In the old world of marketing, there are many promotion dogmas that are increasingly outdated and hindering. Now, let's forget the old rules that said this is impossible, that is impossible, this condition must be met, that condition must be met, because the baseline for satisfaction has been lowered almost without limit, and the boundaries of impossibility are nearly impossible to find.

I. Eight trends in promotion development that break the old and establish the new

  1. Promotions have become more reversible: In the past, our promotions were irreversible, like spilled water; however you set them, that's how they ended up.
  2. Can be far from the point of sale: The way we used to emphasize "blanket" packaging and atmosphere creation at the terminal is a hard indicator we repeatedly stressed in the past, but now our activities can even start to be far from the point of sale.
  3. Lower barriers for consumer participation: To participate in our past promotions, consumers often had to pay transportation costs, significant time costs, and the cost of purchasing—if you don't buy, how can you participate in my promotion? These old constraints of promotion have gradually collapsed with the advent of the mobile internet era, meaning the threshold for consumers to participate in our promotions has become almost infinitely low.
  4. More precise, yet more cost-effective: With accurate consumer targeting, high reach of activity information, and even LBS (location-based services), we can directly push activity information to "heavy consumers" within our service radius, breaking the waste of uncontrolled promotion costs we had before.
  5. Promotion is about continuously building consumer databases and maintaining strong relationships with consumers: The future business world may be like this: we can predict consumer behavior.
  6. The era of interconnected promotions has begun: As long as a phone or other mobile internet device is connected to the internet, you can immediately take a photo, get an answer, and let consumers know the result. What does this mean? Store signs, logos, brand image ads on TV or online video, product packaging, bus ads... have all started to be interconnected and serve as media for embedding and pushing promotional activities.
  7. Realizing and breaking the 250定律 (Law of 250) — the dissemination of promotions is more obvious: When consumer sharing and mobile internet collide, what happens?
  8. The terminal interception boundary of promotional activities has faded: Now, the terminal interception boundary of promotional activities has been diluted by mobile internet and related technologies and tools. Because even if I am in Shanghai, I can participate in a promotional event at Kunming Department Store on Nanping Street (a pedestrian street in Kunming).

II. Six promotion transformation trends under the new promotion evolution trend

  1. Consumers continue to be segmented, promotions become project-specific: Circle-level personalized differentiation is an irreversible trend.
  2. That is, we need to change from running the same promotions for all target consumers to segmenting these consumers into small niche circles and conducting targeted project promotions, even for a single individual consumer.
  3. Co-created promotions: We can even hand over the design and execution of our promotional activities to consumers. We should not worry about the "loss of sovereignty" in marketing. Because what we lose is our poor creativity, and what we lose is the helplessness after our limited marketing staff "do their best," but in return we gain the carnival of consumer participation and the mass movement that builds brand greatness.
  4. Promotions need to consider scenarios more: In the mobile internet era, promotions are even more different; everything becomes more direct and simple. Fully considering "scenarios" is a core focus in designing and conducting promotional activities in this era.
  5. Starting with QR codes, embrace new mobile internet technologies.
  6. Sitting thousands of miles away, you can already run a promotion well (excerpted from the book "From Trends to Action").

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