recently, I chatted with many friends who are engaged in marketing, and the most talked about problem is user marketing? What exactly is user marketing? Many Internet companies are unable to sleep for the growth of the project. How can marketing combine users to produce a coherent combination boxing? The era of marketing around users has arrived. The rapid rise of Tik Tok, the emergence of KOL community delivery mode of Xiaohongshu, and the continuous influx of players on social e-commerce platforms are all inseparable from marketing, but the way of marketing has changed. Now marketing is not about planning an online activity, making an H5 communication, making a public welfare documentary, and doing a user experience meeting offline. Stickiness is enough. Now it is the era of user marketing. User marketing is an interactive process. We can't do marketing blindly. It's good to try to implement an idea when you think of it, but you have to consider a lot of costs behind it, such as: is the idea self-satisfied, and how much interaction is there between the idea and the user? What is the exposure conversion rate after the creative execution? I hope this article can bring some independent thinking on your way to marketing: the transformation of marketing. In the traditional marketing era, the classic models included direct sales and investment promotion, general distributors, secondary wholesale markets, and tertiary stores and consumers' hands. Most of these methods, then the marketing methods are relatively simple, such as offline investment fairs, exhibitions, banner advertisements, telephone sales, TV advertisements, etc., which were also called 4P combinations at that time, that is, products. Internet marketing era: The most popular advertising marketing models in the early days of the Internet include website construction, blog marketing, forum marketing, email marketing, search engine optimization, B2B platform, web advertising, industry website information release, Internet soft articles, Internet novels, RSS magazines, SNS marketing, Kaixin.com, Renren.com, QQ community marketing, etc. The era of mobile internet marketing: with the emergence of mobile internet, there are more marketing channels. Of course, with the development of the industry in the past few years, from the planned economy to the market economy, the consumption of mobile phones has gradually escalated. From Nokia to ZTE, the later opp, Huawei, iphone, etc., the direction of user focus has changed, and most of them have stayed in the mobile phone market. For example, from seo, To SEM, to APPStore application channels, online advertising slogans, post bars, online communities, Weibo, WeChat, Sohu from the media, as well as large APP advertising space, fixed-point exposure of DSP big data, integral wall, joint promotion, and cross-border cooperation, all of which can be combined in different ways to do marketing. The development of marketing There are five periods of marketing development: 1. Product marketing 2. Brand marketing 3. Experience marketing 4. Personality marketing 5. User marketing 1. The era of product marketing: Marketing 1. is product-centered marketing in the industrial era, which began with the development of production technology during the industrial revolution. At that time, the marketing was to sell all the products produced by the factory to those who could pay. These products are usually relatively primary, and their production purpose is to meet the needs of the mass market. In this case, enterprises try their best to expand the scale, standardize products, and constantly reduce costs to form low prices to attract customers. The picture comes from recalling the industrial era. 2. The era of brand marketing: Marketing 2. is consumer-oriented marketing. The core technology of brand building is information technology, and enterprises appeal to consumers for emotion and image. The goal is to satisfy and maintain consumers. The golden rule for enterprises to succeed is that "customers are God". In this era, the market in the eyes of enterprises has become smart consumers with thinking and choice ability, and enterprises need to attract consumers by meeting their specific needs. Just as Procter & Gamble, Unilever and other fast-moving consumer goods enterprises have developed thousands of different grades of daily chemical products to meet the needs of different people, this period is the era of brand marketing and brand development. Brand marketing 2. era, to meet the needs of consumers 3. Experience marketing era: Marketing 3. era, to the era of experience marketing, gradually began to pay attention to corporate mission, vision, values, and secondly, the marketing concept was raised to a high level of concern for people's expectations, values and spirit, and emotional marketing and spiritual thinking were combined, which made it easier for users to have inner voices. The era of experiential marketing, offline interaction 4. The era of personalized marketing: the beginning of the 21st century, the rise of the mobile Internet era, the hottest words are also emerging one after another, such as: internet plus big data marketing, O2O, AI technology, blockchain, * * * enjoyment marketing, social marketing, etc. This series of marketing belongs to the marketing of realizing value, and personal safety, belonging and respect are obtained under the situation of upgrading consumption. With greater demand, it is self-improvement. Based on mobile Internet communication technologies such as social media and customer communities, customers communicate with each other, customers communicate with each other, and enterprises communicate with each other, resulting in a large amount of behavioral data. What Marketing 4. needs to face and solve is to realize customers' self-worth with values, connections, big data, communities and next-generation analytical technologies. Socialized personalized marketing 5. The era of user marketing: It has experienced the development of products, brands, experiences and individualization. By the end of 218, the era of mobile Internet has changed many of our living habits, such as the emergence of Didi taxis, the emergence of * * * bicycles and the emergence of IPAD, so our business behaviors have also changed with time. Mobile devices and applications such as mobile phones have become tools to connect everything, and WeChat has already owned hundreds of millions. Link products, brands, experiences and personalized needs together? There is no doubt that users, that is to say, in 219, whether they are doing brands or projects, they should do precise marketing around their living habits. Where the marketing users of users are, our business is there. The essence of user marketing is to never have anything to do with users, to establish relationships, to acquaintances, and then to fission publicity. What are the characteristics of building a strong relationship with users? Strong relationship characteristics: trust-sincerity, relationship communication-recognition-participation-project introduction, brand influence interaction-personality cooperation-value mechanism consumption-natural as long as it is a commodity that consumers like, she is willing to pay higher costs for what she likes! Many people say that the relationship between people is a weak one now, and I think this is a false proposition, because we have not found an effective way to establish a strong relationship with users, no matter how big the net is, media diversion, online celebrity diversion and media diversion, but for a long time, your effective users are still a handful, and this handful has not brought about the expected fission, which has caused the user's acquisition cost to soar year after year, and the input and output are obviously not proportional. In the trend of personalized, niche and human culture consumption upgrading, instead of casting a net, it is better to focus on accurate users to establish a strong relationship! The core method of user marketing: self-built traffic pool operates community operation in four aspects: user acquisition-matching of big data or link of self-built traffic pool users-time, method, and interaction with users-content, community communication, collaboration, role exchange, user's value-sharing, * * * enjoyment. The core method of marketing for mutually beneficial users is community operation, or interaction with users in the form of self-built traffic pool and self-made IP. We see that there are many WeChat groups and QQ groups, which are basically weak relationships. To develop users from weak relationships to strong relationships, then we must have a clear positioning, brand, or what is the purpose of the project as a community? Circles, fission? Or the second word-of-mouth communication? Or guide the purchase? I think, first of all, users' acquisition lies in the positioning of brand projects, the target groups, and then find a group of users who are suitable for them, build models, link effectively through joint ventures or integrating big data or a group of accurate seed users, and the way of doing business has changed. Now we only need to operate the community model well and select a group of potential users, through which we can carry out effective fission. After the self-built traffic pool, the users in the community should be reasonably classified, role-oriented and closely coordinated, and the user value can be shared and enjoyed to form a price-crossing mechanism, which is the key to the sustainability of strong relationships. When user marketing cuts in, product technology changes from -1 environment, and user marketing is the process of content output. For innovative consumer goods, user marketing must go through five stages: brand creativity polishing, let users participate in the whole process, and never build a car behind closed doors. All innovations of you and your team will lag behind the changes of users' needs; Brand pre-sale crowdfunding is not necessarily due to lack of money. The key is to verify the liquidity and investment value of the project after being polished by users' creativity; The purpose of cultivating seed users is to solve the problem that a single spark can start a prairie fire. There are not dozens of niche users, but hundreds of them. Individualization is not the only thing in the world. It is self-centered, but leads the public through niche. The most direct and effective way to make seed users split more users is to establish a good value transfer mechanism. Channel expansion and optimization, sales release, expand the economic benefits of the project and expand the user base; The key to ensure the core competitiveness of quality is to update the project iteratively and constantly meet the individual needs of users. In this link, your users will get a cost opportunity of . How to carry out the marketing concept of "user-centered" 1. Establish the trust of target users. The significance of "user-centered" is to win the trust of users, and quality is the first step to establish trust. No matter where we cut in, we usually build trust in several aspects, such as free experience, continuous and valuable information sharing, formal and real professional interpretation of products and services, . 2, enhance the user's sense of participation "user-centered" not only stays in brand communication, but also goes deep into consumer groups, so that users have a real sense of participation. Consumers are disposable and lack of interaction, while users can continue to consume. Without users, it is not only a revenue problem, but also a gap between enterprises and the market. Therefore, the brand must take users as the center, establish core user groups, and let them participate in all aspects of the brand from product development to sales. 3. User-centered is to pursue what users love. Every brand has its own brand positioning and target audience. The core point of "user-centered" is to understand what the target audience needs and then give it to users as much as possible. This is also the so-called pursuit of what users love. In the fierce market competition, which brand captures customers' needs and makes customers satisfied, which brand can win more customers and be invincible in the competition. In a word, the core of brand "user-centered" is to gain the trust of users in product quality, and then build brand reputation through users' sense of participation, and make marketing communication according to users' preferences, so as to gain users' love and recognition. How can a brand that can consider users in all directions not succeed?