2018 Taiwan Growth Hacker Annual Conference: To face the second half of the Internet, you must know about "fission marketing"
The author of this article Susie Li (opens in a new tab) graduated from the Foreign Languages Department of Hsinchu Jiaotong University and obtained a foreign MBA degree. She is currently engaged in online marketing in the Netherlands. If you want to know more about the latest online marketing and business trends in the West, welcome to meet her on Facebook (https://www.facebook.com/susie.li.35 (opens in a new tab)). Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.
This 2018 Taiwan Growth Hacker Annual Conference, the distinguished guest [Fan Bing] came all the way from the mainland (內容駭客 king.html#utm_source=fb-vista&utm_medium=vista&utm_content=link), mentioned the term “fission marketing (opens in a new tab)”, which made everyone’s eyes brighten. What exactly is “fission marketing”? As an online marketer, why should you learn “fission marketing”?
In fact, “fission marketing” is currently the hottest new term in mainland China’s startup scene. The phenomenon of fission originated from the principle of atomic bomb explosions. Energy stimulates atomic explosions, and then stimulates other atoms to continuously split to generate energy. In this turbulent e-commerce era, it has become very important for businesses to understand consumers’ preferences and trends through multiple channels!
Fission Marketing (opens in a new tab) is based on the strengthening of traditional terminal promotions and integrates the methods and concepts of new marketing methods such as relationship marketing, database marketing and membership marketing. This fission model actually refers to the fission of the terminal market. Its core content is: the market should not be fully spread out and develop rapidly at the beginning, but should be intensively cultivated and go all out to achieve a single breakthrough.
Generally speaking, marketing activities generally go through four stages: warm-up, detonation, expansion and conversion. At every point, there are some factors that will affect the user’s decision-making. However, the traditional marketing communication method is to spend money on advertising, which is difficult to trigger spontaneous communication; especially because marketers in the past rarely thought about how to create an amplification effect in the communication process?
However, since the Internet entered the second half (opens in a new tab), competition in all aspects has become more intense, and the development of the marketing field also needs to be adjusted according to the current situation.
Liu Chiping, President of Tencent Holdings, once pointed out (opens in a new tab) that the Internet is about to enter its second half, and all walks of life will usher in larger-scale industrial upgrades. In the next ten years, the entire society will move from the consumer Internet to the industrial Internet. In other words, industry players must proactively embrace the industry integration and upgrading in the second half of the mobile Internet, and provide users with better connections and content services through the strategic integration and integration of social, content and technology.
To face the second half of the Internet, “fission marketing” is a feasible strategy. The first step in conducting “fission marketing” is to find seed users, the so-called iron fans.
As the founder of Tokyo Clothing and Wstyle Zhou Pinjun (opens in a new tab) said, the difference between Wstyle and Tokyo Clothing in the past is that the two companies are at different stages of Internet development. Therefore, the current Wstyle does not target the mass market, but focuses on operating long-term and fixed fans.
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If these loyal fans agree with your product concept, they will be more than willing to take the initiative to recommend products. But here comes the problem. The first batch of loyal fans often require a lot of money and advertising to get them; but in the past, the methods of throwing money randomly often resulted in invalid fans. Therefore, although a large amount of exposure is needed at this stage, it is still necessary to pay attention to the objects and methods.
After finding the seed users, the next thing to do is to create an emotional connection between the users and the brand. For example, Wstyle’s method is to use exquisite carton packaging and spray perfume to allow female consumers to have a “love themselves” emotion for these products.
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The process of fission is not only spread at the level of seed users, but also spreads from here to family, friends and colleagues. But truly successful fission requires spreading outward to the circle of friends outside the stratosphere. Don’t think that forwarding a picture or post is a simple matter. In order for someone to be willing to help you forward it on a social network, the user must find it valuable! In particular, there are too many advertisements on the Internet now, and the quality is also uneven.
The spirit of Fission is to create maximum user growth at the lowest cost. But how to make loyal fans willing to attract new users requires the design of various incentives. For example, PBL Gamified Thinking (opens in a new tab) is one of the very practical methods (P=Points, B=Badges, L=Leaderboards).
Vista supplement: Friends who are interested in this topic can read the book “Traffic Pool (opens in a new tab)”.
It is very important for online marketers to create interesting content for loyal fans so that they are willing to share it. But sharing is not enough. After the content is sent out, how to build a DMP (Data Management Platform) to conduct user analysis and targeted delivery, effect analysis and value evaluation, as well as creative guidance and effect optimization, etc.
In other words, only through this series of meticulous actions can a company truly understand whether the management of fans has been effectively accumulated? And whether the exposure of marketing activities has achieved sufficient results? These are very real issues that must be faced. Overall, “fission marketing” is not only a hot topic in the field of growth hacking, but also a phenomenon and issue that all marketers should pay attention to.
★ Master “2016-2018 Taiwan Growth Hacker Annual Conference Essence Lazy Pack” in one hand!
★ Do you want your copywriting to be liked by more people? Come and watch “Slow Reading and Understanding in Seconds (opens in a new tab)”.
★ To improve your content power, please don’t miss the online course “Content Power: The Super Power of Building Brands (opens in a new tab)”
★ Photo Credit: Vista (opens in a new tab)
Further reading
- 2018 Taiwan Growth Hacker Annual Conference: Growth hacking emphasizes accumulation from one to a hundred, and only by doing it can you get everything
- 2018 Taiwan Growth Hacker Annual Conference: “Pinecone Shopping” has suddenly emerged, and the key to success lies in the introduction of artificial intelligence
- Wu Tianyuan: I watched the “2018 Taiwan Growth Hacker Annual Conference” and have some random thoughts
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
