As marketing enters the 3.0 era, more and more brands realize that offline and online are no longer separate marketing methods, and omni-channel integrated marketing covering online and offline scenes is the strategic focus of brand growth.
Therefore, from 1 65438+1October1,many well-known retail brands such as Lenovo, Lin Qingxuan, Herb Flavor, Dove, Mason, Hongxing Hongxing Erke, Aner, Meng Jie Home Textiles, etc. have carried out global marketing promotion through the digital brand plan, covering 3C digital, beauty, home textiles and so on.
These brands have obtained the exposure resources of 230 LED large-screen gold advertising spots covering the core business districts of 25 key cities such as Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou. Online, with the help of Wei Mengmeng's precise marketing service ability, the purchase is realized through direct advertising from WeChat friends circle to brand applets. This move has opened up the whole scene of online and offline, greatly improved the influence of the brand and achieved unprecedented results.
It can be found that this marketing method is very different from the traditional marketing method, and it is also different from the current popular social fission marketing. So why adopt this brand-new marketing model? From the merchant's point of view, why is this marketing model effective?
It is necessary to defend our country: the inevitability of global marketing
This year's e-commerce pattern is very different from the past. Since the growth rate of Pinduoduo is significantly higher than that of Ali, and the market value has surpassed that of JD.COM, the duopoly pattern of traditional e-commerce platforms has formed a three-legged situation; In addition, the Supreme People's Court ruled that JD.COM should be under its jurisdiction. At that time, the case of COM suing Tmall was still in Beijing, and Vipshop and Pinduoduo also joined JD.COM. COM camp.
Although Ali believes that the choice between the two platforms is reasonable competition, from the perspective of merchants, it will suffer tons of damage. Whether in Ali, JD.COM or Pinduoduo, the traffic provided by e-commerce platforms is the main source of traffic for businesses.
One more channel is certainly harmless to businesses. After all, the traffic dividend has peaked, and there are many channels and roads. However, as a platform for businesses, there is no right to speak in the matter of choosing one or the other. After having to make a choice, the traffic that merchants get on those abandoned channels is bound to disappear.
Under such circumstances, major platforms have made great efforts to sink the market, injecting new blood into themselves and businesses, and Pinduoduo told us in practice that social interaction is the behind-the-scenes trader of fission. For brands, rapid social fission can build a huge private domain traffic pool based on consumers' social circle and improve the conversion rate.
Therefore, small programs relying on mobile social channels such as WeChat have become a new battlefield for e-commerce platforms and businesses to dig deep into user value. Of course, the increment brought by private domain traffic is good for businesses, but it is equally important to minimize the leakage of users from the traffic pool and improve the repurchase rate.
In this process, brand marketing has become a crucial link. With the landing of new formats such as smart retail, the online marketing of brands is bound to accelerate the integration with offline marketing and increase growth from all channels. Therefore, global marketing is not only the operating principle of this digital brand plan, but also the guiding principle for building private domain traffic in the future.
Marketing effect-it's really good if the merchant says yes.
The digital brand plan jointly launched by Wei Meng Group and Tulip Media will last for one month, and it is estimated that 65,438+000 high-quality merchants will participate. The plan focuses on global promotion, aims at creating a closed loop of private domain, and takes digital marketing as the basic point to continuously inject vitality into businesses.
In my opinion, global marketing, as its name implies, is to drain each other online and offline. Then starting from this core, it can be divided into two modes, one is to start from the offline and finally to the Tropic of Cancer; The other is to start online and finally return to online. No matter which mode, it is the ultimate goal to maximize the advantages of online and offline integration through digital marketing and realize the closed-loop construction of private domain.
As for the specific measures and effect verification of the two models, the merchants have an absolute say. Therefore, starting from the flow logic and transformation logic of merchants, this paper selects Lin Qingxuan and Meng Jie Home Textiles as cases to analyze the marketing effects of these two modes respectively.
Lin Qingxuan's Closed Loop: Offline-Online-Offline
As far as offline to online functions are concerned, offline shopping guide marketing has achieved unprecedented success. With the help of shopping guides, Wei Meng has provided huge traffic support for offline stores of the brand, greatly improving the online conversion rate, among which Lin Qingxuan is the most representative.
This year's Double Eleven event is very long, and Lin Qingxuan can be said to be the earliest brand. Since September, Lin Qingxuan's offline store shopping guide has guided customers into the store to receive the membership card of the small program mall by opening a card to send travel clothes, and deposited the membership in the small program; Subsequently, the shopping guide conducted frequent and close online interaction and real-time communication with members, and reserved a large number of users for the pre-sale of the Double Eleven applet.
The private domain flow pool has been initially set up, and everything is ready except the east wind. On June 1 65438+1October1day, its star product Camellia Moisturizing Oil was pre-sold in WeChat applet, which created a sales volume of 20,000 bottles in just 2 hours, showing the powerful effect of offline traffic introduction.
With the digital upgrade of this store shopping guide for marketing, offline stores can be used as drainage outlets for online channels; At the same time, in turn, Lin Qingxuan's applet gives a gift package of 187 yuan at the time of payment, allowing customers to pick up the goods at the store after placing an order, which feeds back the traffic of offline stores.
This digital marketing mode from offline to online and then back to offline not only strengthens the impression of the brand in the eyes of users, prolongs the stay time of the same user in the store, but also invisibly occupies the minds of users and improves the retention rate. The most important thing is to help the closed-loop construction of private domain traffic.
In terms of traffic logic, focusing on offline marketing proves the powerful role of offline stores in online drainage in a short time; From the perspective of transformation experience, the activation of online and offline consumption scenarios is a long-term effect of user retention. Therefore, the performance of the second model is also very good.
Meng Jie home textile closed loop: online-offline-online.
The problem of traffic is fair-Lin Qingxuan, which was established more than ten years ago, and Meng Jie Home Textiles, which was established more than sixty years ago, are both facing the same problem of getting customers, and they also chose the same digital brand marketing plan. The difference is that Meng Jie Home Textiles, based on online friends circle advertisements, combines traffic with offline business circle traffic, permeates the full-time consumption scene of users, and then directly purchases with small programs to create a closed loop of private domain.
First of all, there are business opportunities where there is demand. Meng Jie Home Textiles, through the self-defined point radiation function promoted by friends circle advertisements in Kunming, positioned the portrait of users who love Meng Jie white goose down quilt in Kunming's 25-45-year-old single, newly-married and married groups.
Subsequently, with the help of Wei Meng, based on the user's portrait, Meng Jie Home Textiles first arranged inspection and landing activities in the offline supermarket in Kunming, ensuring the accuracy of online and offline drainage; Then, in the advertisement of friends circle, the location of the store is marked from the bottom of the card attacking Kunming Jinge Huidu111,so as to attract accurate passenger flow for the store.
In addition, Meng Jie Home Textiles is well aware of the fact that hot spots are very frictional, and there is no way to escape. Taking advantage of the popularity of IP and through cross-border cooperation with Tencent QQfamily's IP, QQfamily has been added to applets and offline LED screens as a stepping stone to attract passengers.
In addition, Meng Jie Home Textiles also attracts users to place orders online by selecting the explosions of offline stores, and combines the online and offline marketing matrix with stores more closely, and carries out bargaining activities in the one-room shopping mall with good goods and small programs, reaching customers with multiple contacts. This is another advantage of the small program mall under the WeChat ecology-there is no need to worry about being banned, and the transformation link can be greatly shortened.
In order to ensure the retention of users, Meng Jie Home Textiles has established different communities for different consumer groups, and divided the communities into short-term groups and long-term groups biased towards partner groups. Through the refined operation of the community and the advertising in the circle of friends, we can effectively reach the target customers, realize the integration of product and effect, and easily break the bottleneck of smart retail transformation.
With the above-mentioned measures of all-media channel resonance, Meng Jie Home Textiles not only gained a large number of fans during the Double Eleven period, but also improved the repurchase rate of the small program mall. It is worth mentioning that in this activity, Meng Jie Home Textiles cooperated with national distributors to promote sales, and the sales of small programs on the first day of the shopping festival exceeded one million.
In fact, in addition to Lin Qingxuan and Meng Jie Home Textiles, other brands participating in this activity have also reconstructed the user connection, and achieved an amazing transformation from traffic to sales in a short time, laying a good foundation for the long-term operation of the brand. All these are enough to prove the powerful role of global promotion and digital marketing in closed-loop traffic creation.
To be sure, in the future when the concept of private domain traffic penetration is getting higher and higher, global marketing is the general trend. For merchants, this digital brand marketing strategy not only brings the qualitative improvement of traffic and transformation, but also points out the direction for their future marketing strategy.
As for the businesses that have not yet included global promotion, private domain closed-loop and digital marketing in their plans, although they have not become the first people to eat crabs, fortunately, this wave of dividends is still not over. If you learn to seize the day, you can still look forward to the future.
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