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This article introduces the relevant knowledge of "what are the advantages of opportunity marketing". In the operation of actual cases, many people will encounter such a dilemma. Next, let the editor lead you to learn how to deal with these situations. I hope you can read it carefully and be able to achieve something!

Why does everyone prefer borrowing marketing?

On the one hand, there is a lot of people's aversion to browsing the screen in the moments of marketing, while on the other hand, there is a growing trend of marketing by "things". Why do people prefer borrowing marketing so much now? After a calm analysis of the East Building, there are roughly three reasons:

First, enterprises think that the cost of taking advantage of marketing is very low. This is easy to understand. Take today's NASA discovery of "another Earth" as an example. Many operators use a marketing opportunity to think of a copy casually, then ask the designer to design it a little, and then throw it on the moments to scan the screen. It is hoped that in the occurrence of hot events, through close to hot events to spread their own brand, in fact, this is a bit taken for granted.

Second, the product itself lacks selling points and needs to be driven by external events. What kind of enterprises or products need to borrow? It must be the lack of selling points or bright spots of our own products in the near future that we need to take advantage of the situation. In fact, it is to brush down the sense of existence and tell everyone that our company or products are still alive. That's all. As a matter of fact, the same hot spot and different copywriting, and many brand skills that take advantage of the opportunity to spread have nothing to do with the hot events that are taking place, but play with text kung fu mechanically, which has no impact for many people. it's even easy to ignore. In this case, in fact, almost all enterprises are doing useless marketing.

Third, public relations operation needs performance, and marketing by taking advantage of the opportunity can show a sense of existence. In fact, many people who do public relations and operators know that the effect of most of the so-called borrow marketing is better than nothing, especially if they miss the early bus, the effect may be close to zero, but why do they have to take advantage of it when everyone is about to break it? In the end, this can only be summed up in order to brush the sense of existence in front of leaders and colleagues. To be clear, in fact, these so-called borrow marketing in moments may not really reach users at all, and their marketing targets may only be their leaders. Leader, you see, we didn't miss this incident, and we caught up with any hot spots. In short, in the final assessment, we did not make mistakes, and those who should take advantage of the opportunity have taken advantage of it. As for the effect, who cares?

In fact, many people understand opportunity marketing as too superficial and narrow, and even equate it with "thing" marketing. for many enterprises, the so-called opportunity marketing is to pull a copy and throw it into the circle of friends to bomb the public. So, what is the real borrowing marketing? Personally, in order to take advantage of marketing, we should first consider whether this "potential" is really close to the brand, and it is best to take advantage of the potential of related products or competitive products, and the psychological potential of consumers to buy or identify with it, rather than the "potential" of popular events that have nothing to do with the brand. From this point of view, the borrowing "thing" marketing of almost all enterprises may really be on the wrong side.

Three drawbacks of borrowing "things" Marketing

In fact, this rough and blind way of borrowing "things" marketing not only "deviates", but also the disadvantages have become more and more obvious. To sum up, there are also the following three.

First, overdraw the staff network, the enterprise loses the opportunity of marketing again. Companies that use "things" marketing seem to be very smart. They think they have caught the hot spots and spread the brand. However, for many people, this kind of random borrowing is undoubtedly creating spam messages on moments. A large number of worthless marketing messages directly drown out valuable information on moments or Weibo, and eventually become a burden on readers. As a result, many people even quietly delete or close their friends for many years. This kind of low-cost borrowing marketing eventually leads to not only being overwhelmed by the flood of information, but also overdrawing employees' trust relationship on Weibo or moments in vain, which not only fails to achieve the effect, but also virtually loses the opportunity of re-marketing.

Second, once the development of loan "thing" dependence, enterprises will ignore to tap the true value of their own products. In fact, no matter what kind of marketing means, they will eventually return to the in-depth study of their own products and brands, and only by constantly refining and memorizing their own product selling points and brand stories, will it be possible to really pass on the essence of the product or brand to consumers. If you pay too much attention to the help of external events to the brand, rather than looking for highlights from your own products or brands, it is undoubtedly putting the cart before the horse.

Third, frequent borrowing of "things" marketing is bound to disrupt the company's own operational rhythm. Especially today, when hot events occur frequently, being tired of taking advantage of hot events, or in order to take advantage of the opportunity, will make the market operators of enterprises lose their way, and most importantly, in today's rapid flow of information, the spread effect of hot events may only be 24 hours, if you can not make a copy in the first time and spread quickly, it is likely to mean busy in vain. If enterprises begin to persist in borrowing "things", it is the performance that there is no overall planning and loss of operational rhythm.

In fact, in April this year, "the crisis is coming!" In an article in which social media is all lost and marketing is failing, I mentioned the problem of marketing brushing the screen. At that time, I also called on the public relations and operations in the company not to waste time and facial expressions, but after a few months, this trend of marketing by "things" has become more and more intense. In this regard, the East Building can only sigh that the world is declining and the hearts of the people are not old.

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