Click 'Read Original' for details. Internet traffic is divided into platform traffic and independent traffic. Either rely on platform traffic or own independent traffic. The basic logic of independent traffic is: Independent traffic ← Communication ← All 4Ps are communication ← Communication elements All 4Ps are communication: all marketing activities have communication attributes, i.e., everything is communication. Communication elements refer to the four keywords: scene, IP, community, and communication . 01. Traffic comes from communication In the logic of new marketing, it is inferred that _ independent traffic _ is the key to marketing in the Internet era. Without independent traffic, you can only rely on platforms, spending money to buy traffic from platforms, and you must participate in bidding. With independent traffic, even if you join a platform, you can contribute traffic to it and negotiate with the platform. Therefore, in the Internet era, enterprises must control independent traffic, i.e., traffic that the enterprise itself can guide. So, where does independent traffic come from? It comes from communication . Of course, not from traditional media, but from Internet communication. Therefore, communication is the core of new marketing. Thus, I proposed the concept of "All 4Ps are communication." "All 4Ps are communication" means that the main elements of marketing have communication attributes, and all marketing activities have communication potential. How can we make the main elements of marketing communicative? I proposed four keywords for new marketing: scene, IP, community, and communication. The first three keywords create conditions for communication. All the above work is to create independent traffic. 02. 4P is a universal analytical framework Some question "All 4Ps are communication," asking why new marketing still uses the 4P concept. Even in traditional marketing, 4P is often criticized. I think there may be a misunderstanding of 4P, mistaking it for a marketing theory. Marketing has more than 20 elements. Regardless of the era, the basic elements of marketing do not change, but their importance and combination methods certainly do. This is like how matter can be combined in various ways, but the basic elements remain unchanged. With more than 20 elements, analysis is obviously inconvenient. Therefore, it is necessary to summarize and refine. This is a basic methodology. A McKinsey expert once wrote a book on this. Remembering one problem is easy; three is normal; five is difficult for a few; seven is difficult for most; more than nine is impossible for most. More than five problems generally require hierarchical organization, so summarization is needed. Thus, leaders often say: "I will talk about three issues. First, I have three points." Of course, there are exceptions. 4P is a framework containing about 20 marketing elements. 4P is only the first level, and each P has a second level, forming two levels around 4P. Kotler's "Marketing Management" is a textbook. A textbook does not propose its own theory but provides a "shelf" for each marketing theory. 4P is such a shelf. I once said that 4P is the "universal analytical framework" for marketing. Therefore, in new marketing, I still adopt the 4P framework. 03. Integrated Marketing Communications (IMC) Marketing is communication. This is not my original idea; it is the original idea of Schultz, the expert on integrated marketing. Schultz's "Integrated Marketing Communications" has several keywords: First, all touchpoints. All touchpoints between consumers and the enterprise can serve as channels for information transmission. Second, information flow. Communicating information is the core work in marketing. Third, unified communication. Speak with one voice. Every piece of information should be integrated and mutually reinforcing to support other brand information or impressions. Fourth, interaction. Schultz proposed a communication model: exposure, reception, cognitive response, attitude, intention, and behavior. The communicator and audience interact, and the brand communicates again based on consumer reactions and attitudes. The conditions for integrated marketing communications have set boundaries, such as precise segmentation, interactive communication, touchpoints as channels, and consumer attitudes. These were difficult to achieve in the traditional era, but now they seem tailor-made for the Internet. Integrated marketing communications is a great idea; it makes marketing cohesive. But precisely because it is cohesive, it is extremely difficult to implement, and few can grasp its essence. More than 20 years ago, Schultz founded the IMC theory. In 2002, the famous marketing expert Qu Yunbo promoted IMC in China, but it was difficult for the Chinese marketing community to accept. Integrated marketing communications is the least flattering theory because it attempts to restore marketing as a whole. First, it directly hits the essence of marketing: communication; second, it lacks effective, simple tools. 04. The Internet is a natural tool for marketing The application of mobile Internet to marketing has revived IMC in China. What is the Internet for? It is for transmitting data and information. Transmitting data and information inevitably generates commercial value. The popularity of mobile Internet has made information dissemination ubiquitous. Even rural areas bypassed the PC era and entered the mobile Internet era directly. The popularity of mobile Internet gives marketers a natural tool, or weapon. Use this tool to achieve the goals of Schultz's integrated marketing communications. The rest is whether we find effective methods. Without methods, many people do not believe. The concept of "All 4Ps are communication" provides an analytical framework for integrated marketing communications: first deconstruct, then integrate. 05. All 4Ps are communication All 4Ps are communication, in fact, means making all marketing activities communicative; everything is communication. As analyzed earlier, the goal of new marketing is to create independent traffic, and independent traffic comes from communication. Therefore, making all 4Ps communicative becomes a tactical issue at the operational level of new marketing. The basic logic of "All 4Ps are communication" is as follows: Product: Product is IP. IP is the potential for autonomous communication. Channel: All touchpoints are communication points. All channel members are opinion leaders (KOLs). This means the army (sales force) is also the air force (communication team). Promotion: All promotional activities have communication value. Ground promotion activities should also create communication energy and simultaneously communicate. Price: The securitization of IP value. If the above three points are achieved, value is reflected in price, and price is the result of communication. In the new marketing 4P framework, product is communication potential; channel is the flow of potential; promotion is event ignition; price is the quantification of communication. Interpreting 4P from a communication perspective seems more logical than traditional marketing. 06. Communication attributes To achieve "everything is communication," it is necessary to give the main elements of marketing communication attributes and create conditions for communication. The four keywords of new marketing—scene, IP, community, and communication—were proposed in this context.

  • Scene: Scene is the product logic. Products are consumed in specific scenes, and scenes have emotions, and the Internet spreads emotions.
  • IP: IP is the brand logic. IP is the potential for autonomous communication on the Internet. A brand is not necessarily an IP, but an IP is definitely a brand. An enterprise can have many IPs. For example, Bannu Maodu Hotpot has many IPs. Founder Du Zhongbing is an IP, the brand is an IP, and the 12 signature dishes are also IPs.
  • Community: Teacher Shi Wei proposed the "three-dimensional space" theory for the Internet era, namely offline (on-site), community, and cyberspace. The key to connecting these three spaces lies in the amplification of communities. For example, on January 10, 2018, Teacher Shi Wei, fan marketing expert Teacher Ding Ding, and I did a live broadcast with 3.01 million online viewers. The key was that the three of us mobilized 100 communities for amplification. Among the four keywords, scene and IP are the essentials of communication, and community is the amplifier of communication . 07. Summary Let's review the logic of traffic. Traffic originates from communication, communication forms cognition, and cognition forms traffic. Where does communication come from? In the past, it was "shouting through a loudspeaker," but now it relies on the Internet. The Internet is a natural tool for communication. To use the Internet for communication, all elements of communication must be able to communicate. Simply put, it is "All 4Ps are communication." Because 4P is the analytical framework for more than 20 basic marketing elements. To make all marketing elements communicative, they must be given communication attributes. Scene is the product logic, IP is the brand logic, community is the customer relationship logic, and communication is the marketing logic. The above logic is the logic for forming independent traffic, with communication at its core. Source: Teacher Liu's Forum From August 22 to 24, the "2018 China Digital Innovation Conference (2018FDIC)" with the theme "Finding New Engines for Growth" will be held in Shanghai, hosted by the China FMCG Industry Association and organized by New Distribution. The conference will last 3 days, focusing on two main themes: marketing and supply chain, with six parallel forums: brand, channel, communication, B2B, intra-city logistics, and innovative retail. We will invite industry leaders, CEOs, and brand executives to deeply interpret the trends and drivers of digital transformation in the FMCG industry. We will invite more than 500 FMCG enterprise executives, 200+ B2B industry CEOs, and 1000+ major FMCG distributors to gather and discuss how the FMCG industry can use digital tools to achieve rapid growth again in the digital era. This conference will build a bridge for brand owners, distributors, retail enterprises, and marketing agencies, helping FMCG manufacturers obtain the latest information, understand best practices, and master more practical transformation skills. Invited Companies (tentative) Conference Time August 22-24, 2018 Conference Venue Shanghai Baohua Marriott Hotel Conference Content August 22: Full-day check-in Afternoon 14:00-17:30: Parallel forum on distributor intra-city logistics Evening 18:30-21:00: New Distribution Night Gala Dinner August 23: Theme: Marketing Digital Innovation Morning 9:00-12:00: Main forum on marketing digital innovation Afternoon 14:00-17:30: Parallel forums on brand, channel, and communication August 24: Theme: FMCG Supply Chain Digital Upgrade Full day: FMCG Supply Chain Conference Registration Method Registration is now open. Long press the QR code below or click "Read Original" to register. Limited-time group purchase discounts are available! Registration Consultation Ticket inquiries: Media cooperation inquiries: New Distribution Previous Conference Highlights Click the links below to review the highlights of the 1st, 2nd, 3rd, and 4th FMCG + Internet Conferences: -END-