Traffic competition is a topic that every brand owner cannot avoid. How to make the brand power deeply imprinted in the hearts of consumers? To answer this question, we have to talk about the current marketing model.
Wen 丨 outdoor advertising internal reference
Cover image 丨 Photo Network
Traffic, in short, is "people". Brands fancy marketing, the ultimate pursuit is to obtain a variety of "people", occupy their minds, so as to obtain marketing conversion, to achieve brand sales.
In the years of rapid development of the Internet, most brand owners are looking for consumers online. As the sense of crisis in the online demographic dividend becomes heavier and heavier, capital takes the lead in occupying offline advertising, and brand owners also realize that the marketing model should be changed accordingly. Right now, it's at this stage. The traffic pursued by brand owners, as well as "people", are really living in urban space. Only by penetrating from offline can we truly let the brand influence penetrate into the hearts of every consumer.
Therefore, there is a concept of household-based consumption. The marketing of brand owners has also begun to be laid out around household consumption, and the media in the circle of life has been mentioned again.
01
Family-style consumption brings more benefits to the media in the circle of life
In family life, a large amount of consumption is generated all the time. Household consumption has become the mainstream of consumption. With the acceleration of the pace of urban construction and the improvement of living standards, people's consumption concept and market demand have also undergone tremendous changes. From the continuous upgrading of "shopping" to "all-round experience" functions, the pattern of family-style consumption in China has quietly changed.
In the past, we may have thought that consumption was single and personalized, but now consumption on a household basis is becoming more and more obvious. According to the data of the "China Beautiful Life Survey", the top three in the list of Chinese people's consumption willingness in 2021 are tourism, health care and education and training.
From the perspective of these three industries, we can see that these areas are almost household-based consumption. So what form of media is closest to the family? For example, ladder media, access control advertising, barrier advertising, residential light boxes, garage advertisements, etc., in the media medium within 3 kilometers of home, we can all be listed as life circle media. With the improvement of the level of family-style consumption, the life circle media has a better opportunity to help in brand marketing.
In order to open up the last mile of conversion, in addition to online advertising, life circle media is also a must. In this way, from online to offline, family consumers are repeatedly reminded, where should they travel? What should I buy to maintain my body? What institutions should be reported for children's hobby tutoring classes? The brand double line side by side, facilitating marketing conversion.
Amazon data shows that the proportion of household-based consumption decisions in all consumption scenarios has increased from 24.1% in 2007 to 33.5% in 2017, showing that "the role of families in consumption decision-making is constantly strengthening." That's right, as long as there is potential for consumption, advertising will definitely be placed where you can see it most. Therefore, family-style consumption brings more benefits to the media in the circle of life.
02
The marketing model has changed, and the media in the circle of life has risen strongly
"Precision marketing" has been mentioned many times in the advertising industry, and the traditional practice is to profile users based on big data, and then make targeted content recommendations to users - so that users can see what they want most as soon as possible.
And now, do you still have a little desire to go in when you see ads on the PC and M-side? Apparently not. The short videos and popular variety shows we brush online are often forced to see advertisements of certain brands, but because they affect the audience's viewing experience, they often cannot occupy the user's mind. As a result, we'll find that brand owners are also gaining insight into audience acceptance and slowly shifting their marketing models. Jiang Nanchun has also mentioned many times: the biggest dividend is the dividend of people's hearts. How do you get people's hearts? How can I capture the mind? The only way out is to build a brand. Brand awareness is the first step for consumers to make a choice.
For many years, as a brand builder, you must not forget the contribution that outdoor advertising makes to the influence of the brand. At present, in the outdoor advertising scene, the media in the circle of life is the most popular.
According to the survey advertising market data, elevator TVs belonging to the life circle media increased by 31.0%, elevator posters increased by 23.6%, and cinema videos increased by 14.6%, leading the growth rate of all media, and life circle media companies are increasingly attracting market attention. As an emerging media form, the life circle media has the characteristics of novelty and uniqueness, and the accompanying life circle media advertising also has the advantages of precision and high attention. The development status of media advertising in China's life circle adheres to the principles of feasibility, audience orientation, media networking, etc., and innovates the content and form of advertising, which is conducive to frequent contact between advertising and people's daily lives, thereby improving the communication power and arrival rate of the brand.
△ Industrial information network public data collation
From individual "precision marketing" to "precision marketing" for families, this is the adjustment of the brand marketing path. We know that many consumption decisions are not made by "individuals", especially household consumer goods. How do brand owners influence decision-makers in household consumption?
There are two cores.
First, in general, in household consumer goods, the preferences of wives and children are often determined by consumption, which is what we often call "joint drive".
Second, because everyone has lived in the Internet for a long time, they have a sense of fatigue about virtual life, and they are more eager for the interaction of real space. "Realism" is more needed in family relationships, so we prefer to visit IKEA, supermarkets, and shopping malls together as a whole.
Brand owners grasp these two cores, put their own brand advertisements in the life circle media and create scene-based marketing, and invest in their favor, which is bound to quickly occupy the minds of consumers.
03
Talk about the two major advantages of the media in the circle of life
Why is life media affecting your brand? Neisanjun is briefly analyzed from two aspects. One is technology, the other is the scene.
At the technical level, online advertising has been used in pure fire, while in offline advertising, digitalization has just begun. Walking in the forefront is the ladder media industry, Focus, New Wave, Ladder Star in the elevator media field have embarked on their own digital road. At present, under the leadership of 5G technology, AI, lot, vr, ar, etc. have been successively grafted in the form of outdoor advertising, making precision marketing possible. Offline advertising is no longer the traditional brand display, technology allows marketing to be targeted, and can truly feel the distance between the brand and the brand, enhance the trust between the brand and the audience.
At the scene level, we know that online advertising cannot achieve true scenario-based. Offline advertising based on real space can create a perfect scene marketing for consumers, thus resonating with consumers. For example, the subway advertisement put by Tang Daren in June this year directly created a Yuanqi noodle restaurant in the subway station, and the smell of noodles attracted many people to punch the clock, and some netizens said "I went to place an order again."
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△ Weibo netizens: @ Sky left footprints
△ Weibo netizens
Summarizing the above, we believe that the technology dividend and scene marketing are the two major aspects of the future development of the life circle media. Brand marketing wins in the hearts of the people, and the circle of life media covers people's travel trajectory, under the premise of technology and creativity, choose the circle of life media, the brand is closer to people, the influence is more accurate.
Author: Yi Han 丨 Vision: Deep Sea
Preliminary Review: XiaoYi, Zhang Xiaoyu
Final Judge: Wu Bin, Wu Youke
Producer: Ouyang Yu