Are you in marketing? Let me tell you, you’re going to get a raise!
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What I want to say today is that those of you who work in marketing will not face layoffs or salary cuts, but salary increases. Of course, if the company goes bankrupt, it should be another company that gives you a raise. In traditional companies, marketing is quite tiring because offline advertising is mostly very expensive. For small and medium-sized companies, the most effective way is offline promotion . Those who have been to college know that every time the school starts, China Mobile and China Unicom start to organize activities. At that time, I was in the student union and worked part-time a few times, which was really tiring. Prepare promotional materials, display stands, awnings, small gifts one day in advance, and practice promotional language. Be able to accurately answer some basic questions. Set up the booth early the next day, wear work clothes with the LOGO, and say hello to people when you see them. Classmates, let’s open a Dynamic Zone! Good signal and low call charges! After a few hours, my mouth was dry and my originally enthusiastic face began to look tired. There was a girl who was very thin-skinned. She stopped coming after lunch because she really couldn't do it. In fact, it is very easy to organize activities on campus. On the one hand, the venue is ready-made and the activities are more flexible and autonomous. On the other hand, the campus is a closed scene and the students are relatively innocent, so it is particularly easy to promote and the effect is very good. However, it is more difficult to carry out marketing activities in other scenarios. For example, if you want to advertise in front of Walmart, they may not agree even if you pay, and there will be many restrictions. Even if you get a suitable location, the actual promotional effect cannot be guaranteed. In traditional industries, marketing and sales are separate. Marketing focuses on branding and promotion to let users know and recognize the products; sales focus on channels and direct sales to make it easy for users to buy products. But in the Internet industry, especially for TOC products, there is no need for sales, and the marketing department takes care of the sales work as a by-product. Compared with traditional industries, it is too easy to do marketing in an Internet company, especially in the past Internet era, when marketing was all about traffic. Through the Baidu search engine, it is easy to find target customers and complete the process online from information search, product understanding, brand search, price comparison, to online purchase. With the help of Internet advertising , we can easily complete the logo design, product selling point planning, offline activities , promotional personnel management, channel management, etc. that the market had to do in the past, and complete the process from dissemination to purchase in one go. More importantly, the conversion rate of early online advertising was very high, and it was in the era of traffic dividends. We say that whether online or offline, it is all for the purpose of improving the brand and sales. If online is more efficient, why not? For most small and medium-sized enterprises, if short-term and fast traffic purchases can bring good results, why should they spend more manpower costs on PR, activities, media, and business? What's more, it is difficult for small and medium-sized enterprises to recruit high-quality, multi-disciplinary talents. Make a marketing website and create multiple marketing topics. You can talk about how good your product is in a creative way. Edit some real-life purchase cases and celebrity testimonials, and then you can start advertising. It is enough to purchase Baidu keywords, portal display positions, and online alliances, and hire a dedicated person to operate the account. Perhaps someone who graduated from a training class can do the job. Obviously, this does not require professional marketing courses or relevant media management theories, because this is a very standard media, charged by click, and the effect is extremely good. The first batch of bosses who tried it quickly standardized and expanded after finding it profitable, created more websites, expanded the business from one city to the whole country, and then hired more advertising personnel to do the placement. In fact, the effect is obvious. The advertising money spent during the day can be seen in the evening. At this time, bosses who engage in online marketing basically sign and deposit money into advertising accounts during the day and start counting money at night. It should be said that the bosses are laughing in their dreams. I call this kind of traffic purchase short, flat and fast, such as Baidu, DSP, Toutiao, and Direct Express. Why is it called short, flat and fast? Because it is very simple. You can create a good advertising page and increase traffic. You don’t need creativity or complicated media strategies. You just need to do some simple work, such as A/B testing, data analysis , and action button optimization. There has never been a time when market communication has been so easy, and there has never been a time when marketing promotion has been so effective. Relying on Baidu's traffic, small bosses made a fortune and created well-known companies such as 58.com, Qunar.com , and Autohome . But it is no longer possible today. As I have written before about traffic thinking, I have said that the traffic dividend has disappeared. Big brands are deciding the price of traffic. They rely on the high brand awareness and can be lazy and just buy traffic. But small and medium-sized companies are no longer able to do so. You can be lazy when buying traffic, but you will lose money. I recently saw an analysis of the US advertising market, which showed that in the past year, Google accounted for half of all US Internet advertising. But in fact, Google's traffic is not much, far less than Facebook ; just like China's Baidu, its traffic cannot be compared with WeChat, not to mention Tencent's multiple super traffic products, such as QQ, Tencent News, Tencent Video, QQ Music, Qzone, and the rising Tiantian Kuaibao. However, despite this, Tencent's advertising revenue is far less than Baidu's. The fundamental reason is that Baidu's traffic is unparalleled in terms of advertising monetization value. But it doesn’t mean that Tencent’s traffic is not good in terms of advertising. The Moments is very good. Some high-quality brand display positions and video resources, including KOL resources derived from official accounts, are currently high-quality traffic resources. But generally speaking, the strategy of using quick and easy methods to buy traffic and develop the market is a thing of the past. In the future, the traffic that can be purchased quickly and easily is search. Others should be related to content and interaction, such as circle of friends, cooperation with KOL, brand story videos, cross-border cooperation, live broadcast , various offline activities, seminars, sponsored meetings, press conferences, media public relations, etc. To do this, we need more compound marketing talents. For example, KOL cooperation involves content creation, media management, executive communication, and data optimization; cross-border cooperation involves business communication skills, brand strategy, and creative planning. In short, the era of quick and easy marketing is over, and simply purchasing traffic will no longer work. The future market must be a combination of online and offline. From content creation, content distribution, media management, business cooperation to data analysis, every link needs to be paid attention to. The media, KOLs, agents, and suppliers involved also need to be well managed. SO, it has become difficult to acquire customers, technology and operations are no longer working, and the market needs to be strengthened again, which means that the market will become more important in the entire enterprise. I think a salary increase is inevitable, as long as your market knowledge structure is complete enough and you have a strong learning ability, and there is no upper limit, then a monthly salary of 100,000 is possible. Mobile application product promotion services: ASO optimization services Qinggua Media information flow The author of this article @刘渝民 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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