There is no "set" in the c-end world
But 90% of all brands have choice difficulties
TraditionalMarketingThe logic of the model is based on a monopoly on scarce resources. This scarce resource can be of quality, information, convenience, etc., but voice is always in the hands of products and brands。
Branders and distributors have developed, in conjunction with media outlets, a decades-old distribution system through the construction of support systems for offline selling point services, using brand marketing as a means of obtaining their own competitive barriers and market shares, using “frequent resources” of economies of scale, information monopoly appeals。
But the voice of the domestic consumer market is shifting. With the completion of the web infrastructure, there are now three retail scenarios for traditional retail, platform retail and social retail, consumer consumption paths are no longer uniform, traditional brand marketing is fragmented, obfuscated and no longer the only code ever right。
Taken together, the marketing environment has evolved to four levels。
Highly socialized
Consumers need to accept multiple contact points during the consumption decision-making phase in order to make final decisions
According to statistics, the penetration of social platforms in china has exceeded 97 per cent. In particular, mobile social networking, where chinese consumers spend almost four hours a day on mobile phones, social media account for more than 2. 3 hours. This has resulted in 53 per cent of the contacts between brands and consumers being socialized, with a general trend towards high socialization。
Grouping
One of the new trends in consumption is the institutionalization of the social internet, which brings together and diverts dispersed populations, forming a small group with a high cultural or interest identity, and the emergence of a circle economy。
Different ages, different incomes, different perceptions, different interests, different occupations, concentration leads to different layers of consumption, a convergence of consumption choices and social patterns, and eventually a concentration of group circles。
Fragmentation of energy
Social platforms are electricians, content platforms are social, electronic platforms are content... The network environment today is not just a multiplicity of platforms, but also a functional multiplicity. This has led to a growing diversity of contacts between consumers and brands, and the energy of users is no longer complete modules, but fragments of varying sizes, which has led to increasing complexity of brand grass paths。
Subject modified
Consumers are no longer passive, and there's a new word in marketing, called a power buyer. This refers to persons with an increased level of education with a certain material base and professional competence in a particular field。
At the consumer level, they are influenced by sales, marketing agents, collect information of their own, and proactively define or search for brands and products for people who make their own demands and ideas about goods, services and services。
Cross-border marketing, ip union, community economy, social fission... I don't know. New marketing practices, the proliferation of new terms, the “methods” of marketing, and the fact that consumers do need freshness, have left 90 per cent of brands with choice difficulties。
However, the “track” of marketing has always been different, and consumer c does not exist。
Regardless of the changing market environment, consumer decision-making always requires the input of information, whether it is accepted in the eyes or on its own initiative. On this basis, the multi-end marketing of information flows will become a powerful entry point。
The first "family barrel" of the marketing class
Eight-end connection once
As a caster and as a marketing practitioner, the flow of information is by no means unknown. 90% of the information casters must have used itBig engineI don't know。
Multi-channel marketing has become an industry consensus. As a platform for integrated digital marketing services, mega-engineers rely on scaled data and the evolution of powerful products, constantly looking for scenarios where marketing elements can penetrate。
Back-to-back by-temperature product matrices, mega-engineers offer a new possibility for multi-end marketing of a “heavy-house barrel scheme”。
Brand marketing, with content that will never bypass the core port, is also the core factor for long-tailing brands. With this in mind, there are three components to the huge family barrel scheme that are familiar: the headlines today, the tremors, the watermelon video。
The status of the three national-level app and billion-volume users is no longer needing to be described. It essentially covers three of the most common modes of content, namely, graphics, short videos, and medium-sized videos, as well as the content infrastructure that has become the daily source of information for c-end consumers。
Neither the content vehicle nor the content form has a perfect coverage of all users, which is one of the reasons for the fragmentation and cycling of these users. This places demands on brand marketing, and in order to capture new people and sustain old people, it is destined to continue expanding its content infrastructure。
In addition to the three ends of the headline, the tremor and the watermelon video, there are three distinct features in the family barrel scheme。
On the big screen, for example, there is a brand-new ott marketing. Multi-channel content, such as the time tv collections, the watermelon video, which uses mobile content to feed the tv end, screens as a powerful complement to the moving end, the quality of the content is not diminished, and the viewing experience is better, and the home living room scene is used as the content-outend。
Reading will never be replaced, just changed forms. Both online literature and e-books continue to be behavioural distortions. In particular, online literature is a sticky, time-consuming category of users. In contrast, the "together novel" — which is authentic in volume and covers such mainstream purposes as youth, phantoms and fairy-manes — is in the first place online to read the app track and to mark people more precisely by reading habits, orientation, etc。
The content of content marketing itself is also new. Generally speaking, the most easily transmitted content must be emotional, and the most easily quantified production in emotions must be happiness. 100,000 + new content per person per day, 12 times per person per day, tops app store first, which is the productivity and cohesion of the content community of “skin shrimp” and also serves as a hotbed for innovation in content marketing: a clip, a picture, a video... Branding does not need to be high, it can be connected to the ground, more fun, and make friends with young people。
Outside content, back to socialization. The content is the basis of social contact, and..Content ecologyThe tools produced are sufficient to generate enough social space to become social and content communication, which is also reflected in the family barrel scheme。
Initially based on a “cut-off” of the shivering, it was used as the country's most widely used mobile video editing tool and, at the same time, as a light social marketing position leading the video stream, as well as as as the home of the country's most creative circle. This is a new channel that has not yet been widely observed to create a multiple-fissile transmission link to the brand with a special dissemination model for creating video templates。
In addition to the clippings, there's an interesting tool in the bucket, "faceu motivation." as a camera app, faceu has over 76% female users, face bag, sticker, face and effect - all of this can appear as social money in the social network as a whole and is one of the reasons why it is the most frequently used camera app per person on a single day。
In conjunction with the use of family buckets, these social tools may become market entry tickets for brand-carrying economies。
Marketing, brand preference for big platforms is inevitable. However, the sum equally means that there is a large population, which is not necessarily crowded but must be crowded。
Beyond the road, there is a need for small circuits to provide more access to brands and consumers and to gain more contact points, which are also the basis for “a huge family barrel”. Headline channels covering multiple areas, with multiple content- and tool-end resource linkages and a matrix that disseminates more economies of scale. The giant engine is not a pony cook, but rather a special cook, who's trying to make a living。
It's more than traffic. It's more than play
Unlimited 7x24h game
How can a marketing operation be judged as effective? Is there a lot of traffic, a good transformation, or is it fun to go out? While these marketing needs are inherent in individual channels, as audience issues require prioritization and trade-offs, can the resources of different channels and platforms be linked to maximize the potential for marketing in a multi-end marketing model? The ability to link multiple ends of the “heavy-house-barrel scheme” is perhaps reshaping this possibility。
We assess four ways in which a mega-engine achieves the “maximum value” of such marketing:
• full coverage of the scene
The greatest value on the multi-end movement scene is that full-time, full-screen and full-time coverage of the user is achieved。
In terms of the daily habits of each of the employees, the six-to-eight hours of commuting will be used for one day's updates on the subway; the 12 noon break will be used to make short videos, and some people will read and adjust; the 18:00 return home from work will be used to paint light items on the subway; the 20:00 meal break will be followed by a follow-up; and the 22:00 bed break will be spent in short videos。
“7x24h” from morning and evening to commuting information, to the fragmentation content of the midday free-time entertainment, reading, viewing, to the size of the screen until the evening break, multi-end marketing covers the entire scene of reading, living records, leisure and entertainment, as well as the entire screen from the mobile end to the large screen。
• deep crowd penetration
Instead, the characteristics of crowd circles provide the possibility for precision in the circle of interest and are parallel to the overlap of different platforms. The target groups of the different platforms interact at multiple levels of marketing, where they set a precise circle of interest according to the characteristics of the different platforms; and where they are brought together to reach a whole new population and achieve better ta coverage in absolute terms。
Breaking the single platform limits and multiple penetration of user interests is not an empty word. Like little time in a barrel of a family, the user population is 80, 90 and 00, with high-income and knowledge labels, with an interest in play, life and food。
Tomato novels cover large sections of the population, such as students, large city workers, small urban indigenous people, and the elderly in the tide. They also focus on games, animations, internet purchases, etc., both cross-sections and combinations, and are an expression of a single-platform crowd circle and interest modules。
:: combined capacity strengths
Another advantage of multi-end marketing to aggregate the various marketing ports is their ability to combine the strengths of different ports。
For example, in terms of tentacles, tomato novels, leather shrimps, which are opened more than 10 times a day by users, high-frequency touchdowns account for almost the majority of the user's debris time, while watermelon video, fresh-time tv, etc., are used by users for an average length of time, while the new-time tv single device is used for up to four hours a day。
Marketing is a conversation with the user, and classical marketing is more branding, users listen, and multi-end marketing offers an opportunity for interactive dialogue. There are various types of content available in the video of the tremors, headlines and watermelons, and the creators themselves, together with the content, are the nutrients that interact with the users。
Unlimited game combination
The content model, the platform carrier, is sufficiently rich to be the bottom of the whole-house barrel scheme. Multi-end marketing provides brand players with a more diverse marketing landscape and can maximize marketing value in the form of packages。
Here we use the two brands' most common marketing needs as examples。
First of all, there is a need to do a loud, comprehensive bigday scene, which includes food drinks, 3cs, cars, fast-go, games, etc。
The large house barrel scheme will be linked to the time tv-size screen through multiple-end openings, the explosive app and the tv-end are fully covered, and the full-time, full-time scene captures the attention of the user, reaching the maximum number of people reached. Additional crowd packages can also be obtained in the form of additional “dou” packages, headlists, etc., to expand brand volume and release brand value。
And for example, a big game push that requires precise interest to activate. There are two kinds of games that can be used: the selection of people to break the circle, the opening of eight-end screens in the same family barrel scheme, with gender orientation, the full-scale targeting of the user's contact points in the different scenes, and the activation of the full range of interests; and the selection of a precise interest, based on a clearly labelled population of interest in games such as tomato novels and leather shrimps, the orientation of the show, along with the promotion of well-directed content of the tremors, deep penetration of the playing community of interest and resonance。
Similar to the above-mentioned combination, for marketing claims in different industries and settings, the “heavy-house-barrel scheme” can provide client-end and resource-based portfolio advice based on the characteristics of each end, and packages can be adapted to client needs。
Not only is a flexible combination of niche marketing ports to achieve consumption of 1 plus 1 less than 1 and effects of 1 plus 1 more than 2 more, but it also provides a wider range of marketing ideas and growth space for brands。
A. Financial thinking
No marketing choice
"it's the children who choose. I want all adults."
It actually speaks of the nature of marketing choices — marketing without choice and interaction with consumers. Behind this is the core communication logic of the marketing industry: to value every opportunity for dialogue between dari and users。
That's probably what i wanted to do when the big engine launched the whole family barrel program. In addition to reaching out to the flow and platform within its own system, it can provide branders with potential touch-and-touch scenarios, multiple levels of synergy, presenting individual information to users in different ways and in a different way, gaining multiple opportunities for dialogue, and adding code names to consumer travel。
Moreover, the greatest difference between multi-end marketing and traditional marketing methods is the ability to engage consumers on their own initiative, whether in access to information or consumer decision-making, and the kind of initiative that consumers need to provide, perhaps to a small point of appreciation, an interaction, will be different from what indoctrination conveys。
Softening, contenting, living, interacting... Multi-end marketing, a combination of boxing, provides information in every consumer's decision-making process and helps consumers to identify their own consumption objectives. The relationship with brands is more like an interactive conversation, a friend's angli grass, than a self-proclaimed marketing。
Why not
