How to carry out effective marketing strategy?

Take campus marketing as an example: user insight is the most basic and basic campus marketing. Only by truly grasping effective insight and making correct campus marketing decisions can the campus marketing staff of enterprises stand out from the crowd and win the hearts of college students. What can enterprises gain through user insight? Accurately locate user needs; The source of inspiration for campus advertising copy; Understand users' habits and preferences, and make campus advertisements more accurate. So, how can enterprises have effective user insight? First, make a correct target insight object in the campus market planning, and effectively carry out the campus market research and analysis-prepare for the campus marketing link, user insight is a process of analyzing college students' preferences and drawing user portraits. If campus marketers don't have clear ideas and clear goals, and if they just admire themselves blindly, then the campus marketing of enterprises is doomed to fail to achieve ideal results. In the whole campus marketing process, we all revolve around three things: 1. Analyze the potential users and competitors in the campus market, clarify their own positioning, and tap their differentiated core competitiveness; 2. Based on the positioning of campus marketing, make the materials needed for campus marketing, such as brand image, marketing copy, brand connotation, media and other elements; 3. According to the characteristics of campus media resources and audience groups, choose the appropriate campus media resources and communication channels. Before starting campus marketing, enterprises should make clear insight plans and correct user insight strategies around one of the above three points. When the enterprise has a clear user insight goal, it is the most critical link to conduct an effective investigation and analysis of the campus market. What is an effective campus market survey and analysis? How to effectively investigate and analyze the campus market? 1. The proportion of users who know or have experienced the company's own products is 2. Communicate deeply with users who have experienced the company's own products 3. The proportion of users who have experienced or learned about competitors' products If the company does not carry out the above two links, then in the later campus marketing links, the company can only rely on its own subjective consciousness and self-satisfied campus marketing. Second, from the user's needs, clearly dig out the basis of user's purchase behavior-the underlying logic of positioning campus marketing positioning is user's needs, and only meeting the needs of target users is the most basic basis of user's purchase behavior. The essence of campus marketing is to meet the needs of target college students' consumers, thus triggering the purchase behavior of target college students' consumers and completing the ultimate goal of campus marketing. The so-called core competitiveness of differentiation is that my products are better than those of competitors. There is a general cognition among college students' consumer groups that they are all similar products anyway, and I will buy whoever is "cheap". Clarifying the role of campus marketing positioning is to refresh the cognition of college students' consumer groups, and my products are "excellent" than competitors. Therefore, differentiation is that basi of users' purchase behavior. For this reason, the role of campus marketing positioning should be to find the intersection of user needs and differentiation, and at the same time occupy the blank cognitive layer of users, so as to give full play to the role of campus marketing. When we determine the positioning of campus marketing through user insight, we can first consider the following three questions: 1. When users buy and use this product, what gaps between ideal and reality will not be satisfied? 2. What psychological gap does this product, which we mainly promote in campus marketing, fill for users? Does it fill the psychological gap of users? 3. Does your campus marketing positioning really have differentiated core competitiveness compared with similar competitors? Can it occupy the blank cognitive layer of users? Third, change users' cognition and reduce campus marketing costs-copywriting We can establish brand image, brand connotation and media through copywriting. The ultimate goal of campus marketing copywriting is to influence users' consumption decisions and let users give priority to your products when buying the same products. If you want to change the user's behavior and let the user pay for you, you must change the user's cognitive layer. Therefore, the ultimate goal of campus marketing copywriting is to change users' ideas and occupy users' "consumption mind". Let users have demand for your products and generate the basis for buying. Think from the user's point of view and establish a strong connection with the user. For users, they only care about what they care about. If you want to change users' ideas through copywriting, you must "bind" with users from copywriting. If your campus marketing copy only shows the strength of the enterprise itself and emphasizes the cost performance of the products, it has no substantive effect. Because this kind of copy has nothing to do with users. Therefore, such a copy will naturally not attract too much attention from users. Then, when writing campus marketing copywriting, we should give priority to some copywriting that can connect copywriting with users. Clearly point out the pain points when users consume or use products, and then tell users what problems my products can solve for you and meet the needs of users through campus marketing copy. Fourth, analyze the characteristics of different campus media, purposefully launch-spread Some enterprises will think that the effect can be measured by trying to launch campus media resources at a lower cost, but the feedback obtained in the actual launch process is that if the effect is not good, they are complaining about the usefulness of this media. Actually, it is not. It's just that specific decision makers blindly covet cheap, and there is no substantive analysis of the consequences of the characteristics of the corresponding media resources. So how should enterprises choose the appropriate campus media resources when putting them into campus media resources? Brand promotion or sales transformation is an important basis for campus media selection. It is not reliable and difficult for enterprises to build brands only through campus media resources. When you only put advertisements on campus without leaving any conversion path, it is difficult for users to buy through your advertisements. Maybe the user just saw your advertisement, and there is no relevant demand. Therefore, reading it will only forget it. When you only complete the above three steps, you will have the opportunity to get users' conversion by targeting appropriate media resources. Because you know where your target users are, at this time you can better meet the needs of users and achieve the purpose of user transformation. If your goal is to build a brand in the campus market, you can choose some ceremonial campus media resources to promote the brand. The more users watch, the more brand memory they will have, which is the campus media matrix. The main reason why brands can affect users' buying behavior lies in "brand awareness". This text