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Popular marketing communication has become the standard play in the era of mobile Internet and Internet of Things

来源:经济日报-中国经济网 September 23, 2019 10:23 Source: Economic Daily-China Economic Net

The advent of the era of consumption upgrade, user participation, and experience supremacy has announced the decline of traditional advertising and the overall rise of the content industry. Popular marketing was born on this basis. A large number of cases have proved that the popular marketing communication theory will replace the integrated marketing communication theory and become the correct methodology to lead the marketing reform in the era of mobile Internet and Internet of Things.

In fact, content dissemination is constantly leading the consumption upgrade, which is directly reflected in the emergence of emerging lifestyles. According to the "2017 Content Consumption Upgrade Marketing Trend Report", in recent years, Chinese consumers have increased their consumption of new forms of life, including video site members, organic ingredients, outbound tourism, imported fresh produce, and content product payment. This shows that consumption upgrade is not only a material level upgrade, but also a comprehensive upgrade of consumption concepts. People need to get more colorful and personalized content through mobile Internet and the Internet of Things. Therefore, the consumption upgrade is accompanied by the upgrade of content transmission methods.

Friends who are familiar with the media and social platforms must be no stranger to the playful words of "Pig Pig Peggy, applause for the community". However, it is this seemingly nonsensical ridicule that has given birth to an industrial chain with a broad market, reflecting the powerful energy of popular marketing communications on content transmission.

Many people find it difficult to imagine that the animated piglet Page, originally created for young children, has become a super IP and a full-fledged celebrity on Chinese social networks. Piggy's innocent expression coupled with all kinds of playful words immediately became a screen emoji package, and netizens with big brains even contributed a variety of creative ideas and UGC that broke the imagination. There are more than 30,000 videos under the challenge of "Piggy Page" on Douyin. Each video contains more than one peripheral product related to Piggy Page; even major international brands and Piggy Page Qi United has created a commercial IP with endless industry potential by using a bursting red model with its own eye-catching effect.

From the current mass of media, mainstream social platforms and pan-content dissemination channels, it is not difficult to understand the success of Piglet Page. Because whether it is WeChat, Weibo, Douyin, Kuaishou, Xiaohongshu, even Post Bars, forums, major live broadcast platforms, etc., emerging consumer groups such as "post-90s" and "post-00s" have become the main force of traffic, and also support the More and more emerging consumer markets. This kind of "contrast cuteness" of Piglet Page is loved by many netizens, especially "post-90s" and "post-00s", thus deepening the interactive entertainment content and content IP features, which naturally continues to be popular.

Today, marketing has entered an era when content is king. The three specific forms of content are posters, videos and soft texts. The tools that content distribution relies on are media and KOL. Traditional media is limited in number and can be integrated. However, since media and KOL cannot be absolutely integrated, they can only seize certain key points to “explode” in the network concentration, and then cause secondary or tertiary transmission to achieve the popularity of the entire network. The transition from traditional integrated marketing communications to popular marketing communications is an inevitable choice in the mobile Internet era and the Internet of Things era. It is also a successful method for commercial competition based on the new consumer era.

Can the popular model of booming marketing as a new domestic consumer brand be replicated?

As a "post-80s" professional marketing person, I graduated from the earliest batch of marketing undergraduate majors in China and systematically studied the theory of marketing management. In the first 10 years of my career, I have worked in a series of marketing positions including business managers, product managers, customer relationship managers, marketing directors, and marketing general managers in the top 500 private enterprises and the world top 500 brand companies. Advertising companies and other planning companies have had a lot of exchanges and cooperation. They have experienced the channel development model that focuses on offline store distribution and the brand marketing model that focuses on large-scale advertising. They have also experienced the rise of e-commerce platforms and self-media. In 2014, I started transforming and devoted myself to the food Internet media and new consumer industries. In the past five years, I have witnessed the rapid rise of many new consumer brands. Their play fits the background of the times and meets market consumer demand. We sorted out the methods of these companies from the more than 100 new consumer brands we tracked, and summarized a set of models. We copied these successful models into the service companies, and achieved good results.

Looking back on the past 5 years, I have crossed the traditional brand marketing model, completed the transformation to a new marketing model, and are experiencing the rapid rise of new retail and new media. As a marketer, I hope to systematically summarize these five years of transformation experience, so that more marketers can quickly grasp the marketing laws of the new consumer era, no longer be anxious because of backward thinking methods, and no longer be troubled by new concepts emerging endlessly. Marketing is a practical discipline, which will change a lot with the changes of the times and the changes in the consumption environment. Marketing theory often lags behind marketing practice. Since the 1990s, China has introduced marketing majors. It has experienced more than 20 years of golden development in brand marketing. 4P, 4C, 4R and brand image theory, and later integrated marketing communication theory have made countless outstanding brand companies and marketing directors. But at the same time, we also see that many successful companies are losing their ability to innovate in marketing management methods, brands are constantly falling into rigidity, and they have lost their growth momentum. The traditional marketing model has begun to decline, technology is pushing the era forward, younger consumption has become the main driving force for a new round of consumption upgrades, and imported goods have also continued to flow in with the development of cross-border e-commerce and the opening of trade. These changes Both have pushed the business model of Chinese companies to the point of reform. Looking for the red-hot model to break the rebirth or continue to lose its motivation to innovate is a problem that the current presidents and marketing directors need to face. I hope that the thinking and summary in this book can give some inspiration to the people in the marketing industry. More practice should be based on the situation of the enterprise to achieve the flexible application of the local material.

In the process of writing this book, I received the great help of friends of Blue Lion, who put forward very valuable suggestions for the structure of the book, and put forward a lot of suggestions for amendments to the draft. Without their hard work, this book would not be published smoothly. Colleagues Tu Menglu and Haolina helped me organize the case materials and polished text, and I thank them here. Expert Xu Zhanhai, a positioning expert, gave me 3 years of long-term coaching. We are not masters or apprentices. He allows me to climb the peak of marketing strategy in the process of Internet transformation. The study and practice of positioning requires not only talent, but also the courage to deny self. When past experience and theories mastered can't effectively face the current competitive environment, marketers need to "rebuild" and start again, and the guidance of Teacher Xu Zhanhai has played an indescribable value in my transformation phase. More than a dozen brand marketing presidents, colleagues and leaders also gave guidance and suggestions on the writing of this book, such as the former vice president of marketing of the boss electrical, Chen Wei, the current vice president of Lake Electric, and Chen Haifeng, the general manager of Zhejiang Yuantong Lexus. One more detail. In addition, in the five years of actual transformation, the Flying Elephant New Retail Academy has given me great inspiration. 3 years ago, I met the founders of Flying Elephant Lao Mo and Dr. Hu, and joined Flying Elephant as members. I first learned new retail models such as community marketing, content marketing, social retail, etc. From different perspectives to close analysis and observe the latest marketing practices of many Internet companies, I was also fortunate to be an early mentor of the Flying Elephant Academy. We are grateful for the establishment of such a warm learning community during the transformation of traditional marketing to the Internet, so that more entrepreneurs can face the confusion and get in touch with the latest marketing achievements. In the 5 years of transformation practice, SEO search marketing and technology development are the areas where I concentrated my efforts to overcome. Search marketing has always been the main method of attracting business flow in the B2B field. Technology has become standard in the Internet age. To control technology for its own use, it is necessary to make contact. In this regard, I have received long-term guidance and help from SEO expert Chen Yanzhou, and we have developed from early customer relationships to friends. When I realized the secret of the rapid rise of branded franchise and agent investment brand enterprises, I vowed to master it, and Chen Yanzhou no doubt pointed me to a bright way in the torrent of network marketing. The value of this road is 5 million yuan, which has saved the global food business network that I invested in searching for 2 years. Of course, in the end, I want to thank Xia Jin, the core member of the team, "Tech Cow", and my lover Luoxi. They persisted with me and allowed me to trial and error continuously during the five years of transformation. They have witnessed my swollen face and confusion at every stage of the transformation. From an excellent traditional brand marketing manager to an Internet marketing "little white", I have been bumpy and forged ahead. In 5 years, Global Food Commercial Network, which I invested in and personally participated in, has also struggled all the way-from being a new consumer food C-end shopping guide online media to being an imported food industry B2B business opportunity platform, and then being repositioned as a new retail online media . Content has always been an excellent gene for our team. From 2016, we cooperated with Shanghai SIAL China Food Exhibition, the largest imported food exhibition in China, to launch nearly 100 original reports to smash the industry, to serve as the industry's online media supporting service for more than 2,000 brands, and we have been rated as the industry's best for 2 consecutive years by the World E-Commerce Conference. Innovation Value Award and Most Brand Value Award. From the macro and micro perspectives, I witnessed the entire process of the development of the domestic imported food industry, the iterative replacement of new and old brands, and the rise of content dissemination and popular marketing.

Economic Daily-China Economic Net from "New Consumption, New Marketing: Detonating Strong Brand Power" Zhejiang University Press


(Responsible editor: Shi Lan)

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