Now the brand should do a good job in contact marketing II

A few days ago, an executive from a traditional industry had a dinner party. He said that business is becoming more and more difficult, consumers are becoming more and more picky and products are not bad. The operation team has many years of experience, and it has not seen any benefits after finding some KOCs. I don't understand. The marketing department also said that I don't spend money, not spending money, but how to quickly convert income. Recently, I have also seen some network celebrities or venture capital products with poor results and poor traffic. It seems that the consumer world is becoming more and more incomprehensible. In fact, it has always been very simple, but we pushed too hard. In the uncertain era, we should abandon short-term outbreak and traffic data, and do a good job in long-term brand operation and contact marketing. Let's talk about contacts today. What consumers really buy is: security, trust, comfort, hope and desire. For substitute products, only the price plays a decisive role, because at this time, the price is the only difference. If an enterprise can endow products with emotion, make products unique and unrepeatable, and touch consumers through contacts, then it will no longer focus on price. Contact Manager Today's enterprise is established from the market, and the current trend is from the outside to the inside, not from the inside out, and the driving force that plays a decisive role in the future comes from the outside. It is not speculative business planning that determines success or failure, but what actually happens at the contact point between enterprises and consumers at the critical moment. The core task of the contact manager is to be the external contact of the enterprise-the place where products, services, brands and customers contact, and adhere to the principle of taking consumers as the center. This function is cross-sectoral, with both strategic and operational elements. At the same time, the contact management award has become the key driving force of the whole corporate culture change. According to different industries, the organizational integration of contact managers is different. Replace the marketing department with contact management, or set up a chief contact officer to make a brand-new design for the great integration of online, offline and mobile contacts. 5 Important contacts (from the consumer's point of view) affect contacts: effective in the information seeking stage and observation stage, leading the decision-making process. Pre-purchase contact: play a key role in the decision-making stage of consumers. Buying contacts: persuasive at the decision-making stage and at the time of purchase. Contact after purchase: everything goes well in the use and repeated purchase stages. Influence contact: the experience will be shared with others online and offline in the form of word of mouth. And trigger new consumer wishes or buy four important contacts (from the perspective of enterprises): comments, media reports, user recommendations and other paid contacts; Self-owned contacts such as physical advertising, online advertisements and third-party e-commerce platforms purchased by enterprises; The contacts occupied by enterprises such as official website, Guan Wei, video app and storefront; Products that consumers and others like. Forum, people contact and other seven kinds of contact: employee process contact: product contact in each link: service, product, brand document contact: publicity place contact: scene experience direct contact: enterprise employees directly interact with customers and indirect contact: the inserted intermediate link is written at the end. No matter how the contact changes, we always hope that enterprises can do it: those who make products have market and communication thinking to locate, and those who have operational and innovative thinking to attract investment have brand and media thinking.