In the digital age, great changes have taken place in marketing methods. I have been doing a questionnaire about the current situation and confusion of enterprise marketing in traditional enterprises over the years. The survey results show that less than 50% of enterprises think their products are basically competitive in the market, but many brand practitioners are more interested in marketing techniques than in user insight and product innovation. Many enterprises hope that marketing can solve the traffic problem, but they basically don't know the repeated purchase data of their own brands. The survey at that time showed that the top three marketing expenses that traditional enterprises spent the most were exhibitions, newspapers and magazines, and new media marketing. Even for new media marketing, many companies only do WeChat and Weibo, and other methods have not been tried. Is your brand also caught in the marketing confusion of "high investment, poor effect and slow effect"? Promote sales every day, but you can't rely on word of mouth to retain old customers and attract new customers? Suffering from relying solely on story creativity, 65438+ million+readings cannot be translated into performance? Spent a lot of time and money on various training courses online, but still lacked systematic marketing methods? 1. Word-of-mouth marketing case with sales increasing by 65,438+00 times a month A few years ago, one of my students who made duck eggs, Mr. Chen, gave me a box of duck eggs after class for my colleagues to try and give suggestions. I eat eggs on weekdays and don't know much about the efficacy and nutrition of duck eggs, so I sent the following message in my circle of friends: As a result, after more than a month, he wrote to me and told me that in just one month, it used to be difficult to get up, and the sales volume suddenly increased by 10 times. Here's the story. Here I intercept and share some of the original contents of the letter a few years ago: this case is only a case, and there is luck in it. I haven't touched this brand for a long time, but the power of word-of-mouth marketing was evident at that time. Second, the seven-step framework of new media word-of-mouth marketing I have experienced various traditional and Internet marketing methods, so I have formed this new digital marketing model by combining my practical experience and marketing guru's theoretical system. This marketing system mainly includes the following seven frameworks: 1. Deep insight into users. The main tasks here are: to tap the core pain points of consumers and implement innovation with the pain points of users as the core, rather than meeting the needs of users; Need to segment customers and average customers. Although everyone buys your products, they are not the same kind of people. It is necessary to launch matching products and services around different users. Investigate customers' ideas through the Internet and listen to consumers' voices through big data such as online public opinion; It is necessary to analyze and model small data around old users. 2. The main work of creating magic products is that magic products are not only hype, but also lifestyle changes and word of mouth. Brand competition should be from the traditional unique selling point USP to the user experience competition of CEP, and creating magical products requires the trinity of leaders, engineers and marketers, all of which are indispensable; In addition, we should try our best to find out the most important reasons for consumers to buy and not buy, and give the core differences of products; When a new product goes on the market, it needs to follow the feedback principle of "development-measurement-cognition", use the MVP method of lean entrepreneurship, complete the cycle with the least investment and the fastest speed, and update the iterative product quickly. Finally, the product needs to be minimalist and cut off any redundant functions. 3, verb preparation selling point (content marketing) The main work of verb preparation selling point: To do content marketing well, we must first understand the purpose of content marketing, and don't always send promotional advertisements. Content marketing has four themes: product, daily life, tradition and deep interaction. When talking about the topic of products, we can explain it from the dimensions of product details, word-of-mouth experience, the theme content that most people pay attention to by using the Internet, and the benefits of buying now. Finally, content marketing needs five workflows: reading and researching, creating valuable content, sharing content, discussing and communicating, and using various online tools and platforms. Therefore, in principle, enterprises need the above five types of talents to implement new media marketing. 4. Establishing a word-of-mouth communication group (word-of-mouth marketing) The main tasks of establishing a word-of-mouth communication group are: to distinguish three types of word-of-mouth communicators, namely, word-of-mouth communication ambassadors, authoritative experts and team influencers, and to promote products that match the identities of the three types of word-of-mouth communicators. Of course, the strength of company employees cannot be ignored; To find out how to find these word-of-mouth groups, customer databases and web pages are all methods. The most important thing is to divide the group into four types: large media, bloggers and network celebrities, core fans and mainstream consumers. Finally, the promotion of old customers is very important. To measure the loyalty of old customers with "Net Recommended Value (NPS)", you need to learn how to get old customers to recommend new users. 5. Create efficient public relations. The main work here: in the network age, brands need a new mechanism of rapid response. The traditional practice of enterprises is slow, and leaders need to make decisions. However, in the internet age, employees need to be authorized to make wise and quick decisions and respond to users' needs or queries as quickly as possible; Brands should take the initiative to establish good relations with online new media on weekdays, and the past methods of contacting the media are no longer applicable; Finally, when emergencies come, to implement effective emergency public relations, it is necessary to establish a working mechanism of network public opinion monitoring, which can be divided into four categories: attention level, early warning level, crisis level and malicious attack level to deal with public opinion. A few years ago, Mengniu brand lacked experience in this part of the work, which led to the network from concern to attack, and Mengniu never recovered. 6. Use effective communication tools and platforms. The main work here is: using various offline and online tools to actively interact with users, using every opportunity to communicate with consumers to spread brands, such as product packaging, workplace, job postings, and a theatrical offline conference, such as the release of new Xiaomi mobile phones, which aroused everyone's discussion and onlookers; At the same time, we should choose appropriate new media platforms and tools to spread brand highlights, such as WeChat, Weibo, live broadcast, short video, Baidu Know, forums and so on. , attracting users' attention and forwarding. 7. Maintaining and monitoring the marketing effect of word-of-mouth fans The main task here is to clearly monitor the purpose of new media word-of-mouth, that is, optimize the marketing effect, listen to user feedback, obtain business information and improve service quality. Measuring marketing indicators is to tell enterprises where to publish content, such as the number of mentions, exposure, interaction, potential audience, fan value, hot word dissemination and so on. In most industries, more meaningful data comes from e-commerce reviews and vertical forums, and big data technology is used to listen to user feedback. These monitoring results can provide useful reference for product managers to innovate and improve products. 3. Summarize that customers have changed, competition has changed, and marketing has also changed: the Internet has changed consumers, the information gap between consumers and brands is being erased, and the contact points between consumers and brands are increasing. This means that we need to change. Word-of-mouth marketing of new media needs to select target customers first, then acquire high-quality customers, then develop into core fans, and finally carry out daily maintenance. Many companies attach the highest importance to products and services and have a certain understanding of customers, but they lack understanding and implementation of other important aspects, such as differentiated value, content planning, public relations methods, media platform selection, word-of-mouth communicators selection and maintenance. It is particularly pointed out here that there is a difference between marketing and technology. In the seven-step framework, it is the "Tao" of marketing to deeply understand the needs of users and create magical products, which may account for 85% of the final marketing effect. The next five steps belong to the "technique" of marketing. We cannot put the cart before the horse, digital marketing, or deviate from the essence of marketing. Think about the reasons why many online celebrity stores have closed down one after another, and the hype can only last for a while.