Kotler, Marketing Revolution 4.0: From Traditional to Digital In a book, Summarize people's minds when shopping as "5A model": A1 - understand A2 - attract A3 - Inquiries A4 - get some action A5 - Advocate that the accumulation path of new users does not necessarily follow the order, and may skip individual links, or ask before understanding, forming a spiral feedback loop structure.
Users are in the twitter e-commerce "Grass planting - grass pulling" behavior is very close to "5A" logic. Last May, Diaoyin E-Commerce released the "FACT model" and mentioned four business matrices: F-position self support, A-talent matrix, C-theme activities, T-head big V. It told the brand how to output diversified content, which actually led to many new business methods.
In order to help businesses achieve the integration of planting and weeding, Diaoyin E-commerce recently upgraded and launched The "FACT+model", based on the content field composed of short videos and live broadcasts, has expanded the central field focusing on search and audio stores, and the marketing field focusing on advertising.
01 Two key points of the "FACT+" model: field synergy and long-term growth
First of all, good content has become the core of brand platform management. Ignoring content solely through investment is no longer a long-term solution. High quality content will attract user interaction, including factors such as the length of stay in the live broadcast room, click attention, short video completion and likes, which will have an important impact on the marketing effect. The brand needs to understand users' interests more and the content needs to be more prickly.
secondly, The status of "mall" and "search" has been strengthened, and the link of "interest e-commerce" has been improved. Some users have access to the mall on their Tiao Yin App homepage, where they can watch selected live broadcasts, visit brand museums and various categories; The products recommended on the home page of Tiaoyin E-commerce are like "guess what you like", matching users' preferences and needs.
"FACT+Model" is an iteration of platform trend also Some clues are provided:
First, The "FACT+model" further clarifies the collaborative operation system under crowd strategy, field strategy and goods strategy, and pays more attention to long-term growth, which also means that brands cannot regard the Diaoyin e-commerce as a platform for "transformation only".
Second, The "FACT+Model" puts forward the concept of "four fields", including the content field (short video, live broadcast) and the central field (shopping mall, search). In fact, it opens the two-way consumption link between "goods and people" and "people to find goods".
Dithering e-commerce has improved the mall and search functions ， The brand can upgrade its image through the decoration of official stores, provide shopping scenes other than shop broadcast, arrival broadcast and shopping cart, and obtain more resource points and provide traffic acceptance in theme activities.
Different from other e-commerce platforms, search, as an important tool for serial dithering e-commerce, has strong content scalability. Users get inspiration from the content to search, and the search results lead to more content. Businesses can also see the search feedback in the background, constantly label the data accumulated by user behavior, and continue to generate new inspiration for content creation.
Therefore, if the content field is responsible for grass planting and outbreak, the mall and search are responsible for long-term transformation. Short video, live broadcast, search, and mall, respectively, correspond to deep interest in grass planting, efficient transaction, accurate demand matching, and stable transaction, which almost completely cover the ideas and behaviors of users in all aspects of consumption, and complement each other in the links of new promotion, re purchase, and so on.
02 Under the integration of "planting and weeding", high-quality content is the best solution for the brand
When the user's consumption link in the platform is completed, the subsequent conversion efficiency also deserves the attention of the brand. The content of Tiaoyin E-commerce has two capabilities: grass planting and transformation. It can continue to accumulate interest for interested users until it triggers consumption.
stay Under the "FACT+model", the four fields of short video, live broadcast, search and shopping mall are further opened up, which just covers the path from "grass planting" to "grass pulling". Only when the brand has a good understanding of its core customer preferences and dynamically adjusts the released content and SKU in the pallet according to the crowd labels and behavioral characteristics of the four fields can it more effectively match the four fields, achieve transformation, and connect "grass planting" and "grass pulling".
About how to find the content suitable for brand tonality and differential expression:
First, insight into the category and brand characteristics, enlarge the details of the product, and find the points that are relatively easy to be ignored 。 Dithering e-commerce needs better visual expression ability of brands. This form is based on the content attribute of products. For users, the cost of understanding is low and the memory point is high.
Second, don't limit yourself to For "a certain category", it is necessary to jump out of certain rules and regulations and output more insights into real life ，
Good content must be "Fresh" is supported by some life experience. Even for the store account, users should not have a rigid feeling of moving content, including the comment area should also keep active interaction, and let users go to Lenovo through the blue V to find a very interesting person behind the account.
03 End
Dithering e-commerce upgrades and launches The FACT+model releases several important platform signals:
Although brands pay more attention to competition operation efficiency Only by balancing "planting grass" and "pulling grass" can we achieve long-term development. Whether it is consumers' demand for good content or brand building, the ability of brands to stably produce high-quality content on the Diaoyin e-commerce platform is very important.
In order to achieve better transformation of brands, four fields must be developed in a coordinated way, with some emphasis, and build Such clear links as "content traffic search mall" have the consciousness of pursuing the integration of "planting and weeding". At the same time, the brand's control of content tonality and the construction of four fields should also be updated in combination with the phased development goals 。
Based on the underlying logic of Diaoyin E-commerce, crowd assets cannot be used only to serve profit. The pure selling logic will not be enough to support the brand's multiple demands. Increasing investment in content and creating a multi form content collection will also become the mainstream operation of the brand in the next step.
Ultimately, the best way to accumulate brand equity is to form brand specific content assets.
