1, positioning
Jack Trout, the world's top marketing strategist, is the father of positioning.
1969 put forward the concept of "positioning" in business, and constantly created and improved the positioning theory in actual combat.
He is currently the president of trout Global Partners, one of the most prestigious international marketing consulting companies in the United States, with branches in 26 countries around the world. His works include Positioning, Relocation, Commercial War, What is Strategy and other bestsellers.
This book has a great influence on the marketing field in China. If you only read marketing books, positioning must be one of the first choices.
Highlight: Positioning can help you quickly find the core differentiated positioning of products.
2. Confessions of an advertiser
The works of Ogilvy, an advertising master, may be the most influential book on advertisers in the history of advertising.
David ogilvy, born in England, is a legendary master of modern advertising. He founded Ogilvy Advertising Company, which opened a new era of modern advertising. He founded Ogilvy & Mather brand, which enlightened the application of consumer research, created a brand-new advertising culture and profoundly influenced the development of the entire advertising industry.
In this book, Ogilvy and Mather frankly introduced their valuable experiences, including how to run an advertising company, how to win customers, how to maintain customers, how to be a good customer, how to write effective copy, how to make excellent TV advertisements and so on.
Recommended reason: You can see how the most famous masters have insight into users and write copywriting. This is an essential entry skill for an interconnected person.
3. Sense of participation
Lei Jun himself wrote the preface, which was written by Xiaomi co-founder Li Wanqiang. Uncover the ideas, methods and cases behind Xiaomi's four-year 60 billion miracle. This book includes: Internet thinking is three principles: word of mouth is king, word of mouth iron triangle and participation.
The rapid rise of Xiaomi in recent years has a deep relationship with these skills, and the most unique place of Xiaomi is the understanding of fan operation. Xiaomi's early cold start relied on the fan base. Fans are extremely important to all internet companies.
Highlight: You can quickly understand the ideas and skills of fan operation.
Step 4 grow up as a hacker
In recent years, Silicon Valley in the United States is adopting a new way of Internet operation. Including several well-known giants: Uber, Facebook, Twitter, Dropbox, Airbnb, these IT giants are currently adopting this approach.
These American internet giants spend little money on traditional marketing, not because they can't, but because they don't need it. After adopting the growth hacker marketing strategy, they found that there was absolutely no need to use money to buy the market-traffic, users, revenue and company valuation have all achieved unexpected self-growth.
Soon, the traditional marketing methods will gradually fail, and low-cost and high-efficiency hacker growth skills will gradually become the mainstream. With the growth of hacker technology and ideas introduced into China, many well-known domestic enterprises such as Didi and Meituan are also adopting this method.
Highlight: Understand the latest Internet operation mode.
5. Internet explosion
At present, many internet books focus on one point, such as user operation or product operation, and rarely introduce the whole operation chain from 0 to 1 completely, which is lack of systematicness.
Chu Xiang Chen, the god of growth in Silicon Valley and former vice president of Uber, put it well: "All the growth moves are being misused more and more, and the effect is getting worse. Therefore, the operation must have a set of systematic promotion skills guidance. "
Internet Blasting is a full-chain Internet operation book, which allows readers to quickly master the dry goods skills and related modes of operating the whole chain, covering how to effectively find the demand explosion point of the market, amplify and detonate step by step through testing, and invest at low cost until profitability.
Highlight: A system-wide Internet knowledge framework can be established quickly, which is especially suitable for operators and low-cost entrepreneurs with 1-3 years.
Supplement: In fact, there are many classic Internet books, such as The tipping point and The Story of Madness. Small group effect of community operation; The psychological influence of users and so on. However, these books are more theoretical. For general readers, the above five classic Internet books are all practical in terms of ease of use and practicality. I recommend you as the first choice for introductory reading.