Most CEOs talk about marketing, thinking that it is advertising, new media, sales, and branding, but they do not regard it as a strategic behavior of the company to manage the market. So as a result, there is a famous Wanamaker puzzle in the advertising circle - "I know half of my advertising dollars are wasted, but I don't know which half." Product is 1, Marketing is 0 Management guru Peter Drucker once said, "The two most important functions of a business are innovation and marketing, everything else is cost." Innovation is more about product and value creation, while marketing is about value delivery. So when comparing marketing and product, which is more important? Apple represents product culture and Microsoft represents marketing culture. Today, Apple is king; ten years ago.
Microsoft was king. Therefore, Sister Mulan believes that the brand's strategy is based on the product. Product is 1, marketing is 0, and the core of any marketing is product. In the past, the cost of connecting customers was huge, consumers could not be found, and traditional advertisements and TV station advertisements were overwhelming, so the cost of connecting in the middle was huge. Today's mobile Internet has developed to a mature Bulk SMS Service stage, and the cost of connecting users with products is zero. The most essential and profound understanding of advertising in this era is that products are advertising. Just like there is a saying: "This is a big era when a small era prevails." You will find that many companies today can be born with a single product, and they are flourishing as soon as they are born. Xiaomi, WeChat, and Yu’e Bao are examples. Today, with the prevalence of the Internet, all intermediate links have been cut off. Only when the product is screaming enough, can you magnify the power of 10 times or 100 times. If the 1 of the product is not done well, then more zeros will fail, and the 1 of the product will be gone. , No matter how well the marketing is done, there are still a bunch of 0s. When Jobs returned to Apple, he once made a very important reflection: "Product people are killed by marketers." After Jobs returned to Apple, the most important thing he did was to let product people regain the right to speak. It can be said that the current brand has changed a lot from the past. The previous brand was more from brand to marketing, then to users, to your products, and then to form a brand.
Today’s brands have turned the whole methodology upside down. After the product is available, there will be a certain amount of user traffic, and finally, there will be more word-of-mouth marketing of the brand, forming the entire brand. Therefore, the difference between good marketing and bad marketing lies in whether it can amplify the advantages of the product and be recognized by more people. Therefore, the origin of brand work must be based on users, discovering needs, creating value and disseminating value, rather than rushing up all kinds of creative ideas. As Zhang Xiaolong said in his speech on WeChat: "Everything is based on user value, user value is the first, this sentence may seem like a cliché or very common, but what I want to say is that this sentence actually makes a good product and a bad product widened the gap ; Everyone understands that users are very important, but there are not many people who really put user value first in the product..." What is the purpose of insight needs? Help consumers solve problems: What do consumers want? Why is there such a need? How to meet their needs? How do we solve these 3 problems? The purpose of solving problems is to allow consumers to obtain benefits. You need to think clearly, what am I to consumers and what am I giving you? The essence of any product/service is to meet certain needs of customers, or to solve certain pain points of customers.