A must-read for APP marketers: 5 senses and abilities you must master!

I have read many marketing books and found that they are all products of the last era. Traditional promotion, in other words, is advertising. Promotion is to make your products, services, technology, culture, deeds, etc. known and accepted by more people and organizations through the four traditional media (newspapers, radio, television, and the Internet), so as to achieve the purpose of publicity and popularization.

But times are changing. Promotion in the mobile Internet era is hard work. Unlike the traditional era, you only need to write an article and find the media to publish it. In today's era, with various media, the communication materials you need to provide for each channel are different, the audience each channel faces is different, and the communication data for each channel is different. As a qualified promoter, you need to monitor and evaluate the communication effect of each channel and adjust texts, pictures and other materials in real time.

As a veteran in brand promotion who has been engaged in the industry for more than 7 years, I will not talk about specific promotion methods. I will mainly communicate with you from the perspective of thinking change and trend judgment, and discuss the sense of smell and abilities that promoters in the mobile Internet era need to have.

Basic skills: Can you write an article quickly in 2 hours?

When interviewing for marketing positions, copywriting ability is a basic skill, and generally you need to look at the articles the applicant has written to see his or her style. There are generally three styles of articles I have seen:

• The first type is the journalistic style, commonly known as Xinhua style, which has obvious formatting and catchy headlines. This type of article focuses on storytelling and is generally more content-rich, about 3,000 words. This type is suitable for interviews with people.
• The second type is the so-called fresh and literary style, which is mainly composed of female authors who write soft articles about clothing, food, and travel. You can't go wrong with this kind of people;
• The third type is the current Internet style, which focuses on opinions and data and conforms to the Internet's communication style. The articles are about 1,000 words long, concise and with clear opinions.

I have asked different candidates how long it usually takes to write this kind of article. Some said it takes 2 days, while the average time is 6 hours to a day. What I can do is to write one soft article in 2-3 hours, usually around 1500-2000 words.

How can we do it so quickly and still ensure quality?

• First build the frame. Before writing, plan the title and a few general points.
• Secondly, collect information, fill in the content, organize some data and information, process them again, and fill them into the written framework.
• Finally, it is time to go through the article, change the details, and embellish and complete the text.

With three simple steps, you can quickly produce a soft copy. Of course, in-depth articles about people may take a little longer. But the overall approach is the same.

Learn how to promote by following hot events

My work experience in both units has trained me to pay close attention to hot social issues. During the time when he served as the brand director of Hunan Satellite TV's Mango V Fund, the function of the fund itself was to cooperate with Hunan Satellite TV's programs and columns to support charity activities. In addition, in 2012, Sina Weibo was very popular. Basically, the external brand promotion of Mango V Fund was centered around hot people and events. On the one hand, the hot topics came from Hunan Satellite TV's programs, created topics and celebrities. On the other hand, it was to pay close attention to Sina Weibo's hot topics and hot microblogs, and make various plans in a timely manner for various topics.

Now I work in an Internet startup company. Without the strong resource support behind me, I have to do a lot of communication by myself, and I have to pay for it. This led to a period of time when people were very uncomfortable, from the initial high-profile promotion to the current zero launch. The publicity had no basic users, resulting in no response, and the psychological gap was huge. I'm afraid this is also the feeling that many BAT employees have when they start their own business .

However, when doing competitor research, you can still learn a lot of Internet strategies. Among them, the most commonly used method by Internet companies is the hype of public relations hot spots, or even joint hype. For example, Ali Travel's "Qu'a", Qunar, Ctrip , Tuniu, etc. have all been hyped one after another. For example, 360 Children's Guardian is not only good at taking advantage of hot topics, but also at creating materials. It uses its strong public relations and communication capabilities to create hot topics, most of which are related to people's livelihood and topics that ordinary people care about, and are easy to be forwarded and discussed. For example, during the peak period of the Spring Festival travel rush, they hyped up a story at the train station about a father who gave his child an anti-lost watch and was so uneasy that he handcuffed the child to prevent him from being lost. Once such a topic comes out, coupled with the push from 360 Browser and Security Guard, it will quickly ferment and become a social hot spot.

Similarly, the Uniqlo incident , Liu Xiang's retirement, Li Na's retirement, etc., as long as it is related to celebrities, hot topics, and variety shows, there will be a large number of companies following up in a timely manner.

In addition, the public relations and hype of hot events also require multi-angle solutions and reviews to help readers understand the ins and outs of the events. In the process of reviewing, promotion is actually also being done. Just like you may think that many MBA textbooks and cases taught by professors are very impressive, these are also a form of promotion.

The hype and follow-up of public relations hot events require long-term accumulation and experimentation, including keen insight and predictive ability. It is recommended that beginners try to collect information first, review the entire process of others, and then follow their example and try it on a small scale several times to find the feeling and tricks. With the right time and a certain amount of investment, it is not difficult to create a successful and influential hot event.

Are advertising spokespersons expensive? There are cheap models!

I talk about advertising and spokespersons separately because I think it is necessary and unnecessary. It depends on the current situation of your company.

When I was at Hunan Satellite TV, I felt it was natural to do charity work, speak to celebrities, take up a station, and record a video. However, after joining the Internet company, it was discovered that the cost of celebrity endorsements was extremely high, up to several million a year. With the development of the Internet, more and more companies began to stop using celebrities as endorsements, or began to innovate the way of using advertising spokespersons.

Here we will focus on three types of advertising spokespersons.

• The first type is to use the company's own founders or users as spokespersons. Typical examples are Chen Ou's Jumei Youpin and Dong Mingzhu of Gree Air Conditioner. There are also those who choose users as spokespersons, such as Mengjie's "Home" advertisement.
• The second category is an innovative model of the current mobile Internet. Let celebrities invest in the company, and then use celebrity resources for free to do social marketing and promotion. The most typical case is the case of Darling E-Commerce and Lu Han, as well as the Nut projector invested by celebrity VC, Huang Xiaoming, Li Bingbing and Ren Quan.
• The third category is also an innovative resource exchange model, or a sharing economy model. For example, if I want to shoot a commercial, I won’t look for celebrities to shoot it. Instead, I will look for a few APP founders and tell them that we want to shoot a creative commercial and have it broadcast somewhere. We will give you a chance to feature you in the commercial and introduce you as the founder of XX APP. All you have to do in the film is to endorse us. This is a very pleasing way. Because many users and viewers are users of these apps, it is easy to feel involved.

If your company is not wealthy, then please refer to the above three methods and do it in some innovative ways. If it is a wealthy company, the above method will be even better, and it can be used as a classic case for execution and packaging, and can also be used as a study case in textbooks and MBA lectures.

Seize the early dividends and it’s not difficult to become a big V!

My point of view is that those who do promotion cannot just make themselves a content producer and then pay channels to help them spread the content; instead, they should make themselves a platform or media. It is best to establish their own self-media channels on social media. For my company and product news, part of it can be sent to external channels through paid channels, and part of it can be sent out through our own media. And we should work hard to consciously build our own media into a big one.

In recent years, major platforms have successively opened media open platforms to encourage the development of self-media, such as Toutiao, Baidu Baike, Sohu, NetEase, Tencent, Yidian, etc. This is an opportunity for big names to do promotion.

And the most important thing is to learn how to register and seize the early bonuses! In the early days of these media open platforms, there were many benefits, with few accounts but many users, and official recommendations and support. Think about the birth of big Weibo accounts, this is the reason. We must always pay attention to information from large platforms. Social media is not limited to Weibo and WeChat, and with the development of the Internet, there will definitely be new platforms to replace them. It is important to keep a keen sense of smell.

The next stop: interest communities for young people

Regarding community economy, the case that everyone knows is probably Luoji Siwei, how Fatty Luo gathered millions of fans on his WeChat public account and then made money by selling things. This is a case that has been talked about a lot. You can search it on Baidu and look up the case.

There is a WeChat public account called "Disruptive Innovation Study Society", which was founded by Li Shanyou, the founder of Ku6. After selling Ku6, he became a professor at China Europe Business School. He has a thorough research on community economy and has written several long articles, deeply analyzing the models and cases of community economy.

Communities evolved from "forums" in the early Internet era, and in the mobile Internet era, they have many new forms of presentation. For example, WeChat groups , APP mom circles, and the "interest tribes" that mobile QQ is working hard to build.

From the perspective of promotion, one is to build your own user group from the perspective of the community, and the other is to use existing communities to cooperate in promotion. The people concentrated in the social groups are generally the most accurate groups of people, which reduces the losses in our communication process and has a higher conversion rate .

The most advanced model is to face your users and build a community with them. The feedback from the community can then be fed back into product development and promotion, complementing and promoting each other. For example, the interest tribes created by mobile QQ, some large tribes have gathered tens of millions of fans, and their interest accounts can also push messages like WeChat public accounts. Just imagine, in such a fiercely competitive scenario with WeChat public accounts, if you cooperate through interest tribes, wouldn’t the conversion rate be higher!

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