How to do marketing

Marketing is simple in theory, but it is actually four fundamentals.

1. product: understand that the product should return to the value of the product itself rather than the price.

Many enterprises are very concerned about the price ability of products, but the price factor should be a concept outside the product, the price will exist independently, and the product must be defined back to the product value itself.

The real meaning of product is that it is the carrier connecting consumers and enterprises. The reason why an enterprise can enter the market is because it can provide products that meet the needs of consumers, so it cannot simply position the price on the product's ability, and the product's ability should return to the contribution to the values that consumers care about.

2. Channels: The combination ability of enterprises and channels is very important.

Channel represents the level and width of an enterprise's marketing and the area covered by this enterprise's marketing. In fact, many enterprises are very close in product quality level, but they are far from each other in channel ability.

Under the background of internet technology, the innovation and diversity of channels highlight the influence of channels, so if marketing can't drive channels, enterprises can't actually obtain sustainable market ability.

3. Users: Have a profound and unique understanding of users.

The overall driving force of marketing comes from the driving force of consumer demand, which depends on your understanding of consumers.

In fact, the marketers of many enterprises don't know their users very well, but they know their competitors better. Users don't know what they need, but they know exactly what their competitors are doing. So what we see is that peers spend a lot of resources in vicious competition, but users really care about things without resources. The result of vicious competition will only be the loss of users, enterprises themselves and peers.

If an enterprise's marketing does not have a profound and unique understanding of users, then there is no way for the enterprise to really enter the market.

4. Advertising: The effectiveness of advertising must be effective coverage.

The core value of advertising is to arouse customers' recognition and generate purchase intention. However, many enterprises' advertisements are not based on this core value, but on their own value. A really good enterprise advertisement must stand with customers, know what customers need, and know what kind of environment customers live in.

Someone asked me if I could reduce or adjust my advertisements today. There are two changes that need to be noted:

1. The previous advertisement was to inform, but today's advertisement should form a * * * consciousness. Today, we need to use new media in advertising, not just traditional media.

Returning to these four basic levels of marketing is the requirement for an enterprise's most basic marketing ability. No matter how innovative marketing is, innovation needs to be based on the understanding and application of these four basic levels. In fact, it is meaningless to innovate for the sake of innovation. When uncertainty becomes the norm, marketing is ineffective without grassroots efforts.

three

Marketing itself is an action, not a concept.

In the field of marketing, more people like to talk about marketing ideas, selling points and marketing ideas. These are not the core parts of marketing. The core part of marketing is marketing execution, that is, marketing action.