市场人手记·伸手摘星的日子
雪精灵的成长笔记1、节目内容：每周分享营销专业干货，一起充电一起成长 2、主播介绍：广告学科班专业，4A广告公司到互联网大厂的多年市场品牌经验，历经四大门户、头部电商 3、适合人群：广告专业学生，广告、公关行业从业人员，互联网行业、快消等其他行业的市场品牌部门从业人员，...
| Publishes | Daily | Episodes | 9 | Founded | 3 years ago |
|---|---|---|---|---|---|
| Language |  ZH-CN | Categories | BusinessMarketingSocial SciencesScience | ||
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“我知道我有一半的广告预算被浪费了，但我并不知道是哪一半被浪费掉了。”这是卡在很多广告人、市场人面前的行业难题。今天来分享下大厂市场人是如何选择合适的媒介渠道的？
如何选择适合的媒介渠道？
Step1：敲定媒介目标
看核心关注指标是曝光量、获客量还是销售量
即品牌指标、流量转化指标、带货销售指标
相对应可选择的媒介策略和具体媒介渠道也会大有差异。比如如果是以纯曝光为核心目标，线下电梯广告、户外大屏广告包括电视广告、贴片广告、综艺植入、内容渠道等都是可以重点关注的媒介渠道。
Step2：... more
如何进行「供应商管理」？核心关注两方面的把控：策略内容的把控和项目完成的把控。
一、对项目策略创意等内容的把控：
考验三方面的能力：
1、对产品和业务的了解是否透彻
2、沟通需求是否到位
3、对项目的洞察是否精准
二、对项目完成的把控：
考验的是目标管理和时间管理。
1、目标管理：
（1）提出目标，并针对大家的质疑给予充分讨论的空间，充分讨论的好处是将风险前置，提前进行风险预判和风险识别，以便能最大可能减少后期执行上的风险；
（2）同时，在彼此共同意见下达成一致的目标，即使个别人仍有不同... more
提案是对一个项目的策略创意进行再包装的过程。我们经常强调创意本身重要，但创意包装更重要。因为创意包装赋予了比创意本身更高更深的立意和背后的思考与敏锐度及说服力。
一个好的提案应该具备3个标准：
一、「洞察准」
洞察是营销一招致命的先决条件。它是品牌和消费者之间连接的桥梁，能够让消费者对品牌产生情感上的认同。对于我们来说，最重要的是需要我们有温度地感受消费者的生活、情感、向往，只有这样，才有可能洞察到一个个鲜活、有热度：有欲望的需求场景。而这考验两方面的能力：
1、对产品对业务的理解力
2、对... more
作为同样有甲乙方经历的广告人的视角来看，有几句话想说：
1、艺术与商业之间，有时很难平衡，但依然要把追求平衡当作一种职业使命。
2、你发挥专业的根基来自于客户的预算，脱离了基本诉求的专业发挥并不接地气。
3、创意，绝非天马行空的点子与想法在随意迸发，更多是基于行业特性、用户洞察、竞品调研以及自身优劣势的分析之后所形成的产物。
4、面对的客户也许专业水平不一，但美的事物大家有目共睹。
5、永远多为客户想一层。
Chart Rankings
How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.
Apple Podcasts | #99 | China/Business/Marketing |
Audience Metrics
Listeners, social reach, demographics and more for this podcast.
| Gender Skew | Location | Interests | |||
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| Professions | Age Range | Household Income | |||
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市场人手记·伸手摘星的日子 launched 3 years ago and published 9 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.
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