2019 will end in less than 20 days. Looking back at the marketing circle in 2019, what are the marketing hotspots or phenomena? Xingtian Technology summarized seven keywords for marketing people in 2019, and hoped to provide some ideas for business owners' marketing strategies next year while making inventory.
1. Internet traffic dividend peaked
According to QuestMobile data, China now has 1.1 billion smart phone users, and the total monthly activity of mobile Internet has dropped by 1.93 million for the first time, a year-on-year decrease of more than 50%. The data are close to the "theoretical limit". This indicates that the Internet demographic dividend has peaked, the cost of customer acquisition has increased significantly, low-cost traffic is basically hard to find, and the Internet has entered the stock era from the incremental era.
In the era of stock users, the means of barbaric growth without cost is no longer feasible. What enterprises need to do is to operate carefully and focus on how to better meet the needs of consumers. They need to make products/services better and more differentiated than their peers, so that they can be more competitive in the increasingly flooded market of homogeneous products and attract and retain consumers.
2. Omni channel marketing
The idea of omni channel is very popular in recent years, because with the development of mobile Internet, consumers' consumption mode is no longer limited to a single channel. Taking shopping as an example, consumers can now choose offline physical stores or online shopping. There are also many options for online shopping channels, such as Taobao, Jingdong, Pinduoduo, etc.
Consumer consumption behavior is omni channel, which means that the business layout and marketing means of enterprises should be more extensive. Enterprises that do not build an omni channel customer experience will lose some customers.
Omni channel marketing does not mean that enterprises must adopt omni channel type, but select suitable marketing channels for combination or integration according to enterprise, market, product/service conditions, such as self built official websites, applets, APP and other sales channels, and use search engine optimization Advertising channels such as SEM bidding, information flow advertising, community operations, and news sources can realize full interaction between enterprise information and consumers, and promote continuous business growth.
3、5G
Looking back at the hot technologies in the field of science and technology this year, 5G is a popular fried chicken. 2019 is the first year of 5G commercial use. 5G is the fifth generation mobile communication technology, which can meet the communication needs between "things" and "people and things" and cover more diverse industries. In the future, 5G+AI+big data may become the standard configuration for business.
5G technology has two characteristics: fast network speed and low latency. 5G will greatly increase the network speed, so that we can enter the era of ultra-high definition and experience without delay, which will also affect brand marketing and advertising content creation. Brands can produce more sophisticated and rich advertisements, which can be conveyed to consumers at a faster speed.
At the same time, 5G+AI can provide a more powerful virtual environment and enhance the user experience. This will also lead to the transformation of new marketing methods.
4. Live broadcast with goods
After the Double 11, the whole world witnessed the power of China's "live delivery". In the live broadcast on the night before the opening of the pre-sale of the Double 11 this year, Weiya and Li Jiaqi both watched more than 30 million people in the live broadcast room. On the day of the Double 11, Taobao Live recorded nearly 20 billion transactions.
Behind those crazy buyers who bring goods for live broadcast, the instigation of the anchor is inevitable.
The head anchorman can rely on the traffic advantage to get an ultra-low discount on the brand, plus the anchorman himself uses provocative words to induce consumption. Under such circumstances, consumers are likely to have irrational impulse consumption and buy some goods that are not intended or necessary.
According to the survey data of iResearch, more than half of the interviewed users believe that live video with goods can cause them greater consumption desire.
Behind the popularity of carrying goods, the consumption mode of consumers is constantly upgrading. The combination of the live broadcast mode and the enterprise e-commerce platform is equivalent to the direct connection between enterprises and consumers. Enterprises can learn the specific needs and preferences of consumers through the online celebrity live broadcast front-end data, and then adjust the products, optimize the supply chain, and enhance consumer viscosity.
In the future, with the support of 5G technology, the live broadcast with goods mode may also have further exploration.
5. Combination of quality and effect
"Combination of quality and effect" is not a hot marketing word that has arisen in recent years, but it has been paid more and more attention by the marketing circle this year. The integration of product and effect means both brand communication and sales volume transformation, so that the transformation of brand's long-term value and advertising effect can better achieve synergy.
With the popularization of mobile Internet, brand promotion channels have changed from TV stations, newspapers and magazines to more decentralized websites, forums, we media platforms, public accounts and other media channels, which are no longer limited to offline, but combined online and offline. The conversion of sales volume is relatively concentrated in websites, applets and apps on mobile phones and computers.
The Internet has also greatly improved the time for sales conversion. When consumers see brand advertising and purchase intention in any channel, they will immediately search the Internet for information, evaluation and other content about the product/service. Once they decide to purchase, they can get it by moving their fingers.
Therefore, the integration of product and effect means that enterprises let consumers see products or services through omni channel marketing, generate purchase intention and take immediate action to complete purchase behavior. At the same time, enterprises must shorten the transformation path as much as possible, improve the official website, small programs and other purchase channels, so that consumers can find the channel to place an order immediately when they are ready to purchase. The longer it takes, the less enthusiasm consumers have for action.
6. Private domain traffic
Private domain traffic is also a popular concept this year. In the final analysis, it is because the demographic dividend of mobile Internet has peaked, the traffic cost has gradually increased, and the transformation is becoming more and more difficult. All enterprises want to solve the problems of low traffic, high traffic, and fake traffic.
Private domain traffic is like building your own fishpond. The bigger the fishpond, the more you will get. To establish your own private domain traffic, it is necessary to make full use of the characteristics of the traffic platform and its own communication characteristics, and consider whether the purpose of good private domain operation is to attract fans, make money, transform into fans, fission, brand building, new product testing, improve repurchase, or to create explosive funds. Then, through the setting of member system, member benefits, and the operation of private domain platform content, a customer group with a strong relationship chain will be established.
7. Blind box marketing
In August this year, Ruixing Coffee launched the "Deer Horn Cup" jointly named Contigo, which once crashed the APP after it was launched online. The real culprit is not the antler cup, but the "Meet Haoran" series blind boxes launched together with the antler cup.
After the promotion of shoes, the blind box is known as the "No. 1 way of contemporary hard core money burning", and blind box marketing is ushering in an outbreak.
Blind box means that different items are placed in the box, and consumers choose the goods by luck. This randomized experience makes users want to stop, which greatly stimulates the repurchase rate of users. Today, blind box marketing has become one of the common ways of IP toy gifts, online and offline interactive marketing.
Under the "blind box thinking", many brands have extended a large number of novel marketing methods. In addition to the aforementioned Ruixing Coffee, many brands in the beauty industry will release "Christmas Countdown Calendar Gift Box". Different pieces/samples will be placed in the small box of the calendar gift box, and users will open a small box every day to harvest new product surprises. Wangzai has also launched the "national jug", in which there are four random national bottles of milk in a blind box, which has been widely discussed by netizens.
It is this kind of surprise and excitement seeking psychology that meets the spiritual pleasure of consumers. The blind box will attract more people, and its consumer market will expand accordingly.
