PR Director of JD.com : How to Overturn E-marketing

E-marketing is embracing a new era. Under this new background, we can’t stay in the front if we still follow the traditional marketing way, let alone hit the users. How should we deal with it? I think there are seven key words are extremely pivotal.

The first key word is content.

Content is all about story-telling and based content marketing. I don’t think the key word is copy-write because content is encompassing a wider range of meaning and implication. Content is always focus on target users’ psychology and find out their pain points and hit the users consistently with it rather than just one particularly magic or amazing copy-write or else the trend can only last for a short while.

Nowadays we are living in an age information overload age, people can’t focus for long. However wonderful your copy-write is, it can’t survive more than two days and you can’t continuously change your target users. From this perspective, the right strategy is highlighted and to design a more proper content to move and affect the users accordingly instead of simply trying hard to figure out a so called magic copy-write.

In the situation full of information and lack of attention, it is really difficult to hit the headline. You should verify carefully, trail and summarize continually. Anything becomes popular is casual. Good content is always the most important and it can definitely elevate social media to mainstream media.

The second key word is spitslot point.

What a good content looks like? What makes it different is the most prominent feature. The content should trigger topics. It is not only informing the message, but also making people feel resonance, then resulting in following and spitslot. This is the spitslot which make people have the impulsion to say something.

Everything is media so that all your products, your packages, your people, your service are media. All the media can bear the content triggering topics. The typical is the friend circle advertisement in WeChat and it seems to be the content. It looks like the message your friend sends and people can comment. No matter it is good or bad. The advertisement finally becomes the content. 

In a word, your content is not only a notification, but also can generate iteration. It is not a simple one-way transmission, but cause spitslot, disagreements, discussion and issues. It can come into self-diffusing like a snowball.   

The third key word is personality. 

What kind of content is good content especially the content for the enterprises’ propagation. It must have personality but not be the indifferent organizer. The personality can be understood as one person’s temper. It should be conform to brand’s key word as well as your brand’s feature. You can consider the enterprise as a person and give it a setting according to the style of the enterprise. In this era of internet, everyone should not be arrogant or be exposed to the public.
To JD, the energetic contact with users depends on deliverymen and customer service. We do a lot to make a warm and genuine image for them to create a better environment to communicate with users 

The forth key word is democracy.

No matter you are engaged in PR or AD, marketing is evitable. Most of you tend to come up ideas, strategies and creations by yourself, but no one know your customers better than themselves. So, let your customers help you and let them involve into the brainstorming. They will give you lots of surprises.

Even your rivals can be a part of your propagation process. The icon war broke out on double 12 last year. Nearly all other e-merchants involve in and all of those turn this event into a hot topic, which makes everyone know this event.

The fifth key word is alliance.

Simply, you are not fighting alone, you should find more and more allies so that you can have less enemies even let your enemies help you implement propagation.

The sixth key word is circle.

This is an era of minority. Everything you do about propagation should be based on circle. Circle must be seen as the core position and the beginning of everything. You should consider what the circle is and who your targets are. Don’t generally say your targets are ladies or the 90s. The 90s can be divided into thousands of circles and you should point out what is your circle specifically.

After confirmation, then touch them with the emotional content which should appeal to their reading habits. It can help you attract them accurately. 

The last key word is context. 

I will recommend one book Contextual Revolution. I quite agree with the author that this is a context age. This book makes a conclusion of contextual revolution with a few sentences as following: 1, product is context; 2, share equals to gain; 3, cross-board means connection; 4, popular trend brings traffics. All these points are in accordance with the time feature. Context is originally used in film-television as a specific behavior happened in a particular time and place. Whatever filed marketing or sales you’ve been committing to, you must analysis and figure out which context is your target. 

The essence of contextual revolution itself now is a Microscopic characteristic. Then don’t put it in a popular style to match all contexts but think about marketing segmentation and further subdivide the target group of people. The next step is to reach them accurately with proper content via appropriate channel. The more accurate you are, the better position you can be. Just like the lines in Positioning. Then your content can resonate to users and they will take it to hearts.