Light marketing·reach and convert customers more accurately

Traditional marketing-driven methods

Channel-driven: develop channels, increase channel coverage and conversion rate of each touch point (opening branches)

Product-driven: create strong Value (iPhone)

Audience-driven: Brand-driven (to create brand influence) Fan-driven (to create the same belief)

Changes brought about by the Internet era

Channel-driven: E-commerce brings flat channels and reduces the efficiency of development channels

Audience-driven: Audiences have a stronger sense of autonomy, consumption is more personalized, and it is difficult to accurately grasp

Light marketing The traditional marketing-driven model is often based on large projects, heavy budgets, long cycles, large teams, and heavy execution, and it may not achieve good results nowadays

Light on marketing to adapt to the trend Born, combined with the Internet, to maximize marketing effects with flexible strategies, precise methods, and sophisticated management

Challenges facing the insurance industry

Product homogeneity: industry leaders The company's products tend to be homogeneous, with hundreds of product names popping up, and product responsibilities are very similar

Customers are becoming more rational and younger: the first policy bonus ends Customers' access to information channels increases Customers tend to be younger, making Customers consume more rationally and autonomously

Old-fashioned marketing methods: traditional production presentation models (high-yield meetings, cocktail parties) and health testing models (thyroid testing, eagle pupil testing) are difficult to attract traffic

Opportunities facing the insurance industry

If you want to gain more customer recognition and reach consumers, it will be easier to seize market share through marketing-side innovation

Combine with light marketing to achieve marketing-side innovation

Connect circles, open boundaries, and share resources

Connect circles: follow the ternary closure principle, establish a network leverage communication system, and convert weak relationships into strong relationships

(With the help of Douyin videos, WeChat public accounts and other platforms, marketing plans are planned based on the principle of bringing perceptual experience to target the audience)

Open boundaries: through the collision of ideas, through learning Use the wisdom of others to promote the growth of your own core knowledge system

(Achieve strategic promotional partnerships with companies in the same industry and cross-industry, and jointly organize marketing activities)

***Shared resources: There are no eternal enemies, only eternal interests. Use the Internet thinking to realize multi-directional information dissemination channels

(Customer resources, data resources, media resources, new scientific and technological achievements, new communication platforms and other full resources Integration, maximum sharing)

Short path, strong value

Make business logic consistent with user behavior, and don’t let others spend more time and energy

( The most important dimension of behavior is frequency. Behavior is divided into high-frequency behavior and low-frequency behavior. Only by cutting into the user's high-frequency behavior can you win a place)