Instead of discussing the core competitiveness of marketing workers, it is better to talk about how to become a top Internet marketing talent.
Thinking determines success or failure. What thinking must you have to become an Internet marketing talent?
Flowing thinking
Traffic has always been one of the core competitiveness of Internet companies. JD.COM and Tencent, 58 and Tencent all took a fancy to Tencent's traffic. Internet products without traffic can only satisfy themselves.
To do traffic, we must know where the traffic is, which traffic is the best, and what is the traffic of the whole market.
Traffic is made, not imagined. Many people say that search marketing is not good. Let me give you an example. Melaleuca's annual investment in SEM is one billion, and one is sold home.
For example, some large chain plastic surgery hospitals have developed from a small clinic to dozens of chain groups across the country by means of SEM. There are also some financial companies that only invest in WeChat large size and spend hundreds of millions a year.
Before doing traffic, it is necessary to find out who the users are, the behavior of users to obtain information, and the traffic trend of channels. Take finance as an example. If our products are low-threshold, standardized and oriented to small white users, then we can reach more users with the help of mass media. If the user is a white-collar worker, then WeChat Large and APP stores can reach more.
For a single channel, the distribution of traffic is very important. For example, the traffic of search is basically in the top two, and there are also many resources of Guangdiantong, such as Q, space, news and so on. The flow value is different in different places.
Today, with the intersection of traditional media, digital media and social media, the use of multiple media for communication has become the mainstream.
Sponsor a good voice, shake or send text messages on the spot to participate in activities, arouse users' interest and carry out CRM marketing; After users become interested, they will go to the search engine to search for product information and interact, or enter the APPSTORE to download.
On the other hand, we use hot spots for event marketing to find the tipping point of traffic.
I once talked about an example of using brand communication thinking to do traffic. If the average daily flow of this market is 65.438+0 billion, I want to occupy 654.38+00% of it. How can we capture these flows, cover enough target users, and generate enough exposure and interaction?
User thinking
The market does traffic and the operation does users. Users will have various behaviors after entering the product. This behavior lies not in the guidance of products to users, but in the needs of users themselves.
Take finance as an example. Many products have been signed in, which I don't think is appropriate. Financial management is not a high-frequency demand. What should I sign? O2O is already high frequency, and the check-in has not been done yet.
After users come in, they will know about wealth management products, investment risks, personal account information, investment status, income details and so on. This is a basic requirement. Then, based on these basic needs, how to deeply tap the value of users is what operators should do in depth.
User thinking includes two aspects, the first is who the user is, and the second is what the user wants to do. The former helps us improve the accuracy of market communication, while the latter helps us improve the efficiency of operation.
By analyzing users' behaviors, dividing users' grades, and formulating a user growth system, we can help and guide users to cross the novice stage.
One of the core means of operation is to do activities, which have many purposes, such as promoting activities, such as boosting sales. If you just move for the sake of moving, it's easy to get away from basics. Glutinous rice once introduced movie tickets for the full amount, but the movie tickets were not available at all, and many cities did not exist at all. Such activities are very harmful to the user experience.
Therefore, doing activities also requires in-depth analysis of user behavior, whether it is sending coupons or gift cards, we need to consider the actual needs of users. Just like some internet finance directly send 1000 cash back coupons, it needs to invest 500 thousand. Is it necessary to analyze users' consumption?
Brand thinking
Internet companies tend to have a small market structure. If they are better, they will concentrate on traffic. If they are almost better, they will do self-help public relations, send press releases and make official WeChat accounts. The result is that the company has been doing it for several years, and there are many users, but the brand has not improved.
On the one hand, digital advertising overemphasizes click and interaction, ignoring exposure and depth, resulting in no clear impression and lack of visibility in users' minds; On the other hand, the lack of clear marketing positioning, endorsement of top media and diversified cultural construction have not occupied a clear position in users' minds.
When a product reaches a certain stage, it is no longer an experience, but a brand. For Internet finance enterprises, it is urgent to establish credibility by using authoritative media, to enhance the influence of enterprises by using well-known brands, and to give people a younger image through cross-brand activities.
Here, brand communication must focus on the core user groups, otherwise it is easy to go astray.
We put advertisements overseas, but found that users didn't care during the communication process. The main reason is that our users are all below the middle class, and we don't know what the advertisement in new york Square means. In fact, if we invest in mass media, such as CCTV, the effect will be much better.
Copywriting and UI should be shaped around brand positioning. Like some consumer goods, as Li Jiaoshou mentioned, we should speak in vernacular, talk to others and refuse to be complacent.
More professional and serious, such as finance, can be said to bypass some. For example, when introducing the enterprise background, you can choose overseas partners and world-class companies. This operation is very skillful, and the specific operation is elaborated in depth. The UI design should conform to international norms and convey the style of big brands. You can look at the design of Mercedes-Benz and Uber.
In addition, to be a brand, it is necessary to form an interactive relationship with traffic and product efficiency. For example, CCTV's endorsement of media, public relations, network-wide content (video, pictures, text), good voice and other top TV columns drain the network-wide digital marketing interactive CRM marketing, which has both traffic effect and brand building.
Competitive thinking
The competition in the Internet industry is very fierce. In many cases, a month determines success or failure. As a top Internet marketing talent, you must assess the situation, have a strong competitive thinking and know when to fight.
Since the beginning of this year, the Internet finance industry has placed advertisements on CCTV and various traditional media, indicating that the industry has developed very rapidly and some markets have matured in education. In order to quickly harvest users, major platforms have to exchange money for time. At this time, as an excellent Internet marketing talent, you should have the courage to decide whether to attack.
There used to be a very typical case, that is, Jiji.com invited Sebrina to speak for it, and spent 50 million yuan to advertise in a large area of the country. At that time, 58 traffic dropped sharply, and it took 100 million yuan to ask Yang Mi for endorsement to be a draw. The business world is like a battlefield. Without strong competitive thinking, they won't have the last laugh.
Business thinking
The Internet is popularized for free, in order to become an entrance. The most typical is the three-stage rocket strategy of 360 and sogou, and now Alipay. Get users for free or at a loss, and earn profits through other products and services.
In the past, many shopkeepers in Taobao sold socks 1 yuan, or charged 0 profit for the phone bill, all in order to earn users at a loss. Nowadays, explosions are popular to gain users and then sell them other products to make profits.
Today, I made such an official WeChat account, not only to share my experience, but also to do something. In the future, I hope to refine the essence of Internet marketing with a group of like-minded people, improve the quality and level of the whole Internet marketer, and apply it to internet plus to help enterprises carry out rational, scientific and healthy marketing and become a first-class marketing community in China. If you are interested, please join us.
Revenue thinking as a marketer, revenue thinking is essential. The cost of acquiring a user, the cost of retaining a user, the contribution value of a single user's life cycle, the labor cost of marketing, the cost of brand building and so on. The more sensitive the cost, the deeper the implementation.
Strategic thinking Some people say that Alibaba restarted word-of-mouth to make Alipay's entrance more stable. The life service platform model created by word-of-mouth instantly formed a strategic competitive situation for Xinmeida, which shows the influence of strategic thinking on the marketing pattern.
Today, doing Internet finance, some layout traffic, and some layout cross-border assets; Some introduce venture capital, and some introduce state-owned enterprises; Some transform into big platforms, while others insist on being small and beautiful. These are all strategies.
As a top marketer, we should constantly think about the development trend of the industry and understand what to do and what not to do. Every industry has its own unique logic, and deep understanding is the premise of forming strategic thinking.
Today, many people who do internet market or operation feel that there is not much way out because they have not found the direction.
In fact, the Internet is very promising in both marketing and operation, provided that you look at your love and persistence in this profession. As I mentioned earlier, some enterprises only rely on SEM to support billions of annual sales; Some enterprises only rely on DSP and network alliance, and have made hundreds of thousands of users a year; Other companies only do free marketing, and they can also achieve millions of users a year.
OPPO, for example, covers almost all the entertainment resources in China for marketing, and the effect is very good. The success lies in that they put marketing in a strategic position and unswervingly implement it. If they only focused on the short term, they wouldn't have achieved what they are now.