Essential Skills for Marketing Masters Explore the "god-level hand-eye coordination" of successful marketers
Marketing is different from other disciplines in that it requires a high level of human quality. Some people describe the qualities of a marketer as: Eagle Eye, Tiger Claw, Wolf Speed, Leopard Guts, and Goose Team. Eagle Eye is the first type. Marketing practitioners, especially marketing directors, need to have a pair of insights and subtleties"Fairy Eye"These eyes must not only have a good field of vision, but also have a wide and wide field of vision.
What is"God's Hand God's Eyes"？In this article,"God's Hand God's Eyes"Refers to a person's ability to spot problems and solve them creatively. For example, if you travel a lot, you'll find an airline that advertises itself in its in-house magazine"The world's leading, most efficient, low-cost airline"。The positioning of this airline fits"Clause.
1. Only. First, for you"Rules. But there are two risks associated with this airline. The first risk is that the new advertising law does not allow it"most"word, it is illegal to advertise in this way. The second risk is that although the cost of advertising is low and the tickets purchased by passengers are indeed cheap, it is easy for some passengers to generate them"Low price means low quality"The false impression.
At this point, as a passenger, be sure to keep trying out what this airline has to offer and start looking at other airlines to learn from others to see if your own company has similar marketing issues. The end result of the passenger experience was that the airline's flight was delayed for more than 4 hours, and during the delay, the passenger didn't even get lunch or a bottle of mineral water, and there were hardly any extra services provided during the flight. As a result, passengers equate the airline's low cost with inferior service.
After the plane landed, I went to ** to get to know the opinions of other passengers and found that my experience was as unsatisfactory as other passengers. On the official Weibo account, I sent a private message to the airline, but I didn't get any reply. Therefore, it can be concluded that the airline is poorly managed, losses are inevitable, and in the future it will either go bankrupt or be merged.
Discerning"The ability is the ability to find problems. Not only can you find other people's problems, but you can also find your own problems. After reading the above cases, you need to reflect: is your brand positioning accurate and does it comply with the relevant provisions of the advertising law? Have you optimized the entire service process? Do you regularly collect feedback on the company from the network and carry out corrective work in a timely manner? Does the company's pursuit of cost savings reduce the effectiveness of the customer experience? What is the company's feedback loop for customer or stakeholder suggestions?
From the above process of discovering problems, recognizing problems, and drawing inferences, it can be seen that you basically have it"Fairy hands and eyes"。To have"Fairy hands and eyes", first of all, there must be"Two forces one degree"。
Two forces"refers to insight and association"At one time"Refers to acuity. Insight refers to the ability of a person to see through phenomena the essence of a problem, to see what others do not see, and to discover what Adam Smith mentioned in The Wealth of Nations more than 200 years ago"Invisible hands"。You need"The left eye looks at the scene, the right eye looks at the market, and the third eye looks at the trend"。As the saying goes, looking at the mountains is not the mountains, and looking at the water is not the water, but seeing the undercurrents behind the mountains and water. Guangdong, Jiangsu, Zhejiang and other places have developed industries, standardized business operations, active markets, and sufficient endogenous growth momentum in the market. Some experts believe that this is because local entrepreneurs take advantage of it"The invisible hand of the market, the visible hand, and the hand of social harmony"。This is the right use"The third hand"The ability is also the most far-sighted"Three eyes"embodied in the concrete embodiment of the .
The power of association is to be able to see the other side of a coin, to know the difference between one leaf and another, and to see the difference between one leaf and another. It is a process of hypotheses, verification, disproving facts, and constantly supplementing observations.
Sensitivity means that a person must have the will to discover the problem and the interest to continue exploring it. A trader is too dull to any market phenomenon, indicating that he lacks sensitivity and needs to strengthen practice to improve his sensitivity to the market, otherwise he will not be able to develop in the market, and the psychological distance with the customer will be greater.
There it is"Fairy hands and eyes", you can use a pair at any time"Sharp-eyed"Look at the problem, understand the internal needs of customers at any time, make the follow-up market behavior more in line with market demand, and greatly improve the possibility of marketing success. Marketers need to be trained"Sharp-eyed", Yes"Dual-minded"。