The three new normals of the age of social media marketing
In the first quarter of 2020, China Mobile Internet digital user size of 1.022 billion people, with the digital user's online migration continued, China's digital users daily average daily use time has exceeded 7 hours, per capita single-day start-up more than 62 times, especially the growth rate of daily active users is reflected in the digital user's online life popularization, which brings great opportunities for the digital marketing industry ...
In all kinds of digital applications, social media has occupied a leading position, in addition to WeChat and other head platforms, a large number of digital users also formed a multi-circle layer of vertical social media ecology, the ecology to interest, culture, scene as the starting point, and through user relations and content hosting to create a vertical social media ecology ... All of this makesThe integration of "social media and media" has deepened, forming a large number of core social media platforms and pan-social media platforms,The former's representatives include Weibo, WeChat, Xiaohong book, knowledge and so on, the latter's representatives include shaking sound, fast hands, beeping miles, Taobao live broadcast and so on. This type of media station has a more efficient and continuous impact on the connection between the brand and the user, enabling a two-way link of "content as interaction".
Specifically, on the one hand, content-driven marketing communication in the social media platform with the help of multi-content hosting form, matrix communication node, public domain private domain linkage reached, which includes the brand official account, enterprise employee executives, traffic stars, KOL/KOC, vertical experts, social fission users, etc., with different role background in the marketing links and sales transformation. On the other hand, the multi-contact, high-frequency, multi-form interaction between brands and consumers not only leads to sales transformation, but also gradually deepens the reverse transformation of the upstream supply chain of brands, including digital supply chain management and net-a-products branding, and with the continuous development of 5G infrastructure, there is more room for breakthrough between brands and consumers.
In the new marketing environment, the consumer decision-making link has changed radically.The Internet is bringing efficiency, marketing ideas and logic are changing rapidly, and the path for consumers to get in touch with and understand products to buy them is rapidly shortening. Advertisers' marketing needs from the past brand building more active to product sales, which through KOL delivery to achieve brand building and sales promotion has become an important part of the marketing budget. At the same time, technological change will have an impact on all aspects of social media marketing, such as: through the rich creative material play, the Internet of Everything to increase the media screen terminal and data ability to improve marketing efficiency. From the early social insight to the post-delivery performance analysis, intelligent technology will help advertisers optimize their goals and their marketing demands continue to unify, to achieve deep transformational effect. Under such changes, three new marketing normal operations are being formed
Private domain traffic
The overall slowdown in traffic growth, the rising cost of platform access, the weak control of traffic by merchants and other situations caused by traffic anxiety, so that brands began to strengthen (from the flow of traffic channels) private domain traffic precipitation and operation, enhance the connection with consumers, in reducing the cost of customers at the same time, fully tap the full life cycle value of consumers. Among them,The small programs of each platform rely on the multi-contact, multi-scene traffic source in the platform system, as well as the ability of e-commerce, live broadcast, advertising and so on, and gradually become the most important carrier of private domain traffic and gradually become the brand's marketing channels and service channels.In the operation of private domain traffic, brands often need to constantly output content and activities, repeatedly reach consumers, while enhancing brand trust to promote the transformation and re-purchase of consumption. As a result, promotions are becoming more frequent in the private domain.On the new, live broadcast, second kill and so on become the normal means.The advantages of private domain traffic also lies in the accuracy of communication, some brands with high consumption capacity, high impact of loyal consumers, through social sharing communication, can affect the decision-making of consumers in the social circle, resulting in word-of-mouth fission, and then affect more potential consumers, to achieve the continuous expansion of the traffic pool.
Live streaming has become the standard option of e-commerce marketing, more and more brands choose the channel of live-streaming to seek the market promotion of brand and sales, and live e-commerce in this marketing field also presents some new features and changes.First, the distinction between a head anchor, a waist anchor, and a long-tailed anchor is more pronounced.Head anchors have a high concentration of resources at both ends of supply and demand, have a strong attraction to both supply and demand side, generics with goods to such anchors, waist and long-tailed anchors usually in a particular category or vertical areas with depth and breadth of excavation, in a sense, they are more closely related to fans (consumers).Second, some live MCNN agencies are transforming into a consumer streaming platform.With more and more qualified anchors trained by MCN institutions, and the broader range of people and commodities covered, brands and merchants can choose according to the differences between anchors to reach their target consumers more effectively. At the same time, MCN institutions also have in the supply chain side of investment, selection, quality control and other aspects of the ability to effectively improve the efficiency of transaction matching, to provide brands and merchants with market information, feedback, guide the flow of consumers to an integrated management service platform. The change of live e-commerce is not only an iteration of KOL, but also the evolution of MCN institutions.
Digital consumer asset operations are becoming a key task for brand operations, brand marketing is also rising to brand management, and fine-tuning operations based on big data are helping brands build digital growth engines.Brands use data technology to enhance consumer insight and fine-tune the full lifecycle of consumer operations and management through full-link penetration and across channel contact layouts, and ultimately achieve full digital brand marketing, driving growth. Among them, the vertical area of interest circle layer consumption potential is constantly released, young people's group layering characteristics are increasingly obvious, secondary, hand-held, e-competition and other circle levels of consumers are gradually affecting the trend of popular culture, the consumption potential of the various interest circles is also being released, circle consumption gradually become the focus of brands into young marketing. With the expansion of the group base of many circles, cross-border cooperation between the circle micro-blogging and mass entertainment and consumer market has gradually increased, and the circle has become the norm. Brand in the circle layer marketing process also began to pay attention to the ring layer between the linkage and the explosion outside the ring layer, through the continuous output of content to achieve brand products from the ring layer hot become the full name burst.
With the continuous growth of China's social marketing market, the consumer population is more diverse, brands need to be more innovative and exploratory spirit, with a more open attitude to achieve private domain traffic, live e-commerce, circle marketing three new normal operations.
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