Participated in the "Sellers" sponsored "Kimme Award" selection ceremony

At the end of December, I went to Hangzhou to participate in the "Sellers" sponsored by the "Kimme Award" selection ceremony, as one of the judges, before also leafing through a number of enterprises of the participating materials, but, in the scene to watch the big bowl of the next five years of electric business marketing trends, there will be

The impression is very deep, South Korea's founder Chong clearly said, "the previous content production and channel promotion cost investment ratio is 2:8, in the internet era, in turn, the content of its own value and input to account for 80%, the spread of 20% of the power to do the detonation."

"New content" detonated the era is indeed coming, this clue has already appeared in the electric business circle, such as the future life occasion "Chu Orange" content marketing a shot, so that the trader Sheng I also become the major companies digging horns of the popular candidate.

But what is "new content"? The most superficial understanding is to do the content of the explosion. Gao Xiaohu, a senior investment manager at the Innovation Workshop, had two articles to discuss the value pattern of the Internet, which would have an irreversible tilt to new content in the context of a 600 million Internet users ' deep use of mobile smart devices, improved platform infrastructure, and a gradual increase in the time and demographic dividend of their users.

In the past, when we talk about new marketing or electric business marketing, it is often more value means, such as the pursuit of O2O, wireless marketing and other new play, but now, found that things are not so, means to serve the content, good content to please users, and get the possibility of word-of-mouth detonation. So, let's do a simple analysis to see what's going on with the new content exploding:

One is from pretending to the game.

In Chiong's "Ten-Story of internet thought" there was a very incisive exposition: the Industrial Age of consumption logic is "pretend", or "pretend to cheat", and in the internet age, consumer logic may be "game".

The discussion about the game thinking is no longer a minority, in my opinion, the most important change is that the brand in the Internet age must lay down their posture, with consumers understand the language and easy to use the way to attract them to participate in the content of Word-of-mouth detonation, and the game is one of the most effective way.

For example, Lovo has designed a "whole city duck Hunting" marketing campaign, first the online design of small interactive games, attracted 200,000 of people to participate in the issue of millions of coupons, and then in Shanghai every corner of the place more than 2000 rhubarb ducks, to attract users to the real world treasure hunt, Encourage them to be in front of the camera, and even finally lovo to use the handsome model, let the female fans play hi. The activity of the hands of Raleigh home Textile Liang said that the traditional brand marketing communication has been from advertising 1.0, communication Spread 2.0, the evolution to the central, multi-directional interaction, Game of 3.0 times, Ice Bucket Challenge game can spread around the world is a typical case.

The second is from single thread to structure.

Integrated marketing, Cross-border marketing is not a new vocabulary, and now the electric business marketing has almost tried a variety of channels, the operation has become more and more adept. The secret of success lies in the more effective structure.

analogy, human and mouse gene overlap is staggering 93%, but why people can become the king of biological chain, I am afraid is not that 7% of the order of magnitude difference, but the structure of the difference behind 7%. In the past, do integrated marketing or Cross-border cooperation more value is first screwed together to try, a bit of a one-way program of hard operation, but now the more attention to seamless, natural, direct structural integration and optimization.

"Sellers" magazine editor jiaqing in the "Goddess of the New clothes" and "Happy Taobao" column of the difference, also mentioned the electric business and television channel integration changes: In the past, it always take off the thick of TV shopping shadow, and Oriental TV's "Goddess of the new clothes" but can do a refreshing.

The reason behind this is that its core is from the top of the entire supply chain to start the structure, while incorporating the television transmission of mass communication characteristics, star economic effects, brand and the seamless access to the platform, and other factors, a structural optimization, you will find that its tipping point more, word-of-mouth effect more obvious, The shopping path is also simpler and more straightforward.

Third, from the mass spread to trickle word-of-mouth.

Whether it is the Han Chong, or the Fang Jianhua of the Mann, all mentioned the customer layering, the idea of brand refinement.

For example, Fang Jianhua said, the future of the brand positioning must be small and beautiful, to have a very strong personality, "small but big". So, the Mann launched a lot of fine molecular brand, to attract different user groups, such as "living in the left" emphasis is hand craft production, customer unit price to do more than 800 yuan, but can have many fans. "Living in the left" brand has a conference in Shanghai Fashion Week, the result of 18 users from all over the country to participate in their own pockets, they feel that this is the love of the brand, but also an honor.

Obviously, the previous strategy of big-spread and big-access is failing, and when you focus on a particular subdivision, it's easier to make a community and have a better word-of-mouth effect. However, in the content of the production or tell the story of the way the way the change, is no longer a heavy hit ads tyrants play, but through the production of fine short video, micro-film, social media dissemination, such as a trickle in general, every day to drip their own brand story.

This change is also directly related to changes in the flow of electricity business. Hwanghae, the director of Jie Li's electricity business, also said two interesting methodologies: one is "sales in traffic, let the fans pay", that is, through free trial supplies or gifts, and gradually cultivate a group of loyal fan groups, and eventually converted to sales; the second is "from quantitative to qualitative change, adhere to the critical point", in general, is to free the strategy of drainage , and constantly improve the user experience, the moment with the fans to increase interaction, so constantly cycle round, and eventually the number of fans to change the quantity of sales of qualitative changes.

Careful analysis is not difficult to find, in the content operation, in addition to adhere to the breakdown of the fan group to carry out the story of drip irrigation, brand electric dealers also through the free strategy, iterative upgrade and interactive participation, and so on, will continue to fan Word-of-mouth marketing such as snowball generally bigger, this is obviously not a quarter to cast some hard can do, Trickle Word-of-mouth is clearly more suited to the trend needs of the internet age.