What would happen if we asked Papi Jiang to be in charge of market operations?

Internet celebrities appear every year, and they are particularly popular this year.

Internet celebrities are either good at singing and dancing, or their words are worth thousands of dollars.

With millions of fans, even if he sneezes, people will come to support him.

A boss asked, our company is short of a marketing director, what would happen if we ask Papi Jiang to take charge?

I will probably be scolded for writing an article like this, saying that the grapes are sour.

After all, I can neither sing nor dance well, nor can I make a fortune with my words. To put it bluntly, I am not good-looking, I have short breasts and calves, and I am not even well-educated enough to be an internet celebrity.

But I admire internet celebrities very much and I also aspire to be like them. After all, the cash flow is fast. You can publish soft articles or start an e-commerce business and make a fortune every day. But after a year, you will be out of fashion and can return to an ordinary life and travel when you have nothing to do. How great is that.

However, many of my friends who work in marketing, including business owners, believe that Internet celebrities can solve marketing problems.

I worship those who write jokes and are creative, especially the WeChat celebrities.

If you hire an internet celebrity to be in charge of the market, sales will definitely increase, and even the level of prestige will also increase.

To figure out whether this idea is right or not, we must first have a certain definition of Internet celebrities.

An Internet celebrity is a person who becomes famous on the Internet because of an event or behavior that attracts the attention of netizens in real life or on the Internet.

Typical examples include Feng Jie and the national husband Wang Sicong.

But most internet celebrities are not so famous.

Especially with the rise of self-media in recent years, Weibo and WeChat celebrities have quickly become popular.

The more famous ones include Teacher Xu (making naughty comments late at night) and Mimi Meng.

Teacher Xu is very unique and talented.

If you ask her to be the marketing director, she probably can't do it. After all, publishing a soft article costs tens of thousands of dollars, but it is easy to buy a Shenzhen Bay No. 1 in a year.

Even if she agreed, the official account cannot be used to promote the company. This is someone's pre-employment property.

It is rumored that Mr. Xu was previously in charge of the new media module of a certain Internet finance platform in Guangzhou.

After leaving the company, Mr. Xu rose to fame and is now very popular in the self-media circle.

Internet celebrities can be regarded as KOLs, or opinion leaders.

There are many types of opinion leaders, including finance, life, news, etc.

There are some special opinion leaders, such as Mr. Kai-Fu Lee. Although it has been slightly controversial, it has a great appeal in China, especially among the middle class and young students, and also has a certain influence abroad.

Some opinion leaders do not have many fans, but they influence high-end users, which is also a special case.

But most internet celebrities are as mentioned before, either they can sing and dance, or they can write.

Especially writing.

What to write?

Opinion leaders often have unique insights in a certain vertical field.

For example, Uncle Tongdao, it’s very interesting to write about zodiac signs.

For example, Teacher Xu is very good at writing about love between men and women.

For example, some big Vs on Zhihu have hundreds of thousands of fans, some of whom are still in their teens and live in ivory towers.

For example, there is a girl who is very knowledgeable about dressing. She knows all the famous clothing brands at home and abroad, recommends various popular styles, and has a superb ability in color matching.

Another example is the public accounts of some luxury goods, which are written with great care. Anyone with a discerning eye can tell that the writer is probably a rich and beautiful woman who understands life, is very smart and has a very high emotional intelligence.

Having said so much, it is certain that internet celebrities can write, and it is also very likely that they are creative.

There are generally two types of writing.

One is the internet celebrity in the general sense, whose content is often heartfelt and pleasant to read, mostly chicken soup stories (which are the national favorite, such as Zhiyin), as well as military, curiosity, etc.; there are also those with more depth, such as the original financial big name Zhan Hao; and there are also those who take a funny route.

The other type is a special case, the industry observer, whose content is relatively niche and tends to be commentary, and who often analyzes phenomena from a high level of the industry. Typical examples include Huxiu columnist Lan Xi and the omnipotent Da Xiong.

Compared with the former category, the latter are often older and have experience as executives or in entrepreneurial projects in companies.

He has a deep understanding of industry insights and market strategic planning.

The former are often very young, and many are even students or young models . They have no extensive corporate marketing experience and do not understand market strategies and brand positioning.

For internet celebrities in the general sense, there should be a question mark as to what the market should do.

Internet celebrities are best at writing, but most of what they write are stories about life, which are difficult to attract widespread attention from the media and cannot achieve good media public relations results.

However, all kinds of jokes and creative ideas will increase the attention of netizens, and at least let more consumers know about your products.

However, marketing work is by no means just relying on writing and creativity to attract attention.

What if Lan Xi is in charge of the market?

With the depth of its commentary articles, it can talk about various trends, ecosystems, and tell stories, and there is no doubt that it will bring corporate media public relations to a new level.

But in themselves, Lanxi and Daxiong are both relatively good market operators. They have more extensive marketing experience in the company and can take up the banner of the entire market.

Having written this, some people may say that I am a piece of cloth.

An internet celebrity is just an internet celebrity, why does she have to be a marketing director?

Would you do it if I asked you to write code?

If you all think so, it proves that this article is useful.

In fact, Internet celebrities are Internet celebrities, and they are very good.

Internet celebrities have strong personal monetization capabilities, but they are not suitable for starting a company.

He is even less suitable to manage the marketing department of a large company.

Rather than saying that internet celebrities are not suitable for operating the market, it is better to say that being able to write and be creative cannot save the market.

Looking at the marketing managers of major domestic companies, most of them have been immersed in the industry for many years. Marketing resources are secondary. The key lies in their judgment of the market and insight into users, including the formulation and implementation of brand strategies and marketing plans.

In fact, most marketing managers cannot write and do not understand creativity. Their core ability lies in managing the entire market, scientific management, and data management. They are similar to generals. Their mathematical ability is often greater than their literary talent, and their creativity is not as wild and imaginative.

As for writing and creativity, they are mostly handed over to the second party. Including planning various ideas, writing articles, making pictures, shooting videos, etc.

In contrast, the core abilities of internet celebrities lie in writing and creativity; their resources lie in their fans, who can be used as media resources.

For a company, hiring an internet celebrity as marketing manager is either because they value his writing and creative abilities, or because they want to gain his fans for free.

The former will have little impact on the entire market; for the latter, forget it, as internet celebrities are not stupid and it would be great if they could monetize on their own.

Many people in China are keen on various creative ideas, marketing activities and brand promotion.

The reason is that the marketing activities of enterprises are relatively complex and it is easy to be blinded by one thing.

Like some creative activities, brand advertising is easy to be known by the outside world.

However, channel management, sales management, pricing management, user management and product innovation are completely unknown.

Consumer insights and market research are hidden under the iceberg.

Large companies often have dedicated public relations management, not only for external purposes but more importantly for internal purposes, to build a unique corporate culture and deliver consistent brand messages.

In general, it is a very good idea to ask an internet celebrity to come up with ideas and write articles, and it is worth paying a high price.

But if we invite someone to be responsible for the market, the gains will outweigh the losses. Because being able to write, be creative, and manage the market is far from enough.

As an aside, marketers are always looking for recommendations for good marketing websites or books.

To be honest, it doesn't have much effect. No matter how many creative ideas and cases you see, you still can’t do marketing well.

If you have time, you might as well review the STP strategy and 4P tactics.

Among them, the word "promotion" in 4P was translated incorrectly in domestic textbooks. It was translated from the original foreign word "promotion".

The promotion in the original book refers to advertising, public relations, marketing activities and various behaviors that promote sales.

However, after being translated into Chinese, many students working in marketing were ruined.

Only products, prices, channels, and promotions. Where have advertising, marketing activities, and public relations gone?

Going back to the beginning, to do well in marketing you still need to understand your market (market research) and have insight into your users (in-depth engagement).

With such guidance, our daily work still requires obtaining information from the industry and user levels.

For example, look at some peer websites to understand industry trends and the marketing status of core competitors.

As for users, it is broader. In addition to reading books, they also need to experience life, including collecting various consumer reports, understanding consumer trends, especially those born after 1990, and ongoing popular trends, so as to capture the latest consumer needs.

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This article was compiled and published by (APP Top Promotion) by @刘渝民. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!