What should brand marketing do in the age of social media? The answers are all in this report (with download)
The social media market develops three new normal operations of marketing
Private domain traffic, live e-commerce, ring marketing
Social media platform in the content, services, infrastructure has formed a perfect closed loop;
Live streaming, short video and other video streams bring strong traffic potential energy in the social media ecology;
Product sales under the standard of enterprises to lock in long-term high re-purchase consumption and passenger flow is the key goal;
Epidemic-driven offline business re-examines online and offline convergence, digital marketing methods become the inevitable choice;
The digital economy penetrates deeply, and the multi-centrization of digital user relationship becomes the norm.
Through content, interaction can achieve a thousand people for different audiences of thousands of marketing communication;
New Trend Insights - Private Domain Traffic
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
User operations in the private domain have become the main driving force, and new and promotional activities have become the norm.
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.
New Trend Insights - Live E-commerce
The general category with goods to the head mainly, a large number of waist anchors to the hanging category mainly live
Platform resources began to tilt toward the waist anchor, which was mainly in the category of hanging goods
Mature live MCN institutions are moving towards building a consumer streaming platform
The anchor uses the normalization of the marketing node to accurately match the target segment users of the business
New Trend Insights - Circle Marketing
Crowd layering and fine-tuning operations are helping brands grow digitally
Interest circle consumption potential continues to be released, become the focus of brand marketing
Cross-border joint and IP cooperation rise, become the brand breaking the new normal of marketing play
With the potential star/KOL becoming the normal brand marketing, improving the efficiency of traffic matching is the key
Through the Analysis Report, we see that with the rise of the digital economy era, brand marketing has ushered in unprecedented opportunities for development, but also face huge challenges.
For brands, it's worth thinking about how to crack marketing in this vast blue sea.
Source: China Social Media Marketing Market Analysis Report 2020
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