In-depth original author | Lu _ detonated, swiped, brought goods, and sold. Today's marketing activities seem to achieve these staggering results, which can be called "great success". Looking closely at these words, there are actually two cores: one is social and the other is e-commerce. In fact, as the mobile Internet has become a new infrastructure, the brand budget is also moving in these two directions. The brand's preference for social interaction comes after the portal and search. Social media first launched information flow advertisements that combined the advantages of originality, interest recommendation and pay by effect, and then caught up with the upsurge of question and answer, live broadcast and short video. There are many mature social media now. It is a "super APP", and the function of layer-by-layer folding retains traffic. It is not difficult to understand the brand preference of e-commerce. E-commerce is originally closer to sales transformation, and it is obviously more attractive than other types of advertisements in the pursuit of growth. Moreover, mass consumption habits are still accelerating to migrate online, which is also the source driving force for the growth of e-commerce advertising. However, new challenges have emerged. When everyone understands the significance of continuous investment in social networking and e-commerce, and the industry is more and more "rolled up", how can brands find increments and stand out? The bigger challenge is that the current global business has entered a bottleneck period, and many brands have to cut their budgets and re-examine the investment effects in different media ports in a more cautious way. The external environment is constantly changing. In the "post-era" of socialization and e-commerce of advertising budget, how can the brand "fish" and the effect "bear's paw" have both? How can the brand grasp the unchangeable core in the change and find a clear route to anchor the cycle to the future? These are all necessary problems for us to open the road along the mountain road. The new core goal: it is difficult to predict the future trend in the long-term brand building reform, but the brand side has a clearer and more firm goal-to do long-term and stable business and truly let a brand be recognized and recognized by consumers. At present, more and more new consumer goods have become "network celebrities", and it is difficult to improve their repurchase rate and be called real "brands". To move forward, marketing investment will not stop, because traffic play will stop. At the same time, the price of traffic is getting more and more expensive, and it is more and more difficult for bidding games to run out of results, thus falling into a vicious circle. Lu Xiuqiong, a former global expert partner of CMO and Bain Consumer Products in Coca-Cola Greater China and South Korea, once said to Shen Rang: "Internet traffic has smashed short-term performance, but people often confuse short-term ROI with long-term brand building, and brands must have long-term brand building." Therefore, there is a very obvious trend in recent years, which is to "correct the deviation" from the change of gameplay and return to brand building. The change of commercialization of Aauto quicks also reflects this trend-Aauto quicks began to be commercialized in 20 18, when A Auto Quicks was only a channel for advertising effect in the eyes of brands. In 2020, on the basis of richer content ecology and improved content marketing ability, Aauto Quicker began to launch brand advertisements. According to the financial report data in the second quarter of this year, due to the customized solution to provide diversified marketing needs and the innovation of investment promotion marketing model, Aauto Quicker's online marketing revenue increased by 65,438+00.5% year-on-year, reaching 65,438+065,438+0 billion yuan, and the growth rate of its brand advertising exceeded the growth rate of the overall online marketing service revenue. Di Fei, chief investment officer of Qunyi China, recalled that he and Aauto Quicker began to cooperate from 20 17, mainly in difficult and broad fields; But by 2020, Qunar.com, which occupies an important share in the global brand advertising agency, will put Aauto Quicker on Qunar.com's preferred media list, and the cooperation level will be improved by nearly 100 times. Now the content areas of cooperation between the two sides are more diversified, including hard and wide, talents, content, stars, effects (information flow bidding) and so on. The cognition and action of platform and brand are not exactly the same frequency. For many brands, brand building is still easier said than done. Under the general trend, there are countless problems that are difficult to clarify: accustomed to the real-time play of traffic, how to determine the expectations of brand building? The long-term value of brand advertising does not mean that we don't look at the effect now, so how will this effect be presented? First of all, it must be clear that the logic of brand building and traffic play is completely different. The flow game is essentially a "mathematical problem", which only depends on the final revenue and expenditure ratio; However, brand building is a logical issue and also a China issue. To understand brand tonality, we should come up with marketing content that fits the brand, and pay attention to the communication power of marketing content, emotional appeal to users and so on. Content needs people to create, so another question comes: who will be the best expression carrier? For a long time, the marketing content of the brand is a one-way transmission from top to bottom, and consumers can only passively accept it. This is obviously not effective enough at a time when information is exploding and consumers are at the core. Mao Haifeng, head of content commercialization of Aauto fast magnetic engine, once said that marketing is divided into three layers, one is hard and wide exposure, the other is content interaction, and the third is deep links at emotional and spiritual levels. Hard and wide exposure can be done by traditional brand advertising, but to reach the level of user emotional link, we need to use a medium-talent. There is no doubt about the importance of talents. They are content producers, bringing "source living water" to the content ecology; It is a "bridge", participating in commercial activities and linking users, service providers, brands and many other roles; At the same time, you can also participate in more forms of content, activities and projects to give full play to your own value. It is precisely because of this that short video platforms continue to gather a large number of diversified talents and generate a complete ecology. According to Qunyi Difei's observation, in the past few years, Aauto Quicker has been making adjustments in terms of talents, integrating the types and development direction of talents, improving the matching efficiency between the traffic composition of Aauto Quicker platform and the traffic demand of brands, making the ecological structure clearer, making it easier for brands to define cooperation goals and better match the demands of brands. According to the report released by Aauto Quicker, its talent has formed a complete pyramid structure consisting of head, high dive and seeds, covering more than 40 vertical categories. By the end of June, 2022, the number of people who settled in Cijuxing, the faster talent ecological marketing platform of Aauto, was close to 654.38+0.7 million. With this ecological foundation, Aauto quickest's "Talent +X" strategy was officially released in the "General Case of New Marketing" recently released by Aauto quickest. For example, the combination of "talent+flow" means that the brand puts the advertising content and talent materials together, or uses the native content of talents as a flow boost. Because of the inclusion mechanism, the content of Aauto Quicker's Got Talent is authentic and appealing, and fans have high trust. In the past, the problem that commercial content and native content were difficult to balance and blend would be weak. According to people close to Aauto quickless, recently, Aauto quickless commercialization is vigorously creating "native advertisements", which can incite more high-quality native natural traffic and obtain traffic dividends. And "talent+content" refers to short plays, variety shows, live broadcasts, parties and many other projects where talents can join the platform. Once the attraction of the content itself is combined with the influence of talents, the brand can be driven to break through the exposure ceiling more quickly. For example, last year, Aauto FMCG teamed up with Xiaoguo Culture to create a talk show live variety "Super Nice Press Conference", with many talents such as @ Jeff, 202 1 Top 100 Anchor @ Tian Bin+,TOP 1 Short Play Actress @ A Road Adel, etc. participating in the variety show, gaining over11500 million exposure, even. Aauto is faster and "super nice press conference". In addition, Daren can also participate in the challenge. With the combination of "Daren+Interaction", more users can participate in the station to play together, which can more effectively realize the transmission of brand information and the emotional voice of users. There is also a combination of "Daren+E-commerce", which allows Daren to broadcast goods and do distribution, and also helps brand transformation. The essence of talent's life is to produce high-quality content to attract and retain users, communicate with users sincerely through content, and provide more emotional value. With the help of "talent", marketing naturally gets twice the result with half the effort. Although brand is an intangible asset, brand building is not a "metaphysics" that cannot be considered and has no evidence to follow. By defining the investment direction of marketing content and finding a better expression carrier, brand marketing can make brand income faster and the time difference in exchange for long-term income in the future will be significantly shortened. The new path of brand building: multiple integration. Of course, finding talented people to help brand marketing is only the first step. Brand building is a comprehensive, systematic, coherent and long-term action, which requires the brand to continue along a clear road-multi-integration. Why should we "integrate"? First of all, single-line thinking has long been a common problem in the industry. In brand advertising, many brands just want to reveal the name and patch of LOGO, various TVC, outdoor big screen, short video information flow and so on. This kind of hard-wide is a fairly standardized resource, and the marketing objectives of the brand are constantly changing at different stages of development, so if only a single type of hard-wide is used, it will have limitations. Secondly, integration is based on the essence of marketing. Marketing is a process from exposure to transformation, and brands certainly hope that the shorter the process, the better. In order to realize this appeal, a single gameplay can't be "universally applicable", and brands are bound to use diversified marketing gameplay combinations. This is actually the reason why the concept of "integrated marketing" is widely mentioned. In addition, the external environment also requires the brand to take the road of integration. According to Di Fei, the form of simply transmitting short video information stream is already very saturated, which means that the competition is very fierce. At the same time, other roles in the marketing field are also taking the road of multiple integration. For example, from the long-term brand marketing experience of Qunyi, most brands have begun to enter more tracks, including hard and wide, talents, content, artists, effects and so on; Major Internet platforms are also moving towards convergence. In a marketing activity, talents, search, socialization, live broadcast, e-commerce, bidding and other forms often go into battle. Take Aauto Quicker as an example. At present, its complete marketing ecology includes two parts: internal circulation and external circulation. The former refers to the brand merchants and anchors with goods for live broadcast in the platform, advertising for more exposure; The latter means that the brand directly puts brand advertisements and effect advertisements on the platform. The development of internal and external circular marketing model depends not only on the prosperity of platform e-commerce ecology and advertising ecology, but also on the continuous accumulation of platform in market, resources, products and tools. Brands must take the road of integration, and at this time, the first integration of platforms is to provide convenient conditions for them. For example, the effect advertisers mainly look at the efficiency of traffic. In recent years, the technology and product upgrades of major platforms are striving to make marketing more digital, accurate, quality and efficiency. The commercialization of Aauto Quicker began with effect advertising, and now the focus is to further improve the efficiency of liquidation. In terms of brand advertising, although brands aim at establishing brand image and enhancing brand influence, there are still obvious differences among individuals. Therefore, all major platforms are now emphasizing customized and integrated solutions, with the aim of meeting the demands of brands in a more detailed and targeted manner. Fang Guan, the official account of Yuze Aotekuai, a person close to Aotekuai once gave an example to Shenjie. Under the brand of hawthorn tree of Fangguan, there are not many competitors on the hawthorn juice track where it is located. The goal of brand launch is to cover as many users as possible and make the brand sound, so the brand chose the Spring Festival red envelope activity called Aauto Quicker during the Spring Festival this year. Yuze in shanghai jahwa, whose skin care track belongs to the Red Sea, aims to reflect the differentiated advantages of brands and specific products, and users can have a more stereoscopic understanding of the brand through diversified short videos, live broadcasts and other contents. Aauto Quicker's integration of inner and outer circulation, coupled with its "brand promotion" strategy, has changed the thinking of more brands. Originally, the brand came to Aauto faster, just wanted to invest more channels and greater exposure. However, due to the unexpected data performance and the fear that more resources and gameplay in the station can be integrated, the brand has also started a new attempt. The related programs and brand accounts launched by Weierwen Basketball on the platform of Aauto Quicker are a typical case. As the official designated ball for NBA2 1-22 in the new season, Wilwin basketball needs to be bound with NBAIP content for promotion. Therefore, after Aauto quickless announced its cooperation with the NBA, the brand not only named the NBA-related programs produced by Aauto quickless as quickless, but also made framed advertisements in the short video content of the NBA, realizing the wide reach of circle groups. Moreover, the brand also opened a brand account on Aauto quickless for fan precipitation, and guided users to jump to the official store to place orders through the conversion component of the live broadcast room in Aauto quickless. In the past, Wilwin basketball may only appear in pre-game and post-game advertisements, conveying brand and product information with the help of NBA. But now, from brand exposure to guiding basketball fans to place orders, the brand is in one go. This is the value of "integration". Compared with the decentralized operation of one or several links in marketing, it directly determines the path of integration from a macro perspective. Even if its mode and gameplay are constantly changing, the brand can strategize and grasp the constant core focus in the whole marketing structure. New concept of multiple integration: product efficiency and sales closed loop. However, it needs to be emphasized that the road from single dispersion to integration does not mean that brands simply list and package various marketing methods, because it is likely to cause repeated wheel-making, confusion and inefficiency. Brand is always for better management and better sales, and marketing always needs to guide consumers from understanding products to generating interest and finally paying the bill. From this perspective, in order to avoid simple packaging, the new idea that brands should have is actually to realize the "closed loop of quality and efficiency". How to understand the "closed loop of quality and benefit" that was often said in the industry before? In the "integration of product and effect", "product" and "effect" are actually two types of advertisements, mainly to express that brands should use both types of advertisements at the same time, taking into account short-term sales growth and long-term brand building. "Closed loop of product efficiency and sales" is based on the idea of doing business. It is of little significance to emphasize that the brand only depends on how "lively" the exposure is, and both "marketing" and "marketing" should be taken into account. For the "closed loop of quality and efficiency", Difei also has more detailed thinking. He believes that the "product" in "product efficiency sales" is to achieve coverage, knowledge, preference, exposure, etc. Effect, play a role in activating sales, information flow, KOL, social marketing and so on. All belong to it; Sales, that is, e-commerce transactions, order conversion. However, the sales of quality and efficiency are not carried out in sequence, and brands can put their budgets in these three baskets at the same time and try to shorten the transformation link. The "closed loop" actually puts forward requirements for the platform first. 202 1 year ago, the content platform and the e-commerce platform were "distinct" and needed the form of deeplink to realize the closed loop. But it's actually very difficult. On the one hand, each platform is blocked by ecological barriers. On the other hand, users may not have all the applications. Now that the content platform has its own sales field, content and e-commerce quickly get closer and integrate into the platform. On this basis, the brand can realize the real closed loop of quality and efficiency. Mao Haifeng also mentioned that the brand marketing design and planning of Aauto quickness is based on the content ecology with the characteristics of Aauto quickness, and the closed-loop thinking runs through it. "Use the trinity carrier of live broadcast, short video and e-commerce to realize the trinity of product, efficiency and marketing. So to sum up, in order to realize the "closed loop of quality and efficiency", the brand must have a clear understanding, but at the same time, the platform that needs to be launched has also become a closed loop. Only on this basis can real actions land. How the brand cooperates with the platform can be demonstrated by decomposing the marketing process: in the previous link, through the combination of diversified content (including short video, live broadcast and platform IP, etc.). ) and people (including talents, stars and users), we pursue the maximization of traffic efficiency and attract huge traffic for the brand as much as possible. In the latter part, take the official brand number as the "position", undertake the attracted traffic, and then the content (homemade short video, live broadcast, etc. ) and people (stars, talents, anchors, etc. ) also relies on the transformation and precipitation of user assets for repurchase. After China entered Aauto at the beginning of 20021,it formed a set of strategies aiming at long-term operation in marketing, live broadcast and daily operation. The brand first accumulates original fans with the help of information flow advertisements and content streams planted by people; Then link the platform IP activities with the live broadcast to enhance the influence and goodwill in the station and drain the powder faster; At the same time, with the help of irregular brand day activities and normalized self-broadcasting, it forms a closed loop and continues to transform. After half a year, the accuracy and stickiness of the brand reaching people have improved; Up to now, the cumulative number of fans in its official flagship store account has reached 8.732 million. The same thing happened on the official account in China. Since entering the platform in 2020, the brand has quickly cooperated with Daren in short videos and live broadcasts. The GMV of Daren cooperation has reached 22 million, and a complete link from Daren planting grass to distribution has been successfully built. At the same time, the good shop also cooperates with several marketing IP companies that Aauto broke the circle faster, and conducts normal operation through self-broadcasting at a fixed time every day. The first broadcast GMV of its matrix account reached 23 million. In an uncertain environment, the brand should not only see the sales growth in a short period of time, but also ignore the future planning as a brand. In the fierce competition, brands want to maintain their influence, but they have to consider the budget. To sum up, brand direction is the goal of brand building, the path of multi-integration, the change of closed-loop thinking of quality, efficiency and sales, and the solution to these pain points. Change is everywhere. From the bottom logic of brand growth, we can find that big brands that span the cycle often do the same thing-embrace change. For example, when Procter & Gamble entered Wal-Mart, with the rapid growth of large supermarkets, it was actually the brand that seized the dividend of channel change in time. International brands such as Coca-Cola and Pepsi-Cola have always been models of brand marketing, and they are still outstanding representatives of the digital transformation of the whole link. The change of goals, routes and ideas is actually the premise of the brand's cross-cycle and long-term growth. Grasp the mystery of "change" in time, and the brand will have the time window and strength to take the lead in the crowded track.