Under the general trend of internet plus, the refinement of social division of labor makes the posts in enterprises more and more detailed and specialized. More and more enterprises have set up "operation department" on the basis of the original "marketing department", and their functions overlap too much and their boundaries are blurred. ...
Except Internet giants such as BAT and TMD, most small and medium-sized Internet companies have a vague division of plausible functions such as "market", "operation", "brand", "marketing" and "planning". Sometimes you can't tell what belongs to your work, so brand marketing and market operation have become a "panacea".
Take the internal situation of several Internet companies that Qi Ge experienced as an example:
Company A: Internet advertising company.
Marketing department: responsible for marketing activities, investment promotion activities, exhibition activities, etc. , responsible for offline marketing promotion, under the channel management center.
Brand department: responsible for brand strategy, image packaging, brand management, public relations, etc. , responsible for the company's brand image, under the brand management center.
Operation department: responsible for product operation, user operation, and APP shelf operation. , responsible for online product promotion, under the product research and development center.
Company b: VR technology company
Marketing department: responsible for marketing, marketing activities, etc. , responsible for offline market sales, belonging to the market center.
Brand department: responsible for brand, public relations, self-media and so on. Responsible for the company's brand image, with a planning center.
Operation Department: responsible for product operation, user operation and community operation. , responsible for online product promotion, under the operation center.
Company C: Internet Medical Company
Operation department: responsible for APP operation, mall operation and content operation. , responsible for online operation data, belonging to the market operation center.
Sales department: responsible for advertising sales and business development (BD). , responsible for online advertising sales, belonging to the market operation center.
Planning department: responsible for brand, public relations, media and planning. , responsible for the company's brand image and marketing assistance, belonging to the market operation center.
It can be seen that the functions of marketing, operation, brand, marketing, planning and other related positions in different Internet companies are different. In fact, this problem is also a very confusing place for many market operators. Qi Ge often sees people asking similar questions in various communities.
To sum up, on the basis of studying Professor Li's What Marketing Department Should Do, Professor Huang Youcan's Light of Operation 2.0: My Methodology and Confessions of Internet Operation, and Professor Lydia's Full-stack Marketer: A General Guide to Internet Marketing, Zig tries to clarify the functional boundary between marketing department and operation department, combining his own work experience and communication with peers.
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The marketing department is the department that creates and manages the intangible value of the enterprise, which can be generally divided into teams or departments such as "brand department, PR department, marketing planning department, new media department and online promotion department".
Different companies have different definitions of marketing department, some are called marketing department, some are called marketing department, and some are called planning department ... but whatever they are called, they all focus on the functions of creating intangible value, optimizing intangible value and managing intangible value.
If the sales department is to promote value exchange, then the product department and the marketing department are creating value, but the product department is creating tangible value and the marketing department is creating intangible value. The marketing department mentioned here does not involve the sales department, business department and other functional departments specializing in sales transactions.
1. 1 brand department
Brand department (or planning department) belongs to the strategic department of marketing department, which is responsible for improving brand tonality and shaping corporate image. The core of the whole marketing department is provided by the brand department. Compared with other positions, the biggest difference of brand department is that it is responsible for the whole enterprise or brand, which belongs to a more macro, realistic and strategic function, and generally does not intervene in the planning and implementation of specific products and activities.
The brand department is mainly responsible for brand positioning strategies (such as brand positioning, vision, mission, values, slogans, etc.). ), advertising creativity (such as brand image, advertising language, KV posters, TVC, street materials, etc. ), brand visual norms (such as brand logo, mascot, VIS, etc. ), brand architecture planning (such as single brand, main and deputy brands, multi-brands, mixed brands, etc.). ) and brand.
In addition, the brand department often exports strategic things. As for the implementation level, either the internal public relations department, planning department and new media department cooperate with each other, or they are outsourced to third-party advertising providers for implementation.
Of course, different enterprises have different settings for brand departments. Some enterprises' brand departments are managed by the marketing department and report to CMO, while some enterprises' brand departments exist independently of the marketing department and report directly to the CEO, which often depends on the scale of the company and the importance attached to the brand.
1.2PR department
PR department (public relations department) is the official spokesman of the enterprise, mainly responsible for brand exposure and credibility. Generally speaking, many PRs are transferred from traditional media, and they have a good cooperative relationship with major portals, which can ensure that the company's positive news will be created and endorsed in major media for the first time.
The main function of the public relations department is to formulate the company's public relations strategy, deal with media relations, public opinion management, crisis handling, news articles, interviews, media meetings, public relations product construction, etc. And handle government relations separately. Generally, larger companies have agents who will perform daily media management, manuscript distribution, public opinion monitoring and so on.
Of course, the leadership of public relations packaging enterprises has gradually become a popular game in the industry. Brand founders are often the first representatives of corporate public relations, such as Ma Yun of Alibaba, Lei Jun of Xiaomi, Zhou of 360, and Liu of 360. They often go to various occasions to preach corporate values and social responsibilities, so that enterprises have more social attention.
1.3 Marketing Planning Department
Marketing planning department (or marketing planning department) is a department that takes products or activities as its business unit. For example, to release two new products and organize three large-scale activities/conferences this year, the marketing planning department must make corresponding plans and implement them as a whole. If the brand department is equivalent to the general command of an army, then the marketing planning department is equivalent to the front command post of the battlefield.
The main work of the marketing planning department includes product positioning analysis, product selling point refining, product communication strategy, user insight, competitor analysis, product promotional materials and other product marketing planning related matters.
In addition, the planning department often undertakes the company's event planning, event materials, event execution and other matters, such as the planning and execution of various product activities involved in product marketing (such as product launches, investment fairs, etc.). ), and also cooperate with brand public relations to plan and implement various brand activities (such as brand launch conferences, large-scale exhibition forums, online and offline event marketing, etc.). ).
1.4 New Media Department
The new media department (or digital marketing department) is the new favorite of the current marketing department, which is mainly responsible for communication. On the one hand, it will cooperate with the brand marketing team to spread in the media channels, covering the audience to the greatest extent and reaching the audience; On the other hand, it is also responsible for the reading volume and powder increase from the media.
The responsibilities of the new media department are mainly matrix construction (such as official website, Weibo, WeChat, Zhihu, Tik Tok, headline number, Sohu number, Baijia number, etc.) and brand communication (such as exporting creative new media copywriting, virus H5, small videos, etc.). ), interactive marketing (such as fan operation, forum interaction, online and offline activities, etc. ), as well as media delivery (such as Internet Alliance, Guangdiantong, WeChat)
In addition, the new media department may also take into account other functions of network promotion, such as knowledge quiz marketing, community operation, SEO search engine optimization, SEM search engine marketing and so on.
Of course, some Internet companies put the new media department under the jurisdiction of the operation department, emphasizing the new media operation function (such as fan accumulation and transformation) rather than the new media communication function (such as brand communication and promotion).
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The operation department is responsible for creating short-term user value and assisting products to enhance long-term value. It usually includes four operation modules in the classical sense, such as "content operation, user operation, activity operation and product operation". In addition, there are special operation positions such as new media operation, mall operation and APP store promotion operation.
In an internet company, the operation department is somewhat similar to the sales department (or business department) in a traditional company. In traditional companies, the sales department takes back the cooperation order and sells the physical products; By the same token, in Internet companies, the operation department is to push out online products and retain users (users pay for conversion is sales transactions).
2. 1 content operation
Around the production and consumption of content, the operational data of all kinds of content, such as content quantity, content browsing quantity, content interaction quantity and content dissemination quantity, are continuously improved through content operation means (such as content positioning, content planning, content typesetting, push frequency and content interaction, etc.). ).
2.2 User operation
Constantly improve user data around the addition, retention, activity and dissemination of users, such as the number of new users, the retention rate of users, the number of active users, and the length of users' stay.
2.3 Active operation
Do a good job in project promotion, schedule management and implementation around a series of processes such as activity planning, resource confirmation, publicity and promotion, and effect evaluation.
2.4 product operation
Through a series of operational means (such as content operation, activity operation, product iteration, resource BD, etc. ) to improve some data of the product, such as installed capacity, registered capacity, user access frequency, posting volume, etc.
2.5 New Media Operation
Focus on the reading volume and fan volume of new media, do a good job in maintaining the content of social media such as Weibo, WeChat, headline number, new media account, fan attention, fan interaction, event planning and resource docking.
2.6APP store promotion and operation
Dock with various APPlication stores, complete the listing and release of the app, do a good job in the ASO of the app store, establish a good relationship with store contacts, and be familiar with the promotion forms (such as special topics, paid promotion places, holiday activities, restrictions and exemptions, starting, etc.). ).
2.7 Store Operation
Shopping mall construction, store product category management (such as what products to promote, what explosions to focus on), product shelves and shelves, product basic packaging and photo copy design, promotion strategy, participation in various special activities, online customer service, etc.
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The marketing department and the operation department have many overlapping functions, which complement each other and promote each other, and they are both responsible for the revenue of the enterprise. But generally speaking, the operation department is responsible for retention and transformation, and it does more pragmatic things, such as traffic, registration, retention rate, activity, conversion rate and so on. Finally, it must be implemented in the corresponding product data.
Relatively speaking, the marketing department is responsible for innovation and will do more practical things, such as brand building, public relations promotion, new media, press conferences, event marketing and activities. However, these works are often not implemented on specific product data, but in order to improve the overall brand tonality of the company, shape the corporate image, or do a good job in marketing assistance to cooperate with sales and operations.
In short, everything the marketing department does should aim at expanding users' awareness of brands and products and enhancing the intangible value of enterprises. For example, a brand soft article has been browsed for 6.5438+0 million times, without any form of transformation (no operational effect), but it is meaningful from the market point of view, representing 6.5438+0 million user views, which means that users are more likely to think of you when they come into contact with similar product scenes next time.
Everything that the operation department does should be aimed at specific user usage scenarios or transformation scenarios, and more is to guide and pave the way, and finally realize user transformation and improve specific product operation data.
In short, the essence of the market is to create cognition and seize users' mental resources. When there is a certain demand or a certain scene, you will be the first to think of it. The essence of operation is to establish connections, establish the relationship between products and users and maintain this relationship continuously, thus forming sales transformation.
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Share one brand knowledge point at a time.
Brand marketing "9+ 1" cycle system: Shi Jianpeng, a famous online marketing expert and online marketing consultant, put forward the brand marketing "9+ 1" cycle system in his book "Let the brand fly: 9 steps for the brand to take off in internet plus era", namely: telling stories, spreading information, building channels, playing circles, upgrading products, event marketing, etc.
Step 1: Tell a story. That is, the brand story of the enterprise (such as the vision, concept and culture of the enterprise) and the personal story of the boss (such as the entrepreneurial experience of the boss and the celebrity experience of endorsing products). ) and the story of the product (such as the selling point story of the product, etc.). ). The purpose is to establish a popular information source for communication.
Step two: spread information. That is, information pre-embedding, one is industry portal, the other is comprehensive portal, the third is traditional media, and the fourth is search engine. The purpose is to find you quickly when customers search.
Step 3: Establish channels. Namely, online channels, resource replacement and alliance cooperation; Offline channel, product experience, party sharing. The purpose is to form a stable promotion channel and marketing position.
Step 4: Play in circles. That is, to enter the circle, that is, to join other people's circles and expand their contacts; Establish a circle, establish your own circle, recruit your own fans, and enhance your personal influence. The purpose is to form interest binding and emotional connection with fans.
Step 5: Product upgrade. That is, the iteration of core products and the launch of new products. The purpose is to make customers get a product experience that exceeds expectations.
Step 6: Event marketing. That is, the use of product sales stories, celebrity effects, social hot events organically combine to speculate on core products. The purpose is to guide potential customers to become real buyers.
Step 7: Initiate a call. That is, take the initiative to call and become the convener of the event; Most joint industries enhance their influence in recognition. The purpose is to establish the image of its own industry leader.
Step 8: Integrated marketing. That is, concentrate on doing great things, integrate all marketing resources (such as communication channels, content and tools) around the same theme, and launch an advertising offensive. The purpose is to form a communication explosion point and a promotion climax.
Step 9: Brand upgrade. That is, brand positioning, brand image and advertising creativity upgrade. The purpose is to enhance the tonality and premium space of the brand.
How does your company divide the market operation functions? What do you think is the difference between market and operation? Welcome to share with us. I'm Brother Seven, and I'm concerned about "full-stack brand people". I share my knowledge, cases and methodology about reading notes, brand positioning, dry goods operation and marketing planning with Brother Seven, so as to make the brand people more competitive in the workplace.