It's human nature to imitate. Seeing TOC's event marketing keeps coming up again and again, all kinds of creatives take turns to stage the power-swiping technique.
Some TO B companies that can't stand loneliness rely on assumptions and guesswork to send out indiscriminate content cannonballs to their customers. In the end, I got a bunch of beautiful data by spending money to buy channels, but customers didn’t pay for the product.
The purpose of brand marketing is to make a business grow , and flashy channel data is more of a spiritual product to satisfy vanity.
First, the sequence of brand marketing
Brand marketing has a sequence, and if the sequence is wrong, the final result will definitely fail.
I heard before that a company with weak profitability is very fond of building corporate culture, trying to use the behavior of fighting chickens to cover up its powerlessness in performance growth.
This is a typical formalism of stealing the bell. As long as the company cannot meet the basic material and spiritual needs of employees, no matter how good the trainer is, no matter how many cultural walls are built, no matter how many team building bureaus are formed, the It is inevitable that everyone is cooperating with the false status quo of the company's acting.
If there is no hope, there will be no identification with the company, and there will be no cohesion. Everyone is just riding a donkey looking for a horse!
The top priority of this company should be to solve the problems on the market side and product side. This is the key point, and the corporate culture is secondary. One heavy and one light correspond to one after the other.
The same is true when companies conduct brand marketing, and they must be arranged in order.
What is the purpose of this marketing campaign? (value proposition)
Whose problem to solve? (target group)
What immediate pain points do they have? (Market demand)
How can we help them solve this problem? (product service)
How can we let more customers know about us and interact with them? (communication channel)
...
After getting used to path dependence, it is easy to do things according to experience and feeling . In addition, in this fast era, agreeing with the concept of starting first and becoming stronger will definitely not suffer. Which channel is popular and has a lot of traffic, just spread the channel first.
Some time ago, the topic of Meng Wanzhou's return to China was hot, and it was found that some companies bluntly and embarrassedly rubbed the hot spot of "Wanzhou's return". In this way, we try to convey the patriotic feelings of the company and the ingenuity of Chinese manufacturing to the outside world.
To put it bluntly , this kind of hot spot is a story, if it is not good, it becomes an accident, and if it is not good or bad, it becomes a joke after dinner .
The current marketing environment is getting worse and worse, and it is a fact that the conversion effect is not as good as before, but are there other factors that exacerbate this phenomenon?
For example, if you grasp the wrong key point and put together a hot self-healing solo show, it is completely separated from the customer, so it is impossible to make the customer feel deeply and resonate?
The promotional videos filmed are all self-inflicted propaganda. Even corporate employees are reluctant to watch such promotional videos, so how can customers watch them?
The exhibition site is engaged in form innovation, which leads to overwhelming crowds. Except for a bunch of people crowding in front of the booth to take pictures, how many people know what the features and advantages of your products are?
With dense, jerky and incomprehensible words, how can this kind of picture book be attractive?
The website is the first business card of the company. How can an ordinary, mediocre, and uninnovative corporate website make customers feel that you are trustworthy?
...
Another aspect of the worsening marketing environment telemarketing list is that the customers we face have higher requirements for experience standards .
2. Thousands of enterprises and thousands of faces in channel delivery
"The only constant in the world is change." TO B telemarketing list marketing not only has to keep up with the innovation and changes in the form of channels, but also has to deal with the changing needs of customers.
The needs of customers are always diverse, and the needs of customers are not necessarily his real needs. This is especially evident in the TOB field.
On the one hand, misunderstandings are prone to occur between the demand transmission of buyers, users, and influencers.
On the other hand, whether this demand has reached a mature stage is unknown.
On the third aspect, there may be better alternatives for the products pointed to by the retention clues.
Therefore, TO B marketing is 1,000 times more complicated than TO C in responding to changes in customer demand .
TO B's needs and final decision will be affected by the internal system, which means that TO C's approach of thousands of people cannot achieve precise marketing in the true sense.
Because what you want to fight is not a thousand people, but a thousand companies.
A person represents an enterprise, and under an enterprise, there will be multiple different roles to connect the needs of customers together. This is a thousand enterprises .