Brand and marketing From Core observation of 2021 China media overview II
The following is the Brand and marketing From Core observation of 2021 China media overview II recommended by recordtrend.com. And this article belongs to the classification: network marketing.
This issue of media through train is the second core observation of 2021 China media overview. This issue of media through train will focus on brand and marketing. Under the double benefits of the revival of consumer confidence and the media’s active pursuit of commercialization, advertisers will accelerate the resumption of advertising marketing investment, so as to achieve the dual goals of enhancing brand power and transformation effect.
The main observations were as follows
The multi-dimensional demand formed by consumption classification continues to activate the innovation of brand market, and new and old brands compete with each other for digital channels and content marketing resources: traditional brands accelerate digitization, network layout, and build “marketing operation sales” integration; With the help of centralized media and large-scale media events, the brand image construction of emerging brands can occupy the audience’s mind.
Cross platform full link marketing has gradually become a standard configuration, and each brand attaches importance to each link in each marketing link at the same time: cross platform full link marketing means that the brand is using the contact interaction between “media content people” more efficiently, and measuring the marketing effect from the multidimensional aspects of brand power, touch power, sales power, repurchase power and influence.
The marketing strategy of brand inclines to the back end of marketing link, one side is to shorten the link, the other side is to emphasize the transformation of post link: in the post epidemic era, more brands used to pay more attention to brand marketing, and under the pressure of revenue, they also turn their attention to the transformation of post link. Brands continue to focus on social marketing and e-commerce advertising, and emphasize link traceability and ROI transformation.
Suggestions for brands:
Rational allocation of media mix: enhance the overall benefits of the integration of “marketing – operation – sales”:
Deeply understand the function and value of various media, reasonably allocate the marketing investment of media portfolio around the marketing objectives, and deeply participate in the communication and interaction with consumers
Balance the coverage and touch accuracy, strengthen the brand’s mental occupation ability and enhance the marketing transformation, and realize the integration of “marketing operation sales”
Strengthen the operation of social media and private domain traffic: communicate closely with consumers and feed back the management of public domain marketing resources
The private domain ecology and cash flow mode are gradually improved, so as to provide standard tools for brands in the private domain operation flow, retaining consumers and promoting sales transformation
The social entry and content diversion of each platform will provide an operational entry point for brand private domain management, and the brand needs to strengthen the control of social and content
Fine management marketing content: build multi brand IP, fine operation brand marketing content
In order to cope with the complex media and content environment, the brand needs to form effective communication content in each contact with KOL, a new content creator, to reach different audiences quickly
Brands also need to strengthen the label management of brand content library, and respond to the needs of audience and consumers through effective matching and distribution in marketing plans and advertising
01. The multi-dimensional demand formed by consumption classification continues to activate the innovation power of brand market. New and old brands compete for digital channels and content marketing resources with each other
Traditional brands speed up digitization, network layout and build “marketing operation sales” integration, while emerging brands add weight to brand image construction, with the help of centralized media and large-scale media events to occupy the audience’s mind. Taking traditional luxury brands’ all-round layout of social media, e-commerce and small programs, as well as emerging brands’ vitality forest, perfect diary, etc. rapidly expanding their influence through big IP and large channels as examples.
02. Cross platform full link marketing has gradually become a standard configuration, and each brand attaches importance to each link in each marketing link at the same time
Cross platform full link marketing means that brands are making more efficient use of the interaction between “media content people”, and measuring the marketing effect from the perspectives of brand power, interest, purchase, loyalty and advocate.
In cross platform full link marketing, social / KOL marketing is taken as an example. This is because KOL is born in social communication, can cross platforms, and can change play methods on different media platforms, but at the same time, it maintains certain consistency, and plays its role in different links of marketing link. KOL’s investment strategy is inclined to strong entertainment and strong circle platform; At the same time, KOL is becoming more and more mature.
KOL marketing “adapts measures to local conditions” on various platforms: on wechat and microblog, brands rely on core social media traffic and KOL diversion to enhance brand influence and transformation; In xiaohongshu and Zhihu, the brand uses KOL marketing and interest topics to create hot spots and plant grass in the content community; On the video platform, the platform of shaking platform focuses on tiktok transformation, and beep Li platform marketing focuses on planting grass. In the trend of KOL marketing strategy becoming mature, multi-level and multi ecological combination will help the brand to integrate product and efficiency and improve the effect of ROI transformation.
03. The marketing strategy of the brand is inclined to the back end of the marketing link, one side is to shorten the link, the other side is to emphasize the transformation of the back link
Under the background of post epidemic era, more brands that used to pay more attention to brand marketing have to turn their attention to the transformation of post link under the pressure of revenue. Specifically, brand overweight, social marketing, e-commerce advertising, etc., with emphasis on link traceability and ROI transformation.
Brand layout multi platform small program to realize the transformation of “marketing operation sales”: small program has become an important way for brands to shorten the sales transformation path of merchants on the Internet platform, help brands build private domain ecology and deposit enterprise user data.
“Search + information flow” is the cornerstone of commercialization in the field of information services, and the brand relies on the “in app” integrated marketing value: search and information flow are gradually integrated and complementary in the platform ecology, and the combination of the two forms a multiple path of integrated marketing.
Consumption scenarios accelerate online migration, and advertisers tend to transform advertising forms with shorter path and high efficiency: under the premise that the epidemic situation accelerates the online migration of consumption scenarios, e-commerce platforms continue to expand the scale of users and lengthen the use time through personalized recommendation, short video + live content layout, and various shopping festivals and discounts. Under the marketing strategy of emphasizing effect, advertisers tend to be closer to the advertising delivery of transforming and boosting sales, thus driving the growth of e-commerce advertising and expanding its market share.
The upsurge of e-commerce live broadcast continued after the epidemic, and the scale of live broadcast users increased significantly. The e-commerce live broadcast during the epidemic period helps brands tide over the difficulties; In the post epidemic period, live broadcasting has become a standard marketing tool for e-commerce, social networking and short video platforms.
Suggestions for brands:
Rational allocation of media mix: enhancing the overall benefits of “marketing operation sales” integration
Strengthen the operation of social media and private domain traffic: closely communicate with consumers and feed back the management of public domain marketing resources
Fine management marketing content: build multi brand IP, fine operation brand marketing content
From: GroupM think tank
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