The rise of the digital economy! This report tells you about the marketing potential of the social media age!

The following article comes from the front page of the brand Author Lin Chuan

Millions of influential media in brand marketing! Focus on the Internet, new consumption, new retail brand cases and information, interpretation of hot marketing cases behind the brand strategy and methods.

Author. | Linchuan Source . . Brand front page

In the age of social media, how does marketing play?

Social media has become a necessity in people's lives, and reliance on social media is growing rapidly.

The rise of social media has not only brought about great changes in the lives and work of consumers, but also brought new challenges to brand marketing.Traditional marketing methods are no longer used, brand marketing must change.

How to deal with the new trend of social media marketing, how to carry out the correct marketing campaign, this is all the brands today urgently need to think about and solve the problem.

Recently, win-win new media research institute and Analysys jointly released the "2020 China Social Media Marketing Market Analysis Report",What kind of marketing potential is hidden in this to be tapped? What are the deep insights and discoveries?

The rise of the digital economy

Digital marketing is in the highlands of development

With the expansion of digital user scale and the steady increase of user activity, China's digital economy has entered a fast track.

According to the report, china's digital users reached 1,023 million in the first quarter of 2020, of which 893 million were active daily.

Behind the rapid rise of the digital economy is the sudden outbreak in February this year, which has led to the deeper penetration of the online industry into the lives of residents and the accelerated digital transformation of traditional industries.This has brought great opportunities to the digital marketing industry.

On the one hand, the user per capita single-day active time of more than 7 hours, per capita single-day start-up times more than 62 times, digital user time bonus has not peaked, user stickiness is still growing.

As a result, for brands, the battle for digital user time and attention is key to a bigger cake for the digital economy.

On the other hand, digital users extend to the age distribution of the under-30s and over-40s, and more layered channels appear in the overlap of different user groups. In addition, affected by the epidemic prevention and control policy, the flow of users to high-line cities slowed, while the proportion of low-level cities and other users represented by townships and rural areas increased - the outbreak accelerated the expansion of sinking channels.

Therefore, the brand in the marketing process, the focus of the crowd should be under 30 years old and over 40 years old two major age groups tilt, at the same time, to further expand the sinking channel market.

Video, information industry brutal growth

Drive the new ecology of social media

At present, China's social media market, mainly by the "social networking, instant messaging, short video, information flow information" four core industries.

The report shows that social networks and instant messaging continue to dominate the market, but the market has been reshuffled as the marketing environment has changed.Short video, information flow information industry with a strong product iterative power and service innovation, quickly compete for user and market space.

In order to stand out from the competition in the Red Sea, socialization and content became an important means for head applications to tap new growth curves, so the clear boundaries between social media and content media were broken.Social media and content media gradually appear multi-convergence trend, further driving the expansion of the social media market.

Throughout the new map of the social media market, the characteristics of the major social media platforms have changed significantly.

The most significant of these is the more efficient and continuous impact of social media platforms on brand-to-user connectivity.

Social media platform has its own strong content interaction attributes, KOL, KOC, ordinary users to participate in shaping the content ecology is to make social media platform to become different levels of user interaction.

Content-driven marketing communication, with the help of social media platform multi-content hosting form, matrix communication nodes, public domain private domain linkage reached, with different role background in the marketing of all links to help achieve multi-contact, high-frequency, multi-form interaction between brands and users, so that brands and users no longer one-way linear connection.

In addition to the changes in the characteristics of social media platforms, the delivery pattern of social media platforms has also changed.

The report shows that in 2019, weibo, WeChat, although the volume of delivery has declined, but still the current social media marketing core position.

In addition, the explosion of new positions such as Little Red Book, Shake Sound, Fast Hand, Taobao Live, etc.The choice of the brand's future social media delivery platform will become more matrix and diversified.

Obviously, today's social media ecology is more dynamic, in the face of a new ecological map, brands in the marketing process, to cleverly use the advantages of social media platform, timely control of the latest changes in social media platform, to create a suitable brand marketing matrix.

Changes in the market environment

Create a change in brand marketing needs

The change of brand marketing demand is closely related to the change of consumer market.

The report shows that with the outbreak, the user's behavior habits to move online, the size of social network users continue to rise, in the face of offline marketing difficulties, real estate, automobiles and other traditional brands have taken the way of online live shipping to help sales.

In addition, in the new marketing environment, the consumer decision-making link has also undergone fundamental changes, users from contact with the product, understand the product to buy the product path is rapidly shortened.

Under the influence of dual factors, brand social media marketing accelerates the upgrading, marketing demand from the past brand building positive-oriented product sales.

It is worth mentioning that, with the acceleration of cutting-edge technology landing, brand sales of marketing needs have more solutions.

1, rich creative material

The empowerment of technology has added a lot of new play to advertising creativity, so that the production and test iteration of marketing creativity is larger and more personalized in front of users.

2, increase the marketing media

The Internet of Things brings the Internet of Everything, adding computers, tablets and other smart media screen terminals.

3, improve marketing efficiency

In the 5G era, the ability of data to improve marketing efficiency, from early user insights to post-launch performance analysis, intelligent technology will help the brand optimization objectives and its marketing aspirations consistent, to achieve deep transformation.

Five new trends

Gain insight into the way brands are marketed in the private domain

Accurate grasp of market trends, in order to quickly find the right marketing methods.

At present, under the development of social media market, there are three main new normal operations: private domain traffic, live e-commerce, circle marketing.

Private domain traffic has the advantages of precision reach and repeated use, it is very important to grasp the marketing of private domain traffic.

The analysis points out five new trends in private domain traffic, from which we can see the new path of brand marketing.

1, expand the private domain traffic pool, become the focus of brand marketing.

The report shows that traffic growth slows down, platform access costs rise, merchants have less control over traffic and other situations caused by traffic anxiety, so that brands began to strengthen the flow from the various traffic channels introduced from the private domain traffic precipitation and operation, in reducing the cost of access, while fully tapping the user's full life cycle value.

2, small program explosive growth, to help the brand's private domain operations.

Small programs, relying on the multi-contact, multi-scene traffic sources within the platform system, as well as the platform's e-commerce, live broadcasting, advertising and other capabilities to support, gradually become the brand's main position for private domain traffic operations.

3, the user operation into the main driving force, the new and promotion has become the norm.

In the private domain, the frequency of promotions is getting higher and higher, new, live broadcast, second kill and so on become the normal means.

4, social potential can be magnified, high-propagation users to make private domain communication more effective.

Some loyal users of high-spending and high-impact brands can influence the decision-making of consumers in the social circle, create word-of-mouth fission, and realize the continuous expansion of the flow pool. Therefore, for brands, the impact of key users with high communication power in the private domain is the key to private domain marketing.

5, to create a brand story to attract users, values are still the core of brand marketing.

From throwing out "value propositions" to deepening "value content" to causing "value resonance", value marketing can continuously enhance brand power, and ultimately empower all sales channels to achieve user and sales growth.

For brands, it's worth thinking about how to crack marketing in this vast blue sea.

Live e-commerce into a wind mouth

Platform, anchor accelerated upgrade

Time is making a live broadcast. The popularity of social platforms, the maturity of VR technology and the popularity of 5G networks are all affecting users' consumption habits, and the sudden outbreak has pushed the accelerator button on the industry, with almost all brands opening their own live shipping routes.

But the rush to enter the market also let the industry pain point quickly highlighted - play homogenization, low survival effect, is a common problem for each brand. If you want to achieve a double harvest of sound volume and sales volume, or can not help but fresh ideas.

And the source of creativity is a grasp of the market.

According to the analysis,The general category with goods to the head mainly, a large number of waist anchors to the hanging category mainly live.

In addition, the platform resources began to tilt toward the vertical class with goods-based waist anchor.

Taobao Live, for example, announced in 2020 that it would invest 5 million in the coming year, focusing on supporting small and medium-sized anchors, with the goal of training 100,000 small and medium-sized anchors who have entered the country every month.

Second, mature live MCN institutions are moving towards building a consumer streaming platform.

The different anchors cultivated by MCN can give brands more choice and make them more effective at reaching their target consumers. At the same time, MCN institutions in the supply chain side of investment, quality control and other aspects of the ability to make it an important channel for brands to spread brand influence to users, therefore, excellent MCN institutions will become the new business flow platform.

As an opinion leader in live e-commerce, the host's market tactics are also changing.

In order to maintain user relationships and promote sales, in addition to focusing on absorbing a broader brand in the investment, anchors also create different theme shopping festivals in their day-to-day operations.

Therefore, in the field of live e-commerce, in cooperation with professional MCN live broadcast agencies, the selection of medium and lower-level anchors for delivery, may be an important step in the rapid establishment of brand barriers.

Circle marketing diversification

Cross-border, KOL "go hand in hand"

There are circles that have everything.

Nowadays, the concept of "circle layer" has become the general applicable law in the marketing world.

According to the analysis report, brand circle marketing shows the trend of diversification.

First, tiered and granular operations are powering digital growth.

With data technology, brands enhance consumer insight, enable full-life operation and management of users through full-link penetration and across-channel contact layouts, and ultimately achieve full digital growth in brand marketing.

Second, the interest circle level consumption potential is constantly released, become the focus of brand marketing.

The qualities of the young people's circle are becoming more and more obvious. Secondary, hand-run, e-competition and other circle users are gradually affecting the trend of popular culture, the consumer potential of various circles of interest is also being released.

Third, cross-border joint name and IP cooperation rise, become the brand breaking the new normal of marketing play.

With the continuous expansion of the circle group base, the cross-border between the circle culture and mass entertainment and consumer market gradually increased, and "circle" became the norm. Therefore, the brand in the circle layer marketing process should pay attention to the linkage between the ring layer and the explosion outside the ring layer, through the continuous output of content to achieve brand products from the ring layer hot become the national explosion.

Fourth, the trend star / KOL has become the normal brand marketing, improve the efficiency of traffic matching is the key.

Star/KOL cooperation and other content marketing has gradually become an important channel for brands to obtain traffic. However, when the brand is launched, it is necessary to analyze the star/KOL's fan content interest, consumer behavior preferences, etc., to find the star/KOL that better matches the brand, and to select the most suitable content and the most matching delivery channel, in order to maximize traffic exposure, user touch accuracy and communication conversion efficiency optimization.