Wen/Wang Nai-kao/Google

In the 21st century, people's consumption is changing. When matter is already filled with this world, people are in a good place to ask for emotional and spiritual products. The increasing subjectivity of people's consumption means the arrival of a new "heart age". Some scholars have referred to the 21st century as the "body age" of human consumption, and after the 21st century as the "heart age" of human consumption. The consumption tendency of "body age" lies in abundant food and clothing, and the core of consumption in "heart age" lies in satisfaction. If you don't believe it, please find out if there are any of the following facts around you.

People buy clothes no longer to see whether strong, hardy, but to see if there is personality, good-looking, or even for high-end "symbols" (such as brands, etc.) to pay; People eat is no longer the pursuit of "big meat, big mouth to drink" to eat and drink pleasure, but to eat out of style, eat out of status, eat out of love, enjoy personality and rare, originally brilliant lights, but to put out what candlelight dinner; What are the characteristics of the "heart age" of consumption? 

Subjectivity.

In the "body age", the practicality of the product is the most important, and in the "heart age", the product gives the impression is the most important. In other words, in the "body age", I only care about you, in the "heart age", I care about you care about me. "The sign of the coming of the 'heart age' is that the needs of psychology and spirit become people's first needs." Although people's pursuit of psychological and spiritual satisfaction has been around since ancient times, it has never been more prevalent as an economic form and will develop into a mainstream trend in some countries and regions. Even in many traditional fields of material production, the cultural and spiritual components are becoming more and more important, and even become dominant. Recommended reading:Consumer psychology! Role in advertising

Identity

Feeling is a sex, demand is subjective, identity to become the master of the economy is the "heart economy" the biggest trait: the letter has some, do not believe is nothing; It is precisely because this consumption is subjective that there are many essential differences. For example, in the past, "unavailable" was derogatory, to meet the needs of the body-based era, "not useful" is worthless, but in the "heart era", "look at" is, "looks beautiful" is a selling point; Expendable process, and in the "heart era", cultural consumption is subjective feelings, spiritual experience, is non-expendable, see, listen, feel pay, consumption is intangible things; What people need is a feeling of satisfaction...  

Heterogeneity

"Heart age" play is the heartbeat, play is emotional. It is said that there is now a surplus of new information, but essentially "a relative surplus of information". The main performance is: homogeneity information flooding, heterogeneity information is not enough. Therefore, the "heart era" advertising communication is to increase the heterogeneity of information, so as to enhance the appeal, to achieve the effect of advertising communication.  

Extreme

In the Age of Hearts, love exists because of love, because of extremes. Ordinary love song may have you already had no feeling, but a "dead to love" let your heart. One of the extreme manifestations of consumption in the "heart age" is tidal consumption. One time people may love a product and black, like a tsunami, the wind surges; Another extreme manifestation of consumption in the "heart age" is addictive consumption. When eating something becomes a habit, how can it be spicy and sweet and salty; The advertising communication strategy of consuming the "heart age" is as follows. 

Advertising communication should conform to culture

For advertising communication, conform to the culture, in order to let consumers agree, there is a market. The needs of the mind come from people's hearts, when the economy to meet this need is recognized, "heart economy" has, "the basic characteristics of the 'heart era' is that human beings have entered the cultural society, culture has become the first or main needs of mankind." The fundamental task of the 'heart economy' is to meet the spiritual needs of mankind, and the specific and tangible objects it meets are this, that or all of human culture and its needs. "The "heart era" advertising communication is the pursuit of this cultural meaning: from people's cultural needs, with appropriate cultural forms to express this cultural meaning, so that people's culture needs to be met in specific feelings, so as to promote the audience to complete the process of cultural consumption.  

Advertising should be directed at the people

In the "heart age", time, attention and trust are scarce resources, they do not spontaneously exist in the market, but in the hearts of consumers. Consumers in the new era want faster and easier access to goods and services through advertising. Advertising communication must focus on all the elements, details, themes, personality and consumer communication, dialogue, in any place unrelated to their hearts will be futile, is a waste of media resources. 

Advertising should spread to absolute personality

Who said that there is no love in "West Travel", "Big Talk West Tour" let you feel moved, who said "Tang Bo tiger" is a white-faced student, Zhou Xingchi let you happy belly. In the law of the "age of the heart", if you let me pay attention to you and care about you, then if you are not the only one, you will be my first.  

Advertising dissemination of products to be more profitable to sell

The relationship between material product cost, profit and sales volume is that as sales volume increases to a certain extent, marginal cost will increase and marginal profit will become smaller and smaller, while advertising spreads different products, and its accompanying cultural concepts and cultural symbols will increase with people's use and attention to it. As a result of the spread of advertising, the Palace Museum, Huangshan travel tickets are more and more people to rise; "Titanic" swept the world, box office receipts of $1.8 billion, related revenue of $5.6 billion; "Harry Potter" the first "Harry Potter fever", so there was a later "Harry Potter" series of large-scale profits.  Recommended reading:Make advertising a consumer's heart!

Advertising should spread at a pace

In the "heart age" of consumption, the secret to commercial success lies in whether businesses and enterprises can clearly understand and understand the psychological and behavioral characteristics of new consumers. When you are excited, give you passion, when you are wronged, give heroes, Valentine's Day, there must be romantic love stories accompanied, during the Spring Festival, there must always be "Congratulations on the New Year" before your eyes. In short, advertising communication should pay attention to the four "forever"!

It's always you -- media marketing has to do with every consumer 

Always true -- media products should be closely linked to human nature 

Always novel -- lead each generation to relive the human classics 

Always there -- when you need it, I'll be there at any time.