new media marketing
In order to effectively promote products, you must deeply understand the concept of products from a broader perspective. The product concept of the new era is no longer something you can buy. Products in a broad sense include at least three levels: core products, entity products and extended products.
? Core product: that is, core customer value, that is, the core benefits or services that products can provide to customers.
? Physical product: product entity, including product features, design, packaging, etc. , belonging to the tangible value of the product.
? Expand products: the added value of products, including after-sales service, guarantee, delivery and credit conditions.
Product positioning and brand positioning in modern marketing are generally based on these three levels of products, so how can content marketing help product marketing and promotion from these three aspects?
I. Core products
The driving force behind the concept of consumption upgrading actually stems from the fact that customers are increasingly willing to pay for an "experience" instead of owning an entity. Therefore, for customers, the core value of products is equal to the beautiful experience that products can provide to customers. So "experiential economy" came into being. The so-called experiential economy is to integrate goods or experiences into users' daily lives and bring more beautiful life experiences to users.
Second, physical products.
The essence of products is still to meet the needs of consumers, so the specific characteristics of products are still the content that users pay attention to, but enterprises need to further upgrade their products. Using content marketing to display product features has the following trends:
1, concept concretization
With the infiltration of cultural exchanges between China and the West, China people's thinking is being subtly westernized, while westerners are used to separating work from life, and they expect life outside work to be simplified as much as possible. However, with the "young people" occupying 80% of the market's consumption power, they are facing increasing pressure of job competition, and people's desire to separate work from life is even stronger. This desire is reflected in the product demand, that is, the description of product functions is more intuitive and specific. For example, the function display of the mobile phone, the memory size is specifically how many photos and videos can be stored; Standby time is specifically how long it can take for a single charge, such as video and voice calls, that is, to explain the technical terms related to products with the concept that users can perceive concretely.
2. Scenario products
Digital space is a two-dimensional world, with easy information dissemination and difficult experience; The real world is a three-dimensional world, and the efficiency of information dissemination is relatively low, but it is easy to experience. To build an interesting "playground", besides digital space, we might as well go back to the real world and have a look. Look for insight in the scene and find inspiration in the scene. For example, in the advertisement of kindle Amazon e-book, it is this product that needs to be scened. There are several important scenes in the advertisement, such as the library, outdoor camping and the airport for business trip. Its advertising slogan is: "The library you wanted to move when you were a child is now in your hand all the way. Once under the tree, now you can enjoy it everywhere. Sleepless nights are constantly being lit up at this moment. Endless love. -Kindle Amazon e-book reader ".
3. User-oriented products
? That is, from the user's point of view, find the interests of products and users, and find the reasons why users buy products. User thinking is not a new word. Any industry can use the ultimate user thinking to dig deep into the real thoughts of users, and take this as a starting point to develop products and service processes in a targeted manner, thus producing the ultimate experience that makes customers scream and pursue. The best example of promoting products with user thinking is Xiaomi. Let the majority of rice flour participate in the functional design of Xiaomi mobile phone, which not only formed a strong Xiaomi community, but also became a weapon to promote the viral marketing of Xiaomi mobile phone. Xiaomi's success is largely related to its definition of products from the user's point of view and its search for products and users' interests.
4. Experience communication
The so-called experiential communication is to explain the selling points of products with sensory and experiential descriptions. One of the most famous cases is the marketing case of Diaoye beef brisket. Carved sirloin restaurant was closed for half a year before it opened. During the half-year closed period, nearly 100 food experts and movie stars from all walks of life in Beijing were invited to try the dishes, which made the stars in the circle proud of the closed invitation, satisfied the appetite of customers and laid the foundation for their hunger marketing. Why is this "experiential communication"? Carved west cold didn't pay celebrities to endorse its products, but invited celebrities in the food industry and good at eating to try their meals in the store. These people have two characteristics: "bring their own traffic" and "high-end food". The chemical effect of the collision between these two labels is that it doesn't need any publicity. The experience of these groups who were invited to taste their food well confirmed these products.
5. Digital marketing
The so-called digital marketing is actually to highlight the great charm of numbers in marketing. Colorful technology believes that when it comes to milk tea, the first thing you think of is fragrance or Youlemei. Yes, the first thing that most people think of is fragrance fluttering, just because of the classic advertisement: "The annual sales of fragrance fluttering milk tea exceeds 300 million cups, which can circle the earth and lead the national sales for seven consecutive years." On the other hand, Youlemei's advertising slogan: "What do you like about me? I like you elegant, happy and beautiful. Are you talking about Youlemei milk tea? You are my Youlemei. " Numbers are magical because of the popularity of the follow-up effect and Matthew effect. When consumers hear that the sales of fragrant and fluttering milk tea are leading the country, selling more than 300 million cups a year, which can circle the earth twice, when these figures create concepts, consumers subconsciously have higher recognition of the brand, and naturally tend to follow the choices of most people and finally buy products. This is the charm of numbers in marketing.
Third, expand products.
To expand the added value of products, content marketing mainly plays the role of shaping a kind of identity and promoting a kind of attitude towards life. And see how Vanke uses content marketing to build an identity.
The biggest advantage of interactive marketing is that it can promote consumers' repeated purchases, effectively support related sales, understand consumers' real pain points, establish long-term customer loyalty and maximize customers' interests.