As a new media operation, what is the softest knowledge? It is marketing thinking. After all, everything we do is ultimately for the conversion rate of products. Then let's talk about what is marketing thinking and what is marketing framework. What is a marketing framework? Marketing framework is the concrete embodiment of marketing thinking. There is no right or wrong in different marketing frameworks. Different marketing frameworks are * * *. Here, the different marketing frameworks focus on the 6W marketing framework: 6W marketing framework What: products and services Who: Who: When is the target customer, that is, the customer journey, that is, where is the user's purchase path, that is, why is the marketing channel, that is, how is the marketing goal, that is, the marketing method, that is, the marketing information and content measurement %optimize: that is, it is monitored and optimized at the same time. All marketing behaviors of new media marketing can be monitored. 6w marketing framework is the basic element of all marketing rules. Next, let's break it down: what is "what"? What-know about enterprises and products! What kind of business? What kind of products and services are provided? What is the selling point of differentiation? How to make a profit? There is a saying called "Knowing that the business model is not the patent of entrepreneurs". There are three business models in the era of e-commerce: B2C: business-to-business B2B; business-to-business C2C: business-to-business canvas customer segmentation type: mass market: basically indistinguishable customer groups, such as Coca-Cola. Niche market: A specific and specialized market. Customer groups seeking common ground while reserving differences: they have the same problems but slightly different needs, such as B-end customers, C-end customers and G-end customers. Diversified customer groups: a solution faces groups with different needs and problems, but adopts the same method, such as using network cloud disk. Multilateral platforms/markets: Some organizations serve two or more groups, and most networks use this method. For example, Taobao faces merchants and buyers. Six elements of value proposition: target customer: target customer group determined after market segmentation (for) Pain point: your target customer wants to get the state and problems you are in when providing products or services (who) products and services: what is your product or our service (our) user benefits: benefits and benefits you can provide to customers (that) Competitor: main competitor (unlike) competitive advantage. Potential: The main difference from your competitors (ouroffer) The value of the channel: popularity: let customers know more about the company's products and services, such as Taobao's advertisements. Evaluation: Help customers evaluate a company's value proposition, such as Apple's offline experience store. Consumption: provide more consumption points for customers to buy a product and service, such as telecom business hall. Delivery: Deliver the value proposition to the customer, solve the problem and realize the demand, such as a restaurant or a game hall. After-sales: provide after-sales support for customers, such as Apple Genius. The value of customer relationship: attracting users; Develop new customers and retain users; Retain original customers and maintain transformation; Increase sales and consumption rate; The value of partners; Business model optimization and scale effect; For example, the price of Coca-Cola (Coca-Cola has not increased its price for so many years, more because of its large-scale production and supplier control) to reduce risks and uncertainties. For example, most outlets use Alipay and WeChat to pay for special resources and business activities. For example, the strategic cooperation between Tencent and JD.COM focuses on different enterprise life cycles: initial stage: focus on verifying market demand growth stage; focus on user growth maturity; focus on profit, return on investment and lifetime value decline period; focus on maintaining existing business and finding new growth points. Based on your understanding of the company's business model and various components in the business model, the value proposition/positioning of the company's products is a good starting point for marketers to understand the company's business. Different business models and life cycles will affect the direction and content of marketing work. What is "who"? Who-user survey! User Portrait In the investigation of user portraits, if we can know the user's media consumption habits, such as where he searches for relevant information and where he buys relevant products? These will provide more accurate help for the choice of marketing channels and sales channels in the future. What is "when"? When-it's time for marketing! Grasp the customer's journey: problem perception stage: share the content of white paper, focus on industry analysis information search stage: analyze the content of vertical course, focus on knowledge sharing product evaluation stage: combine content with post-purchase preferential activities evaluation stage: knowledge base type What is "where"? Where-a two-way choice channel! Grasp the differences of marketing channels: broadcast: brand advertisement 1 right 1: direct search of advertisement: search for advertising socialization: choice of different channels in the journey of social advertisers: problem perception stage: broadcast channel information search stage: social media channel product evaluation stage: social media channel and search channel product purchase stage: search channel and 1v 1. Why-accurate marketing objectives! Marketing target type: brand: enhancing brand influence; Get customers; Get more potential customers; Improve sales loyalty; Improve user loyalty; Apply the SMART principle of management by objectives: concreteness, measurability, realizability, relevance, KPI category of limited-time marketing: increase the return on investment and obtain the net recommended value of potential customers; KPI is used to help you judge the realization of your goals, and the choice of KPI depends on your marketing goals. Key performance indicators and auxiliary indicators auxiliary indicators can help you understand how key performance indicators are achieved. What is "how"? How about-precision marketing method! Article Planning Video Planning Activities Planning Advertising Planning For new media operators, it is very important to master marketing thinking and skillfully use marketing framework. 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