Recently, I heard that a friend who is a new media went to interview for community marketing, and was asked whether he had studied psychology and understood people's psychological weaknesses. It is said that one's nature cannot be changed. You see, the weakness of human nature becomes a sharp weapon in marketing when one is careless.
In the current marketing, psychology has always occupied a very important position. Why is Starbucks Cat's Claw Cup still hard to find, even if it is purchased at 3 times the price? Why do the thrifty old people usually spend a lot of money to bring back a rubber mattress when traveling? This is the power of marketing. Mastering users' psychological and behavioral patterns will enable enterprise marketing activities to achieve twice the result with half the effort.
However, in recent years, there has been a market phenomenon that some enterprises excessively rely on exploiting human weakness to improve product sales or bring online traffic. For example, the UC shock body, which has been criticized by netizens, is willing to create a variety of exaggerated headlines that are taken out of context and sensational in order to attract eyeballs and improve the click rate. No matter the user is angry or speechless, because he has clicked once, his goal is achieved.
In the marketing field, there are numerous marketing events that are too "extensive". You can't imagine that the most popular drink in the 2019 Spring Festival is not Coke and Sprite, but coconut milk of coconut tree brand. The large-scale advertising content, together with the advertising slogan "I've been drinking since childhood", has made consumers complain about "destroying childhood". Finally, under the review of the net activity, the coconut milk of the coconut tree brand was punished accordingly.
Marketing is an indispensable way for enterprises to let consumers contact and understand products and transform consumption. However, the real breakthrough point of enterprise marketing is not to use psychology to exploit the weakness of human nature, but to stick to its own principles and consider problems from the perspective of users.
In today's market economy, enterprises sometimes play the role of customers, The "double standard" of sales has also become a common phenomenon. In order to sell more products, marketing often exaggerates the effectiveness of products. However, enterprises themselves, as C-end consumers, hope that 2B merchants will do business with them honestly and faithfully when purchasing products or services.
David Ogway, the godfather of advertising, said, "Don't do advertisements that you don't want your family to see. You won't lie to your wife, so don't lie to my wife." As a whole network marketing service enterprise, we have seen too many business owners who are eager to market and are cheated by some irresponsible service providers.
A customer once confided to us because he found an unreliable Internet marketing service provider and spent a lot of money, but ultimately did not bring any effective traffic. Through communication, we know that this service provider not only sells products to customers at a price three times higher than the market price, but this product itself has many drawbacks and hidden dangers for the customer's industry.
It is precisely because these problems are not understood by customers that many irresponsible service providers blindly advocate and exaggerate the effects of products, even without mentioning the drawbacks of such products, to provide customers with solutions that do not need or even cause serious harm. A gentleman does something and does not do anything. If an enterprise fails to keep the bottom line of marketing, it will only lose both customers' goodwill and its own corporate image.
Especially this year, affected by the epidemic, a large number of such fast earning companies went bankrupt. Behind making fast money is the impatience of people who want to maximize benefits at the lowest cost. Under the epidemic, the most important test is the core competitiveness of enterprises, which is more reflected in the quality of products and services.
Xingtian Technology has always believed that brand is half product and half character. For an excellent enterprise, responsibility and integrity are more important than money. To be a conscientious enterprise is to run honesty and goodwill through every production and operation link and embrace our customers with sincerity. Marketing, as an indispensable part of enterprise development today, In order to create "sustainability", the essence is to return to the enterprise's own products, Only by constantly improving and optimizing their own products and improving the quality of services to meet consumer needs, abandoning marketing routines and reducing the amount of brain twisting, can enterprises fundamentally enhance their resilience and competitiveness and achieve sustainable growth.
