Found an interesting phenomenon that internet companies began to brush the walls of collective rural

Recently, the discovery of an interesting phenomenon, internet companies began to brush the collective countryside wall. Taobao, Jing Dong, 360, Ishin, when, Century Jia Yuan ... Have "countryside". And, one more interesting than the other. For example, Taobao "to want to live well, hurriedly on Taobao," when the "villagers see the villagers, shopping when", the century good margin of "on the good edge to find daughter-in-law son, farming have help" ...

On the sidelines, there is a question, why are these companies keen on "internet thinking" willing to "countryside"? Really just want to get a gimmick, fry a? Of course not! Want to hype, social network has too many methods, why should go to the countryside to brush a wall?

Obviously, there is a channel selection logic for brand communication. Careful friends will find that, in addition to the village to brush the wall, many of the company's brand communication channels began to choose more subway, the public, bus stop, outdoor and other traditional channels. For example, Jingdong "Fast just Happy" series of ads, Mo Mo "Live like this" theme ads ... Are extensive coverage of traditional channels.

Admittedly, this is a typical phenomenon of the return of brand communication to traditional channels.

Why did the traditional channel return?

Recently, and some marketing friends chat. They all say that customers are now more willing to offer creative and marketing solutions based on traditional channels, while social media are linked. Purely social solutions, they don't pay ...

After listening, I have to sigh: change really too fast!

Just a few years ago, the emergence of micro-blogging, social marketing has emerged. Most business owners are starting to ramp up their social-networking budgets, especially Weibo and micro-letters. As far as I know, operating official account some related projects, party B's monthly fee will be a hundred thousand of (excluding channel spreads).

However, in less than 5 years, party A's demand seems to be starting to tend to traditional channels. Why?

First, the social marketing "bubble" burst. What needs to be explained is that the social marketing "bubble" burst does not mean that social marketing does not exist, which is certainly not. As long as social networks exist, social marketing will exist. I refer here to the "virtual high" social marketing value shattered, business owners began to look at the value of social marketing.

Second, brand communication needs to "sink". When brand communication begins to be "virtual high", it is easy for the disseminator to fall into the "self-awareness" circle. That is, you will think of the circles you see as the communication should be reached. So, a lot of times, when you're running a government micro, you're easily caught up in the number of KPIs that are forwarded and how many fans grow. And rarely think about who your users are, where they are, what they want. Therefore, in this brand "virtual high" situation, the main thing to do is to let the brand spread "sinking", so that the brand really reach the user, and the user high-frequency "contact."

Therefore, the traditional channel return is the general trend.

How should brand communication "sink"?

It is necessary to explain. Brand communication "sinking" does not mean that channels only choose traditional channels, this is certainly wrong two yuan theory. The correct understanding should be that the brand communication should be more based on the traditional channel spreading, and the linkage effect should be formed in combination with the socialization channel. So, how exactly?

1 Find a core policy point.

This is any marketing activities must have, even if the simple social marketing promotion, but also need a support for the whole spread of the strategy point. However, the strategic point here "vision" should be broader, that is, planners need to jump out of the channel thinking, and standing in the whole brand communication angle, to find a "core point."

For example, the central strategy for double last year's spread was "fast". Therefore, in order to highlight the "fast", Jing Dong created a series of creative content based on "fast", including video, print ads, to consumers to convey Jingdong "logistics fast" this core competitiveness.

2 construct a channel to spread the closed loop.

If the policy point is fixed and the content is similar, you need to consider propagating the path.

Grasp the transmission path, the most critical is the choice of channels. Personally, it is believed that the way to divide the channel from the consumer's acceptance of information can be divided into active mode media and passive living space media (i.e. traditional channels). At present, the consumer core flood mode media is the micro-BO micro-credit and other social media, and passive living space media is to be represented by the focus of the consumer life space and life of life-oriented media.

Brand communication to the real "hunt" consumers, nature needs the combination of the two.

Social channels, although can be very low-cost to allow consumers to take the initiative to obtain, but not completely occupy the consumer's living space, but also can not make consumer life and brand form a "strong association." Traditional channels, although the mandatory "invasion" of your life, for the brand "precipitation" plays a very important role, but it can not spread quickly, causing viral effects.

Therefore, in the channel dissemination process, the enterprise should according to own core strategy point and the creativity, according to the different channel, the design different content form, then according to own dissemination logic and the channel characteristic has the rhythm to arrange the release.

So, the channel spreads the closed loop natural formation.

Wen/Lu Ling zi cun