"Understand operations and do marketing" - three steps to operational strategy

In the early days of mobile Internet , the earliest batch of advertising platforms in China started around 2010 or 2011. After four or five years, the market has basically eliminated 99% of the platforms, and mobile marketing has entered another new bottleneck. In mobile marketing, pure promotion positions will become weaker and weaker, while operational positions will become stronger and stronger. In the future, operations will even eat up marketing. This is the idea that I prefer, using operational thinking and means, and even operational structure to do marketing.

Change promotion thinking

With the development of mobile marketing, there are already many ways of promotion. Whether it is GHC advertising or CPA, CPI, CPL advertising, to feed s flow advertising, interactive advertising, video advertising , there are so many advertising forms, but the innovation of advertising forms has not essentially solved the most fundamental problem of mobile marketing.

1. Precision Questions

Mobile marketing is able to accurately find every person and reach every mobile phone, but in fact this only uses one step. First, we cannot guarantee that everyone is looking at their mobile phones now. Second, not everyone carries a mobile phone. Third, even if more than 99.9% of mobile phones in China are covered, we cannot guarantee that everyone will be accurately screened.

2. Advertising

No matter how the advertisement changes, it is still just an advertisement. At first, you will be very disgusted with the advertisements in the APP, but now, you are no longer disgusted. Why? Because after being broadcast so many times, people have become accustomed to and numb to it, the effectiveness of such advertising will inevitably be discounted.

Therefore, we need to change our mindset. We should not promote with the mindset of promotion, but with the mindset of operation.

Two major problems of traditional promotion

1. Target users

Now with more and more marketing, the user segmentation of APP has become very small and very accurate. Your group is already very vertical, so how to capture this vertical group is a very difficult thing. Although every marketing company says that it can help you find accurate users, basically if it is an existing label, it will definitely not accurately cover your audience.

2. The issue of acceptance

As long as it is still an advertisement, the advertising effect will be greatly reduced.

How to implement a big operations strategy?

Three elements of big operation strategy

1. Products

Take the designed product to your core target users to see if it meets their needs. If they think your needs are the same as other products, then your product design is a failure. In my opinion, this is the first step, that is, the product.

2. User

How to screen users after you have a product? The community will solve this problem. People in a community are united because of a consensus on a certain characteristic or cognition, or because of the same purpose. As long as this purpose is consistent with your target portrait, then this group of people is your target group.

3. Links

After finding a community, you need to win over the opinion leaders of this community instead of making your own links. Many people run their own social networks and post advertisements from time to time, but the effect is basically not great. To keep users engaged, that’s what links are all about. You need to let opinion leaders speak for you and be very willing to speak to you so that others can feel involved.

Examples:

There is a very popular O2O that provides afternoon tea and free fruits in buildings. In this promotion team, most of the people were setting up stalls, and most of them would do so for the entire afternoon. However, there was a little boy who only set up stalls for an hour and then came back. His performance was the best, and the users he imported were also very good. How did this little boy do it? Others would send one advertisement each, but he would ignore them most of the time. When he saw a beautiful woman, he would just send a basket of advertisements. He would send a basket of advertisements every day. His only request was that these beautiful women would help him to post advertisements. Did you find a problem? A beautiful woman is basically the core in a company. Men all want to deal with her and women also pay attention to her, so he has won over the actual opinion leader in this community. The focus of attention and the core point of everyone's concern may be the person who talks the most, or it may be the big boss mentioned, or it may be this beautiful woman. Later, they used this promotion model throughout the entire company.

The core of big operation strategy - data

The next ten years will definitely be about talking about big data . For example, in the future, the data of each company will definitely become the core of value operation. In fact, the most appropriate way is to use other people’s labels in promotion. You should connect your data with other people's databases. There are many companies in the market that provide such services, and then let them help you outline your target users as much as possible. In today's world, big data can be used to help you locate your target users. I know who your users are better than you do.

Understand the direction of operations and marketing before you start investing. The first step is to analyze this person, accurately position him, know who he is, and then consider operations and promotion. This is the core of the shift in thinking that must take place.

Examples:

Why do you need to understand operations to do marketing? These three are portraits of a certain user. For example, his basic information or existing data, and then we draw a portrait of him. It seems that there is no correlation between the labels, but in fact, some of the words are big, which means they account for a large proportion; some of the words are small, which means they account for a small proportion. In today's world, big data can help you understand your users clearly. I know who your users are better than you do. Just like Tencent knows my ex-girlfriend's preferences more clearly, this is a very realistic problem.

Three steps of big operation strategy

1. Find the core

Among tens of thousands of entrepreneurial projects and teams, perhaps only 10% of the teams know very clearly who they are going to serve. As for the remaining 90% of people, the team may be scrapped from the beginning, or they may not even be able to identify the people they serve. Even if they have the entire analysis, they may not be able to defeat similar teams. Therefore, core users are the most critical.

2. Turn opinion leaders into seed users

Only after you turn opinion leaders into your seed users will you consciously spread the word.

3. Replicable operational work

After finding the precise users, the cost is already very high, and the data of key operations can support large-scale promotion work. It is a more appropriate path to promote it at this time and create many replicable things.

Three major resources for big operations strategy

1. Community

Offline groups and teams are also considered communities, and online WeChat groups , QQ groups, Tieba , and Zhihu are places where opinion leaders gather.

2. Marketing

Find a community of 1,000 people, screen and get opinion leaders to start selling.

3.PR

Four steps to social media communication

The first step is to find the target users and analyze them. The second step is to find the community. The third step is to get opinion leaders. The fourth step is to use opinion leaders to help you spread the word.

Four elements of social communication

• Wide and deep
• operations
• KPI
• Sawtooth Curve

The first thing is to be broad . If you want to win over this customer, you can win over these 1,000 users. That’s why we should use operational means instead of marketing means.

The second is to find the user and quickly identify what needs to be communicated. The first is broad and deep, and the second is to do it with an operational mindset.

The third KPI. Some companies today, especially when they are wealthy, do not have much understanding of KPI. However, the core point of marketing is to organically combine results and processes. However, many companies are unwilling to do this and are unwilling to collect this type of data, which is a huge waste of resources.

The fourth one is the sawtooth curve . What is the sawtooth curve? In the marketing process, there is a sawtooth upward curve with peaks and troughs. Maybe you don’t know when this curve will finally go up? However, it is necessary to ensure that when the curve rises, the brackets for a period of time should be higher than the inner ones.

But if you say that I can guarantee the success of any activity, that is absolutely impossible. Therefore, you need to use a complete set of operational methods to gradually improve your operational thinking .

Examples:

What was very popular in the past two years was the cute face. When communicating, they used operational ideas to promote, doing a small event every two weeks, and the curve would have a small fluctuation, and the sawtooth curve would explode in the process of accumulation. They had no idea that this product had the potential to explode, so at most the size of the server would increase each time, and that was it.

In our subconscious mind, the target audiences of the three products, Mobile Guardian Expert, Office Expert and Travel Expert, are unrelated. But our machines don’t know this. Although people are not relevant, machines are relevant and can analyze some interesting things.

Core Concept-Users are Sales

Keeping users engaged and trying to bring users and opinion leaders into the sales process is what successful marketing means. This requires operational means to accomplish, and it is an act of integration by everyone in the entire company system. So, the final core concept is that users are sales. Everyone should be aware and use all their people, energy and means to communicate with users. You will find that users can promote products and will play a huge role after becoming seed users.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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