Small Wisdom That Should Not Be Overlooked in Marketing Actions

"When we care, we share." If content doesn't move the audience, why would they follow or share it? This simple truth is often overlooked by brands.
Online word-of-mouth spreads fast and far, but offline word-of-mouth is more reliable and converts better. Most social content should aim to appear offline to increase effectiveness. Yet offline word-of-mouth is hardest to measure. So, don't try to measure offline word-of-mouth; online shares are basically ineffective KPIs. Just know whether business has increased in a given period.
Whether on social media or mobile internet, any intrusive promotion affects user experience and reduces the credibility of brand information. So, I still don't think these ads are more effective than social word-of-mouth, let alone cost-effective.
The biggest mindset difference in internet-era marketing is: cultivate your audience, make what they want, sell it to them, and repeat.
The brand power of social marketing comes from emotional connection, not just product function. This image promotes a bracelet using sex appeal. Tell me, why do you look? Do you see the image or the text first?
In this rapidly changing business environment, companies should not pursue a perfect product and business model from the start, but rather continuous improvement and rapid optimization, saving initial investment and time.
To build a sustainable competitive company, you must validate ideas through constant market experiments. Explore, learn, adjust—all are essential.
In marketing, don't be constrained by platforms and technology; creativity and content are the essence.
Personalized content always generates a lot of UGC.
Post-90s consumers are indifferent to ads! This is a wake-up call for many marketers stuck in old ways and executives with traditional marketing thinking.
Marketing is not done for its own sake, but to solve problems and create market value. Its effect goes beyond promotion; it requires sustained value execution.
Actually, hospitals can be loving too. Social marketing that generates word-of-mouth requires heart.
Consumers buy not the product function but the brand's promise.
Good marketing tells the story. Great marketing is the story.
Many companies know digital marketing is important and start doing what they think is digital marketing, but they are just placing ads on digital media or posting content, interacting, or holding events on social media. In fact, most companies don't even understand the consumer's digital journey, so how can they do digital marketing effectively?
Impact, connection, loyalty, and love are hard to measure. Perhaps that's why traditional companies don't prioritize these dimensions, but instead measure fans, shares, and conversions.
Children don't learn only from textbooks; armchair learning gets nowhere. To know the world, you must actually go out, not just look at travel photos. Marketing is the same: reading books and articles is useless; you must practice. Those who haven't practiced don't understand that marketing is business warfare, not simple at all.
For artists, the creative process is art; the finished piece is just a souvenir. For marketers, the process of research, planning, creation, and brainstorming is most important; the result is just a lesson.
Service attitude cannot be trained, only cultivated. Metrics cannot make employees provide sincere service. Have they been customers? Do they know what customers want? Let them forget the rules, be real, and treat customers as friends. More training on mistakes is not the answer. A good product with bad experience can be fatal.
I always advocate that companies forget KPIs and serve consumers with heart, not serve metrics. Xiaomi is the only one I've seen truly do this. Obsessing over setting goals and achieving them usually leads to little achievement, stifles creativity, and hampers marketing flexibility.
Where there is a market, there is a price; what has no price has no value.
Most products and services satisfy consumers' "wants" rather than "needs." Brand messages based on emotional connection are always more effective than functional appeals. Same for social marketing: interaction, advocacy, and care have longer-term effects than rewards and discounts.
It's clear: past marketing was cold ads; today's marketing is telling shareable stories. That's why social marketing surpasses traditional. Everyone creates content for the brand; the more it spreads, the stronger the marketing.
All the best marketers are storytellers. Because everyone loves stories and shares the ones they like. Brands need stories; marketing is storytelling. "All outstanding marketers are outstanding storytellers." — Seth Godin.
Social marketing doesn't necessarily achieve precision marketing. Social marketing is about the speed and depth of word-of-mouth spread and influence. Precision marketing focuses on effective audiences; they are fundamentally different. In fact, applying traditional marketing thinking to precision marketing results in "precise harassment," meaningless.
Interesting content and eye-catching images only attract followers. You follow brands for fun, but do you share? Do you act? Any marketing must ultimately evoke action, or it's just deception.
For a brand, 1 million followers and 10,000 likes are worth less than 100 real customers. But to find those 100 customers, we need 20 social media salespeople and advocates. Social marketing is about cultivating these influencers to speak for the brand, not just accumulating fans and likes.
I feel that experienced PR people are completely unsuitable for social marketing. PR people always want to know what will happen to prevent negative news. Social marketers expect unexpected events to react quickly and add value to the brand. Some PR people even discourage companies from participating in social media; asking them to do social marketing is a joke.
I can't understand why retail staff don't let customers take photos. What business secrets are left today? You can find any product price online. In the age of social sharing, brands should encourage photos, especially small brands; don't act high and mighty!
Social marketing is about handing most marketing responsibility to consumers; this completely overturns traditional marketers' roles and methods. How can that be easily accepted? (But 100 years ago, people couldn't accept bikinis and nude swimming; 200 years ago, polygamy was fine!) The world is changing!
People who don't like sharing don't understand the joy of sharing and can't truly do social marketing. Sharing is beautiful. Social marketing experts are active participants and sharers in life. This is a deep insight.
As Dr. de Bono taught, marketing is end-to-start. Marketing goals guide strategy. To do social marketing well, you must know the goals first, then decide which platforms to use, whether to use them, and what projects to run—not immediately open a Weibo/WeChat account and post content. Does having Weibo/WeChat guarantee business? That's a joke, but it's the biggest misconception.
On social marketing KPIs: "Don't measure what you can. Measure what you should." It's not about what you can measure, but what you should.
Some people think years of internet marketing experience means they know social marketing. Ridiculous. Even years of social marketing doesn't mean you truly understand it! (Does years of English study mean you're fluent?)
In the social marketing era, consumers have more voice due to technology; they are word-of-mouth spreaders and purchase influencers. Managers who don't value this consumer-driven marketing ecosystem are heading for trouble. Managers, go to your customers; don't do what you want, do what consumers want.
Look at the passionate fans at the World Cup; you can see the power of fans! Source: South China FMCG Manager Group Reply with the following keywords to search and read related professional articles: Sales Supervisor, Second-tier Management, Regional Manager, Distributor Management, New Channels, City Manager, Competition, 2015, Manufacturer-Dealer Game, Product Slow Sales, Terminal Visit Management, Route Management, Deep Distribution, Internal Management, Sales Skills, Profit Improvement, Recruitment, Distribution, Daily Management, Team Motivation, Channel Promotion, Sales Misconceptions, New Product Launch, Township Market, New Product Pricing, Sales Target Achievement, Closing, Market Visit Inspection, Baijiu, Beer, Sales Increase, Agency Products, Channel Crossing, KA, Terminal Visual Merchandising, New Market, Market Operation, Learning, Book Recommendations, Inventory Management, Sales Novice, Consumer Promotion, Execution, Old Products, Expired Product Handling, Model Market, Investment Attraction, New Media, Distributor Development, Performance Appraisal, Assessment, Annual Planning, Shopping Guide, Morning Meeting, Display, Transformation, Pressure Stock, Festival, Distributor Cost Control, Channel Operation, Marketing Theory and Laws, Brand Truth, Order Meeting, Team Management, Training, Debriefing, Debriefing Report.