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Z generation group marketing value highlights, content marketing has become a new trend From citic securities

The following is the Z generation group marketing value highlights, content marketing has become a new trend From citic securities recommended by And this article belongs to the classification: Securities report, network marketing, Marketing services.

CITIC Securities pointed out that the online trend of Internet advertising marketing is obvious, and the new marketing mode iterates rapidly. In terms of traffic structure, the value of generation Z users is continuously reflected. Under the trend of traffic peaking, the competition of young users has become a must for brand advertisers, and is expected to get more advertising budget allocation.

At the same time, with the rise of the overall price of Internet advertising industry, the acquisition cost of effect advertising traffic increases rapidly, and the marketing mode focusing on content marketing, highlighting brand building and competing for private domain traffic has gradually become a new trend. We believe that Internet advertising platforms are expected to benefit from the price increase after the saturation of Internet advertising traffic, and Internet platforms with more young users and higher product content richness are expected to get greater benefits.

By analyzing the financial situation, product matrix, content ecology and user structure of each platform, Tencent’s comprehensive competitiveness is stable, and byte beat and BiliBili occupy an advantage in the Internet advertising market; With the adjustment of product structure and content structure, Kwai is expected to accelerate Internet advertising revenue. Emerging vertical platforms such as xiaohongshu and dewu are expected to grow rapidly.

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