2021 massive cloud map marketing general case From Massive engine marketing science
The following is the 2021 massive cloud map marketing general case From Massive engine marketing science recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.
Today’s marketing market is not as good as it used to be.
Consumers are eager to pursue new products and experiences. At the same time, in the market environment of content blowout, new marketing forms such as short video and live broadcast stimulate consumers’ nerves all the time, the interactive forms between brands and consumers become more and more scattered, and the marketing contacts are gradually dusted. The new form of “people, content and field” has spawned the rise of interest e-commerce, and mobile shopping has transformed from “business” to “business”.
The industry has changed so rapidly that marketing has entered an unprecedented era of “uncertainty”.
We have observed that enterprises growing against the trend have a common quality – get rid of the trap of “marketing only short-term income theory”, no longer pursue short-term growth, but return to the essence of the brand, and build a long-term growth model that takes into account short-term growth and long-term cultivation through “brand asset operation”.
On November 18, massive engine marketing science officially released the 2021 massive cloud map marketing general case, which systematically introduced the functions of massive cloud map for the first time. As a full ecological brand equity management platform under massive engine marketing science, massive cloud map provides the market with a systematic solution of “brand equity management”. So far, massive cloud map has more than 3000 users and more than 100 service providers.
#01. Changes in the marketing environment give birth to a new growth model
In the past two decades, with the maturity of digital advertising technology and the iterative upgrading of the consumer market, the marketing environment has also undergone great changes.
In the era of traditional media, marketing resources are limited, and brands compete for users’ attention through “strong exposure”; In the era of traffic being king, the demographic dividend of blowout has greatly stimulated market consumption, and cutting-edge brands have entered the market quickly, but they are more in pursuit of short-term ROI optimization.
With the tight flow dividend and higher and higher flow cost, brand owners began to pay attention to the full life cycle value of consumers. At the moment of content blowout, rich and scattered content information affects consumers’ decisions all the time. Forward-looking brands have realized that the traditional disorderly and short-term marketing methods can no longer support the scientific and stable development of enterprise business.
From “flow” to “retention”, only precipitated brand assets are the foundation of long-term operation of enterprises.
#02. Massive cloud map massive engine full ecological brand asset management platform
Huge cloud map was launched in 2019, positioning the giant eco brand asset operation platform under the huge engine, carrying huge engine full content, full data, full contact and full link capability, covering all the current traffic systems such as headlines, jitter, watermelon video and so on, connecting the tiktok platform, huge volume of thousand Sichuan, huge star map and other eco tools, helping advertisers to brand equity as the core, and provide scientific guidance for business marketing decisions. Help the brand achieve scientific growth and long-term operation.
Since its launch, the massive cloud map has adhered to the business needs, actively carried out product optimization iterations, quickly adapted to different marketing scenarios, and the product power has become more and more mature. At present, the huge cloud map has formed a set of scientific brand asset operation system, which provides the whole growth link of business diagnosis – strategy insight – strategy implementation – scientific evaluation for brand marketing.
Today, the scale and types of brand assets are much richer than in the past, and user relationship assets and content assets are the two core means of brand asset driven growth. Huge cloud map has provided two full link solutions for fine operation of brand asset classification.
01. User relationship assets are the basic base of growth
Today, the “relationship” between brands and consumers is undergoing great changes. Why consumers choose to trust some brands to stimulate purchase in the massive brand voice is based on the long-term “relationship” established with brands. Therefore, the “user relationship asset” between brands and consumers is the basic basis of growth.
In the past, even though many brands realized the importance of user relationship assets, due to the limitations of digital ability, the operation of user relationship assets has been in a qualitative and extensive operation, which can not realize quantitative, scientific and refined operation.
With the progress of the industry’s digital ability, the net assets of user relations have entered the era of fine operation. Philip Kotler, the father of modern marketing, defined the relationship between users and brands with 5A theory in marketing revolution 4.0: A1 (understanding), A2 (attraction), A3 (inquiry), A4 (action) and A5 (support). Based on the 5A theory, the massive engine complements o (opportunity) as the overall segment of the potential population, and launches the o-5a model to make the brand clearly understand the stage of potential consumers and match more targeted marketing actions, so as to improve the circulation efficiency.
Based on the “back link data”, the massive cloud map verifies the impact of 19 user behaviors related to six major user behavior categories (content behavior, star map video behavior, brand number behavior, advertising behavior, search behavior and purchase behavior) on business transformation, such as advertising exposure, click, home page access, video viewing interaction, live broadcast viewing interaction, etc. After having the data foundation, we will repeatedly verify the time window, behavior frequency, conversion rate, stability and other dimensions, and finally realize the scientific stratification of 5A population and support the fine operation in the later stage.
02. Content assets are the second curve of growth
With the outbreak of content platform represented by jitter, the fine operation of content assets has become the second tiktok of growth.
The massive cloud map’s content asset operation and the massive engine marketing scientific team have proved through a large number of experiments that the growth will naturally occur when the brand builds a strong enough content asset on the content platform, including enough content quantity and high enough content quality. Therefore, based on the quantity and quality of brand content, the massive cloud map builds a “content asset score” system by link data regression modeling and fitting, quantifies the brand’s “content asset” and guides the brand’s operation of content asset.
#03. Marketing digital curve overtaking} brand is a shortcut to achieve scientific growth
Brand equity operation is a high-level application based on the ability of marketing digitization. When facing the amount of resources and unpredictable risks that need to be invested in the digitization process, brands often flinch.
The massive cloud map has integrated high-level capabilities of marketing digitization such as data, tools, algorithms and applications, covering four marketing processes: brand diagnosis, insight analysis, strategy output and strategy implementation, and measurement and evaluation. Brands can use the massive cloud map with one click of zero brand assets, and also integrate the original brand assets with the massive cloud map through privacy calculation to realize high-level personalized functions, The huge cloud map provides a shortcut to overtake in the corner for the digital marketing of the brand.
Process 1: brand diagnosis with assets as the core
Accurate positioning is the first step for the brand to make scientific marketing decisions.
The huge cloud map, adhering to the brand diagnosis with “brand equity” as the core, has laid a scientific foundation for brand marketing. First of all, by analyzing the magnitude and structure of brand assets, the huge cloud map defines the future business growth space and determines the main marketing force point. Secondly, take the “content asset score” as the yardstick for the overall evaluation of total assets, refine and disassemble the brand content assets and guide the implementation, so as to find the brand driving force to promote business growth. At the same time, give full play to the advantages of huge engine data, analyze the competitive pattern and industry penetration, and finally determine the breakthrough of brand marketing.
Process 2: insight analysis of data guiding decision-making
The whole ecological insight based on data is the key to brand scientific marketing.
Massive cloud map, giving full play to the advantages of massive engine data, can do in-depth drilling analysis for the four modules of crowd, content, contact and commodity, complete in-depth insight and implement the “evidence-based” marketing strategy. Brands can determine the optimal marketing mix according to different marketing objectives to achieve more efficient digital intelligence marketing.
Process 3: strategy output and strategy implementation of multiple marketing scenarios
Full marketing scenario coverage is an important pillar for the implementation of brand marketing strategy.
Massive cloud map, one click direct access to the three platforms of massive engine advertising platform, massive star map and massive QianChuan, covering the whole scene of advertising, content marketing and e-commerce operation, helping to improve the efficiency of advertising, leveraging the two-way transformation of brand voice and brand image with content, and improving the sales volume of goods.
Process 4: scientific evaluation with asset appreciation as the core
Real and scientific post investment measurement is an important guarantee for long-term brand management.
Huge cloud map, truly restore the business scene of brand construction, innovate and launch the three indicators of “brand strength” operation, and comprehensively evaluate the brand impact through the three dimensions of brand scale, brand efficiency and brand image. Among them, the brand scale can be used to measure the longer-term value, and the brand efficiency is more used to directly evaluate the single marketing effect. At the same time, combined with the brand image index, it can comprehensively measure the effectiveness of brand construction.
In addition to the importance of “brand power”, the huge cloud map takes into account the measurement and construction of “scientific” marketing effect. Huge cloud map, with “efficiency thinking”, uses BLS (brand efficiency measurement) and CLS (transformation efficiency measurement) to restore the real value of marketing, scientifically guides the optimization of strategy, and makes the return of each investment of the brand visible and tangible.
epilogue
At present, the huge cloud map has served more than 3000 brands, covering many industries such as beauty, beverage, chemical, mechanical 3C, automobile and so on. In the future, the huge cloud map will combine the changes of the marketing market, carry out product optimization and iteration in real time, constantly improve and innovate, and become an important engine for the scientific growth of the brand.
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