past interaction is to sell you something, call and write to tell you that it is instantly seen, and even consumers are immediately evaluating you.

And how to improve stickiness? The past is the end of a one-off consumption, and now between consumers and manufacturers will happen all the time. Relation How can I understand the changes in marketing brought about by new technologies from these angles? I think more about chemical reactions than physical reactions.

　　 The third question is how to understand the future from the future?

Because of the general progress of society and the development of the community, China's marketing environment is undergoing profound changes. For example, a substantial reduction in public funds, for example, the promotion of new urbanization. These changes are reflected in the decline in sales of Audi, BMW and Mercedes Benz this year and the rise in sales of second tier luxury cars.

The other is going to the trend of real right. Now consumers are increasingly concerned about the right to use a product and service. Tesla, for example, has unified the price through customization and direct operation. Tesla told us about the cost of selling a car on the Internet. At that time, consumers and it realized full interaction. Consumers can achieve all maintenance booking online.

There is also a new model, for example, a website in the US is called CAR TO GO. With the increasing number of cars in China, quite a lot of vehicle cycles are three to five years. But the real time of using this car is not more than 20%, but consumers have to pay for the maintenance cost of the car, including oil, maintenance, insurance and so on. Conversely, the concept of CAR TO GO is that you have a mobile in the future. terminal With a driver's license and credit card, you can automatically find your driverless car through the mobile terminal. You can send messages to share a car with everyone, when the ownership of the car is no longer important, the important thing is the right to use the car.

Therefore, manufacturers will gradually become service providers, and the future will be gradually transformed from service providers to operators. We are not producing a product to let customers buy it, but to provide a service for customers to use it, so that the boundaries of all manufacturers have merged. Under this integration, the industrial structure has changed, and the core of the change is the re integration of consumer demand.

Do we see that millet is still a traditional manufacturer of mobile phones? No, millet is making TV, and millet has to do mobile wear in the future. Millet has been completely unable to define the industrial boundaries of mobile phone manufacturers.

These trends are what we all have to pay attention to in the future. Standing in the future to understand the present. trend This is the most important thing to do in new media marketing.

Conclusion: future marketing will become more and more SEXY. Consumers need not only information but intelligent assistant for life, and hope to get excited and happy process. What we need to do in this process is: first, we need to do a good job of data mining; second, we need to give more consumers the right to speak, manufacturers should more to weaken their figure, so that customers become the main shopping guide and salesmen; third, entertainment, emotional and thematic is the key; fourth, always be with your customers.