Three important concepts that new media marketers must have: insight, traffic, and profit

To plan new media marketing for a brand, creative planners (especially those in agencies) must have three mindsets , or in other words, they must prepare three thinking hats to carry out marketing planning .

The first thinking hat: “Insight hat”

The root of marketing ideas is insight. This is the legendary insight. Without this thing, the idea is doomed to be like "the water of the Yellow River comes from the sky", and when proposing, you will definitely encounter the classic "heavenly question" of the client - can this idea also be used by so-and-so (or any of its competitors)?

At this critical moment, if your idea is rooted in user insights , you will definitely have reasonable arguments to defend the fruits of your and your partners' hard work. Of course, what is more important is that you believe that what you do is right, effective, and in the best interest of the brand.

The essence of “insight thinking” is the agency’s “non-client stance”. I have always believed that when brands pay to hire an agency, the most valuable thing that the agency provides is the "independent and professional perspective" that stands on the side of brands, consumers, media, government, industry associations, etc. The starting point of this perspective is “insight thinking”, and the deliverable of this perspective is “Insight” which is placed at the forefront of every solution.

Insightful thinking is the self-awareness of advertising professionals, and insightful ability comes from a comprehensive understanding and grasp of brands, human nature, media, social environment, and advertising methods . It often requires long-term study and immersion in the front line of the industry. Of course, some people have extra talent in this area and can achieve twice the result with half the effort.

The second thinking hat: “ traffic hat”

In the process of marketing plan planning, the most arduous and most enjoyable part is often the brainstorming stage. At this stage, no matter you are the boss, creative director, planner or copywriter in an advertising company, there is no ceiling for size, and whoever has the best idea has the loudest voice. But in many cases, this stage also becomes the stage where advertisers spend the most time.

In the process of forming specific campaign ideas, creative people's wild ideas sometimes make accounts frown in their hearts. I seemed to see a classic tragedy in the advertising industry: "Planning is fun for a while, but execution is a crematorium." Often this is because creative people don’t have a “traffic mindset”.

"Traffic thinking" is about the customer's business. Party A does not spend money on Party B for fun, it needs to be helpful to the business. The entire history of new media marketing is the history of competing for traffic. Don’t tell me “content is king” or “ channel is king”. In the world of new media marketing, “traffic is king” is always “traffic is king”. Content is popular now, and everyone is calling for " native advertising ", simply because the cost of obtaining traffic through content is cheaper and more effective than through channels.

Creative planners who put on the "traffic hat" must think clearly about where the traffic comes from, where it goes, how to expand the traffic source, and how to improve the traffic conversion rate in the entire campaign idea. These are not only creative efforts, but also operational efforts. During execution, they must be the result of coordination.

The third thinking hat: “profit hat”

I'm sorry, although talking about money hurts feelings, if we don't talk about money, the advertising company will have no foundation for existence.

So when creative planners are planning a project, one thing is very important, very important, very important - what part of the money the advertising company makes from this project . You have to consider this issue from the perspective of a company owner, or to put it more nicely - if you founded an advertising company, this is a question you will definitely think about when making a plan. We might as well call it " entrepreneurial thinking."

Advertising companies have very limited sources of profit, so it is truly a tough industry. Traditional 4A advertising companies can charge very high fees and get rebates from the media, so they can afford to rent office buildings in the CBD and hire talented young people. This is why the advertising industry is developed and produces exciting advertising works.

All is past. However, if honest advertisers wear this "profit hat" well, they may have a better chance of "making money while standing still". Who knows?

The author of this article @Nolen compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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