What is the main difference between online marketing and traditional marketing strategy analysis?

Recently, Xiaojin heard that a TV employee came for an interview. When asked about the reasons f

What is the main difference between online marketing and traditional marketing strategy analysis?

Recently, Xiaojin heard that a TV employee came for an interview. When asked about the reasons for job-hopping, he said, "Due to the impact of online media, the advertising business of TV stations has shrunk by half, and the company has been reorganized internally, so it has to consider changing industries." Although surprised, it is inevitable that traditional industries will be impacted by the development of the Internet. In the next two years, new technologies such as 5G, AI and blockchain will soon be popularized, and this subversion will only intensify, and traditional marketing channels will further fail. When we discuss products, operations, publicity and channels, it is urgent to change traditional marketing thinking into Internet marketing thinking. Today, let Mr. Ma, a senior lecturer in network marketing of Jiahua Golden Spider, take us to analyze the difference between traditional marketing thinking and internet marketing thinking.

Traditional marketing thinking

Traditional marketing thinking positioning thinking: "positioning +4P (product, price, channel, promotion)"

The usual practice is to find the right positioning for the product, take an easy-to-remember name, design the most brainwashing advertising language and video, buy out the prime time of the local TV station, and then play it repeatedly. As a result, you can correct the next sentence after the last one. If you don't believe me, try to fill in the blanks:

There are no gifts for the holidays this year, only _ _ _ _ _

The correct answer is "melatonin", and I believe many people are very familiar with this slogan.

Shi Yuzhu once said: "Apart from production, the biggest expenditure is advertising, but the cost is less than one third of that of large enterprises". It's really amazing. How did he do it?

In order to position herself, Shi Yuzhu went to the park to chat with his aunt and uncle, and found the needs of "the elderly can't sleep at night" and "children give gifts to the elderly on holidays". Then, melatonin was given an "elegant, easy to understand and easy to remember" name-melatonin, which abandoned the original name of melatonin and made the product easier to spread among the public.

Small-scale trial and error, in terms of marketing strategy and advertising, first choose small cities in the third and fourth lines to do a round of testing, and then see the effect on a large scale. After testing, they found that the local newspaper is the most cost-effective in the media, so the newspaper soft text has become an indispensable weapon in the process of attacking the city and plundering the land.

Super-class soft writing ability, cloned sheep was very popular at that time, so soft writing was first disguised as a popular science column, and Cop cloned sheep broke through everyone's first psychological defense. Then, how does melatonin change sleep, and finally, how does melatonin touch America. If you often suffer from insomnia, does the message conveyed by this soft article touch you?

In the management of channel distribution, each box of melatonin is supported by local advertising fees. If the advertisement can't be typed, it will become the profit of the headquarters. To put it bluntly, tell the local dealers to advertise as much as possible until they can't move.

In marketing, Shi Yuzhu is undoubtedly a master of "positioning +4P". He knows that in the field of health care products, advertising is more important than products, as long as it is exaggerated as much as possible, but marketing has completely different ways of playing in the Internet age, and there is another classic case.

Network marketing thinking

Internet marketing thinking is an iterative thinking with explosive products as the core: "explosive products+new 4C (scene, community, content, connection between people)+iteration"

When it comes to Internet marketing, I have to mention Xiaomi. At the beginning, Xiaomi's advertising budget was zero, and now it has been valued at 654.38+0 billion US dollars. How did Reebs do it?

First of all, Xiaomi did not make a mobile phone at the beginning of his business, but made an Android third-party house brushing system. This is something that only a few mobile phone enthusiasts play. The Xiaomi team first found 100 hardcore fans on the mobile phone brushing forum, and then interacted deeply with this group of fans. In this process, MIUI achieved the ultimate (ultimate design, ultimate experience). Thus, the number of rice noodles changed from 100 to 10000, 100000, 100000. Later, Xiaomi launched the Xiaomi mobile phone, which once again achieved the ultimate: other brands need three or four thousand configurations for the same configuration, while Xiaomi only needs 1999 yuan. This screaming price makes users and fans want to grab it, and the monthly round of mobile phone booking activities has also earned enough attention. Xiaomi's marketing model has also been touted as selling futures or hunger marketing. The reason is that although the product is very cost-effective when it is released, the quantity that the market can book is very small, and when it is shipped in large quantities in the later period, the hardware production cost is greatly reduced, and this price does not have much advantage. For example, the current price of iPhone X is 8799 yuan, and it only costs 5799 yuan to make an appointment, but it will take three years to get it. Scarcity has just caused the spread of products, which is the strategy obtained by Lei Jun after deeply studying the cost cycle of mobile phones.

Lei Jun's summary of Xiaomi's play has the following three points:

The ultimate single product: From MIUI to Xiaomi mobile phone to a full range of products, Xiaomi has made the ultimate single product at every stage, and each single product has something that makes people scream. Through the improvement of experience, users are moved by the price, and customers are willing to spread word of mouth;

Community iteration: First find the seed users in the early stage, cultivate the sense of participation, let the seed users participate in the product research process, conduct rapid iteration according to the community feedback, and continuously accumulate the product potential energy. Promote word-of-mouth communication in the process that fans' needs are constantly met and surpassed;

Word-of-mouth communication: On the basis of 1 2, we will continue to interact with fans through event marketing and online channels, so that users can participate in the marketing process. For example, if a rice noodle is not grabbed in the pre-sale stage of Xiaomi mobile phone, he will ask relatives and friends to help grab it, and invisibly introduce the product to the user and spread it to the user. After purchasing products, users will share and spread them in the circle of friends because of excitement and joy. However, it should be noted that word-of-mouth communication must be voluntary. The induced word-of-mouth communication is not real word-of-mouth communication, but viral communication at most.

In fact, the biggest core of Internet marketing is the spontaneous communication of users. In the design of marketing model, we should give full play to the individual's communication potential as much as possible, so that everyone can become the source of communication.

Internet products and the data they pay attention to are also the same in marketing. The biggest disadvantage of traditional media advertising is that it is difficult to evaluate the advertising effect. On online media, you can accurately locate your target group through user portraits. If it is directly drained to the e-commerce platform, you can also evaluate the effect, loss and conversion of each advertising channel, and then dynamically optimize the marketing strategy according to the data.

In addition, we should get out of the misunderstanding of network marketing: network marketing is not completely equal to the means of internet communication. Nowadays, many phenomenal online celebrity products are spread by creating gimmicks and hunger, but the problems of the products themselves are ignored. I remember that Huang Taiji pancakes, which were all the rage a few years ago, were good at making hot topics on the Internet, such as "driving a Mercedes-Benz to deliver pancakes", "alien lectures" and "beautiful proprietress". Although this topic is widely spread in Weibo, it has nothing to do with the product itself. Users may come because of an online hot post of a "beauty boss", but they give up after experiencing the product once. Therefore, marketing is a system, without the spread of products, it can only be called the eyes of bloggers.

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Through the above two classic cases of "melatonin" and "millet", we can make a simple comparison:

As can be seen from the above table, the core issues concerned by traditional marketing thinking have not changed, but have been upgraded because of the changes of the times. This is an era of change. If you are a practitioner in a traditional industry, you should actively embrace the Internet. The following are Mr. Ma's suggestions to enterprises and individuals:

What changes should traditional enterprises make?

Advertising migrates from traditional media to new online media, keeps interaction with fans, pays attention to data and evaluates the effect daily;

Activate individuals: the marketing department should not only connect with dealers, but also with "opinion leaders" to give profits to these influential individuals and let countless people sell products for you;

Fast iteration: find seed users, form communities, and improve user stickiness;

Thinking about individuals:

Regardless of whether you are a practitioner in a traditional industry or not, Teacher Ma advises you to "embrace the Internet and build your own brand". Turn yourself into the object of enterprise competition. Proceed from your own field, pay tribute to the classics, accept new things, think iteratively, and output content through writing, speech, etc. Finally, form your own brand potential, and be a person who goes with the flow in the Internet era by means of Internet marketing. Up to now, Jiahua Golden Spider Internet Marketing College (WXIN: TOP 1600) has trained tens of thousands of Internet professionals. Full-time face-to-face lectures and project drills by practical experts help people who want to change jobs and improve quickly master the practical skills of e-commerce marketing that enterprises need within 3-6 months.