In the first half of the Internet, there were many blank opportunities and outlets. Brand marketing was in the flow thinking stage, focusing on the promotion of new and horse racing. In the second half of the Internet, the traffic dividend has been exhausted. What we are trying to do is to reshape the trust chain with users, and then seize user time and achieve consumer fanization.
In this environment, brands first need to use differentiated content marketing to build marketing potential, so as to gain consumer trust, and obtain flow realization and retention through user operations.
More importantly, through long-term consumer communication strategies, we will continue to output brand image and value proposition, seize The user's mind forms the user's word of mouth and constantly strengthens the brand awareness.
Find the brand force and empower differentiated marketing advantages
Under the strategic framework of marketing theory, marketing elements are easily imitated by competitors in the same industry. When marketing strategies tend to be homogeneous, only content creativity can activate marketing and empower differentiation. It can be said that the ultimate battle of marketing depends on the differentiated planning and creativity of content.
The business essence of the mobile internet era is to quickly form unique, focused and exclusive content expression, discover new scenes at the first time, monopolize new categories, and finally form unparalleled differentiated marketing advantages.
Create a brand with user thinking, Build a long-term moat for the brand
At present, brands are in a marketing environment with diversified media and rich content. Fragmented information makes it difficult for brands to capture users' memory for a long time. Therefore, if enterprises want to obtain long-term commercial value, they must stop or weaken competition and build a long-term moat of brands.
The core of the Internet economy is users. In the whole process of information generation and dissemination, users have replaced information and are at the core of dissemination.
Because users are the core "User thinking" becomes the core of brand building.
Brand building IP roles, Build long-term marketing communication strategy
have to IP wins the world, which is probably the most mainstream consensus in the current marketing community. Brand IPlization has become an inevitable trend of brand marketing in the era of social media.
Have a IP roles can give brand temperature, such as attitude, warmth, personality and preference. Such roles are easier to get closer to consumers, and have more traffic and stronger communication potential.
Brand building IP role can unify the brand image, and a unified brand symbol is crucial for brand marketing.
Consumers convert fans Brand marketing rises to emotional connection
In the industrial age, people regard standardized manufacturing and channels as the standard. In the era of mobile Internet, as users become the center of social media, more and more brands begin to create their own loyal fan groups.
From consumers to fans, yes brand The adaptation to the new marketing environment is also a return to the nature of business, from The business philosophy of "product is king", "channel is king" to "people first" has been upgraded.
Therefore, creating cultural value symbols beyond products can strengthen the spiritual connection with consumers, so as to transform consumers into fans and help build a strong group of loyal fans.
