Traditional channel return: The technique of "sinking" of brand communication

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

When internet companies begin to collectively "countryside", this is a typical phenomenon that brand communication returns to traditional channels. Brand communication should be more based on traditional channels, and combine social channels to form the linkage effect.

Wen/Lu Ling zi cun

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 the slogan is more interesting than one.

On the sidelines, there is a question: why are these companies keen on "internet thinking" willing to "countryside"? Really just want to make a gimmick, fry? 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.

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. It is understood that the operation of official accounts plus a number of related projects, Party B's monthly fee will be a hundred thousand of (excluding channel spreads).

In less than 5 years, however, the needs of the party seem to have begun to gravitate towards traditional channels. Why?

First, the social marketing "bubble" burst. What needs to be explained is that social marketing "bubble" burst does not mean that social marketing does not exist. As long as social networks exist, social marketing will exist. Therefore, this refers to the "virtual high" of the social marketing value shattered, business owners began to correctly 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 circle of "self-awareness", that is, the disseminator will see his circle as the communication should reach.

So, when you're running an official micro, it's easy to get caught up in the number of forwarding, the number of fan growth in the KPI cycle, but 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 strategy 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 last time compared to the fire of the constant ice spring, its dissemination of the core strategy point is "health." Therefore, in order to highlight the "health", Evergrande has created a series of creative content based on "health", including video, print ads, to consumers to convey the eternal ice Spring "drinking health" 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.