Internet marketing thinking is an iterative thinking with explosive products as the core. This article combines a few small examples of "birthday cake", "instant noodles" and "Michelle Ice City", as well as our specific work, to talk about what is "real demand" .
1. The difference between internet marketing and traditional marketing
1.1 Traditional marketing thinking:
"Positioning +4P (product, price, channel, promotion)"
Traditional marketing thinking and positioning thinking: The usual approach is to find the correct positioning for the product, choose a unique name that is easy to remember, design the most brainwashing slogan and video, buy out the prime time of the local TV station, and play it repeatedly. The final effect is that you can match the next sentence when you say the previous sentence.
"We don't accept gifts for this year's festival, but we only accept ______"
1.2 Internet marketing thinking:
"Explosive product + new 4C (scene, community, content, people-to-people connection) + iteration"
Internet marketing thinking is iterative thinking with explosive products as the core: extreme single product, each single product has a point that makes people scream, improve the quality through experience, impress users through price, and make customers willing to spread word of mouth; In the process of fans' needs being continuously met and surpassed, word-of-mouth communication is promoted; through event marketing and network channels, continuous interaction with fans allows users to participate in the marketing process.
The same is true for Internet products and their focus on data in terms of marketing. The biggest disadvantage of placing advertisements on traditional media is that it is difficult to evaluate the effect in a timely manner, while on online media, you can accurately target your target audience through user portraits . If you directly attract traffic to the e-commerce platform, you can also evaluate each advertisement. What is the effect of the channel, how much is lost, how much is converted, and then dynamically optimize your own marketing strategy based on the data.
2. What is the real demand
This article starts from the point of Internet marketing thinking - "find the screaming point: the unsatisfied needs of users", let's look at a small example first.
2.1 Birthday cake
A cake chain, in order to increase sales, and spent several months researching this topic, they brought customers in to fill out the most typical consumer survey, and asked customers one after another:
"Can you tell us how we can improve the cake so you buy more?
Do you want this cake to be cheaper? Want more chocolate? Or should it be bigger? "
The company withdrew all the feedback and started to improve the cake. As a result, the cake got better and better, but neither sales nor profits increased, which stumped the company.
There is a concept of "birthday cake trap". When designing a product, birthday cakes are often thought of as a "cake" at first, but this does not capture the essence of the product. The point of a birthday cake is not actually the cake, but the birthday.
In a market with abundant supplies like ours, do customers really buy a birthday cake to eat the cake? The essence of the birthday cake is a prop for customers to celebrate their birthdays. Customers need to light candles, make a wish, then blow out the candles, divide the cake, and take various photos to celebrate. The real demand of customers is not a delicious cake, but a happy birthday! Birthday cakes are meant to create atmosphere rather than appear as a food.
So what actions can be done to meet the real needs of users? for example
1. Personalized custom blessing card
2. The delivery staff wear panda cartoon costumes and come to sing and dance
3. Provide bubble machine, guessing boxing, lucky draw and other games
4. Refining the slogan: There is a panda to deliver the goods, singing and dancing is so happy
2.2 Instant noodles
Traditionally, we think that the biggest competitor of Master Kong instant noodles is Uni-President. However, due to the rise of takeaway, the instant noodle market has miraculously shrunk. Later, everyone realized that customers buy instant noodles and order takeaway for the same purpose: fast and convenient . to solve a meal . So takeaways overwhelm instant noodles.
If a customer wants to have a simple lunch on the high-speed rail, he may need a bucket of instant noodles. At this time, takeaway can no longer compete with instant noodles, but instant noodles also have competitors such as ham sausage, high-speed rail dining cars, bread, and biscuits. They're all for quick and easy fixes to a meal.
2.3 Michelle Ice City
The core competitiveness of Michelle Ice City is low price, but it is not very delicious. If you want to drink good tea, you should buy HEYTEA. The competitiveness of Michelle Ice City is that it is relatively delicious, but the price is absolutely low. As long as this quality and price is maintained, it will be difficult for new entrants to compete profitably with Michelle Ice City.
Michelle Ice City currently has more than 13,000 stores, and it is also the brand with the most stores among Chinese milk tea brands. It does not set prices based on cost, but determines prices based on market positioning and competition conditions. Develop new products.
Michelle Ice City is positioned as low-priced milk tea, and stores in non-first-tier cities across the country only sell products that are less than 10 yuan. Based on this positioning, the product development of Michelle Ice City first considers the price, and then deduces the raw materials that can be used according to the price. Generally, it will not look for new raw materials outside the existing supply chain, so that the cost can be kept extremely low. Raw material costs, thereby maintaining low-price competitiveness.
3. Specific to our work
technology sharing
What we are currently doing is sharing, but more importantly, continuous learning. Because after we leave school, we rarely have the opportunity to study systematically. By spending a small amount of time every day, this "small and beautiful" form, continuous learning, in time, you will be the most beautiful cub in the village!
requirements document
For each requirement, we set the requirement background, requirement goal and value in the required fields in the requirement PRD and requirements management process.
What we pursue is that when we design products, we abandon those high-level theories and settle down to think about a very simple and simple question: what is the task that the user wants to accomplish when he buys a product/service? Once you find the user's real task, all the problems seem to be solved.
What matters is what users need, not what we can provide.