Summary of Key Points
This article serves as a guide for marketers, especially brand managers, on how to save money while being efficient in the 2024-2026 period. The core strategy is to focus on a main theme, unify the messaging, allocate the budget wisely, and make everyone responsible for the outcomes, thereby achieving a smaller budget with doubled customer acquisition. The entire article revolves around the idea of avoiding unnecessary efforts and spending money where it matters most, providing concrete examples and standards for implementation.
Breakdown and Interpretation
1. Stick to a marketing focus for three years; don’t let flashy temptations distract you
The article identifies the biggest mistake in marketing as having too many ideas—chasing one hot topic today and then switching to another tomorrow, which results in users not remembering your brand. Therefore, it recommends focusing on one goal for 2024-2026: a smaller budget with doubled customer acquisition.
- Why three years? This is due to the compound interest effect: For example, if 100 people know about your brand in the first year, those 100 people may help spread the word to 200 people in the second year, and potentially to 500 people in the third year, with the impact growing over time.
- The CMO’s primary task is to stay committed to this focus. No matter what new tactics emerge (such as a suddenly popular type of short video), if they deviate from the main theme, they should be firmly rejected. New initiatives (like a second product line) can be explored after three years, but the main theme should still receive the majority of the budget.
2. Unify the message across various channels: Have 100 KOLs promoting the same core message
A common mistake brands make when hiring KOLs is having each one promote different selling points (e.g., some emphasizing price, others functionality, others appearance). This confuses users. The correct approach is for all KOLs to convey the same core message in their own unique way. For instance, if you’re selling baby formula, all KOLs should focus on the benefit of not causing irritation to the baby’s skin: some can share how the baby’s stool improves after using the formula, others can compare the ingredient list, and still others can capture happy moments of the baby drinking it. The form may vary, but the core message remains consistent, allowing users to remember your brand’s strengths regardless of which KOL they encounter.
3. How to spend marketing money: Clearly define roles for online and offline efforts
The article divides marketing into three stages: exposure (getting more people to see your brand), interest generation (making them want to buy), and conversion (convincing them to make a purchase). The strategies for spending money differ significantly between online and offline:
- Online: You need to be cost-effective. Exposure can be achieved by leveraging hot topics or using AI to generate content (e.g., AI-generated copywriting and video editing). Conversion can be improved through AI-driven targeted marketing and meticulous team management (e.g., optimizing product detail pages).
- Offline: Spending is necessary to build a strong brand presence (e.g., subway ads, large outdoor screens). Offline efforts (such as opening stores, setting up displays, and training sales staff) are crucial for creating a barrier to competition, as they require time and investment.
- Experts calculate the cost-effectiveness of their efforts (how much money can be earned for each dollar spent) and adjust their focus over different stages (e.g., focusing on exposure in the initial phase and conversion later on).
4. Each team member should complete the entire process: Don’t just create content
In the past, companies had separate roles for content creation and media placement, but these were merely part of the process, not responsible for the final outcome. The current advice is for everyone to be involved in the entire process from creating content to measuring its effectiveness (e.g., writing the copy, publishing it on the right platforms, analyzing traffic and sales data, and adjusting the content accordingly). AI makes this process much more efficient by automating tasks.
5. A simple criterion for judging good content: Think like an ordinary person using their phone
Many brands create content that feels like a lecture—explaining ingredients and theories, assuming users are eager learners. However, users are often just casually browsing their phones. A simple way to judge the quality of content is:
- Xiao Hong Shu (REDnote): Would you click on the title? (“The saving grace for sensitive skin! It went away after 3 days of use.”)
- TikTok: Would you continue watching the video if it doesn’t capture your attention within the first few seconds?
- The article also emphasizes that in 2026, we should avoid creating too much educational content and instead focus on making content that users can easily understand and enjoy.
The essence of this article is to focus—on the main theme, the messaging, and the desired outcomes—using the least amount of money to achieve the greatest impact. This is particularly useful for brands with limited budgets but seeking growth.