Behind the completely different marketing methods is the constant sincerity towards young people.
Source of header image | Visual China
In the eyes of young people, most marketing activities are boring.
The current young people, especially after 00, have more obvious characteristics of the times. They are true digital aborigines, and the first mobile phone can be connected to the mobile Internet and to the infinitely wide digital world.
Most of them may also be the only “second generation”. The joint support of six adults gives them relatively higher disposable funds during their growth, which also makes them more likely to pursue their own interests. -For brands and merchants, this obviously means greater market opportunities.
How to attract young people has become a problem.
Marketing behavior, giving consumers a commitment to happiness, and then selling products. But between these two steps, the marketing campaign itself needs attention.
At present, young people have too many ways to consume attention, and their senses are numb. Attention has become a scarce resource than money, and the stimulus threshold has become very high. When you see a normal advertisement, your instincts will be skipped, and you even hate the content of the advertisement.
Therefore, there is a brutal solution in the marketing world: repeat key information repeatedly.
As long as there are many ads, people will always believe. In communication, this method is called the “edge path”, which uses various emotions rather than rational methods to stimulate the senses of consumers and establish cognition in a short period of time. However, this route needs to be repeated, so some advertisements have to say the product name five times even if it is only 15 seconds.
But young people hate this approach.
Users with extremely scarce attention accidentally found boring advertising content, and the thought flashed in their heads was, “Why is this boring product again?