In the era of digital marketing, what seemingly specious views and arguments are there?

Digital marketing is not just the digitalization of marketing. The era of digital marketing means business, creativity, technology, data, content and service? And other core elements, accelerate and deepen integration, and reconstruct the rules and order of the marketing and communication industry.

compared with the linear and gradual changes in the traditional marketing era, the changes in the digital marketing era are exponential and abrupt. Tightening customer budgets, increasingly expensive traffic, and cross-border robbery by consulting companies and technology companies? A series? Critical strike? Let the whole industry be filled with anxiety and impetuous emotions, some specious nouns and concepts are rampant, and some sand sculptures and boring ideas challenge the lower limit of the industry?

The more you update the iteration, the more mud and sand fall, the more you need to strengthen your cognitive strength and discrimination. It's important to get the right answer, but it's even more important to get rid of the wrong answer in this era, especially those common sense misunderstandings that we are used to.

the author has been in the field of brand and digital marketing for many years, experienced the pains of industry transformation and changes, and witnessed various bizarre concepts one after another. I specially wrote this article to spread it to six brands that return to common sense. Inequality? I hope to give people in the industry more inspiration and thinking, and less misunderstandings and detours.

1. private domain traffic? Once and for all+free traffic

In fact, there is no strict definition of private domain traffic at the industry level, but it is generally understood that private domain traffic belongs to? Private traffic that you can control? That is, traffic that you can use repeatedly and seems to increase the cost. WeChat public account, circle of friends, applet and APP are its representatives.

a friend communicated with me, and his business logic of selling goods by using private domain traffic:? The establishment of WeChat WeChat official account will attract fans first, and then advertise for free for a long time. ? It sounds beautiful, but it can't stand scrutiny. Before the internet, would you be a TV station and a newspaper to advertise for your own brand?

the essence of private domain traffic is platform and content, although the internet makes? Everyone is from the media? It is possible, but the professional and content threshold of self-media has not disappeared, and even with the intensification of competition, the competition is more intense than that in the traditional media era.

In fact, both private domain traffic and public domain traffic are a form of traffic. The key to selection and matching lies in one's own ability and requirements. Just like buying a house at home needs decoration, whether it is more cost-effective to buy materials and decorate it yourself or to outsource the decoration as a whole is actually inconclusive. If you don't have the ability of space design and professional knowledge of architecture, blindly buying materials to decorate yourself will probably be thankless and spend more money to do a lot of useless work.

if private domain traffic is treated as cheap (or even free) traffic once and for all, it may be really expensive.

second, brand rejuvenation? Naivety+colloquialism

Brands, like products, have their own life cycle. Only by constant rejuvenation and iteration can we maintain brand vitality and not be abandoned by users. From consumption concept to purchasing power, young people, nine thousand years old (9&; people) are the absolute main crowd, and in order to seize the core consumer groups, Brand rejuvenation? Become an anxiety and just need.

From the long picture of Baique Ling to koi fish of Alipay; From Coca-Cola, Jiang Xiaobai's nickname bottle and expression bottle to Ant Financial and Meituan's subway copy; From the charter music review of Netease Cloud Music to selling cute around the Forbidden City? Young people's anxiety is fully concerned, young people's opinions are fully expressed, and young people's preferences are regarded as stereotypes.

rejuvenation is a basket, and everything can be put in it, because? Young? The concept itself is diverse and inclusive. Regardless of whether some brands (such as most industrial products) are not suitable or need to be rejuvenated, many brands that need to be rejuvenated are effective. Learn only its shape, not its spirit? .

The common mistake of rejuvenation is the naivety and colloquialism of communication. The point of view that can be clearly expressed in one sentence must be expressed in a way that seems to impress young people, but young people don't CARE at all; Originally, young people have a fast pace of life, and they pay attention to some specific WeChat official account (such as taking a taxi and taking out food) just to grab a coupon, but the brand has to go through a lot of trouble and write some long articles, which are blunt and have nothing to do with the business? Hot graphic? Fortunately, young people have learned to be smart? Pull directly to the end of the article to grab the coupon and then close it in seconds to place an order?

brand rejuvenation is a systematic project. Product packaging, communication channels, user scenes and personalized images all need three-dimensional rejuvenation. It is not enough to be superficial, but it is most important to have a sound with young people.

third, scene marketing? Story+landscape

The word "scene" has become a hot word in the entrepreneurial and marketing circles since Wu Sheng published the book "Scene Revolution: Reconstructing the Connection between People and Business" in 215, which has also become the methodology and underlying thinking logic of the scene laboratory.

scene marketing, with accurate scene appeal, endows products with strong competitiveness, makes products enter consumers' lives quickly, and promotes consumers' scene consumption, which itself has become a standard path to formulate marketing strategies.

However, in the practice of communication, scene marketing is prone to misunderstanding and distortion, and becomes story-telling and landscape-oriented.

Scenarioization is not to set a scene subjectively, let alone to tell a story simply. Scenarioization must be based on the consumption path of users, from the consumption reasons? Consumption patterns? Consumer experience? User word of mouth? In short, it helps customers to reduce obstacles in the consumption process, thus forming a relatively independent experience space with unique demands.

Some brands I know (I won't name them here) do a good job of watching Zhihu and Netease do offline scenes to experience pop-up shop, without analyzing, combining with their own brands and paying attention to user experience? Draw a tiger according to a cat? Doing cold and static landscape design offline, I don't know that the interaction between the brand and the user constitutes the main part of the scene. The weight of this needs to be thoroughly studied, and more interaction will disturb it, and less interaction will appear to be thoughtless?

fourth, the propagation matrix? Two micro-shakes+Little Red Book

From two micro-shakes to two micro-shakes, and now to two micro-shakes Little Red Book, the team from the media has been constantly expanding. So, is it to operate all these self-media mentioned, or to create a self-media communication matrix? Not necessarily!

Diamonds are composed of carbon atoms, but if the carbon atoms can't be arranged according to a regular tetrahedron, it is very likely that they are only composed of graphite. The communication matrix from the media needs multi-channel synergy to form a continuous content and communication system.

many brands I know even have their own customers, saying that they want to build a media communication matrix. In fact, they are launching two micro-and one shake little red books, and even launching Zhihu number, headline number, Baijia number and Netease number? Finally, old wine in new bottles, a hot map, a long picture and text, and a short video, are released to all channels indiscriminately? To use a very inappropriate metaphor, it's like a company responding to the call of environmental protection, vowing to carry out garbage sorting, buying garbage bins with different colors, and spending employees' precious time sorting and putting them in. Finally, sanitation workers come over and dump them into garbage trucks indiscriminately?

The key to creating a media matrix is to analyze the functions and crowd differences of different platforms, and combine their own brands to create differentiated content, which is mutually beneficial and mutually beneficial, so as to enhance the communication synergy.

if Weibo platform is suitable as a brand? Spokesman? The platform is the core platform for official voice, short-term detonation and long-term operation. The WeChat platform is suitable for fan operation, interaction, sales, data precipitation and drainage. Tik Tok platform can effectively carry out brand rejuvenation and form brand impression, while Zhihu platform is suitable for soft promotion of word-of-mouth communication through in-depth discussion in a certain field?

remember, the media matrix is not an island, but a team!

v. community marketing? Wechat group+promotion bombing

In real life, children are willing to run wild in the square every day, and adults expect similar corners, which is the underlying logic of the existence of the Internet community. Community is a new interpersonal relationship based on the Internet, and its core features are decentralization and self-organization.

However, many Wechat business friends, even some big brands in the traditional sense, also have cognitive misunderstandings about community marketing. What does community marketing seem to be in their eyes? Crazy people+crazy group+crazy screen? Crazy marketing. As everyone knows, only a community with strong social relations is valuable. The more connection nodes there are between users in the community, the greater the value of the group. If the members of the community fail to form connection nodes, even if they are in the same place, they will become strangers and cannot advance to the next fission and sales.

Think about all the passengers on the same bus. Although they have the same routes and the same space, can they be said to be a community? The dividend of the community belongs to the content, not the connector, and the reason is self-evident.

social economy = connection+values+content. Community marketing, first of all, must have the same membership attributes, in order to form cognitive attribution and centripetal force, which is the basis of effective connection; Secondly, each community should have its own unique ideas and values. Nowadays, young people are known as slash youth, with many hobbies, identities and logos. He may live in many communities, but in the same community, people's values and aesthetics must agree with each other. Thirdly, the community can produce unique content, completely changing the one-way relationship between content providers and consumers, and Kevin? Kelly called it? Producer and seller? This is the basis for the continued stickiness and perpetual movement of the community.

Community is a new interpersonal relationship based on the Internet, which can bring people from the square into the community. The content is the foundation, and the Internet is just a means. Outside the network, the vast majority of users don't like to be temporarily shut down or harassed for no reason. Similarly, on the network, random group pulling and crazy screen brushing are also highly unlikely to be popular.

VI. Precision marketing? Big data+harassment marketing

First of all, express an opinion that technology is neutral, and it includes precision marketing, big data, DSP, DMP and programmatic buying, which have been widely used and mature technologies in the marketing industry. The scale, personalization, instantaneity and scene of intelligent marketing, on the one hand, force the efficiency of traditional advertising companies, on the other hand, actually improve the marketing efficiency and reliability of brands.

although technology is neutral, it depends on who holds the technology.

Needless to say, there are still many vague and gray areas in many rules and orders in the current precision marketing market. Spam messages pile up, fraudulent information continues, and accurate marketing policies discriminate against old users? This is already a living fact.

The popularity of smart phones has made APP a necessity, Ministry of Public Security? Net 219? As a result of the special action, it was found that in the first quarter of this year, * * * monitoring found that more than 1,67 apps collected user information beyond the scope. ? A man is innocent and guilty? After so many apps have mastered a large amount of personal information, if they lack effective control, their social harm is not small.

At the same time, even from the perspective of the industry, the precision marketing of big data faces embarrassment from the aspects of communication execution and monitoring. IAB research shows that 24% of users use advertising blocking software on the computer side, and 15% advocate using advertising blocking software on the mobile side, except? Be intercepted? In addition, the greater moisture lies in the fact that the amount of brush and data fraud in the new media field is already a semi-open truth.

less routine, more sincerity, better technology, and a promising future!