A map connecting the concepts of operation, marketing, communication and conversion

I wonder if you have noticed that in the Internet industry and the Internet world, more and more concepts are “being created”. Once a concept is created, regardless of whether it is right or wrong, it is a good concept. “After all, controversy leads to thinking.”

As an internet person, I feel more and more like in Marvel movies, living in two parallel worlds, the real and the virtual. So today, I would like to take a break from my busy life and share with you what these concepts look like when put together.

1. One Begets Two

Although the previous part talked about the two parallel worlds of reality and the Internet, based on the idea of ​​“ONE WORLD ONE DREAM”, ONE will be the one to extend the “scene” .

First of all, the world was first populated by human beings. Through labor, human beings survived or developed, and accumulated materials (goods). From barter to transactions in the form of currency, this also reflects the basic definition of economics.

“Where there are people, there are transactions” (*If you are interested, you can check out “Economic Organization in Prisoner-of-War Camps”, which is a very interesting article. I know that this article is derived from “Xue Zhaofeng’s Economics Lectures”)

Ultimately, Pin has become a sub-human being in a sense.

2. Two begets three, and three begets all things

As mentioned earlier, one gives birth to two: one world gives birth to people and qualities, which actually corresponds to Mr. Ma’s people, goods, and place. The fact that two gives birth to three cannot be understood with specific quantifiers. In fact, three is the scene , which is our world.

How are the three lives and all things manifested?

2.1 The operation of single person and single product begins

If there is only one person, one product, and one world, building the relationship between the person and the product can actually be temporarily replaced by operations .

People & Quality: Whether it is consumers to commodities or users to products, what is behind them is actually the changes of the times. It has changed from consumption first and service later to service first and consumption later, but the relationship between people and products has not changed.

World & Scene: In the process of building connections between people and products, we can establish connections directly or through some medium.

2.2 Marketing of multiple people and multiple products

As things develop, there will be more people and more products, and then there will be not only supply but also competition .

Ps: The reason why I use marketing as a temporary substitute here is that I don’t differentiate between operations and marketing.

Continuing with the logic of the previous article, there is really nothing good to market for a single person and a single product, or for multiple people and a single product, or for a single person and multiple products. Or it’s just an individual, the consumption capacity and frequency are there, then it’s just a product, who else can I buy it except me, so operation and marketing are more like the relationship between internal and external skills.

Create better connections internally and enhance competitive capabilities externally. Development and development is what we often call consumption upgrading in recent years: the people who consume are upgrading; the products they consume are also upgrading; and the consumption scenarios are still upgrading.

People & Character: Upgrading Relationships

Members and fans after consumption are actually the concept of upgrading and stratifying people, and brands and IP are also the products of product upgrades.

World & Scene: Upgrade of Connection Results

As more products are produced, a market is formed and the scope becomes wider.

The result of competition is market share

As more people come, they become groups and traffic, and the surface becomes deeper.

It is a competition for the position occupied by the mind and the brain

2.3 The emergence of a complete and transferable ecosystem

With the development of information technology, the connection between products and people has been upgraded. Just like the name of the Internet, everything is connected. Public indirect connections become public domains, and direct intangible connections become private domains, but in fact there is no absolute public domain and private domain.

Let’s talk about the public domain first. In the past, the public domain could be supermarkets, counters, and offline gathering points. For brands, these places are naturally their public domain. But from another perspective, supermarkets are another type of product . They are also in the supermarket market and hope to connect with more consumers.

Speaking of private domain, there is no such thing as absolutely private. Before the operation, I said that it was a large-scale social event. Just like social interaction, there are close and distant relationships. No one is irreplaceable, let alone a sub-human - what about products? Therefore, for products, the real private domain is just the small piece of land in the human brain . Good products can definitely make you secrete more dopamine.

One begets two, two begets three, three begets all things

——Tao Te Ching

3. Tai Chi gives birth to two opposites

"The earth is round" is a line from the movie "The Promise". In addition to the corresponding relationship mentioned above, there should also be a dynamic flow and transformation between people and their character. In order to make the world, money and economy flow better, people and character actually play two roles.

4. The two yin and yang give birth to the four symbols, and the four symbols give birth to the eight trigrams

After Tai Chi gave birth to the two yin and yang (human character), human character gave rise to the four images of single person single product and multiple people and multiple products . At the same time, communication and transformation between people and products also gave rise to the new four images.

And how is the final gossip reflected?

Let’s look at them one by one:

4.1 Communication & transformation connects people and products

First of all, starting from the product, if you want more people to know and see it, you have to spread it. Once people know about the product, we hope to facilitate their conversion.

Back to the product, this is actually what is often called the integration of product and effect.

Product, brand refers to communication; effect, effect refers to conversion.

Only by working together can a complete closed loop be built. Whether it is communication or conversion, the two were relatively closed in the early stages and the forms were relatively simple. Therefore, advertising based on traditional communication channels was very popular. And what about conversion? It also depends on grasping the sales terminals.

The Internet has made various channels more fragmented, while at the same time making the paths shorter and providing data feedback, so performance advertising and content e-commerce have gradually emerged.

4.2 The 1-to-N Era

As people and products develop, the SKUs increase and a brand is formed; traffic can be controlled, and with the presence of KOLs, it is no longer a simple 1v1 situation as before.

For example:

Single product to multiple people - WeChat tweet

Many brands have invested in KOLs. The usual method is to select a main product, set a suitable promotional price and promotional combination, and generate sales through a "soft article". It is now common to explain the selling points of products in depth through content, increase product trust, and thus promote sales.

One person vs. multiple products - live broadcast

Live streaming is indeed very popular. People like Li Jiaqi, Viya, and Sanda Ge are simply walking grass-planting machines. In addition to joining the show, any brand with a little strength can actually book a special show and endorse the brand and products through KOLs. In addition, brand spokespersons and product spokespersons are similar concepts. When a celebrity endorses a brand, it is no longer just for one product.

4.3 Human Stratification

As people take control of traffic, conversion and dissemination become measurement indicators:

• KOL: Key Opinion Leader, opinion leader;
• KOC (Key Opinion Consumer), key consumer.

as well as:

• KOS: Key Opinion Spreader;
• KOF: Key Opinion Followers, key opinion followers.

Although there seem to be many nouns, it is easier to understand them when embedded in the conversion and propagation model. Currently, I have only seen relatively mature systems for this type of group in the fan base of celebrities, such as data groups, material groups... Clear stratification of people can help to fine-tune the matching of current operations or marketing behaviors.

4.4 Product stratification

I am not actually very familiar with the stratification of products, but I learned a lot from my time in Hangzhou. After understanding the proportion of goods in a store, it may not be appropriate to divide it by conversion and dissemination. So just watch and forgive me.

When the number of SKUs increases, the SKUs of a store or a brand have a certain proportion:

• Star models: They have their own traffic and are often called hot-selling products, but generally the profit ratio of such products is not high;
• Regular model: second only to the star model;
• Profit model: It may not be as popular as the previous two, but it has enough profit margin, and most of the profit is contributed here;
• Long-tail products: They are mainly used to increase customer orders and generate cross-selling; they are basically not very expensive products.

The benefit of product stratification is that what we come into contact with nowadays are all those who hope to make their stores popular with hot products, but in fact, we can see from the communication with brands: if a combination purchase is set up, it is generally a combination of star products + profit products, one brings volume and the other brings profit.

4.5 Complete and tradable people and goods

There has always been a panacea formula for e-commerce conversion:

Traffic × conversion rate × average order value = GMV

According to the logic of symmetry, there should actually be a corresponding formula for communication. However, the effect of content is too difficult to estimate, so the formula here is just for the sake of parallelism . Maybe technology will make it possible in the future, but for now, rather than telling you a formula, I’d rather share an idea with you.

Communication is actually about links , just like the so-called screen swiping, 10W+, topic marketing, event marketing... there is logic behind them.

For example: Recently, my brother Fan has fallen in love

1. The beginning of the matter itself is quite topical;
2. First release: Whether it is a big V or a KOL, they will be the first to follow the hot topics, and their own large traffic will provide fertile soil for the first batch of dissemination;
3. Follow-up: Those editors who accidentally went to bed early had to sort out the context of the entire incident after waking up the next day, supplement the content when necessary, choose a different angle, and spread it again;
4. Participation: This is something that happens to the general public. In fact, all kinds of jokes are pre-arranged to demonstrate to everyone, such as: "She was able to catch up with Brother Fan at the age of 21, which is really amazing. You caught up with me at the age of 21, which is also not bad (single bet ~skr)";
5. *The asterisk here actually means Plan B. When necessary, you can reveal some information or deny it to stir up the heat again.

Why is it sometimes difficult to spread WeChat public accounts? This is because the official account either completes the entire dissemination process by itself, or is only one part of the dissemination process.

Like Mi Meng, whom I liked very much before:

• Event: It seems like an example right next to me, but I hate it so much
• Spread: Needless to say, the number of fans
• Form: Too simple, post to Moments and see if my husband reacts

As for other public accounts, they also wrote articles, but they had no effect, because at best they were just a part of the secondary dissemination link.

Taiji gives birth to two opposites, two opposites give birth to four images, four images give birth to eight trigrams

——The Book of Changes

Finally, let me make a brief summary. Always focus on people and quality. If you really don’t understand operations and marketing, just look at the company structure you are in.

Communication and conversion are already in a cycle. When the ring is small enough , it is united. When the ring is big enough , you just can't see the other half of the ring.

After all, products are sub-people, and the things we do around products and people are like socializing:

"Everyone is like the moon, there is always a dark side that is never seen by others"

——Mark Twain, Around the World in Eight Thousand Lines

Author: Nickname Pill

Source: Nickname Pill