How should marketing be done in 2016? Here are 19 trend judgments!

The fragmented and collective environment of the marketing ecosystem created by mobile Internet has enabled marketing methods and effects to evolve and develop in a sophisticated manner. Therefore, in this ecological environment, the marketing trends in 2016 are as follows:

1. From the perspective of advertising reach, advanced technology has further upgraded the accuracy of marketing.

In other words, it is closer to the essence of marketing.

2. From the perspective of marketing effectiveness, more and more attention will be paid to the user's ultimate experience.

There are two iconic elements here. One is the key moment: MOT, which is the key moment in the user's consumption experience. For example, the dressing experience in the future will be better improved with the help of VR technology; another is the social attribute. The borderless characteristics of the carrier in the mobile Internet era make the exchange, communication and sharing of information more open, which will make the group characteristics more distinct.

3. From the perspective of consumer insights.

Due to the continuous updating of technology, data in the future will be more intelligent, which will make the needs more matched, and the data itself may be a content resource. The essence of marketing is demand matching, and the core of marketing methods is data. Data makes user portraits more accurate. In the future, marketers will not have to draw their own “user portraits”. Instead, users will draw themselves with the support of massive amounts of data.

Head or mind: When the information explosion fills people’s heads, we return to the old topic - influencing the mind.

1. People-centered.

Marketing must focus on our state of existence, our pain, entanglement, ecstasy, depression, embarrassment, and helplessness.

2. The vision of the organization.

Whether the brand owner himself and your employees believe in this thing is the starting point of everything.

3. The last train of traditional media.

Objective and fair media used to be the best carrier for brand communication, but the government and large enterprises are controlling the media through policies, capital and advertising. In this transitional period when the media still has some credibility, we should seize the opportunity to make full use of traditional public relations.

4. Public relations turns into media cooperation.

Free public relations is becoming increasingly difficult, and not every brand or every period of time will produce great wisdom. From free to paid, media cooperation requires companies to spend considerable fees. The media also have to make a difficult choice between maintaining credibility and serving advertisers, deciding whose money to accept and who to refuse no matter how much money they offer.

5. Soft articles are a shortcut to branding.

Public relations and advertising are not clearly distinguished, and soft articles, which serve as a middle ground, can be a short-term or even long-term brand shortcut. Smart soft articles connect the brand 1. with people’s status 2. with business insights 3. and spread itself. Good soft articles will become more and more expensive. The cost of influencing the mind is worthwhile. We need a large number of soft article writers of different types.

6. Corporate WeChat accounts get rid of the middle route.

Not every company has to have a WeChat account. If you really need a good channel, focus on both ends. One end is the media attribute, which emphasizes business insights and human touch. Products will only gain attention when they become a reasonable extension of consumer insights. The other end is the circle of friends attribute, which is the employee WeChat account where we can talk about our own things and the people we all know. Get rid of the self-congratulatory part that’s stuck in the middle. There are 10 million WeChat accounts, and we don’t need yours. You can use this time and money to do something more valuable for the company and yourself.

7. Find the right half.

I know that half of what I do is worthless, but I don't know which half. The solution can only be discovered as you go along, and value appears or disappears in the midst of change. Making a decision is really the most difficult thing.

8. Go deep and specialize.

There is no new magic combination of marketing, advertising, PR. Go deep, specialize, "own" a topic, be the first, and become an opinion leader. Most things in textbooks are not outdated, but the difficulty of doing anything well has increased several times. Persistence is a choice.

If I have only one prediction for the future of the marketing world, I think it is that commercial elements will be further deconstructed and marketing will become more diversified. For example, there is a very obvious trend at present: media productization and product mediatization. Traditional marketing methods such as self-media will have product attributes, and products will also have more media attributes.

1. Media productization:

In the past, we believed that corporate self-media was a means of promotion, the purpose of which was to attract traffic and sell products. In fact, self-media is not "media", but a "free product" of the company that can continuously meet certain needs. For example, a company in a large health industry actually sells a lifestyle, which includes paid health products and free self-media. The free self-media is used to continuously provide high-quality health content, which is equivalent to turning the media into a "product." The same goes for our "Li Jiaoshou" public account, which provides free marketing methods and paid tools and consulting service products.

2. Product media:

Since the media can have "product" attributes, products can also have media attributes - allowing the product itself to become a media tool for disseminating corporate information and interacting with consumers. For example, Jiaduobao relies on printing QR codes on beverage cans to attract fans, and Ele.me turns breakfast packaging bags into mobile advertising spaces, both of which turn products into media.

In short, the relationships between marketing, operations, public relations, sales, products, etc., which originally seemed to be clearly defined, will become increasingly cross-cutting. Today you will see that R&D personnel have also begun to learn social marketing, and new media operations have begun to study products and user needs. At this time, those who still narrowly define "marketing" as "selling things" will gradually be eliminated. Successful marketers will view marketing as the entire process of meeting consumer needs (from market to product to promotion, etc.), rather than just caring about a single promotion data.

1. The effectiveness of informative advertising will further decline

In the past, advertising solved the problem of information asymmetry. In the era of information explosion, simply telling the audience "who I am" is meaningless. Although it still has a certain effect on the establishment of advertising brands, overall, the ROI of "advertising" in any carrier, whether it is online advertising or outdoor advertising, will be further reduced.

2. Influencer marketing will become more and more important

Whether it is event marketing, community marketing, fan economy, IP, internet celebrity, self-media, or KOL, the core of these popular words is the marketing of marketing power. What users need is no longer to know, but to be deeply influenced.

3. Women’s “selfish” consumption will grow rapidly, and women’s marketing will become more popular

Last year, the most popular maternal and infant communities and maternal and infant e-commerce companies used women’s “altruism” to do marketing with obvious results. This year and in the future, with the awakening of women's self-independence and self-awareness, consumption based on women's self-identification and self-construction will rise rapidly. Women themselves are marketing spokespersons who love to share, and word-of-mouth communication has more advantages in the era of "everyone is a self-media."

1. Further deepening of marketing technology.

API, big data, CRM, programmatic buying... technology is changing the core of marketing competition at an increasingly fast pace. In 2016, for many companies that are still conducting marketing management at the content and creativity level, how to make greater use of various technologies and software in marketing will become a more urgent task.

2. The marketing idea shifts from campaign to operation.

The original marketing was driven by "campaigns + advertising", while the current mobile social marketing is driven by "operations + social communication". Whether it is fan economy or community economy, in fact, some business organizations that have transformed their marketing management models first have tasted the sweetness. For most companies, there is still a lack of the concept of user asset operation in marketing management. There are no marketing operation positions, or operations lack tools and software, and remain at the level of simple content operations.

3. Continued realization of data value.

Big data has never been a false proposition in the marketing industry. Data mining and targeted optimization have become increasingly mature practices in the advertising field. What deserves more attention in 2016 is the company's own first-party data, and how to find more application scenarios in practice; how to combine CRM data with advertising data to create greater value in marketing is an area worthy of our attention in 2016.

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