Insight into the trend of variety show marketing in 2020 From tencent

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The following is the Insight into the trend of variety show marketing in 2020 From tencent recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.

Network variety show has become an important part of young people’s life.

Since 2017, there has been a blowout of talent shows, competitive performances and other online variety shows (hereinafter referred to as Netcom), which has officially entered a mature period of large investment and fine production. After nearly two years of continuous exploration and innovation, the quality stability, theme richness and user recognition of Tencent video production Netcom are constantly improving, and more and more young users have become loyal supporters of Netcom.

Recently, at the fourth annual summit of new entertainment and new consumption in China in Sansheng 2019, Tencent video and Tencent advertising jointly released Tencent variety show marketing trend insight 2020. Based on the understanding of the content demand of the crowd and the basic characteristics of the online comprehensive category, the insight is sorted out through consumer research, expert interviews, marketing big data analysis and case analysis Out, to the end as the beginning, for the industry to bring a more complete, scientific, landing network integrated marketing ideas.

The “New Youth” of evolution:

Cyber culture becomes a precious space for individual growth

The rapid development of society, the upgrading of urban culture, and the rise of decentralized production and consumption patterns are promoting the evolution of young people’s lifestyle and cultural and entertainment consumption. Netcom can well meet the needs of young people for content and become a valuable individual growth space for young people: young people can deeply participate in and focus on the content of youth culture to discuss and discuss with each other People are closely related to the era proposition, so as to feel, understand and try to find solutions to various problems in the current life stage.

1. Young people have their own independent multiple values and strong ability of independent thinking. Content consumption has become an important way for young people to construct themselves. They expect to find resonance and Reflection on values in the content, so they prefer the comprehensive content that can discover themselves and produce resonance and reflection of values.

2. They have rich and three-dimensional interests and enjoy multiple identities. They attach great importance to the multi perspective richness of the content itself and the integrity of the overall experience. They prefer to refresh or even subvert the existing cognitive content, which directly drives the rise of vertical network of workplace, reading, and trend culture.

3. They are still action oriented people who love creation and are eager to participate. They are keen to cultivate and express their interests deeply and extend their hobbies with actions. Content consumption has also become the basis and tool for young people to express themselves. They prefer web-based content that can inspire inspiration and have space for participation.

Overall, this young man has a high demand for content. Only by deeply talking with them, playing together and inspiring action, can they arouse attention and resonate. Good Web integration can grasp the young people’s preferences, yearning and anxiety, focus on consumers and use a highly interactive way to find the content matching their own value aesthetic, and creatively participate in content creation.

Users are the king and the end is the beginning

Discover the new value and demand of network integrated marketing

The content needs of young people are constantly evolving, and the marketing methods of brands need to be upgraded simultaneously. For the marketing cooperation of brand and online comprehensive content, the “New Youth” have their own independent and unique aesthetic needs of online comprehensive marketing.

1. Comprehensive network marketing should be “promising” in order to meet the user’s empathy ability and marketing aesthetics beyond expectations. With the brand’s online marketing and content binding more and more closely, the trend of marketing content has been formed, users see both content and advertising. With the continuous accumulation of watching, users’ values gradually extend to brand marketing, which makes their perception of marketing form unique insights and aesthetics.

2. The integration of network integrated marketing should be appropriate and “no drama”. In addition to natural and appropriate scene implantation, the brand can also be integrated into the program logic by creating brand personals, so that the motivation of brand participation in the program can be rationalized, which will create an atmosphere of respect and peer-to-peer dialogue for users.

3. The integrated marketing of Internet should emphasize participation and welfare, and enlarge the brand value in the creation and interaction with users. With the increasingly fierce brand competition and the serious homogenization of products, the user’s preference for the brand no longer depends on the use value of the product, but also includes what additional value the brand can bring to the user. The brand marketing that can coerce users to participate in the content is easier to establish the loyalty of users to the brand.

Due to the strong circle and openness of the content, the commercial brand has a lot of natural integration space, which can form the most direct dialogue and interaction with consumers. On the other hand, they are able to understand the content of the brand through their online content, which is relatively low and compatible with the brand Marketing play.

It can be said that only by “resonance” with young consumers can the brand truly achieve the goal of comprehensive network marketing.

Win 2020:

Unlock “same frequency resonance network integrated marketing”

Based on the understanding of the needs of young people and the basic characteristics of network integrated products, Tencent video puts forward the idea of “resonance network integrated marketing with the same frequency”: to achieve resonance by catering to users’ values and preferences, to achieve co construction by strengthening the sense of user participation, and to achieve resonance by integrating the whole IP chain of Netcom, so as to achieve win-win situation among brands, platforms and users Maximize resonance with consumers, with content, with business resonance, so as to effectively transfer brand value, and then strengthen brand power and stimulate purchase transformation.

In the era of Internet, the ideas and methods of integrated network marketing have taken shape. In the face of the changing situation of consumer market and content market, brands should always connect with consumers to explore, update and evolve their own ideas and practices of network integrated marketing. Tencent will continue to pay attention to and practice network integrated marketing, looking forward to more collision, stimulation and discussion with the brand.

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