Why is the existence of “marketing accounts” a good thing?

Teacher Cao said that there are three types of marketing by leveraging opportunities .

The first type is those who deal with the matter at hand, the second type is those who smuggle ulterior motives, and the third type is those who roll up their sleeves and grab the bonuses directly.

I totally agree with that.

The layers of business structure

Any company that is doing well always has its own business model .

When taking classes in traditional business schools, discussions on the relationship between government and business, as well as commercial interests, are inevitable.

When you hold private board meetings in startups now, you will inevitably be told to update your social circles and get more resources from different industries and fields to make connections.

In fact, the existence of a marketing account at least means that a product has the potential to be commercialized.

If there are no game merchants in an online game , then the game must not have a good economic system that can benefit all parties.

Therefore, even in a game like "WOW", things like leveling, gold groups, and off-site transactions are never uncommon.

Therefore, when it was said that game merchants withdrew from a certain game, people in the game project team would be very worried about the collapse of the economic system.

In fact, if you are not engaged in this industry, you may not understand, is it a good thing for game companies to have businessmen in the middle?

Can gaming companies make more money without businessmen in the mix?

In fact... the existence of merchants just means that there are huge dividends to be made in this game, and just means that there are huge demands within the game, and the official may not have time or does not intend to meet such demands.

Otherwise, who would do a business that doesn't make money?

On Saturday I attended the founding meeting of a friend's project. When he spoke, he mentioned his changes in cognition and a period of his history when he was in college - one of the early Shanda point card merchants, one of the earliest Taobao 5-diamond sellers. Yes, he became a 5-diamond seller by selling point cards. The reason why he quit later was because he found that the supply side began to be in excess, and the profit would be too low if he continued. He could not compete with professional Internet cafe owners and dealers. It was better for individual players to just stop here and end it here.

To put it simply, the innermost layer of the business circle is the business model between merchants and consumers, the middle layer is the business model between consumers and their partners, and the outer layer is the business model between companies and partners.

These circles can be seen in the existing models.

Take Tmall and Taobao for example.

The innermost layer is the business model between consumers and Taobao (price comparison model, trust basis), the middle layer is the business model between consumers and merchants (buyers buy goods, sellers sell goods), and the outer layer is the business model between Taobao and merchants (advertising model, advertising revenue).

Take WeChat for example.

The innermost layer is the relationship between consumers’ WeChat accounts (relationship chain sedimentation) , the middle layer is the relationship between consumers and various merchants, self-media , and services settled in WeChat (reading, consumption, etc.) , and the outermost layer is that various merchants, self-media, and services settled in WeChat must follow the rules set by WeChat and cannot be crossed.

From this perspective, you can also find out why WeChat dares to say that it wants to build an ecosystem.

Influencers and Marketing

As a big V, it’s nonsense to say that you have never been approached by people from advertising companies.

However, although they were teased by advertising companies, the reactions of the big Vs were actually the same, and were not much different from the three types of marketing leveraging opportunities written by Teacher Cao Zheng.

Some people said they took the money, but I still stick to the facts and maintain my integrity;

Some people want to add some personal opinions, and they want to put a bunch of soft articles in one article, and finally put a public account to divert traffic;

Others simply set up new media companies, then use their own resources to bypass advertising companies and take on work for other people.

This is a fact, and such stories are constantly being played out in every product that has the potential to become a "big V".

They have left their mark on Mop and Weibo in the early years, Douban and Zhihu later, and even the latest Alipay Life Circle.

• A product without traffic will not produce a big V.
• Products without traffic will not bring any marketing value.
• The lack of marketing value means that even the most basic way of making money from traffic cannot be achieved.

Therefore, when a platform has a big V who is willing to work hard for marketing purposes, it means that the traffic value of the platform has been established.

If a platform has a bunch of advertising companies and public relations companies contacting big Vs and are willing to pay them to do marketing, it means that in addition to the value of traffic, this platform already has other values, including the value of brand display, the value of sales channels , and so on.

In the Internet field, whether a product's potential energy is upward or downward can actually be discovered from whether there are marketers in the product.

The two sides of marketing

Many platform or product owners hate marketing, while many users share the same attitude as the platform and product owners.

In the seed user methodology of a product, it is often mentioned that the founder of a certain product had a sudden inspiration and created a bunch of robots to facilitate the rapid completion of the cold start.

But what these methodologies don’t mention is that if your product is truly valuable, the founder’s sudden inspiration may come later than the entry of marketing accounts.

In the past two weeks, everyone has been paying attention to Alipay, but few people have noticed:

1. Are those explicit photos really posted by users?

2. An app called "Payment Bustard" has been popular in the circle of friends. What is its starting point?

In fact, with the stigmatization of Alipay Life Circle, few people see the truth of the above two issues.

Let’s go back in time.

The photo rewards of WeChat red envelopes show why they come online and go offline quickly?

In fact, it is not just because of the pornographic, gambling and drug-related content, but because behind the content is a group of businessmen who are keeping an eye on any movement on the Internet and are ready to enter the market to reap the benefits at any time, using pornography, gambling and drug-related content to make quick money.

In order to recruit people, you can go to 1024. Tell me, is there anything else you can't do?

In communities like Zhihu, attitudes towards marketing are not uncommon, but because very few platforms will directly touch the big Vs involved in marketing, many people feel that this is a community with an attitude.

Killing big Vs is actually very stupid, but the weighing of pros and cons is actually the platform’s own judgment.

Of course, before every marketing account enters a new community or platform, it should at least figure out how the platform or community works. In fact, marketing accounts that are willing to use their brains and spend time figuring out the rules of the new community or platform are often the least likely to be eliminated, and are the typical example of making a fortune in silence.

Thus, Brother Liang’s nonsense today will come to an end.

Looking back, today we talked about a few things:

1. For a product, the existence of a marketing account indicates that the product has traffic value and even marketing value, which is a good thing.

2. For marketing accounts, whether they can figure out the rules for entering the product and dance with shackles is an important factor in whether they can survive long enough.

3. For operators , the most important thing is to think clearly about the value of marketing accounts to their own products, rather than blindly opposing or supporting them.

4. If you want to work in the Internet industry, you need to consider which of the three types you belong to. Maybe you are suitable for making quick money.

Mobile application product promotion service: APP promotion service Qinggua Media information flow

This article was compiled and published by @张亮 (Qinggua Media). Please indicate the author information and source when reprinting!