Spending money is harder than making it! Because you have to be responsible for the money spent, because the money spent must eventually be earned back several times over. Because you know where to make money, you dare to spend it there. In recent years, many traditional companies are confused: they have budgets but don't know where to invest them. In the past, marketing budgets were roughly invested in media communication or channel promotion. Departments competed for budgets because with a budget, sales were guaranteed. Now, sales are uncertain, and they don't even have the courage to compete for budgets. The budget issue is not a simple financial problem but a question of marketing direction. Every November-December is the time when companies formulate new annual plans and allocate budgets. In the past, making annual plans was easy. With the direction set, only targets needed adjustment, and budgets were allocated accordingly. Now, making annual plans is difficult. Some companies experience negative growth, while others multiply several times. Such annual plans and budgets are just going through the motions: not doing them is not an option, but doing them is hard to execute. In recent years, it has become even harder. Knowing that traditional marketing is difficult, companies still have to grit their teeth and continue because they need to preserve existing volume, so traditional budgets must still be spent. To find incremental growth, they must invest a little in new business models. Such annual plans and budgets are merely seeking psychological comfort. Annual plans, under normal circumstances, are short-term goals and tactical plans. But now, as long as they involve the internet, marketing transformation, or new marketing, even annual plans are part of strategy. In the 2019 New Marketing Opening Course, I defined 2019 as the "Year of New Marketing Operations". The meaning of the Year of Operations is: the logic of new marketing has been proven, but large-scale operational practice is still in trial and error, awaiting falsification. More than half of 2019 has passed, and the biggest takeaways are:
First, companies that practice new marketing are doing well. This proves that the logic, direction, and path of new marketing are correct. Second, the speed at which traditional big brands implement new marketing exceeds expectations. Third, new marketing has been proven feasible in all industries. I predict that in 2020, the integration of traditional enterprises and new marketing will accelerate significantly. New marketing has risen from the margins to mainstream integration. 2020 is the time to accelerate the pace of new marketing. Therefore, I have set the theme of the 2020 New Marketing Course as: Traditional Enterprises in Action. Where should next year's budget be spent? This is not a question asked in confusion, but a rhetorical question asked with certainty. Marketing activities that generate marketing value, produce incremental growth, or drive structural adjustment are where the budget should be spent. Based on observations of companies implementing new marketing in 2019, we found five directions crucial: new products, new marketing organizations, BC channel integration, technology-driven approaches, and new media communication. The feature of the 2020 New Marketing Course is: the organic combination of annual planning and new marketing promotion. The framework of the 2020 New Marketing Course is [5+1]. The five major sections are new products, new marketing organizations, BC channel integration, technology-driven approaches, and new media communication. The additional section is "Annual Planning." It covers almost all aspects of marketing operations and various links. Each section will also include five elements: innovation, technology, traffic, platforms, and social. Five major sections and five elements constitute the main content of the 2020 New Marketing Course. To ensure the practicality and implementation of the course content, the invited speakers, in addition to master-level experts, are all well-known enterprise owners or executives, and invitations are currently being extended. The audience of the New Marketing Opening Course will mainly be enterprise executives, especially those from traditional enterprises. Currently, many well-known enterprise executives have registered in advance. Organizers: New Distribution, Liu Chunxiong New Marketing Venue: Zhengzhou Greenland JW Marriott Hotel Time: November 27-28 Registration Channel: Click the 'Read Original' link below Once the tip is adopted, a payment of 400-2000 yuan will be made China FMCG + Internet Professional New Media Committed to providing digital solutions for FMCG manufacturer and distributor transformation and channel digitalization