Effective marketing insight can make correct marketing decisions.

The most fundamental and basic step of marketing planning is marketing insight. Only by truly gaining effective marketing insight can we make correct marketing decisions.

Through marketing insight, you can make a unique and direct positioning;

Through marketing insight, you can create a slogan that changes people's hearts and is passed down from mouth to mouth;

Through marketing insight, you can choose the best among many media and find the most suitable communication channel.

First, the basis of marketing insight-set correct insight goals and conduct effective market research.

Marketing insight is a way of thinking and a process of analyzing things. If you don't set clear marketing insight goals, you are bound to get very valuable results.

The whole marketing work, the most important thing is actually three things:

1. Analyze users' needs and competitors, and find out their own unique marketing positioning that directly hits the needs.

2, based on marketing positioning, to plan communication materials, such as brand naming, advertising language, brand story, website, etc.

3, according to the characteristics of the media and the habits of the target audience, choose the most suitable media communication channels.

In order to make a correct marketing decision through marketing insight, we must first figure out which problem we should focus on among the above three things, and then set a clear insight goal around this problem.

When you have a clear insight goal, it is very important to conduct effective market research.

The reason why the concept of "effective" is emphatically put forward is because a large number of market surveys have incorrect methods and invalid results.

In the end, a lot of time, money, manpower and material resources were wasted, and what is even more terrible is that the enterprise made the wrong business decision, which will lead to endless troubles.

For example, you plan to do a college student employment training course, so you go to a university campus to do market research and ask such a question: We plan to launch a skills training course to help college students find jobs, and the price is 980 yuan. Do you think this price is acceptable? Or how much do you think is appropriate?

The wrong question must be the wrong answer. If you design such a market research question, you are bound to get the wrong decision.

When a specific product is not in front of users, you never know whether users will really pay the bill and how much they are willing to spend.

Just like Coca-Cola decided to change the formula in 1985, it actually did a lot of market research and a lot of taste tests on the new formula, and the conclusion was that consumers liked the taste of the new formula better. But in the end, Coca-Cola with the new formula was put on the market on a large scale, which was resisted and protested by a large number of consumers, resulting in heavy losses and had to be changed back to its original flavor.

For marketing planners, it is impossible to conduct effective market research without doing the following basic work well.

1, used and experienced your own products.

2. Communicate deeply with consumers who have used their own products.

3. Use and understand the products of major competitors.

Hao Yue will elaborate on how to design research problems and specific methods of market research in future articles.

The point I want to talk about today is that in order to gain marketing insight, the first thing is to set correct insight goals, and the second thing is to conduct effective market research. Without these two things as the basis, the so-called insights are unconstrained and self-righteous.

Second, the insight of marketing positioning-starting from the demand, determine your own unique positioning.

(A) marketing positioning is the intersection of "user needs" and "different".

The starting point of marketing positioning is user demand, because demand is the fundamental reason for users to buy products.

In essence, marketing is to achieve your goals by meeting the needs of others.

If a marketing positioning can't proceed from the needs of users, even if it is different, it can't make consumers make purchase decisions. Such marketing positioning is useless.

And it's different. It's different from competitors.

Because in the eyes of users, most products are actually similar, even if there are some differences, they cannot be used as an effective basis for purchasing decisions because users don't know enough.

At this time, the role of marketing positioning is to make your product look different from other brands. This is different, this is the reason why consumers buy.

Therefore, marketing positioning should be the intersection of "user needs" and "distinctive". Moreover, this positioning has to occupy a blank position in the user's mind in order to play a huge role.

(B) In the same product category, unique demand positioning can seize market opportunities.

The reason why consumers will buy your products is because they have certain needs, which is the gap between consumers' ideals and reality, and your products are the solution to make up for this gap.

The gap between consumers' ideals and reality is the gap in consumers' minds, and your products are used to fill this gap.

For a specific product category, there are actually various gaps between consumers' ideals and reality. You choose different gaps to fill, which means you choose different needs.

For example, in the smart phone market, before the launch of Xiaomi mobile phone, high-performance mobile phones like Apple and Samsung were often expensive, while some domestic mobile phones were cheap, but their performance and experience were poor.

At this time, smartphone consumers have a demand: they want to buy a mobile phone with better performance, but not as expensive as Apple and Samsung.

This idea is actually the gap between the ideal and reality of smartphone consumers. Xiaomi mobile phone fills this gap and meets the user's demand for "cost performance", so Xiaomi mobile phone has achieved great success.

After Xiaomi's great success, Huawei's mobile phones have sprung up everywhere, winning the love of a large number of business people and business owners around the demand for "high-quality business mobile phones".

Oppo mobile phones meet the psychological needs of young people "using oppo mobile phones is cool, fashionable and I am the most fashionable" through a large number of celebrity endorsements and the title implantation of variety shows.

As the same category of mobile phones, different brands have met different differentiated needs and finally achieved great commercial results.

Want to stand out in the fierce competition market, find a new and differentiated "demand point" to determine their own marketing positioning, is the core marketing insight.

Specific requirements can be divided into many kinds, such as low-cost requirements, performance requirements, portability requirements, requirements for you, accessibility requirements and so on.

Hungry, such a takeaway food delivery APP actually meets the needs of consumers to "do it for them" and runs errands for consumers; Meitu Xiu Xiu actually meets consumers' demand for "accessibility", because before Meitu Xiu Xiu, most ordinary people could not use software like PS for retouching and beauty; In fact, the electronic blood glucose meter meets the "portability" needs of consumers, saving consumers the trouble of running to the hospital and taking blood tests.

When we determine the marketing position through marketing insight, we should first ask the following questions:

1. When consumers buy and use this product category, what gap between ideal and reality is not satisfied?

2. What gap does your product fill in the minds of consumers? Which gap between consumers' ideals and reality has been filled?

3. Is your marketing positioning really different from your competitors? Can it occupy a blank position in the user's mind?

Third, the insight of marketing copy-changing people's hearts is the purpose, and reducing communication costs is the key.

Here, I define all marketing materials used for communication as copywriting, including brand name, advertising language, brand story, website, leaflets, public relations manuscripts and so on.

The main goal of marketing copy is to influence consumers' purchasing decisions and make them buy your products, whether it is in the direct way of advertising or in the indirect way of public relations.

In order to change consumers' behavior and make them pay the bill, we must first change consumers' ideas.

Therefore, there is only one goal of marketing copy, that is, to change people's thinking, change consumers' ideas, and let them have demand for products and purchase motives.

(A) Copywriting to change people's minds, we must first stand in the user's point of view, and establish relationships with consumers.

For consumers, consumers always care about themselves, not your business or your products.

If you want to change people's hearts through copywriting, first let consumers feel that this copywriting is related to him.

If a copywriter talks to himself, he has been emphasizing the strength of his own enterprise and the high performance of his own products, which is actually of little use. Because such a copy has nothing to do with the user's life, it will not get the user's attention, and it is even more impossible to change the user's mind.

Therefore, when we are writing advertisements and planning websites, the first thing we should think about is how to relate the needs of users and how to relate them to their lives. On the basis of this premise, we should consider how to highlight our product advantages and how to highlight our enterprise strength.

Specifically, when it is implemented, the pain points in consumers' lives are often clearly pointed out in the copy, and then consumers are told that my products can help you solve the pain points and meet your needs.

If you have time, you can pay attention to the TV advertisements of famous TV stations. In addition to hedonistic products, almost all practical products will first point out the pain points of users, and even strengthen the pain points of users, and then point out that their products can effectively solve this pain point and meet the needs of consumers.

For example, a drug advertisement for treating stomach diseases will first present a painful scene of stomach pain and stomach acid, establish relationships with some consumers who have similar experiences, and then say that their stomach medicine is a traditional Chinese medicine formula that has been circulated for many years, and what unique effects it has; For example, the advertisement of a large suction range hood will first show the scene that the kitchen is full of lampblack and the housewife coughs hard, and then a large suction range hood will be produced, which can suck away all the lampblack and make people breathe fresh instantly.

Therefore, when planning a copy, we must remember to start from the consumer and have a connection with the consumer himself.

(2) In order to achieve good marketing effect, copywriting must reduce the brand's memory cost, communication cost and decision-making cost.

Two days ago, I saw a statistical data about "which advertisements consumers are most impressed by after 90". I didn't expect the number one advertisement to be "no gifts this year, but also melatonin".

The reason why melatonin can impress consumers and is willing to pay the bill is mainly because his TV advertisements greatly reduce the brand's memory cost, communication cost and decision-making cost.

First of all, "we don't accept gifts this year, but we also accept melatonin" is a sick sentence, which is particularly easy to remember because of its illogical contrast and contrast.

And the advertising language contains the brand name "melatonin". Every time an advertisement is exposed, consumers will have a deeper impression of the brand.

The biggest problem with the advertisement "A diamond lasts forever, and an eternal one" is that it does not contain brand names. Even though many people are very familiar with advertisements, consumers are not familiar with brands, so such advertisements cannot effectively influence consumers' purchase decisions.

Secondly, "no gifts this year, but also melatonin" is a jingle, which is very easy for users to remember and is also very easy to pass on from mouth to mouth.

Good advertising language will be used by salespeople to introduce products and consumers to recommend products, so this advertising language can greatly reduce the cost of marketing communication and achieve the same communication effect with little money.

Midea Electric has a slogan "Life can be better", which looks good, but salespeople don't say it when selling products, and consumers don't say it when recommending products to relatives and friends. Then the role of this advertising language will be greatly reduced, in other words, it will greatly increase the marketing communication cost of advertising.

Thirdly, "no gifts this year, but brain platinum" is a mandatory discourse, which gives clear instructions, so it can prompt people to take action and reduce the cost of purchasing decisions.

This clear instruction is "receive gifts, receive melatonin", and in the minds of consumers, it means "give melatonin as a gift".

All excellent advertising languages are often declarative sentences and action sentences, which are mandatory and summoning, and can make consumers take action and effectively influence consumers' purchase decisions.

Therefore, for all kinds of marketing copywriting, whether it is advertising language, brand naming, leaflets or corporate websites, we must grasp the important principle of "reducing brand memory cost, communication cost and decision-making cost". Only in this way can your brand achieve the maximum marketing effect with the least communication cost.

Fourth, insight into the media-different media have their own characteristics and different functions.

From the earliest newspapers and magazines, to the later TV broadcasting, and to today's Internet, the media are constantly innovating. So what kind of media is the most effective in this era? How to choose advertising?

The important choice of media: brand or sales.

According to Hao Yue's ten-year online marketing experience, it is very unreliable and impossible to build a brand only by relying on Internet advertising.

The biggest advantage of Internet advertising lies in selling products. Many enterprises only promote such search advertisements through Baidu bidding, bringing a large number of customers and businesses, and even becoming listed companies.

Internet advertisements, especially search advertisements, such as Baidu's bidding promotion and Taobao training advertisements, are all advertising models of "users looking for products". Because the needs of users are very clear, at this time, who can better meet the needs of consumers, consumers will pay the bill directly. Even the most popular "information flow advertisement" is a sales-oriented advertisement.

On the other hand, if you want to build a strong brand through advertising, you must need TV, an advertising medium with a sense of ceremony, and you must need "audible and visible" advertising. All well-known brand advertisements are basically auditory language.

Consumers have listened to it many times, and when they are familiar with it, it will be passed on from mouth to mouth. The more you listen to it, the more it spreads, and naturally it becomes a brand.

Brand awareness is the most important reason why brands can influence consumers' purchasing decisions.

Therefore, a good advertising language can be used for 5 years, even 10 years, and it needs a lot of repeated dissemination, and finally it will leave a deep imprint on consumers' hearts.

(B) Different industries and products, the most suitable media are very different.

Take TV advertisements as an example. The bigger the city, the fewer people watch CCTV. The smaller the city, the more people watch CCTV.

If your products are mainly for third-tier cities and even towns, and you want to build a strong brand, then you must focus on advertising on CCTV. If your products are mainly aimed at white-collar workers in Beishangguang, Zhejiang Satellite TV, Hunan Satellite TV and Jiangsu Satellite TV will have better effects.

According to the way users receive information, media can be divided into "push" media and "attraction" media.

"Push-type" media means that users passively see advertisements, such as TV advertisements, when they don't want to get information.

"Attractive" media refers to the media channels that users will only use when actively looking for information, such as Baidu.

For products caused by problems, the media channels of "invitation" are mainly used. For example, if you are going to get married, find a wedding photography agency. If you just buy a house, you will find a decoration company. Users must have questions before they can sell this product.

For some hedonic products, we should mainly use "push" media. For example, chocolate, drinks and other products, consumers generally do not want to buy, often consumers see product advertisements or products, it will stimulate their desire to consume.

The complexity of products and purchasing decisions will also affect the choice of media.

A bottle of shampoo for tens of dollars, a dress for hundreds of dollars and a bag for thousands of dollars are all relatively simple products. When consumers make a decision, it is relatively simple, and they will buy it when they are tempted.

At this time, TV advertising is very suitable, because as long as it conveys the key information of the product and touches consumers, consumers will pay the bill.

If it is a project to attract investment, or a three-month vocational skills training, then consumers will be very cautious when making decisions, and will spend a lot of energy to know the details of the products in detail before making a purchase decision.

At this time, the advertisement on the website details page and the content-based advertisement in the official WeChat account are often more effective, because it can tell users more product information and product details, thus effectively assisting consumers in purchasing decisions.