2021 auto socialized marketing white paper From Massive arithmetic

The following is the 2021 auto socialized marketing white paper From Massive arithmetic recommended by recordtrend.com. And this article belongs to the classification: Automobile industry, research report, network marketing.

With the intergenerational change of automobile consumers, the new generation of consumers have strong interest in Internet social networking, and the digital layout of automobile enterprise social platform is becoming deeper and deeper. In the field of socialized marketing, a number of actual vehicle enterprises have also emerged, accumulating rich practical experience and unique forward-looking views on socialization. In order to fully tap the long-term value of socialized marketing in the automotive industry, juquansuan and Guangdong automotive marketing jointly issued the new retail dimension equation of social networking – 2021 white paper on Socialized marketing of automotive (click “read the original” at the end of the text to view the complete report), which “reviewed”, “analyzed”, “explained” and “refined” socialized marketing from creativity, operation The three dimensions of technology deeply study the new trends and new ways of socialized marketing, help build the brand’s “user centered” social relationship under the new social retail model, and correctly and efficiently analyze the “new retail equation”.

01. Review: changes in ideology of socialized marketing

The number of active users of social media in the world has reached 4 billion, successfully infiltrating half of the world’s population, and the trend of social media continues to spread.

The real social culture reflects the differences of socialized marketing inside and outside the sea. Through the differentiation research and comparison from three aspects: marketing content design logic, marketing activity planning practice and marketing technology R & D construction, it can be seen that overseas socialization focuses on content and domestic socialization focuses on content realization.

Affected by multiple elements, consumers’ social interest behavior presents four major changes: the rise of morning and evening groups, the stratification of social interest, the emotional resonance of consumption upgrading, and the desire of social active expression.

According to the characteristics of the three traffic pools of business domain, public domain and private domain, combined with the three marketing skills of creativity, operation and technology, this paper summarizes nine trends of social marketing, namely: symbolic traffic, social “currency”, marketing science, NFT economy, c2m model, DTC mall, BGC assets, e-commerce dark social networking and social new retail.

02. Analysis: words and figures of automobile social marketing

The whole ecological content of automobile socialization is born to the sun. In terms of content ecology, automotive content ecology has developed healthily, the trend of new content has increased steadily, the content quality is advancing in exploration, and the user’s interest in interaction has been continuously stimulated.

Tiktok fans are growing rapidly in the automotive industry. Both the master and the fans of the jo enterprise have seen rapid growth, up 118% and 193% respectively in September.

In terms of user emotion, social marketing breaks through the previous release style of enterprise number content, from the single chain of information to the interactive linkage with users, and the interactive attribute of creative content is enhanced. In the short video ecology, the overall interaction of users is enhanced and content participation is enhanced, which shows the warm social tiktok of users.

On the other hand, the tiktok content ecosystem develops rapidly, and user interaction and interest behavior are highly involved. Among them, talent live broadcasting grew steadily, brand self broadcasting rose at the right time, and user interaction behavior showed a trend of catching up and surpassing.

The tiktok market of the automobile industry has been increasing rapidly in various segments of the market, and the number of enterprises in the brand, dealer and post market has been increasing obviously. After content exploration, the head account has become stronger and bigger, gradually master the “traffic password” and become one of the millions of fans.

Automobile socialized marketing is inseparable from the three pillars of creativity, operation and technology. The joint application of the three elements makes the content ecology stronger and bigger, the user interaction more frequent and entertaining, and the brand position more refined and detailed.

03. Solution: socialized X-Y-Z equation new retail marketing

Content is the starting point of creativity, and seven ideas combine with flow nodes to form a creative storm; Operation is the precise shooting of marketing, and the full link operation position of content production, fan operation and interactive service; Technology is the foundation of income generation, and cars enter the whole chain marketing of Xingchuan cloud. The new retail marketing methodology of X-Y-Z equation helps the brand enterprise form a global integration ecology and realize an unbounded window for communication with users.

04. Practice: the exclusive problem solving method of social Masters

Social retail is a new business form of retail industry in the Internet era. Its essence is to build a user-centered scene and improve the efficiency and experience of users. In the future, activating users’ social behavior and continuously building a closed-loop e-commerce ecosystem on automobile online will become a new field continuously explored by automobile enterprises.

Wang Qian, deputy director of marketing department of Dongfeng Nissan: “the essence of new social retail is to build a user-centered scene and improve the efficiency and experience of users.”

Zhang Mengyuan, deputy general manager of Haval brand marketing: “striving for users under the stock is not only the most important competitive challenge in the implementation of social new retail by car enterprises, but also the demand of marketing transformation.”

Ma Lei, general marketing manager of Dongfeng Peugeot: “in terms of social marketing, we will practice [customer-centered] in all aspects and create an ecosystem of user trust.”

Xiao Guanyin, general manager of massive engine vertical business marketing strategy center: “in the future, with the development and changes of digital marketing tools and models, traditional brands and new power brands will explore more models of social marketing.”

In short, the new retail model of auto social networking is a business model of “experience + full service”. With consumers as the core and driven by data and technology, reconstruct the “people goods yard”, form the efficient transformation of mall value and the construction of socialized digital marketing automatic system through user hierarchical operation, so as to ensure the significant improvement of data and achievement quality.

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