Marketing through the annual report has been tried and tested
Are you screened by the annual report today?
It was learned that on December 28, NetEase Cloud Music App released the 2020 Annual Song Listening Report. Search for “2020 Listening Song Report” in the NetEase Cloud Music App to open the analysis page.
In the annual listening report, the first song you listened to will be listed, and how many songs you listened to in 2020. In addition, NetEase Cloud Music also lists the songs users love to listen to in the four seasons, and uses different color background pictures in spring, summer, autumn and winter.
At the end of each year, forwarding the annual reports of various apps to Moments has become a must-have conversation for many people in Moments. Because of this, there will be a grand occasion for the circle of friends to brush various annual reports at the end of each year. From NetEase Cloud Music’s annual report telling you “Four seasons of the year’s favorite song”, to the Meituan takeaway annual report telling you “Which restaurant is your favorite”, to Taobao’s annual trend bill telling you “Money is all” Where is the flower?” Various annual reports are not uncommon.
Actually, as early as 2013, Alipay launched the “National Annual Reconciliation”, which attracted users to share it with their friends. At the beginning of 2017, NetEase Cloud Music launched its first annual music inventory of listening to songs-exclusive music calendar.
Following the annual reports of Alipay and NetEase Cloud Music, due to market competition, other apps have also started annual reports. In terms of music software, after the successful proofing of NetEase Cloud Music, Xiami Music and QQ Music also launched their own annual listening reports; and Zhihu launched the “New Knowledge “Youth”, Doubanlaunched “Fanyou go with you”Annual summary;WeChat, Weibo, Taobao and Meituan have also launched a variety of annual inventory…Even Douyin also launched its first personalized review last weekFunction-“A year on Tiktok”.
Of course, although the form and content of the year-end inventory of various Internet companies are different, in essence, the marketing method of the annual summary has been tried and tested, and it can always trigger a wave of forwarding when it is launched. There is no doubt that doing a good job of annual inventory and in-depth interaction with users is a good time for marketing to get out of the circle. However, it is good to summarize the past under the statistics of big data, but people may still like to say goodbye to the old and welcome the new.