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User integration, communication integration, channel integration.

Alibaba Innovation Business Group Intelligent Marketing Platform UMIC Class— [Peer Special Section] The third live broadcast was successfully concluded on March 3. Today brings you live broadcast guest Wei Jiadong, a well-known marketing expert and CEO of East Lion Brand Consulting, sharing the theme “How to realize marketing growth? 》 Interpretation of the classroom perspective:

Wei Jiadong is the author of “Digital Marketing Campaign” and “Borrowing Power”. He is a tutor for master’s degree courses at the International Business School of Beijing Foreign Studies University. The founder, who has been in the marketing industry for more than ten years, is a true theoretical + practical expert. This time, he will tell you how to achieve systematic marketing growth under the epidemic?

I. Market changes under epidemic conditions

The epidemic has had the biggest impact on offline commerce. Business in catering, shopping malls, training, entertainment, conventions and exhibitions can hardly start, and some have begun to move online. Because people go out and reduce social activities, demand for optional consumption, such as beauty, luxury, and apparel, will also decrease. All in all, the epidemic has brought great losses to offline consumption scenarios.

At the same time, it also brings new opportunities to some industries. For example, online education / office, takeaway / fast food, insurance / health, medical and health, live broadcast / video, mobile games and other industries have all seen relatively significant growth. In addition, a great change has taken place in the public’s personal concept: more attention to health, investment and wealth management, personal growth, learning asset allocation, etc., want to improve their ability to resist risks.

For most companies, the impact of the epidemic is one word: the road is difficult and the crisis is heavy; To survive in adversity, we must seek new opportunities for growth. The first step is to reduce costs and reduce costs.

How to achieve marketing growth under the condition of reduced investment and budget is a question that every enterprise must consider. Whether it is in the start-up period, growth period or mature period, we must consider the actual effect brought by marketing investment and A systematic marketing approach to achieve growth.

Second, realize marketing growth with new integrated thinking

Marketing growth focuses on five areas: What is the budget? Does channel aging need to be developed? Does the team adapt to the new environment? Is there a continuous drainage of explosives? What about promotions? This is the new integrated thinking for building marketing growth.

In traditional marketing, brand to final sales need to be transmitted layer by layer, through a series of channels such as advertising, public relations, events and promotions. In Internet network marketing, the sales link is to find the target customer-acquisition-maintenance-conversion. Digital marketing emphasizes understanding of consumers. Through the analysis of consumer behavior data, digital acquisition, maintenance, and transformation, the concepts and nodes in traditional marketing have been reintegrated, and products and brands have been recreated.

In this new integration, three points are highlighted today: user integration, communication integration, and channel integration.

III. Marketing Growth Methodology (1): User Integration

There is a formula for user growth, user growth = positioning + scene + community + content + fission.

Positioning: that is, grabbing the mind of the user and having a unique position in the user’s mind;

Scenario: user creation of consumption scenarios, enhancing user participation;

Community: Participatory community is the logic of user growth;

Content: Create “good content” that excites users

Fission: Resonance triggers fission transformation growth of the relationship chain.

Use a case to explain, the brand is called “Daddy Reviews”.

Dad’s evaluation is very popular among mothers and infants. The initial popularity was due to the “poison book cover” incident. Since then, there have been public accounts, malls, Taobao shops, short videos, etc., which has formed a very large matrix. His positioning is the evaluation of children’s products, helping parents to choose good products for children.

In content production, from graphics to video evaluation to live shopping guide, it has been changing according to user habits. And there are many interactions, and it will be found that user interactions can also be incorporated into the content. For example, during a pandemic, a fan asked how to use the “84 disinfectant”, and he would take a video to answer, and upload the video that the user participated in directly. To your own content platform.

The community is also very typical, with more than 70 groups. The core of the community is the value. His value is “discovering the invisible dangers in life and keeping children away from reading harmful products.” At the same time, he has joined the public welfare, such as the love formaldehyde meter drifting activity. In terms of content fission, they are catching popular public events that everyone pays attention to, and driving members in the group to participate in retransmission.

Fourth, marketing growth methodology (two): channel integration

The method of channel integration is the channel growth addition and subtraction method: 3 plus 1 minus, + explosives, + numbers, + KOL,-de-intermediate.

• Channel addition: + explosive

  In 2019, UNIQLO and KAWS joint models became explosive products, causing many people to snap up. This is just the appearance. The deeper level lies in Uniqlo’s business strategy. It constantly cooperates with cross-border designers to use IP to create explosive products for brand empowerment. Only by creating explosives in various ways can the thrust of the channel be enhanced.

  

  • Channel addition: + number
    

    Enterprises must continuously improve their data capabilities in order to improve operational efficiency.

    Do data collection, mining, analysis, and management. The bottom layer is data compliance. Using these data for empowerment, you can achieve smart pricing and smart promotions.