Marketing Must Start From The User'S Point Of View. How Can Product Managers Think Of Subverting Marketing?

What is the product manager's way of thinking?

say

Before thinking, let's talk about what the product manager does.

In the process, product managers should formulate product development and marketing plan, which is the overall coordinator responsible for the analysis, planning, execution and control of a single or a certain category of products.

From the results, product managers take an important responsibility for product profit, sales and market share.

To put it bluntly, the product manager is a big housekeeper. Qualified product managers need five abilities: insight, analysis, expression, motivation and creativity.

Next, let's talk about the way of thinking of product managers.

As a qualified product manager, first of all, we should consider the problem from the user point of view; secondly, we should create explosive products professionally; finally, we should use analytical power and insight to manage the fans.

Only by having the above points is it possible to have the way of thinking of a product manager, otherwise it can not be regarded as a qualified product manager.

For example, in the Internet age and the mobile Internet era, CEO of several companies is typical product manager type. They are Apple's late CEO Jobs, millet CEO Lei Jun and Ma Huateng of the Tencent.

Because these CEO from product to marketing form, from the user point of view, especially the marketing form of millet has basically become user experience marketing textbook content.

However, with the development of the industry, the future marketing framework will also change. This product manager type CEO will pition to the connected CEO.

Today, we only start from the creation of enterprises, so the early product manager thinking is very huge and effective for enterprise marketing.

On the surface, product managers and marketing do not seem to matter, but there is a very close relationship between them.

The traditional marketing method is basically 4P marketing theory. 4P marketing theory is reduced to four basic strategies: product (Product), price (Price), channel (Place) and promotion (Promotion).

This marketing mode is actually from the brand point of view, early or more effective.

But with the change of the times, 4C marketing theory, which is more in line with the needs of users, has emerged.

The marketing theory of 4C (Customer, Cost, Convenience, Communication), guided by the demand of consumers, redefines the four basic elements of marketing mix: Aiming at the needs and expectations of consumers (Customer).

This is the new view put forward by Mr. Rautlan in 1990 in the advertising age, which corresponds to the traditional 4P.

4C marketing theory emphasizes that enterprises should first place the pursuit of customer satisfaction in the first place. Products must satisfy customer needs while reducing customer purchase costs. When products and services are developed, they should give full consideration to the purchasing power of customers, then fully note the convenience of customers in the purchase process, and finally, implement effective marketing communication with consumers as the center.

The pformation from 4P to 4C is an important change in the current marketing idea of customer centered, which is why marketing should be pformed into a product manager's way of thinking, because product managers consider things based entirely on the user level.

With the pformation of this way of thinking, the effect of marketing is obvious.

What are the advantages of product manager thinking?

It's about the evolution of product manager's thinking mode and marketing theory. What are the natural advantages of product manager's thinking?

Technology is the core of the product. It can be said that the product is the direct embodiment of technology, and the technology of product is very important. The relationship between technology and product is the product manager's judgement of the market.

"The success of great enterprises is due to the success of product innovation, and products are the biggest strategy of enterprises.

Therefore, for every enterprise, how to create their own strategic new products is the key to improving sales volume.

It is precisely because the product manager's way of thinking and the understanding of the product are more close to the user's thinking, which makes it possible.

More effective.

What are the advantages of doing this?

{page_break}

1., let users find resonance from the perspective of users.

One of the greatest benefits of product managers' marketing thinking is to think from the perspective of users, not from the perspective of brand.

Product manager thinking marketing must be the user's demand is always right. Everything we do is for the sake of users.

For example, product manager marketing thinking will consider who will buy products of our products, what kind of products the users use such products, what interests they can be interested in and so on.

For example, selling mobile phones, traditional marketing thinking will tell consumers how good the mobile phone processor is, how big the capacity is and how many tens of pixels the camera has. Users care about these things very much. They used to care, but now users care more about the value of products in different scenarios.

So product manager marketing will be like this. I will tell users how much mobile phones can run multiple applications, how many songs, movies they can store, and the quality of cameras captured in different environments.

This is the difference between traditional marketing thinking and product manager marketing thinking.

2., create explosive products professionally for users to purchase.

The marketing thinking of product managers requires us to have a good understanding of marketing expertise and skills. At the same time, when doing marketing content, we will pay attention to whether advertising forms are useful to users, rather than simply laying a stack of data or product functions.

When using product manager marketing thinking to do marketing content or activities, it will build a complete application scenario for users, and create products that are suitable for users' habits by digging deep scenes to attract users to buy.

3. convincing users with analytical power and insight

It's hard to say whether the traditional marketing method is dead or not. After all, some Wall Street advertising is still effective, but we must see that in today's environment, marketing will not become a product manager, and the more difficult it is to win more young users, the more difficult it will become.

For example, a video conference of many media people Tucao has been released. There are not many reasons to say that many people can search on the Internet. What I want to talk about here is the hardware configuration of the product and the irony of Si Bi.

For example, mobile phone music as 1 mobile phone 3GB RAM+32GB body storage, users have a concept of 3GB and 32GB? No, it is better to change to we can store HD XX movies, XXX million novels, etc., in fact, now more concerned about how products can be used, not you tell me how many advantages of mobile phones.