In the future, what will be the trends of marketing

Introduction: From traditional media to microblogging, weibo, weibo, audio, video, and now short videos and short music videos, China's media development has entered the fast lane.

From a marketing perspective, what does such a volatile environment mean for businesses? How has marketing changed in the process? And what are the demands these changes place on businesses? And what trends are in store for marketing in the future? Below, Enjoy:

Recently, Zhou Ying, a professor at the China CEO Innovation Management Program at Antai College of Economics and Management, Shanghai Jiao Tong University, was interviewed. She suggested:

"Regardless of the changes in the marketing environment, the constant in corporate marketing is to always 'change' and ultimately help products reach consumers faster with innovative ways of thinking."

01, what is the source of the fire of Jitterbug?

The development of anything is a gradual evolution.

Since the development of Jitterbug, I personally believe that the first can not be separated from the role of the environment.

Shake sound has caught the wave of short video consumption upgrading, and in 2017 the short video independent APP industry users have exceeded 410 million people, a year-on-year growth of 116.5%.

Fragmented use and richness of content have contributed to the skyrocketing of the total hours of use of short videos.

Secondly, in terms of positioning, Jitterbit clearly positioned itself as a "15-second music short video community", creating a "smart social" community for young people in first- and second-tier cities, which is a clear differentiation from Racer.

Thirdly, from the product side, BGM (background music) creates a "sense of beauty", which helps short videos have a stronger performance effect. Shake Voice has made great investment and optimization in beauty and filters, which is also a key element of Shake Voice's popularity among users.

Fourth, from the technical point of view, Jitterbit's personalized recommendation can quickly help users find their favorite content, creating a very strong user stickiness. At the same time, Jitterbug has applied face recognition, body recognition and 3D rendering, AI technologies based on deep learning and image recognition, to ideas such as panoramic stickers, awkward dance machines, AR stickers and 3D hair coloring.

Fifth, from the perspective of product function, the group of post-95 and post-00 wants to have a platform for free expression, and Jitterbug is just the right way to meet the psychological needs of the young group of people who are fun-loving, curious, trend-seeking, and eager to express themselves, and to strengthen the content advantage and competitive barriers through the cool filters+music.

In addition, the explosion of Jittery has also led to the rise of MCN (Multi-Channel Network) organizations, which produce, assemble and send content in a professional way to ensure continuous, high-quality content output, thus slowly forming an ecosystem integrating content production, content operation and fan interaction.

Currently, the daily active volume of Jieyin has reached 150 million, and the monthly activity has reached 300 million, which is still on the rise. Some well-known companies, such as Procter & Gamble, Tencent and Xiaomi, as well as government departments such as SWAT and public security organs, have also become its users, which in turn promotes the production of specialized content.

02, in terms of new media marketing, what kind of thinking should companies have?

Changes in the media most directly bring changes in marketing content and marketing forms. How can enterprises cope with the marketing challenges brought by a series of changes?

I think we need to have "six minds".

1. user thinking

Traditional enterprises are pursuing 20% of customers to bring 80% of sales, it is to grasp the big customers, but now the opposite, the Internet because of the traffic advantage, more about catching the long tail, so enterprises must think from the user's point of view how to seize these flows.

2. Interactive thinking

Taking advertising as an example, in the past, generally do an annual plan, and then according to the plan to put. But now it is different, advertising must consider how to establish contact with your target customers, and it is best to better interact with your target customers.

3. Iterative thinking

Disruptive innovation is not something that all companies or all products can do, and very often, products can only keep themselves hot in the marketplace by continuing to iterate in small and rapid ways.

4. Fan thinking

Many companies have CRM systems, but members are asleep. How to activate this part of the population, cultivate them into loyal fans, so that they can help the enterprise word-of-mouth publicity, these will become the key to the enterprise to beat the competition.

5. Big Data Thinking

We call this the Big Data era, and the biggest difference between this period and the traditional era is that many decisions can be analyzed through data.

For example, if you want to place advertisements, you can target people with a purpose and place them accurately.

Not long ago, China Merchants Bank spent 500,000 yuan on a three-day advertisement on WeChat's circle of friends, which was a big success because they targeted the group of people who have credit cards for international students in the north, upstream, downstream and in the depths of Guangzhou and Shenzhen.

6. Focused thinking

Challenges and opportunities go hand in hand, and opportunities go hand in hand with temptation. In the ever-changing environment, enterprises need to focus, and to realize the focus, you must dare to subtract.

Doing addition is the ability, while doing subtraction is the realm.

When I was teaching a class to students of the China CEO Innovation Program at Antai College of Economics and Management, Shanghai Jiao Tong University, I also saw many traditional companies overwhelmed by marketing in the new media environment.

One participant's company was a traditional consumer goods company that had done very well for more than a decade by franchising and direct sales. But starting in 2015, sales declined, and even more so in 2016.

In 2017, the founder couldn't sit still and decided to come to the study.

Well, he is a very courageous person, in the advice of his classmates, he decided to break through the stereotypes of thinking formed over the years, to try social marketing, did not expect a wave of marketing planning to the end of the continuous decline in performance has a big reversal.

03, today, the elements involved in enterprise marketing which changed, which did not change?

Today's media forms have changed, the content of the media has changed, and many elements involved in enterprise marketing have changed.

1. The crowd is changing

The previous generation division is roughly divided into ten years, that is, we usually say after 70, after 80, after 90, more general;

Now it is not the same, can only be divided into five years as a unit, so there is a 95, after 00, after 05, because the 95 said that they can not understand the 00, after 00 and after 05, they say that they can not communicate, etc. can't communicate, etc.

2. Demand is changing

Each group pursues something completely different, for example, the post-1990s are more in pursuit of novelty.

So we see Oreo company from last year's music box cookies to this year's DJ desk cookies, through the new interactive and customized design, in the Tmall Super Brand Day caused by the explosion, the new consumer groups to buy products not only to product is good, but also fun and interesting, so companies need to continue to innovate.

3. The business model is changing

Previously, the sale of products is a typical B2C model, which is often prone to cause a large amount of inventory. Now turn to C2B, like Oreo DJ desk from the order has been to the hands of the user, 5 days can be completed, and will not produce inventory.

4. The media itself is changing

In the past quite a long time, the media form is mainly newspapers, magazines, television, radio, but with the development of Internet technology, new media continue to appear, from microblogging, WeChat, has been to the very popular short video, live broadcasting, audio, and social media.

5. Enterprises' marketing model is changing

While many enterprises still focus on traditional marketing methods, the huge traffic brought by new media has made many enterprises choose to reduce the traditional media investment, and constantly increase the number of new media attempts.

In this era of change, is there anything that remains the same? I think it can be viewed from two perspectives.

1. Product perspective

I think that no matter how the economic environment changes, the concept of "the product should always meet the needs of consumers" will not change.

2. Way of thinking

For any enterprise, what is always the same is always to "change", in other words, is that the enterprise wants to continue to develop, innovation and change of mindset can not change.

Taking Jiaoda Antai as an example, I know that as a teacher, we always have to focus on the purpose of "preaching, teaching and solving problems", which will never change.

But the business school is also a place to cultivate talents for the society and enterprises, and with the changes of enterprises and the socio-economic environment, we must also seek breakthroughs in our curriculum.

Not long ago, the college's China CEO Innovation Management Program was centered on "one main line, two fundamentals, and three innovations", and carried out a bold "reform" of the original course system in six major panels in the hope of helping trainees continue to rise in the changing environment. The new program is designed to help students continue to upgrade their skills in a changing environment.

04, enterprises should avoid falling into what misunderstandings when using new media marketing?

It is true that in the new media marketing environment, many companies are confused about new media marketing - can our companies use this form of marketing?

I think that not all businesses are suitable for all forms of new media marketing. Jitterbug, for example, is more suitable for some FMCG brands, or products that are closer to the general public.

In addition, from the point of view of the stage of development of enterprises, enterprises at both ends of the spectrum, that is, small and micro enterprises and those with mature and highly recognized brands, are more suitable for adopting new media for marketing, because the former has low trial and error costs, while the latter has brand endorsement.

The biggest difference between new media and traditional media is that with the addition of technology, the effectiveness of marketing can be better evaluated.

So, when companies use new media for marketing, first of all, they should be sensible and not follow it blindly, and must pay attention to whether the target group of the media is the same as or relevant to the target group of the company.

The second thing is that you must evaluate the effect and adjust the marketing strategy in real time according to the result. Finally one must focus on whether the values of the marketing content are positive and whether there are any policy risks on the platform itself.

05. What do you think will be the future trend of marketing?

The marketing industry has gone through a sea change in the last decade and today, there is still no end in sight.

We can take a brief look back at the history of the marketing industry: from product is king, to channel is king, and now experience is king, companies have gone through a shift from focusing on the quality of their products to focusing on the consumer experience and interacting with them.

And in terms of media formats, it's been a journey from traditional newspapers, radio, magazines and TV to the web, to video, and then to short videos, live streaming, and self media.

In addition, lot is king, traffic is king, and now fan is king, the enterprise's marketing approach has gone through a change from large-scale marketing to segmentation marketing, and now precision marketing brought by big data.

So how do you see the future marketing trends?

I personally believe that the development of AI has brought more disruptive changes to marketing. Unmanned retail, robot customer service, big data precision recommendation of e-commerce, are all attempts of AI in the field of marketing.

Not long ago, the Shanghai Construction Bank launched a robot service in the lobby, he can not only answer your questions, but also take you to the designated place for business, which is the exploration and attempt of AI in the field of service.

Then there's Ali's unmanned retail, whose face recognition and biometrics are both a major technological breakthrough, and at the same time, these technologies can be better utilized for marketing in the future.