Why does marketing nowadays like to make a fuss with feelings?

Any product has several levels of expression:

Attribute level, value level, psychological value level, value level.

Thinking about this problem from the perspective of users, in the current era of product surplus, most products are in homogeneous competition, and the gap between products and values and even psychological value is not large.

Therefore, the product needs to give users different feelings at the level of values, so that users who do not use values (feelings) pay for the product.

Case in point: a hammer phone.

In fact, most of the attributes and functions of mobile phone products can give users the same benefits and psychological benefits, and there is not much to make a fussabout.

And with feelings, say that we are the best mobile phone in the Eastern Hemisphere, we are dead products, we value aesthetics, we value experience, so that users feel, I use a hammer mobile phone, I am also a person with feelings, my values are better, so as to flaunt themselves, to achieve their own purpose of expressing themselves through products.

Thomas, the master of the American retail industry, divides the consumption behavior of modern people into two categories: one is rational consumption, and the other is emotional consumption.

What it needs for rational consumption is convenience, speed and practicality; Emotional consumption, on the other hand, is about feelings, things that can touch people's inner world. If the feelings are used properly, the worship psychology of fans can be used to promote the growth of the product, and excessive quotation of feelings will make users ignore the quality of the product itself. <>

In 2014, the more popular Lao Luo and his hammer mobile phone, he mainly talked about feelings at the new film press conference, which can be said to have opened a precedent for feelings, he did not emphasize too much on the product itself, but used words such as "strong life does not need to be explained" to emphasize himself, by setting off his own image, so that fans resonate, so as to carry out fan marketing, and feelings are auxiliary, the product is the sales itself, once your product is not up to standard, No matter how much emotion is used to promote it, it will make users disgusted.

According to Maslow's hierarchy of needs, it divides the hierarchy of human needs into 5 levels: physiological needs, security needs, love and belonging, respect, and self-actualization. And self-actualization is the highest need that people pursue. <>

Nowadays, people have higher and higher requirements for the quality of life, and the demand for the spiritual world is also increasing, so feelings and emotional marketing came into being, which just caters to the needs of the public for the spiritual world.

Livewater has done a good job of sentimental marketing, and they found that many people drink only half of the water they buy and throw it away, and this part of the water is just enough to meet the water consumption of 800,000 children in water-scarce areas. So they boldly used a sentimental marketing method: put each child's ** and *** on the bottle, let people know the information of these children, and each bottle of water is only half filled, but the price is the ** of the whole bottle of water.

Someone will ask, who wants to buy half a bottle of water? <>

When it's just ordinary drinking water, no one wants to buy it, but they give this half bottle of water a special meaning to call on people to save water, and the less than half bottle of water they save can benefit a child, just people's efforts can initiate people's love, why not?

Livewater did a large-scale public welfare campaign through emotional marketing, which not only increased sales by 652%, but also enabled the public to participate in it and gave people a certain sense of mission.

Feelings are a very strong scene-based marketing method, which can meet people's needs for the spiritual world, and can make their attention more efficient concentration, and some companies often seize this point, so that their product sales have increased significantly, and people have participated in a very meaningful thing. So more and more companies like to use feelings as a means of marketing, after all, everyone needs a spirit to enrich their emotional world.

All means of marketing are based on the needs of consumers to carry out the transformation of ways and means.

In recent years, with the pace of social development continues to accelerate, the traditional marketing copywriting has repeatedly hit the wall, and the sentimental articles are highly sought after, the reason is that the word sentiment has become more and more deeply rooted in the hearts of the people, most of the industry after decades of development, people instinctively began to recall the original generation of products, and compare the existing with it, so, there is such an element of feelings.

Our common feelings are divided into several categories: homesickness, nostalgia, family, friendship, love, innovation, science and technology, etc., the feelings themselves are a very abstract word, take a lot of food copywriting that is now very popular as an example, the route they take is "the taste of childhood", this is a kind of nostalgia, the ultimate goal is to resonate with consumers, so that consumers pay for their feelings.

At the same time, sentimental articles have more communication effects.

This is a key point that other categories of articles can't match.

Everyone has feelings, regardless of this person's personality and character, so whether it is a user of the product or a passerby, they will resonate with the sentimental article, even if he does not need your product and does not pay attention to your brand, sometimes the moment of empathy will also make people unconscious**, I hope that more people can understand themselves, this is the role of the sentimental article in the dissemination, the articles that can break 10 million reads on WeChat are almost all sentimental articles, and the so-called "explosive article" It is to achieve the purpose of communication through the way of philanthropy.

Finally, feelings never go out of style.

This sentence is very abstract, to give a simple example, we know that there is a sentence called "you out", which refers to the person or thing you like or pursue is outdated, and outdated means that it is not noticed and no one cares. And feelings will never be outdated, because it exists in everyone's inner world, people can have no ideals but never have feelings, just like when you see the ** when you were a child, you can't help but recall that time, this kind of feelings are deep in everyone's heart can not let go.

We often say that to make a product to do the user's heart, then the same is true for writing articles, articles that can't "pierce the heart" are never good articles, and articles without feelings can also not penetrate into the hearts of users.

At the same time, marketing itself is a thing that needs to be recognized by users from the depths of their hearts, and emotional articles directly root product attributes and content emotions in the hearts of users, so sales will naturally rise with the recognition of users.

Because the main consumers in many industries are the post-80s and post-90s. They prefer nostalgia and prefer the concept of feelings. Especially after the 80s, this part of the people has grown up with the country's reform and opening up policy, and it can be said that they have witnessed the growth of the motherland and the changes in society.

They grew up in the era of China's rapid development, from playing crazy and silly all over the mountains after school when they were children, to now watching their children nest at home every day in front of computers, mobile phones and tablets. From the ease of elementary school, the heaviness of junior high school, to the despair of high school. From watching the seniors' college bags to running their own graduation double selection meetings.

All of this has come with great changes. It is precisely because they have witnessed all the changes that they have a different kind of nostalgia and nostalgia for the beginning.

At the same time, most of the current post-80s and post-90s generations are at the end of the twenties and the middle of the thirties. At this age, you are not just entering the workplace, and you are working hard for the future, that is, you are old and young, and you need to work hard under great pressure. Heavy pressure will also make them nostalgic for the simplicity and beauty of the past.

Therefore, for these specific groups of people and characteristics, many marketing methods have come into being. The song "Old Boy" by the most famous chopsticks brothers before was popular all over the country, singing about the things of that era, the people of this era, and how many post-70s and post-80s who had the same experience cried. There is also a pair of young couples who opened a themed hot pot restaurant, the content is what the classroom looked like when I was a child, blackboard, chalk, national flags, desks, and menus are also in the form of class schedules, full of memories and customers.

Because life and work are very stressful now, many people will have unsatisfactory places, and they will miss the carefree life of the past more and more. Therefore, feelings have a lot of attraction for these people, and there will be so much marketing for this aspect.

Because it may be that the quality is not up to par after all, everyone gradually doesn't like him very much.

It can only be said that feelings are unreliable, after all, there is no strength in these wines.

Because Jiang Xiaobai is just an Internet celebrity wine, after a long time, it will naturally become unpopular.

Because Jiang Xiaobai's factory is too upright and always tells some truths, it is not accepted by most people.

Because it's just an internet celebrity drink after all, no one likes it after saying it for a while.

Because now, people think that Jiang Xiaobai is not as good as before.

I think it's because Jiang Xiaobai's ** is high and the weight is small, so it's short-lived.

Because in fact, Jiang Xiaobai's taste is not particularly good, so no one likes it over time.

This is because Jiang Xiaobai's current production and sales are not very popular.

I think it's mainly because it's not very tasty, so people won't buy it.

With the rapid development of Internet technology and the emergence of all kinds of new products, marketing communication methods are constantly upgrading and iterating, traditional marketing theories are also being subverted, integrated marketing communication has become the mainstream, and integrated marketing communication can be achieved through integrated marketing communication

1. By analyzing the marketing environment and developing effective communication methods according to user insight results.

2. Establish a communication strategy according to the characteristics of each media and the user's contact points.

3. According to the actual situation of the enterprise, the geographical distribution of users, and the goals of the enterprise, establish a communication plan and establish brand awareness.

4. In the process of implementation, through the review of the effectiveness of communication, continuous improvement, and the use of big data to establish CRM system and application.

Seven dimensions of integrated marketing communication.

1.Integration of cognition.

2.Integration of images.

3.Integration of features.

4.Coordinated integration.

5.Consumer-based integration.

6.Risk-sharing-based integration.

7.Integration of relationship management.

Here's an example:

Nike and Zhou Dongyu's VR advertisement - "A Little Wilder Heart", although the total length of this ad is only about 4 minutes, but through VR technology, Nike has maximized the appeal of the advertisement. In this VR advertisement, the audience can experience Zhou Dongyu's dream-chasing process, witness her growth in a 360° way, and ** her every action and expression very closely, as if she is always with her, and you can also feel her joys, sorrows, and sorrows. This heartfelt VR panoramic advertising has also earned enough attention from consumers.

Therefore, you can use the popular VR panoramic technology combined with Bangyue's marketing plug-in to resonate with consumers.

"Many people laugh at Luo always fooling people with feelings, he does fool people, but it can't be denied that he really has feelings. The empty night in Beijing, the gray early morning streets of Zhongguancun, he has seen. The that was blown out was blown away by the wind, and when the wine was hot, the bragging man burst into tears.

That's feelings.

When it comes to feelings, the first moment reminds me of Lao Luo, who makes mobile phones. Although many people are willing to pay for Lao Luo's hammer, I am not among them, because I am a complete "Nuo fan". What I can understand is that Nokia Moto Apple has used its technical experience and experience for more than ten years or even decades to create a classic product that can be remembered.

It is the product that has the product first, and then the witness of time will have feelings, rather than forcing to talk about feelings all day long, to engage in marketing, and to engage in products.

In Lao Luo's mouth, the so-called feelings, the so-called craftsman spirit, is nothing more than thinking that he has done a very good job, and he is moved to cry bitterly, thinking that everyone will love him, but why? What the market really tests is whether your thing is really good or not, not how many times you have moved yourself to tears.

Speaking of which, it is necessary to say what is the "feelings" in the mouths of these entrepreneurs who open and close their mouths in the era of the Internet, and what does "feelings" mean in the current Internet era, most entrepreneurs: "feelings = feelings realized." This is also the reason why Lao Luo insists on promoting his feelings, and it is also the purpose, but in the eyes of fans, it is just feelings!

But feelings are originally things that describe the state of mind, but under the modern Internet marketing concept, they must be materialized and reflected, and what do you use to reflect your feelings and your value, which is ridiculous.

Feelings cannot be materialized, let alone realized!

No matter how strong an enterprise is, it is impossible to do 1 million profits, and each business is faced with the service crowd, good products + suitable service guidance. Inadvertently creates another 1 kind of advertising benefit Good sales can turn one's ability into a profit for the enterprise