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以前说过,营销的预算成本要改变:从渠道与内容的70%:30%,变为渠道与内容的30%:70%。现在,不只是营销预算成本,内容结构也要改变。过去发布渠道有限,现在渠道和内容太多,精品内容才是流量神器。100个60分的内容,不如1个90分的内容。在广告行业里有句话:90%的策划案都死于执行!确实,我们看到太多的“车祸现场”都纷纷可以佐证这一点。但是,难道策划案就不该想想,执行上可能出现的“车祸点”吗?NB的执行案一定不是纯粹高大上意义上的PPT,更是每个执行环节的流畅。
As I said before, the marketing budget costs are going to change: from 70% of channels and content: 30% to 30% of channels and content: 70%. Now, not just marketing budget costs, the content structure also needs to change. Past distribution channels are limited, too many channels and content, content content is the flow artifact. 100 60 points of content, not as good as a 90-minute content. In the advertising industry there is a saying: 90% of the planning cases are executed! Indeed, we see too many “accident scene” are to prove this. However, the planning case should not think about the possible implementation of “car accident point” it? NB execution case must not be purely tall sense of the PPT, but also the smooth implementation of each link.