By June 5 of this year, China's 5G commercial has been developing for one year. In March this year, 5G construction, big data center, artificial intelligence and other seven fields were included in the new infrastructure construction. On June 9, Beijing released the Action Plan of Beijing to Accelerate the Construction of New Infrastructure (2020-2022), focusing on building a collaborative innovation system of 5G industrial chain and cultivating a number of leading enterprises in 5G subdivision fields. This all reflects that the digital economy will be the major trend of future development.
Every iteration and upgrading of mobile communication technology is closely related to our life and business model. Weibo, WeChat, online shopping, mobile payment, dithering and fast hand... These Internet scenarios that we can hardly do without now started from the comprehensive popularization of 4G. Similarly, for brand marketing, the change of communication technology also affects the change of brand building and marketing methods.
In the early PC Internet era, where 3G and 4G networks have not yet appeared, search engines are the portals of massive information. Users search for information and search engines feed back search results. Search engine advertising emerged at the historic moment, and business owners would spend a lot of money to compete for a front advertising space.
With the rise of mobile Internet, various types of APPs continue to emerge, traffic portals blossom everywhere, and search engines gradually lose their "traffic overlord" status. In contrast, Internet brand marketing is no longer limited to search marketing, and there have been a variety of innovative games such as we media marketing, community operation, word-of-mouth promotion, short video marketing, etc.
5G is essentially an information technology revolution. The most intuitive change is the improvement of speed and the expansion of the Internet scene. For brand marketing, the improvement of speed means the upgrading of marketing tools, the improvement of the speed and scope of information dissemination, the enhancement of interaction with users, and the change of transaction thinking and mode. With the popularity of 5G, all walks of life will set off a digital wave. When the business form changes, marketing will naturally change, and a new marketing era has arrived.
1、 Video becomes standard for marketing
Today, the video field is developing rapidly, and short video/live broadcast and other models are showing a momentum of explosion. From Weiya, Li Jiaqi to all the stars have stepped down, and everything can be broadcast live. According to the data of the Ministry of Commerce, there were more than 4 million live broadcasts of e-commerce in the first quarter of this year.
In the 5G era, due to the faster transmission speed and the upgrade of shooting tools, the development of the video field will be more perfect, and the cost of releasing and watching videos will be lower and lower. With the help of live broadcast technology, consumers can see the details of the product more clearly, and can also communicate and interact more smoothly with the anchor, so as to have a more comfortable shopping experience. As a more important content carrier, video will become the standard configuration of brand marketing.
2、 Make marketing more accurate
User oriented precision marketing has always been the development trend of Internet marketing. Through the collection and analysis of big data, optimize the marketing plan, and strive to advertise to the right people at the right time and through the right carrier.
The advent of the 5G era will make "precision marketing" more precise. By virtue of 5G low latency and other advantages, the Internet of Everything will be realized, and the collected data will be more comprehensive and three-dimensional than now, so as to generate more plump and real user portraits and improve marketing efficiency.
3、 Increased interaction with users
Interaction with consumers is the key to successful marketing. For example, the live broadcast with goods is to stimulate the enthusiasm of the audience and encourage them to purchase through the exchange and interaction with the audience.
5G will significantly improve the VR level, making its images more high-definition and lower latency, so that users can get an immersive experience. It is very important for brand marketing in the future to close the distance with consumers, make the product visible, touchable and immersive.
4、 Users will obtain information more subjectively
While enterprises are using big data analysis, users are also matching requirements for content. Only browse the content you like and are interested in, which increases the difficulty of brand marketing to a certain extent.
For small and medium-sized enterprises, it will be more and more important to build and improve their own marketing system with the help of platform tools provided by Internet service providers.
The advantages of Internet service providers in technology research and development and marketing resources can comprehensively collect and analyze data for enterprises, quickly establish true and three-dimensional user profiles, and carry out targeted advertising. At the same time, build multiple marketing channels such as applet, APP, new media platform, break through the past single offline marketing scenario, achieve diversified marketing scenarios, and capture users' attention in an all-round way.
In the future, only by doing Only by combining "online resources+offline resources" and "drainage+marketing" can we build a digital and diversified marketing system to achieve sustainable business growth.
