Computer Digital 丨 Research Insights
Core Summary:
Consumer characteristics of new computer digital products
Men aged 26-35 in high-tier cities are the main consumers of new computer digital products.
Content platforms and e-commerce platforms are the key channels for obtaining new product information, content platforms have rich sources of new product information, with various comparisons and horizontal reviews, and e-commerce platforms are recognized by consumers with their authentic objectivity and authority.
Logistics speed and service capabilities are important drivers for consumers to choose purchase channels.
Consumer decision making and purchase analysis
The decision-making process of computer digital new products is relatively long, and new product marketing needs to lay out different contents in multiple fields such as planting grass, decision-making, and transformation.
Consumers generally hope to obtain detailed and reliable product information before purchasing, there are currently many pain points, and they need to "de-falsify and seek truth" in massive information, and the endorsement of e-commerce platforms can better dispel concerns and bring a sense of trust, on this basis, the integration of easy and interesting content can narrow the distance with consumers.
Analysis of core consumer subgroups of new computer digital products
High-line consumers have rich experience in purchasing and using, and are more demanding on marketing content, and brands need to highlight professionalism in new product content marketing, and introduce highlights such as new black technology and parameter upgrades.
Generation Z has a distinct personalized demand for new products, they have rich experience on the Internet, strong information screening, content marketing needs to pay more attention to novelty and fun, but also can not lose professional content-driven decision-making.
Women's attention to "hardcore" content is relatively low, and the display of use scenarios and product appearance are the key factors that impress them.
Computer digital new product content marketing trends and suggestions
Diversified marketing cooperation: The content platform is the main contact point for consumers to obtain information on a daily basis, and the e-commerce platform needs to make corresponding layouts to gain the trust of consumers in information objectivity and professional authority.
Targeted content output: Different types of consumers have different focus on new products, and content marketing needs to be carried out according to local conditions according to the demographic characteristics and tonal style of different content platforms.
More quantitative evaluation indicators: use multi-dimensional data to evaluate the performance of content at different stages (exposure performance: CPM, marketing word mention rate, re-evaluation, etc.; conversion performance: store entry, GMV, etc.).
Definition and classification of new computer digital products
Young men are typical consumers of new digital computer products
Men aged 26-35 are the main consumers of new computer digital products; more than 60% of consumers live in first-tier and new first-tier cities, and more than 40% of consumers have a personal monthly income of more than 10,000.
Laptops and tablets are the most popular
Laptops and tablets are the most purchased categories in the past two years; projectors, VR glasses, and action cameras have more room for growth in the future.
On average, it takes 7.9 days for consumers to make decisions to place orders
The average time it takes consumers to make an order from the first time they learn about a new product to the time they make a final decision is 7.9 days, and about 70% of consumers will make a decision within 7 days, which can be used as a key time point for evaluating and monitoring the performance of new products.
Content platforms and e-commerce platforms are important sources of information
The new product information of the content platform is rich in sources, with various comparisons and horizontal reviews, and the e-commerce platform is recognized by consumers for its authenticity and authority.
The content requirements of various types of new product marketing are obviously different
Consumers demand high professionalism from laptops and accessories, and wearables expect to see trendy content.
The logistics speed of the platform is the key driving force for placing orders for new products
Consumers have a strong demand for quick access to new products, and logistics speed can be used as a powerful point of interest to drive orders; in addition, the transmission of product quality assurance and service advantages can also effectively accelerate the decision-making process.
The new product decision-making process is long and can be divided into multiple stages
The price of new computer digital products is relatively high, the information involved in the purchase is relatively complex, and consumers will fully understand the product information through different channels before placing an order.
New content marketing requires multi-site layout to promote conversion
Consumers will conduct knowledge verification of new product information through various content platforms and e-commerce platforms, and brands need to pay attention to the targeted content layout in each field.
Consumers have many pain points in the acquisition of new product content
Consumers generally want to get detailed product information before purchasing, and need to make decisions in the massive amount of information, "de-falsifying and storing the truth", and there are currently more pain points that have not been solved.
Consumers want to see clear, authentic content
Clear and easy to understand, true and credible can effectively reduce consumers' decision-making concerns, is the key to new product content marketing, on this basis, the integration of creative and interesting elements can deepen consumer impressions, help follow-up conversion.
Typical consumer group of computer digital new products
Consumers in high-tier cities have a longer decision-making path for new products
Consumers in second-tier cities below are in the habit formation period and are prone to being planted with short and fast marketing content; high-line consumer categories have a higher degree of familiarity and are more demanding on marketing content, requiring more professional details to intervene.
Consumers in high-tier cities: have rich purchase experience, pay high attention to new products, the decision-making process is more rational, and will place orders after careful consideration.
Gen Z consumers: Regular advertising or promotion has a weak impact on Gen Z and requires more personalized or professional content-driven decisions.
Female consumers: The display of appearance and use of scenes is an important factor to impress female users.
The brand's new product content marketing operations are becoming increasingly refined, which is manifested in many aspects
Trend 1: Targeted content layout at each decision-making stage
New product content marketing pursues extensive dissemination in the early stage, and accurately harvests with more in-depth and detailed content marketing at the decision-making and transformation stages.
Trend 2: Carry out new product marketing according to local conditions according to the characteristics of the platform
New product content marketing pursues extensive dissemination in the early stage, and accurately harvests with more in-depth and detailed content marketing at the decision-making and transformation stages.
Trend Three: Content marketing focuses on context, emotion and lifestyle
Real scenes build trust, connect emotions to drive interest, and then realize the planting of consumers through lifestyle marketing.
Trend Four: Personalization and additional services drive new product selection
The consumption of new computer digital products pays attention to the sense of ceremony and experience, and elements such as personalization and additional services can be used as attraction points to implant marketing content.
Computer digital new product technology focus
Computer digital new product content marketing case
New product marketing festivals and video columns are important forms of marketing, and content platforms and e-commerce platforms jointly exert the attributes of new varieties of grass.
The integration of art and trend content into the dissemination of computer digital new products can not only reflect the professionalism and high-end sense of the product, but also conform to the tone of the new fashion and trend, attracting young consumers to choose more.
Through the combination of IP and co-branding, it covers more circles of computer digital new product audiences.