Traffic advertising is Viagra mode, which takes effect immediately after eating it. The disadvantage is that you have to eat tomorrow. And the cost of traffic continues to rise. Brand awareness advertisement is Liuwei Dihuang Pill. Although it takes a course of treatment, it is more effective to treat the symptoms.
2. Is traffic important or brand important? Many people think the brand is very important, but the brand is heating up slowly. Although the cost of traffic is getting more and more expensive, and it is difficult to accumulate value, the main money is still spent on traffic for rapid financing. But the money will burn out one day.
Some people think that the brand is unsalable because you haven't found that positioning in consumers' minds (positioning either creates a new category or finds a feature different from competing products). If we really find that point and use large-scale advertising saturation attack to tear up the cognitive advantage of this brand in consumers' minds, it will not only be a rapid increase in volume and sales, but also fundamentally get rid of the competition of homogenization and pure price war and build barriers in consumers' minds because consumers are conscious.
It is important to continuously increase traffic and subsidize users' habits, but more importantly, whether the brand positioning you want to express has been clearly understood in consumers' minds when these traffic and subsidies are used, and whether these traffic and subsidies help to strengthen and amplify consumers' cognition of your brand in their minds.
3. Brand recognition is more lasting, and mental recognition is difficult to change.
In the real world, differentiation is often temporary. Homogenization seems inevitable when others imitate it immediately. The technological advantage and the differentiation advantage of business model are not real barriers, they can only create a time window for you. If the advantage of differentiation penetrates firmly into users' minds with the hammer of saturation attack in that time window, and your brand becomes the spokesperson of a new category or new function, you will have the opportunity to build a deeper moat, which exists in consumers' minds. Because consumers' minds are hard to change and their capacity is limited, they like the first one, so the first one can often get 70% of the profits in the market. If you can't be one of the best, you will often have a thin profit and even fall into the predicament of loss.