Some misunderstandings about Internet promotion written in November

After I sent out an article yesterday about a proposal for the organizational structure of the Internet marketing department in 2016, I received messages from some marketing directors in the industry, some supporting it and some opposing it. This is normal, and what I say may not be correct.

Today I want to talk about some misunderstandings about Internet promotion in November.

1. Many company bosses only have the concept of sales, but not the concept of promotion. We hope that profits will be higher than CAC right from the start, but this is obviously unrealistic. You sell rice and make 10 yuan per order. Can you bring in a paying customer for 10 yuan? You have to pay 10 or 8 yuan to find someone to swipe the order. When it comes to promotion, the core is to open up the market first.

2. Too much emphasis is placed on promotion, especially performance advertising, while ignoring conversion. Regarding conversion, brand content creation, media public relations, last-minute promotions, and embedded scene experiences are all key factors in determining the success of a purchase. Regarding this issue, you can think about how traditional supermarkets design the conversion process.

3. Content and interaction can inspire consumers’ enthusiasm, especially communities that can provide continuous value, but hard advertising is still the core means to promote sales, because consumers are always lazy and need you to remind them to buy. So to bring in more users and sales, you still need to spend a lot of effort on the media, but this does not prevent us from spending more time communicating with users on social media.

4. Regarding promotion, the idea in the past was to occupy all consumer entrances, from offline to online. However, with the dispersion of consumer entrances, it is unrealistic to occupy all entrances, and the effect is not ideal. The change lies in the social consumption entrance.

5. Most corporate marketing departments rely too much on media, from online to offline advertising, and overemphasize awareness, that is, how many users see me, but ignore content marketing in the new situation. So in yesterday's marketing department organizational structure, I suggested establishing a new market structure with the marketing group as the core and adding a new media group. This will allow the hard advertising of media and the soft advertising of content marketing to be consistent, that is, starting from the starting point of marketing - the brand.

6. Most companies believe that operations are the responsibility of the operations department. In fact, in the market concept, community-based user operations are very helpful in increasing product awareness and loyalty, such as finding key influencers, such as KOLs, big Vs, and active fans, to increase user identification.

In summary, the core of the market is divided into three parts:

1. Promotion

The media team is the main executor, the business team and new media team are auxiliary, and the marketing team is the core initiator and decision-maker.

2. Conversion

The marketing team is the main executor, especially in media public relations, product packaging, and event promotions, supplemented by the media team, business team, design team, and data team.

3. Brand

Mainly relying on the marketing team and the new media team, we mainly build brand power through content marketing, social communication, brand public relations and other means to stimulate consumer participation and enthusiasm.