Marketing Ten Years Of Reflection, The Best Advertising Effect Is Word Of Mouth.

Why is marketing becoming more and more difficult? Why is it difficult to sell even a good product? Why is it even unprecedented?

There are few consumers who appreciate the promotion of sea jumping.

What inspiration have we left to us in the past ten years and how will we do marketing in the future?

In 2001, when I graduated from University, I became a member of many marketing forces. I had worked as a grass-roots salesman, copywriter, planner, project leader and so on. I never broke away from the "marketing" business.

During this period, we have been fortunate to witness and witness the golden ten years of rapid development of China's marketing industry.

As a member of the industry, I have always been thinking: what inspiration have we left in the past ten years and how will we do marketing in the future?

1. How many people have their own beliefs?

I remember that when I was in college, I read the books of marketing management, such as Harvard MBA management, Japanese Konosuke Matsushita's management and so on. After graduation, the marketing books were "sales and market" and "business circles". But at that time, there were books like "thick black learning" and so on.

My biggest impression at that time was that marketing is a social science, not a natural science.

Many enterprises in China are like magic. For sales theory, all the focus is placed on marketing, not on product development and quality improvement. The industry has even heard a discussion about "marketing and ethics". For this reason, it is easy to imagine why more enterprises are ten years like a day or that scale. Why do they die?

Three, the best advertising effect is word-of-mouth rather than media communication.

To do marketing is to make a brand! The industry is always talking about brand, what is brand? The industry has not given an accurate conclusion.

I think there are two kinds of brands: one is the brand that the media brings out, the so-called brand that the enterprise spends a lot of money in advertising.

One is consumers' buying habit, which is the word of mouth, which is formed by word of mouth.

The former is self wishful narcissistic complex, the latter is followed by faithful followers, and the best advertising effect is word of mouth.

Four.

The highest level is to study human nature.

Why is marketing becoming more and more difficult? Why is it even hard to sell even good products? Why are there even few consumers who appreciate unprecedented promotions such as free gifts, preferential discounts and so on?

Primary marketing sells products, and advanced marketing sells ideas. The best marketing in the world is religion. Religion sells to people is long dated cheque, but this check can only be realized after people get to the paradise, but all the men and women believe in it all over the world.

From the point of view of human nature, everyone wants to take advantage of it. They are afraid of losing and being fooled. Everyone has their own ideas. They all think they are very smart. They will not believe anyone is going to brainwash. They have their own consumption habits and purchase ideas. What they want to buy is "high-end atmosphere, but the price should be low key".

Is the essence of marketing "finding customer needs, meeting customer needs, exceeding customer expectations" or "digging customer pain and solving customer pain?" is there "demand" or "pain" first?

I think marketing is the first step to solve the problem of trust, followed by "demand" and "pain".

Five, we have been working for media advertising in China.

Economists say that high levels of facade and office rents allow businesses to work for the real estate industry.

I think as marketers, we have been working for Chinese media advertising.

From print media advertising (newspapers, magazines, etc.), radio broadcasting, television advertising to the new online media advertising, although the traditional media is declining, the new Internet media is rising, but as advertisers, they just changed their positions to advertise, from portal network advertising to Baidu search engine, and then to Taobao through train, the high number of advertisements Faith has never been reduced, and network marketing looks beautiful, which is not expected for more people.

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They are talking about pformation, and turn to network marketing, but why do network marketing, only know that it is a trend, and how to do network marketing, but do not know, but in the process of doing slowly, but found himself jumped from a pit to another pit.

So, how should we do marketing in the future?

(1) every enterprise and marketer should have Internet thinking, such as professional product system, user experience and new media communication.

(two) choose products and projects from a consumer's perspective to provide high performance price ratio rather than low price.

(three) save advertising fees, make user experience in the early stage, establish "word of mouth", and reduce advertising fees from product pricing in the middle and later stages, and improve the value of products.

(four) shift from selling products simply to managing friends circles.

(five) everyone is a self media. The impression that you usually leave to the people around you and the credibility you accumulate will affect the reputation of your "self media".

In northern Europe and Taiwan, the "engineer culture" is popular, that is, light marketing.

The reason is simple: good products simply do not need to exert great efforts to promote.

To this end, I think that as a marketing person, we should have the most basic belief in practice: Marketing returns to the essence of products and can not violate the most basic moral bottom line.

Six, what is the biggest impact of the rise of the Internet?

The decline of traditional plane media and the rise of Internet media are commented by the industry: the impact of traditional retail trade and the convenience and fast shopping methods for consumers, etc., I think the biggest influence is: the end of the history of selling information asymmetry.

In the past, merchants created a selling point and spread through small media through print media. Some people would believe that they could also generate sales, because your message could not be verified. Today, no matter what products you sell, no matter how good you say your products are, everyone will habitually check relevant information on the Internet, so that your sales information is completely open and true.