Focus on long-term value The ambition of the giant engine is beginning to appear: let marketing accompany the full growth of the enterprise

At the beginning of 2022, the business of huge engines has not stopped. On January 6th, the annual Engine Conference of Massive Engine was held.

The theme of this conference is "ONE", that is, focusing on the integration and efficient synergy of different capabilities of the platform in brand building, planting mind and business transformation, and comprehensively integrating advertising marketing and business operations as the main line, helping enterprises to grow and explore new possibilities for value creation.

As a comprehensive digital marketing service platform, since 2014, when Huge Engine pushed the first "useful business information", Huge Engine has always driven marketing with absolute technical beliefs, allowing hundreds of thousands of business individuals to connect with hundreds of millions of users. In just 7 years, Huge Engine has become the integrated marketing business of advanced enterprises.

The theme of this conference, ONE, can be understood as "unification", that is, simplifying complexity and integrating marketing through technical support. "ONE is a huge engine that looks forward to the future, and hopes to always integrate and coexist with everyone, discuss and solve the problem of sustainable growth of business together, and help brands achieve efficiency improvement and long-term value." Zhou Sheng, senior vice president of giant engine products, said at the meeting.

It is worth noting that the huge engine at this conference put forward a more macro perspective: no longer to strip marketing from business growth, but to run it through the whole scene of business growth.

With the change of user demand for content consumption, content-based platforms are becoming an important driving force for enterprise digital transformation. Content is becoming an important means for brands to establish stickiness with consumers, and it is also a catalyst for shortening links and accelerating conversion.

The importance of content and content platforms and changes in enterprise growth are captured by massive engines. At this conference, the huge engine has increased the size of marketing content, hoping to empower the long-term value growth of enterprises through content stimulation.

In fact, at the Huge Engine Search Advertising Marketing Conference held a few months ago (September 2021), Huge Engine said that it would focus on the "new search" trend insight of "content stimulation + video search + look after search", and for the first time comprehensively demonstrated the huge engine search marketing solution, based on the platform's rich and diverse content ecology, video search genes and understanding technology, to build search into an efficient "marketing hub".

At this conference, the huge engine will upgrade the customer base of small and medium-sized merchants to one of the important strategic directions in the future. At the same time, Zhou Sheng revealed that the huge engine has achieved good results in the exploration of four major scenarios: live broadcast, search, talent and private domain operation. For example, in the search scenario, the growth rate of the number of daily active customers searched by the platform in 2021 exceeded 280%.

Spotting trends and taking the lead in has become accustomed to massive engines. It has long been determined internally that it hopes to bring customers not only instantaneous, short-term marketing effects, but also long-term business success underneath.

Content stimulation + global integration: the first step to full growth

Is there still a value depression in marketing?

The answer to the massive engine is: content. At the Engine Conference 2022, the huge engine put the business growth inspired by content to the core position. This strategic deployment is based on 4 discoveries of Massive Engine over the past year.

First of all, at present, its ecological content themes are becoming more and more diverse, taking Douyin as an example: the consumption time of videos in Douyin has exceeded 40%.

Second, in-depth content creation is on the rise, with an average of more than 3.2 million creators providing in-depth content per month.

In terms of form, short video content has been not limited to small screens, and has begun to extend rapidly to large screens. The annual growth rate of large-screen products will exceed 170% in 2021, and the daily active users will exceed 10 million.

In addition, there is a new trend in users' viewing habits: content and search content are more closely integrated. On the platform of the huge engine, 90% of users have had the content of the on-demand search, and these changes in the content have also made it play an increasingly important role in marketing and business.

The diversity of content forms also affects the user side, changing the latter's perception and decision-making of things. Zhou Sheng presented such a set of data at the meeting:

94% of users believe that good content affects their perception of things.

68% of users believe that good content affects their product selection and purchase decisions.

Judging from the above data, the development of content platforms has no longer been just a simple traffic field and content field, but has become an indispensable link in the user's life scenario, and naturally has become a business field that enterprises need to pay attention to.

At present, the huge engine has begun to run a lot of commercial results based on content stimulation. In 2021, there are four scenarios where the growth of the huge engine content platform is the most significant.

First, live broadcast scenarios. In 2021, the number of commercial UV broadcasts, that is, the number of enterprises and merchants has exceeded 61 million, and the total broadcast time has exceeded 10 billion hours; second, search scenarios. Last year, the number of daily active customers on the platform search increased by 280%, and the closed-loop GMV brought by search advertising for the whole year increased by as much as 33 times. The third, the talent scene. The total exposure of the giant star map last year exceeded 400 billion; fourth, the private domain of Douyin. At present, the total number of enterprise numbers has exceeded 10 million, and the annual growth rate of GMV sold by enterprise stores last year reached 370%.

These four growth scenarios also reveal a message: the huge engine has shifted to the direction of content + service platform. These growths have also made business owners aware of the importance of content platforms. Industry research shows that more than 80% of business owners believe that all marketing needs to be contented.

However, content-based marketing alone is not enough. From the current marketing link point of view, user contact fragmentation, media delivery dispersion, marketing and transaction link "split" and other issues, for the enterprise marketing has brought greater difficulties. The transformation of content + service platform requires not only marketing + content, but the transformation of the entire marketing idea.

In the "2022 Marketing Vane Survey" led by Huge Engine, it was pointed out that 91% of CMOs believe that the integration of product effectiveness and sales capabilities is the only way to market in 2022; 62% of enterprises will continue to strengthen global integrated marketing in 2022.

The ambition of the massive engine: let marketing accompany growth throughout the process

According to the data in June 2021, the monthly active users of ByteDance's full line of products reached 1.9 billion.

This huge content-driven traffic ecology also makes the huge engine ambitious: it hopes to further integrate from scenarios and content to marketing growth links and data to achieve integrated collaboration and ultimately achieve "full growth".

Before that, huge engines have been exploring this road for a long time.

As a platform with the name of "engine", the gene of "technology-driven" of huge engines is distinctive. At the time of its birth, the huge engine has been paid attention to by the industry with the precision and efficient marketing of technology; in the service case of the huge engine, it can be seen that it does not emphasize the "short-term benefits" for the enterprise, but hopes to help the long-term development of the enterprise through short-term marketing; in the process of helping the enterprise to achieve growth, the huge engine has gradually "merged the marketing and operation into one", so that the marketing thinking runs through the whole process of the operation of many customer enterprises.

The proposal of "full growth" may be a step further in the "integration of marketing and operation into one", which will extend the chain to the whole link including brand building - mental planting - sales, so that marketing and operation can cooperate with each other, not only to help enterprises build brand minds, but also to efficiently complete transactions, and at the same time, through data assets, the overall optimization of the investment before and after the link, so that growth is sustainable, and ultimately help enterprises to develop for a long time and achieve long-term value.

At present, the huge engine has integrated the product system, business scenarios, and the capabilities of the two major brand assets into one. In 2022, the huge engine will run into the "global reach" on the launch, the "three domains in one" of the three major business scenarios of short video + live broadcast + position, and provide "panoramic asset management" solutions for the "long-term" operation of brand equity and brand building.

These links include the whole content of brand building, mental planting, sales conversion, and are also the core of full growth. "Let marketing and operation cooperate with each other, not only help enterprises build brand minds, but also efficiently complete transaction conversion, optimize the link between front and back as a whole, achieve a balance between planting and pulling, and make growth sustainable." We hope that in 2022, we can work with you to refine this methodology and make it a long-term development boost for different types of enterprises. Zhou Sheng said.