Deloitte recently released the Global Marketing Trends Report 2020. Previously, we summarized the seven popular marketing keywords in 2019. Today, we will give you a preview based on this newly released report. What should enterprise Internet marketing do in 2020?
In the Report on Global Marketing Trends in 2020, humanized experience, integration, trust, participation, talent and agility are the main trend keywords. We can see that these keywords have a common theme, that is, people to people connections become more and more important in the future marketing environment.
The development of new video media in 2019 can also reflect this trend. No matter what form, the competition of video media platforms has gradually become intense. The ultimate goal of online marketing is to better connect products and users, and the charm of short films lies in that they can vividly express the feelings and emotional states of the producers, thus stimulating the feelings of the audience.
On the other hand, the pace of life of modern people is getting faster and faster. In addition to the highly stressful work and study, video clips have become a convenient demand for modern people to choose relaxation.
For business owners, video media platform marketing in 2020 will be a development trend.
Short video
The latest data shows that the monthly active users of short videos are 821 million, and the average monthly use time is 22.3 hours. The user's pan entertainment leisure time is shifting to short videos, and enterprises have entered the era of video marketing.
For traditional enterprises that want to carry out Internet transformation, the traffic of short video platforms such as Tiaoyin and Fasthand is basically free. Content is traffic. As long as content is published, it will be pushed by the system to people interested in content, with minimal cost.
For example, the bowl throwing wine in Yongxingfang, Xi'an, became famous nationwide with the explosion of the sound of shaking, and became one of the items that must be experienced in Xi'an tourism. Li Ziqi, who was highly praised by CCTV two days ago, is still popular across the country even though many of her video works have not been translated. This means that as long as your short videos are distinctive and creative, even if there are language problems and cultural barriers, they can be successfully "out of the circle".
Therefore, when the real economy needs a new breakthrough, the super traffic pool of 800 million users of Tiaoyin/Fasthand is a good entry point for enterprises to carry out short video marketing. In addition to creativity, short video ads should also pay attention to the observation of target customers, and find links with products and brands from emotional details, so that customers can have emotional links with products/services to achieve higher advertising effects.
Live broadcast with goods
When you see Li Jiaqi's lipstick on Taobao Live, you can immediately click the link at the bottom of the screen to buy it directly; You can also buy the crisp apples from farmers' orchards directly through the link.
In 2019, we saw the power of live broadcast with goods: the anchor's highly provocative language style aroused consumers' consumption impulse, and advertising and shopping malls were integrated. What you see is what you buy, shortening the sales chain, facilitating consumers' purchase and increasing their participation.
In 2020, the momentum of live broadcast with goods is still strong, which is also a direction of enterprise Internet marketing.
Live broadcast sales are not limited by location and location, and customers are not limited by region. People watching live broadcast all over the country are potential customers, which saves the steps of promoting innovation, promoting vitality, and retaining. Various expenses saved in the middle can be turned into preferential discounts, so as to gain price competitiveness.
The threshold for live broadcast sales is low. As long as the product is good and fully trusted by customers, it can help enterprises to further build their brand.
KOL Marketing
In 2019, KOL is the most concerned area of social marketing and even digital marketing. According to the AdMaster survey, 81% of advertisers said they would increase their investment in social marketing, of which 60% said that the focus of social marketing would be on KOL promotion.
Some people may ask why there is a voice of "KOL is old and KOC is popular" in the marketing industry? With the accumulation of fans, KOC (opinion consumers) will eventually become KOL (opinion leaders). Both KOL and KOC use their voice and influence in social circles to spread information.
KOL/KOC fans have strong stickiness, and their values and other aspects agree with them very much, so fans of KOL recommended products pay a lot. Putting KOL/KOC advertisements will undoubtedly promote brand exposure and drive product sales.
Search engine marketing
Seeing this, I believe some business owners will have doubts. The rise of We Media has brought new channels for enterprises to obtain customers. How much can the "old" SEO optimization/SEM bidding still play in the field of Internet marketing?
On the contrary, The influx of new media ads has not only not shaken the position of SEO, but its demand is even more important than before.
Whether short video marketing or celebrity bringing goods, the flow of the media platform has attracted users' attention, made users have a certain understanding of the enterprise's products/services, achieved brand exposure, also stimulated customer demand, and cultivated potential customers.
When customers have purchase demands, active search comes. This kind of active search customers have high intention and accurate demand, As long as the content of the search meets your wishes, you will place an order every minute. At this point, your corporate website ranking is a driver for customers to place orders. The enterprise ranks at the top of the search engine, and it can get the attention of users. If you are on the second or third page, or even more backward, you will have to be intercepted by your competitors.
As an information retrieval tool, search engine is one of the main channels for people to obtain information. SEO is based on search engine to obtain traffic. It can be said that as long as the way to actively obtain information exists, SEO will not decline. Even if we can't put too many advertisements on other media platforms due to the shortage of funds, we can still facilitate potential customers with such needs to place orders by simply optimizing the search engine and ranking important keywords of the enterprise in the top position.
