We’re living through the worst era of marketing: unpredictable surroundings, a sea of smoke, intertwined influences, and ambiguous relationships. If we use one concept to explain the vivid ending: we are experiencing the VUCA era of marketing: an era of volatile, uncertain, complex, and ambiguous. Party A Finance has no intention to deny or criticize. When we set off on a journey, we also need to constantly think about why we set off. In a certain sense of commercialization, marketing is to create something out of nothing, and then the goal of brand differentiation will eventually become an objective existence, but blind and unrealistic actions in this process will inevitably fail. So what exactly is marketing in the Internet age? What is our marketing purpose? How do we evolve as audiences and circumstances change... With these questions, Party A Finance summarizes 12 key words: stigma, confusion, embarrassment, complexity, ambiguity, speculation, negligence, blindness, deviation, addiction, profit-seeking, struggle, and rethinking current marketing. 1. 12 chronic diseases, 12 distressing
The environment is getting too fast, and marketing can only get worse. 1. Marketing is stigmatizing It's an indisputable fact that people hate marketing. In the eyes of the public, marketing has gradually been "stigmatized", and only marketing practitioners may still feel good about themselves. For example, in the Nezha car incident in the past two days, the "head of the marketing department" who had served as a senior executive of LeTV and Yidao proposed a method of scapegoating Wu Yifan's popularity and using an intern as a scapegoat, which ushered in the ridicule of the whole society. Whether it is a deliberately hyped marketing event or a marketing accident that is actually the case, it is not difficult to see that the public's disgust for such marketing events has reached a certain limit. This incident shows how wild the way in the domestic marketing circle was before. The first pot of gold for too many marketers is the original sin. In the reckless stage, some people who have been rampaging all the way have come to the brink of being abandoned by the times.
In the wave of commercialization in the past two or three decades, the mainstream way of marketing is to sell "information difference" between the public and enterprises, and it has not developed to the point of touching the soul. At a time when the public's mind is becoming more and more complete and information acquisition channels are increasing, the old ways of marketers can no longer work, and the era of treating the public and the market as "idiots" cannot be repeated. Respecting the public and respecting the market is the key to washing away the stigma of marketing. "Walking the heart", a word that has been rotten by marketers, has not completely reached the hearts of enterprises and marketers, let alone consumers. 2. Marketing is getting lost Some marketers who can't keep up with the times and lack market insight are still using their old vision and their own outdated experience to measure the needs of the consumer market, falling into blind self-motivation and self-exaltation. Buyers with independent thinking and decision-making skills are on the rise. This is the bottom layer of the entire consumer market evolving. Even in the sinking market, after many washes such as rural Taobao, Pinduoduo, social e-commerce, etc., they have developed a consumption logic of first viewing, then checking, and then buying.