The “master of marketing rhythm” who steps on the right node is a required course of brand marketing
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The “master of marketing rhythm” who steps on the right node is a required course of brand marketing
How important is node marketing?
Today, the answer to this seemingly consensual question seems not clear. In the eyes of advertisers, the importance of nodes is of course self-evident. The marketing calendar spread across major websites connects the dense marketing nodes on the calendar of the year. However, in the content marketing circle, the interest in nodes does not seem to be as strong as expected.
In short, content marketers rarely seem to consider the impact of festivals when developing projects. However, in rhinoceros King’s view, content development must involve investment promotion, and brand owners have always attached great importance to nodes. Nodes need special attention if they want to improve the gold absorption ability of projects.
Although node marketing has become a consensus, if we can better grasp the node distribution at different stages of each year and which brands and products are suitable for, it may help brand owners to more clearly capture the opportunity to launch and do business. Recently, rhinoceros King accidentally brushed an interesting video. The video was titled with # huge engine nodes with rhythm, and millions of bosses nodded # and spread a concept called “rhythmic marketing field” with a rhythmic “Divine Comedy”.
What’s more intimate is that this massive engine also released the playbook of node investment resources in the same period. In other words, they customized a “year-round node marketing clearance guide” for brands who want to invest in content. For brand owners, stepping on these nodes will help marketing actions achieve resonance with users’ heartbeat.
It has to be said that their playing method inspired rhino Jun’s immature thinking. He privately thought that this thinking of “turning the calendar for marketing” not only went ahead of most content people, but also the new concept of “rhythmic marketing field” seemed to hit the lifeline of content marketing.
Step on the right node, the amplifier of content marketing
Why should content marketing step on nodes?
As the name suggests, festivals are natural flow amplifiers. The most typical is the domestic cinema film market. Countless times, the Spring Festival and National Day stalls are full, and the ice and fire double days that no one cares about watching movies on weekdays are performed. The drought is so dry, and the flood is so waterlogged. Online entertainment is the same. The traffic of content platforms is uncertain on weekdays, and important festivals are the most secure traffic reservoir.
Relevant data are also confirming the above judgment. According to the “2020 festival marketing insight report” released by Juliang engine and GroupM, more than 50% of Chinese consumers believe that the sense of node ceremony is very important, 39.8% of consumers believe that the promotion of consumption nodes has increased their purchase desire, and nearly 60% of Chinese consumers (57.2%) have increased their consumption during the festival in 2020.
The core of festival marketing is emotional marketing. The festival of “thinking twice about relatives during festivals” can trigger people’s emotional ripples more than usual, so these nodes will naturally become the release incision for advertisers to open up users’ minds. As long as the marketing action follows the signal and steps on the rhythm, it is possible to pry unimaginable large traffic at a small cost.
For example, the hot summer in July and August every year is the time of people’s hormonal agitation. Grasping people’s summer enthusiasm is a good time for the content platform to pry the flow lever. On the massive engine playbook, 2022 time machine key plan, Avril online concert, Tiktok see music plan and other summer Carnival projects were laid out in July and August to undertake the large flow of summer Carnival emotions.
On the other hand, July and August coincided with the summer fun time of the student party. Under the background of limited travel, the demand for home drama and comprehensive pursuit was greatly released. At this time, jumbo engine offers investment projects such as Yang Di’s “I really have super abilities”, the short play “young ajuan”, the S + level variety “Baichuan variety season”, and the micro variety “Li Xueqin and her star friends”, which are easy to play with brands targeting the student market.
Another example is the Mid Autumn Festival and national day in September and October of the “golden nine and silver ten”, which is a good time for content marketing to show its skills. Aiming at the Mid Autumn Festival to stimulate public consumption demand, the massive engine will launch the “921 super favorite pink season”; 9. October is the peak season for car sales, “Tiktok auto Carnival” and “Chengdu auto show derived IP” will be a grand gathering for car fans; National Day is a favorite in the performance market. Projects such as “Tiktok singing Festival”, “Deyun men’s group – my life BGM”, “planet jumping – Hip Hop Carnival” can fully ignite people’s enthusiasm for entertainment and consumption during the National Day holiday.
“Double 11” is one of the hottest marketing seasons of the content platform every year, and the massive engine has danced a clear “rhythm” in the layout of the double 11 project. First, use the “Lin Yilian concert”, “Dou Lai Da V Live Room” and other projects with a wide audience to store the flow, then use the “shake in star selection theater” and “select Force recommendation group” to influence the minds of double 11 users to complete the planting of grass, and finally use the “e-commerce double 11 / double 12”, “black five Carnival” and other projects to promote and improve the efficiency. This marketing rhythm should not be too smooth.
CNY is hot during the New Year season, not to mention that the “New Year’s Day” is the big day that can most arouse the emotions of Chinese people, and CNY marketing is a traditional advantage project of huge engine. Next year, CNY will expand into a multi project combination of Spring Festival time machine + 2023 new year’s wish season + Guochao entertainment Carnival · new year. Flipping the calendar to engage in marketing is becoming a consensus between brand owners and the marketing industry.
“4-bit rhythm password” is hidden in the node
Node marketing can also be distributed more finely.
Generally speaking, when it comes to node marketing, people always think that as long as they seize major festivals and engage in overwhelming promotions, traffic and business will roll in. But the truth is that the marketing of important festivals is not a simple “supermarket sale”. There are massive, delicate and complex rhythmic dance steps hidden in the dance of node marketing.
At least “4-bit rhythm password” is hidden in the node.
The first is the rhythm of hot topics. The sensitivity of the platform to capture holiday topics determines the upper limit of content marketing. For example, some time ago, “Tiktok fitness top stream” Liu Zhenhong drove the explosion of fitness content in the station, so huge engine quickly promoted many fitness IP projects such as champion fitness class this summer, creating node emotional links and consumption value with high adaptability.
Second, the industry peak season rhythm is a marketing password with high stability. Take Tiktok as an example. Music festivals and livehouse in summer are favored by users. In May last year, the search volume of video content related to music festivals increased by 1254%; On the other hand, users’ willingness to buy will rise on the double 11. Last year, the number of short videos played by merchants of the “Tiktok double 11 good things Festival” increased by 507%, the number of self broadcast viewers increased by 1101%, and live broadcast products were clicked 14.8 billion times; During the Spring Festival, watching Tiktok for leisure and entertainment and shooting Tiktok videos will become users’ habits. In the past three years, the playback volume of Tiktok during the Spring Festival has maintained a high growth of 50%.
In the “golden nine silver ten”, the dense node distribution will bring opportunities for specific industries. For example, the new school season will ignite the consumption boom of mobile phones and computers, which will bring great opportunities to the 3C industry; September to October is the peak season for auto sales. Before September last year, Chengdu auto show created a high volume of videos; There are also holiday blessings during the period. For example, the topic of the Mid Autumn Festival has been broadcast as much as 75billion +, which has brought new possibilities to the food and beverage industry, including node featured cuisine.
Then is the timing of the launch, choosing what stage of the node to release and what kind of marketing action, which is related to whether the hot money of the brand side can be spent. In the full link marketing environment of massive engines, marketing is not fragmented, and each action is effectively connected in series. 15-30 days before the node, 5-15 days before the node, and then 5 days before and after the node, it is necessary to step on the complete rhythm “drum” of first touch, multiple touch, and then transformation. For example, investing in the amplification exposure project before the arrival of the node can help the node consumption effectively pull new. Anta finalized the cooperative Winter Olympics IP project in advance, and brought up to 90% pull new proportion to the small store through full exposure.
Finally, the rhythm of crowd cognition. Content marketing is a business for “people”. Whether the content side and the brand side can match the corresponding different marketing methods for the target groups in different brand cognition stages determines whether the brand information can accurately reach the people who meet the needs, so as to improve the probability of expediting purchase behavior.
When developing its own content projects and considering the investment value of the projects, the content platform needs to comprehensively consider the “four rhythm passwords” of hot topics, industry peak seasons, launch time and crowd cognition, so as to unlock the goal of connecting brands and users in all scenes and all directions. In order to deliver the project to the most needed brands and users, different attribute communication resources are arranged in the front, middle and late stages of each node.
Based on this, the massive engine integrates the resources of Wang Zao, focuses on the two-way needs of brands and users, incubates and outputs multiple types of marketing IP, which can be said to provide a practical methodological reference for the content platform to carry out year-round node marketing. A “marketing rhythm master clearance guide” is slowly spread out in front of brand owners. The next step is to see how advertisers tailor their clothes.
Adapt the “perfect schedule” to the brand
How should brands actually operate node marketing?
In rhino Jun’s view, every brand in the world is unique, so brands have their own unique marketing rhythm. How to launch a brand, the most important thing is to grasp the most suitable node rhythm.
15-30 days before the node, the top priority of the brand at this time is “crowd expansion”. Attention should be paid to exposure to improve the coverage of people who first touch o → A1, so as to activate the goodwill and interaction of A2 interested people. In the massive engine guide, it is suggested to achieve large-scale exposure through brand advertising, and achieve strong brand exposure and attention with the platform’s large IP or boutique content. Although there is no universally applicable marketing strategy, theoretically speaking, there is a most efficient “perfect schedule” for the launch of brands during the node period. With regard to this “schedule”, the massive engine is a set of solutions based on data and experience and from the perspective of brand owners’ needs, helping brands give launch suggestions for different target groups 15-30 days before the node, 5-10 days before the node, and 5 days before and after the node.
For example, the cooperation between Lanhe sheep’s milk and the program “like! Talent show” formed a binding between the activation of channels inside and outside the platform and user cognition through challenge interaction, IP content implantation, and program instructor endorsement, which led Lanhe sheep’s milk to become the top 1 mother and baby category on the brand hot Dou list in late November last year, with a 100% increase in group assets.
5-10 days before the node, the goal of the brand at this time is to “plant grass deeply”, and strive to promote the transformation of people who repeatedly reach A2 → A3. At this stage, the massive engine suggests that brands accurately pursue and invest in brand advertising to optimize the crowd, or use vertical projects to open up the circle and star talent to plant grass brands.
For example, cooperating with Hongqi automobile to realize circle planting grass, Tiktok first passed on the product value through the endorsement of 50 auto talents of “doucar”, and then obtained a large number of fans through the head KOL benchmark content “everyone says a good car” to create word-of-mouth content. On this basis, it helped break the circle with the activity IP such as “red flag Art Tour”, as well as the top exposure of the industry grand ceremony “Tiktok automobile Carnival” and the star talents planting grass to lead the mind, Finally, the A3 population increased by 316%, effectively stimulating users to enter the store and write off.
Five days before and after arriving at the node, the “precise transformation” for A3 → a4/a5 needs has become the key to marketing. The e-commerce promotion project and watching task mode of massive engine have become high-quality choices for brands. For example, Tiktok specially planned the “618 anchor please be in place” project this year, which has completed 15 billion + event exposure, 270 million cumulative watching in the live room, and 1.87 billion # anchor please be in place # topic broadcasts.
In other words, for all kinds of marketing needs before and after the brand launch node, a large number of engines provide corresponding “hand-in-hand” launch practical suggestions, which really makes the brand aware of content marketing.
To sum up, node marketing is becoming more and more important in the current marketing industry. Brands need to establish sensitivity and insight into nodes, and content marketing also needs to have an insight into the needs of brand owners at any time, comprehensively design and track their launch actions. Rhino Jun strongly foresaw that this method of “turning the calendar for marketing” would lead the future direction of the content marketing industry. More reading: China electricity Union: 2021 China’s power industry annual development huge calculation release “infinite beauty in autumn – Tiktok users’ Autumn insight” Shanghai Data Trading Center released “data circulation prohibition list” to protect the security trend of data circulation radar ｜ industry popularity – “cutting edge beauty planting grass” wechat 5.0 major update: about to “sweep” Everything neomarketing: the most well-known animation TOP10 Fortune Securities voted in 2021: “made in China” intelligent robot Xintiandi (download attached) Zhilu Jianguang united with the philosophy of the 100 billion Ziguang group United Nations: 2022 World Population outlook report. The total tickets of 176 5A scenic spots nationwide during the National Day golden week in 2014 amounted to 26000 yuan. EMQ x cloud officially supported the Microsoft Azure Platform, 23 absurd airbnb interview questions to help enterprises go to sea business counterpoint: in Q2, 2021, Apple’s sales of high-end mobile phones accounted for 57% of the world’s total. Reputation Institute: Google ranked fourth in the company’s reputation rankings in 2013. Apple ranked twelfth. Google:android 11 has reached 24.3% in 14 months since its release
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