Want to succeed in brand marketing? It’s inseparable from these 4 marketing ideas!

What is the elusive logic behind marketing promotion ? This makes many marketers always go against the right path. I have briefly sorted out four new ideas for online marketing in marketing work... No matter what, I always think that the essence of marketing has not changed, only the path to insight into human nature has changed.

However, if you cannot see the essence through the phenomenon, how can you understand the real logic behind marketing? Without further ado, let’s analyze the logical problems behind these four marketing ideas one by one.

Product Thinking

Product thinking is the diamond of marketing work. High-quality products and services are the main ways for enterprises to realize their social value. Any product that an enterprise launches into the market must meet the needs of target consumers.

Better than other products on the market

Why do we need to compare with existing products on the market? Because what we need to replace when promoting new products are the choices that consumers currently have. When a new product appears, if there is no sufficient reason for consumers to change their original consumption habits, they will not easily make a decision to change their consumption habits.

A little more than consumers want

Steve Jobs once said: "Consumers don't know what they need until we bring out our products. Then they realize that this is what they want." As a product manager, we need to understand consumers better than they do themselves. Before the steam engine appeared, when consumers were asked how to run faster, they would often say: "I may need a faster horse."

Better than my previous product

Have you noticed that all the apps installed on your phone are updated from time to time, and all products have new packaging every year, making consumers feel that "Look, I'm always changing." The purpose of such actions is to ignite consumers' curiosity, "I have changed my tricks again, choose me and you will get a better experience!" Every manufacturer is working hard to innovate its products through research and development to create new consumer space. Consumers are not easily satisfied. They don't like change and are even more tired of the same old things.

User Thinking

User thinking means keeping users in mind and all marketing work is carried out based on the interests of users. When traditional enterprises enter the market, consumers or distributors are not buying into their products, and there are no issues with product quality. The problem lies in the lack of user thinking, and the company's perspective is always taken into account. This makes it impossible to grasp the consumer's focus and occupy the consumer's mind.

User thinking, reflected in communication

As a regional liquor brand, Jiang Xiaobai became an internet-famous liquor brand in 2017. Its phenomenal product copywriting has become the bond for emotional communication between Jiang Xiaobai and consumers. Some people say that "without copywriting, there would be no Jiang Xiaobai today", which makes sense. Jiang Xiaobai has analyzed his target audience well and captured the emotional world of today's young people. Young people face social pressure and need a brand to represent them and release their long-pent-up emotions. Jiang Xiaobai just happens to resonate with this group of people through its packaging copy. When all consumers see the copy on the wine bottle in the supermarket, they probably think, "Isn't the story told in this copy exactly about me!"

This is the success of Jiang Xiaobai’s marketing. It has successfully exported its own values ​​and opened up the market for this group.

User thinking is also reflected in the service

Many companies often neglect customer management during their operations, thinking that everything will be fine once the products are sold. In fact, product sales are only the first step in marketing, and the quality of subsequent customer service is the key to marketing.

After Haier launched its quality battle in the 1980s when Zhang Ruimin smashed 76 refrigerators with a hammer, the company has been insisting on its distinctive services for decades. Today, the first keyword that comes to mind when we think of Haier appliances is probably "after-sales service." Major domestic and foreign brands, such as KFC, McDonald's, Haidilao, and JD.com, all regard service as one of their core competitive advantages.

Market Thinking

When running a business, you must keep one eye on policies and the other on the market. Most of the risks in running a business do not come from policies, but from the ever-changing market.

We must establish a correct market view and respect the market

You must believe in the dominant role of the market in allocating resources. Never assume that every market is a simple, independent, and unchanging market. Your products and services must be what the market lacks, not what you think the market lacks.

Correctly identify the position of market participants and rationally mobilize their participation functions

For consumers, they have the right to choose and comment on products and services. Your brand is determined by consumers, and consumers are both the last and the first link in marketing work.

Mobilizing these three links and forming a healthy and orderly closed loop requires every marketer to constantly think and practice.

Competitive Thinking

Competitive thinking and lack of market competition awareness will inevitably lead to being eliminated by the market. There are many companies that are satisfied with the status quo and have no desire to make progress. Most of the brands that become famous overnight through massive advertising disappear in the following years. When we were looking for the reasons for their failure, we found that they often reduced their investment in innovation and R&D and were too satisfied with the status quo, so a new product from a competitor could take away their existing market.

Competitive thinking is reflected in whether the company focuses on one thing

Trout's positioning theory says that "companies should avoid the brand extension trap", but many companies have fallen into the trap of blind expansion, and many once-powerful brands have finally become a thing of the past.

Who can better provide "solutions" to consumer pain points?

Consumers will only choose the products and services that are most suitable for them at the moment. They are loyal to their right to choose, not to an unknown brand. Unless the product represented by the brand is of good quality, reasonably priced, has emotional resonance, etc., the most important thing is a "solution" that always surpasses the competitors.

These four types of thinking are the core thinking summarized from marketing learning and work. Any innovation in marketing theory cannot be separated from the guidance of these thinking. Marketing is a complex systematic project. Only with the correct marketing thinking can an enterprise remain invincible in the fierce competition.

Author: Low Dose Theater

Source: Low Dose Theater