为什么你营销永远做不好?只因你缺少了“6大思维”!

​​从传统媒体到如今的新媒体、自媒体,中国的媒体可谓是飞速发展。而从营销角度来看,不断变化的环境对企业有什么影响?营销在此过程中发生了怎样的变化?这些变化又对企业提出了哪些要求?未来,营销又会有哪些趋势?本文是上海交大安泰经管学院中国CEO创新管理课程教授——周颖在接受《商业评论》采访时的一些观点,值得大家思考。

“两微一抖”时代,抖音的火爆源于什么?

抖音发展至今,首先离不开环境的作用。抖音赶上了短视频消费升级的浪潮,2017年短视频独立APP行业用户已突破4.1亿人,同比增长116.5%。碎片化使用、内容的丰富性,促进了短视频总使用时长的暴涨。

其次,从定位方面看,抖音明确将自己定位为“15秒音乐短视频社区”,为一二线城市年轻人打造了一个“智能社交”的社群,这与快手形成明显的差异化。

第三,从产品方面看,BGM(背景音乐)营造的“美好感”,帮助短视频有更强的表现效果。抖音在美颜、滤镜方面做了非常大的投入和优化,这也是抖音受用户欢迎的关键要素。

第四,从技术方面看,抖音的个性化推荐,能够快速帮助用户找到自己喜爱的内容,打造出极强的用户黏性。同时,抖音把人脸识别、肢体识别和3D渲染这些基于深度学习和图像识别的AI技术,应用到了全景贴纸、尬舞机、AR贴纸、3D染发等创意中。

第五,从产品功能看,95后、00后这个群体希望有一个自由表达的平台,抖音正好满足年轻群体爱玩、好奇、追求潮流、渴望表达自我的心理需求,通过酷炫的滤镜+音乐,强化了内容优势和竞争壁垒。

目前,抖音的日活跃量已经达到1.5亿,月活达到了3亿,还呈持续上升态势。一些知名企业,如宝洁、腾讯、小米,以及特警、公安机关等政府部门,也成了它的用户,这又促进了专业内容的生产。

网络营销理论课

在新媒体营销方面,企业应该具备怎样的思维?

不少传统企业在新媒体环境下对营销不知所措,其实我们只需要具备“六个思维”就可以了。

第一是用户思维。传统企业追求的是20%的客户带来80%的销售,它抓的是大客户,但现在截然相反,互联网因为流量优势,更讲求抓长尾,所以企业必须要从用户的角度思考如何抓住这些流量。

第二是互动思维。以广告投放为例,以前一般是做个年度计划,然后按计划投放。但现在不同,广告投放必须要考虑如何和你的目标客户建立联系,最好能和目标客户更好地互动。

第三是迭代思维。颠覆性创新不是所有的企业或所有的产品都能做到,很多时候,产品只能通过持续的小而快的迭代,来保持自身在市场上的热度。

第四是粉丝思维。很多企业都有CRM系统,但会员是沉睡的。怎样激活这部分人,把他们培养成忠诚的粉丝,让他们帮助企业进行口碑宣传,这些将成为企业战胜竞争对手的关键。

第五是大数据思维。我们称现在为大数据时代,这一时期与传统时代最大的不同在于,很多决策可以通过数据进行分析。譬如广告投放,就可以有目的地圈定目标人群进行精准投放。

第六是聚焦思维。挑战与机遇常伴,机遇则与诱惑同行。在不断变化的环境中,企业需要聚焦,而要实现聚焦,就必须敢于做减法。做加法是能力,而做减法则是境界。

媒体环境变了,企业营销涉及的要素有什么变化?

如今媒体形式变了,媒体呈现的内容也变了,企业营销涉及的很多要素都发生了改变。

首先是人群在变。以前的代际划分大致以十年为单位,也就是我们平常所说的70后、80后、90后,比较笼统;现在则不一样,只能以五年为单位进行划分,所以出现了95后、00后、05后,因为95后说看不懂00后,00后则说和05后无法交流等等。

其次是需求在变。每一个群体,他们追求的东西完全不同,譬如90后更加追求新奇特。所以我们看到奥利奥公司从去年的音乐盒饼干到今年的DJ台饼干,通过新的互动和定制设计,在天猫超级品牌日上打造成爆款,新的消费群体购买产品不仅要产品好,更要好玩和有趣,因此,企业需要不断创新。

第三是商业模式在变。以前产品销售是典型的B2C模式,往往容易造成大量的库存。现在转为C2B,像奥利奥DJ台从下单一直到用户手中,5天内即可完成,且不会产生库存。

第四是媒体本身在变。在过往相当长的时间里,媒体形式主要就是报纸、杂志、电视、电台,但随着互联网技术的发展,新媒体不断出现,从微博、微信,一直到现在非常流行的短视频、直播、音频以及社交媒体等。

第五是企业的营销模式在变。虽然现在很多企业仍然以传统营销方式为主,但新媒体带来的巨大流量让很多企业选择减少传统媒体投放,不断增加新媒体尝试。

在这个多变的时代,有没有不变的东西?我认为可以从两个角度来看。

一是产品角度。我觉得无论经济环境怎么变,“产品永远要符合消费者的需求”这一理念不会变。

二是思维方式。对任何企业而言,永远不变的就是永远要“变”,换句话说,就是企业要想持续发展,创新求变的思维方式不能变。

企业运用新媒体营销时,应该避免陷入哪些误区?

不是所有的企业都适合各种形式的新媒体营销。比如说抖音,就更适合一些快消品牌,或者与普通民众距离更近的产品。此外,从企业发展阶段来看,两头的企业,也就是小微企业和品牌成熟、知名度高的企业,更适合采用新媒体进行营销,因为前者试错成本低,后者则有品牌背书。

新媒体与传统媒体最大的不同在于,有了技术的加持,可以更好地评估营销的效果。因此,企业在运用新媒体进行营销时,首先要理智,不能盲目跟进,一定要关注媒体的目标人群是否与企业的目标人群一致或者有相关性。其次是必须要对效果进行评估,根据结果实时调整营销策略。最后一定要关注营销内容的价值观是否积极,以及平台本身有无政策风险。

未来营销会有怎样的趋势?

在过去的十年里,营销行业经历了翻天覆地的变化,如今,仍然没有看到终点。

我们可以略微回顾一下营销行业的发展史:从产品为王,到渠道为王,再到现在的体验为王,企业经历了从注重产品质量到关注消费者体验、与他们互动的转变。

而在媒体形态方面,则是一段传统报纸、广播、杂志和电视向网络、视频,再向短视频、直播、自媒体发展的历程。此外,地段为王、流量为王,再到现在的粉丝为王,企业的营销方式经历了从大规模营销到细分营销,再到现在由大数据带来的精准营销的变革。

那么,如何看待未来的营销趋势?

AI的发展给营销带了更多颠覆性的改变。无人零售、机器人客服、电商的大数据精准推荐,都是AI在营销领域的尝试。前不久,上海建设银行在大堂里推出了机器人服务,他不仅能回答你的问题,还能带你到指定的地方办理业务,这是AI在服务领域的探索和尝试。再比如说阿里的无人零售,它的人脸识别和生物识别既是一次重大的技术突破,同时,未来这些技术也可以更好地运用到营销上。

总之,无论营销环境如何变化,企业营销不变的是永远要‘变’,最终以创新的思维方式助力产品更快地触达消费者。​​​​

未经允许不得转载:杨永博客 » 为什么你营销永远做不好?只因你缺少了“6大思维”!

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