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Are you still sticking to the public channel?

Editor’s note: This article is from WeChat public account “SocialTalent” (ID: SocialTalent), the author is interested in Baichuan.

The WeChat public account has been through the entire seven years, and it has become the main way of brand marketing and user operations.

However, the decline in the public account opening rate is no longer a new thing, and some are even less than 1%.

This trend is actually a necessity. As stated in the “Inferior Click Law” – successful channels become less efficient over time as crowding crowds out potential users.

So, if you want to get new increments, you must look for new channels, from “single channel” to “full channel.”

All channels can expand the channel contacts to form a long tail effect – as long as the extended channel contacts are enough, 80% of the non-mainstream channels will not only account for 20% of the long tail, but will break through 50. %even more.

The choice of channels is also focused on users at different stages of the lifecycle:

• Occupy Mind: Short video content channels dominate, but graphics, audio, and traditional channels cannot be ignored;

• Influencing decision making: KOL can’t do business with ads, and the two complement each other;

• Unbounded purchase: online channels accelerate and sink, time and space must be grabbed;

• Improve loyalty: The community is not outdated, it is still the core of retaining users.

01Occupy Mind: Short video content channel dominates, but does not occupy the entire Internet market

Every medium has to go through three stages: growth, maturity, and recession.

Now the graphic and audio media have entered a mature stage, and the short video in the air is going to experience the stage of the current picture and text.

The short-term video market of “growth” has a very large number of users, but it will not completely occupy the entire Internet content scene. As you slowly enter maturity, the heat will begin to decrease.

The medium is a reincarnation. As a new medium, short video and live broadcasts only borrow and reconstruct the expressions and expressions of the old media, and still have the attributes of the previous media.

So, when cutting into the user’s mind, you can’t just focus on the short video, but create other content shorts.

The video of “growth” will become a channel that is more in line with users’ reading habits in the 5G era

2G is the era of words, 3G is an era of viewing pictures, and when 4G becomes a video era, it is more powerful than words and pictures.

The PricewaterhouseCoopers report states that 5G networks can transmit at 10Gbps, and users can download a high-definition movie in less than a second. The future video format will be more in line with the user’s reading habits.

And in all video scenesAmong them, short video has become the first choice for user content channels with a high growth rate of 36.6%, and the monthly liveness of vibrato is the first in many short video platforms. It’s like a sea, and it’s impossible to go to bed early!

Case: Short Video Topic Marketing

On December 6th, there was a lot of vibrato recording “The last night of 2018 went to the cinema and watched the “Last Night of the Earth” with the people who liked it,” and their soundtrack is also a “What are you going to do?” When I go to see the super super-thinking person,”

The topic marketing of “One Kiss and New Year” has made this literary film pre-sale box office up to 159 million, ranking 7th in the pre-sale box office list on the first day of the film history in the Mainland.

Entering the text and audio of the “mature period” is an inseparable part

The graphic form and audio form have entered the mature stage of development and are generally accepted by people, and it is difficult to completely separate from the daily life of users.

1) Graphic medium, brand promotion main position

In addition to the WeChat public account, the best graphic media effects include Zhihu, Weibo, Headline, Sohu, Baidu, Penguin, Big Fish, Little Information, and Netease.

WeChat public account has a large number of users, which is convenient for one-to-one interaction with users, but its privacy and closure make it more difficult to acquire new increments. Self-media such as Knowing, Headline, and Sohu are more easily indexed by search engines, resulting in higher exposure.

Common self-media features are compared as follows

Case: Weibo topic, graphic sharing multi-channel coverage

When “Everything is Good”, the propaganda team is on the multi-media platform layout: Douban, Weibo #苏明玉There should be reconciliation #,#变脸 artists苏大强#,#苏明成下得去手# and other topics The hot search, reading has reached hundreds of millions of levels.

There are all aspects of the main characters in the play, and they are quickly spread on the Internet with screenshots and expression packs. They are fully covered by Weibo forwarding, WeChat sharing, friend recommendation, and social channels.

2) Audio-based media, bringing new opportunities for content marketing

With the growth of online music and self-media audio, Internet mobile audio is in a period of rapid development.

The value of sound has been gradually tapped, and mobile audio has entered a period of growth. The blue ocean of the market has emerged: 300 million users are radiating all levels of the market, and head media such as Himalayan and 蜻蜓FM have appeared. Among them, the Himalayas temporarily occupied the first echelon with nearly 120 million months of work.

The TV channel of the “recession period” is still the most credible and most powerful media

TV large-screen users reached 1.318 billion, still the most market-powered media in China.

The National Television Coverage and Rating Survey of the United States shows that the trust in TV advertising in 2018 reached 50.4%, leading the way in various media advertisements.

Although traditional channels such as TV are still effective, the entry point into the mind needs to be updated to change from the content scene, such as the plot.

Case: “Dear Devotion” story implant

The deepest implant of “Dear Devotion” in July – Netease Cloud Music, the perfect blend of plot and brand, and the usual daily flavor C, LOVE & LOVE necklace, Nongfu Spring Natural Hall Water Mask and 999 Cold Spirit have become part of the daily routine.

02Influencing decision making: KOL can’t break advertising

90% of purchase decisions are not conscious, but based on intuition. The intuition of people is very unstable, so users are very easy to be interfered by various factors, including evaluation of others and advertising, when considering the decision-making stage.

Others’ evaluations include KOL, KOC, and regular friends, among which KOL has the strongest influence in the vertical field.

But this does not mean that brands can abandon advertising channels, and only KOL can influence user decisions.

KOL’s coverage is relatively narrow, often covering only social platforms such as WeChat public account, Weibo, and vibrato, and it is difficult to reach users outside the platform. Outdoors, radio stations, video sites, etc. are all not covered by KOL.

KOC is a pseudo-concept, KOL is still the most recognized channel for advertisers

The emergence of the KOC (Key Consumer) concept is mixed:

• KOC is a real consumer, sharing its own experience and trust.

• KOC is just under $200 and has fewer KOL fans.

In fact, if KOC is spontaneously willing to promote, then this channel is uncontrollable. And if the company spends money to let KOC spread, then it is not much different from KOL.

Either KOC or KOL, it belongs to a certain industryPeople with the right to speak help the brand to promote word-of-mouth fermentation through platforms such as social media.

KOL is still one of the most recognized ways in all social media channels. In the survey of social marketing choice intentions, KOL marketing ranked first with 60%.

Case: Perfect Diary KOL Delivery

The perfect diary is delivered by KOL on the small red book. It has 1.68 million fans, and the total number of notes on the platform is 120,000+. The total exposure is over 100 million, far exceeding the brands such as Baique Ling and L’Oreal. In just 8 months, the sales volume has increased by nearly 50 times, not only to suppress the domestic counterparts such as Meikang Fanyu, but also to catch up with international brands such as YSL and SK-II.

BAT enters outdoor advertising, arrival of Internet of Things advertising in 5G era

Today, while giants such as BAT have taken the lead in digital media, they have begun to deploy outdoor media, integrate them into their own ecology, and accelerate the digitalization and intelligent transformation of outdoor media.

All things are media, IoT outdoor advertising will know themselves better than users. Outdoor advertising company OutFront Media said that with the support of 5G technology, the outdoor screen can respond to the passing people, and intelligently and in real-time judge the audience and scenes, and personalize the matching content.

The social advertising of traffic to the local area needs to be done by force

Compared with the traditional e-commerce platform where Taobao and Jingdong have reached the bottleneck, the social advertising traffic such as WeChat and Vibrato is worthy of attention.

With social advertising, brands canProspective users can directly import to their own accounts, which can achieve higher conversion rates.

However, the more precise the user, the more expensive the price. If the conversion rate and retention rate are not optimistic, then this will be a sky-high advertising fee. So companies need to consider whether the current stage is worth the money.

1) Three types of WeChat ad distribution channels, accurately reach the target user

WeChat ads currently have three types: public number ads, friend circle ads, and small program ads.

Public number advertisements are mainly content advertisements displayed at the bottom of the article, in the middle of the article, in the middle of the article, in the inter-selected advertisements and in the video patch.

A friend’s circle ad, a native ad that is displayed in a circle of user friends in the form of a friend’s original content.

Small program ads, the small program traffic master determines the actual playback location, including the top carousel map of the home page, the bottom banner.

Case: Rebecca Circle of Friends + Small Program

The new circle of friends in the spring of 2030 in the fall of Libeca, the inner landing page can jump to the small program mall, the average click rate of the advertisement during the delivery period reaches 8.4%, the conversion rate of the day is 11.3%, the total investment The output ratio reached 1:10.6, achieving a one-minute transaction breaking through a million

2) Video ad distribution, directly connected to the purchase contact

Vibrot has launched the original Top-View super first advertisement this year, so that the whole video is smooth and there is no pause. It is difficult for users to feel the switching process and naturally let the user receive the information that the advertisement wants to convey.

Case: BMW Top-View Ad Serving

This year’s BMW 1 Series is the top spot for the most popular traffic location in the TopView Super Vibrating TopView. The user first turned on the vibrato to see the first 3 seconds before Wang JiaerHandsome appearance, faded into the advertising copy after 3 seconds, seamless stitching not only ensures the previous article without advertising interference and long exposure time.

A short-term gathering of 5,901 comments and 461,000 points of praise, directly depositing 130,000 new fans for the brand.

Tencent video also launched the SuperShot OneShot first visual video linkage advertisement in June this year, creating an immersive exposure for the brand through the linkage boot screen and the first frame dynamic video advertisement of the focus map. At the same time, open with WeChat, click on the ad to jump directly to the small program.

Case: Bulgari Super Splash Advertising

This year’s Tanabata Festival, when you open Tencent video, you will jump out of Bulgari’s video. After 5 seconds, the video is zoomed out to the top of the Tencent video homepage. Clicking the button below the video will jump to the applet.

This super flash screen OneShot”, as long as the user clicks on the app, it will not miss the advertisement. Click on Tencent video, and you can immediately enter the WeChat applet by authorization, which realizes the perfect switch between Tencent video and WeChat.

03Unbounded purchase scenario: online channels accelerate and sink, time and space must be grabbed

The digital purchase channel has become the mainstream. Many people think that offline stores represent “backward” and will be completely abandoned.

The online purchase channel saves the cost of the store, but the cost of online traffic is getting higher and higher. Second, the cost of performing the goods to the consumer can almost consume the gross profit.

Compared to the online channel, the offline store channel can perfectly solve the error problem of pictures and objects. The humanized service and all-round experience allow users to get in touch with the goods at the time of purchase, and the consumer experience will be achieved. The ultimate.

Therefore, in the purchase scenario, online and offline are indispensable. At the same time, the data generated by the online and offline channel contacts needs to be collected into the enterprise’s own traffic pool to accumulate customer assets.

The online traffic is exhausted, and the line is going down the line

Online channel traffic is exhausted, offline channels can make up for the inherent flaws in online buying scenarios – experience, which means that even in the digital age, you can not abandon the offline store channel.

Online purchase channels, convenience and data advantages are still the mainstream

Although the experience of offline channels can’t be replaced, the huge advantage of online data, mobile payment and logistics and transportation of online channels allows consumers to complete purchases anytime, anywhere.

1) Place an order through the H5 product display channel, but there are defects that cannot be re-purchased

Build a H5 page display product, put it on the information flow to create a single item explosion, and finally complete the transaction by quickly obtaining the cash on delivery method trusted by the user.

However, since the H5 page does not open CRM, it usually needs to rely on the public number or APP to complete the purchase, and even if the user feels the product quality after using the product, it is difficult to find the repurchase path.

2) WeChat applet directly orders, multiple purchases

WeChat small program can provide a complete payment system, service notification, after-sales protection, etc., to enhance the user’s shopping experience. After the user authorizes WeChat, even the address is not filled, and soon someone will send the product to the user.

Open the applet to quickly browse through the various product introductions of the brand, or you can purchase the order directly from the small program. These small programs are long-term online stores with convenient entrances and convenient multiple purchases.

3) Online flash shop, attracting large areas of users to pull grass

Compared with offline stores/flash stores, online flash stores cover a wider range of people and spread their effects, and their social interactions, with product promotion, also with a one-click purchase function, online Purchase reservations can be completed directly.

Case: Xiaomi Redmi Shaking Flash Shop

In 2019, Xiaomi launched the independent brand Redmi Vibrating Flash Store. Redmi’s first new machine was opened for appointment on the Jitter platform on January 7. Through the vibrating flash shop, Xiaomi achieved an order of 5.58 million reservations and sold out within an hour.

04Improve user loyalty: The community is not outdated, it is still the core of retaining users

The community has been around for a long time, but it is not outdated.

Since the micro-envelope kills the circle of friends to induce sharing, the term private traffic appears more and more frequently, and the community is one of the forms of private traffic.

But as long as users are still on the Internet, they will be gathered in groups, and there will be community channels.

Starting from the community and through marketing automation and rewards, brands can build long-lasting relationships with users and increase user loyalty.

Trigger behavior: Using the community, from relationship to transaction

The community is like a membership club. Members spontaneously communicate and self-organize and act together. There is a strong intimate relationship between group members and enterprises and users.

The pressure and high influence of strong relationship can lead to imitation, consequential consumption, and drive multiple repurchase behaviors.

Community In addition to the common WeChat group, the more common ones currently include QQ group, knowledge planet, headline circle, small red circle, and group. The characteristics are as follows:

Characteristics of behavior: marketing automation empowerment channels, foster long-term relationship connections

Before you need to provide a return, you need to provide value first. To cultivate long-term customer loyalty, you must establish a long-term relationship with the other party.

Automatically send foster content to different users via email/SMS/WeChat. For example, when a new product is launched, you can use the template message of the WeChat service number to send a new product, a new textual introduction to the industry, or invite an old customer to visit and experience the new product through an appointment.

Case: Microsoft China Office365 Marketing Automation

Microsoft divides users into cold cues, warm cues, hot cues, matches the corresponding scoring mechanism according to user behavior, and provides appropriate content for different users at the right time.

For example, if the user has not seen the live broadcast, you can push the live broadcast information for the user. If you have already seen the live broadcast, you should push the product for trial.

Throughout the process, you can automate SCRM marketing automation, set up rules to automate, and marketers can focus more on experience and strategy.

Reward cycle: small program fission technology to promote relationship chain growth

The sharing mechanism is the core of profit-driven growth. On the basis of the traffic of the community, through small programs, reward tools such as spelling group and 0 yuan sharing circle can be realized, which can not only improve the repurchase rate, but also guide users to share and bring new increments.

All users who enter the small program to become a transaction will become the data in the enterprise CRM system, and then the corresponding products can be recommended according to different user scenarios for operation and maintenance.

Case: Even the coffee applet social fission

With the coffee applet, the small program social fission was carried out by team-packing coffee, red-packing and grouping, which achieved a daily visit volume of 4.2 million and an online store of 520,000.

The process of big waves and sand washing is often more difficult than opening up the soil.

According to the high update rate and high elimination rate of the Internet industry, once any new thing enters a stable period, it will be a cruel elimination period.

Changes in marketing channels are inevitable, but the core value of marketing will not change.

Constant, is the home of the variable.