Traditional Channel Value Regression, Brand Communication Need To "Sink"

　　 Gather and watch In addition, there is a problem. Why are these companies keen on "Internet thinking" willing to go up to the countryside? Is it really just trying to make a gimmick and stir fry? Of course not!

Obviously, there is a logic of channel selection for brand communication. Careful friends will find that apart from entering the village to brush the walls, many companies' brand communication channels begin to choose more traditional channels such as subway, sub sector, bus stop sign, outdoor and so on. For example, Jingdong's "fast and happy" series of ads, "live like this" theme advertisement. They are large areas covering traditional channels.

Admittedly, this is a typical phenomenon of brand communication returning to traditional channels.

Why do traditional channels return?

Recently, I talked with some friends who did marketing. They all point to the fact that nowadays customers want more from them to provide creative and marketing solutions based on traditional channels, while social media do interact with each other. Simple social solutions, they do not pay.

After listening, I have to sigh: the change is really too fast!

Just a few years ago, just as micro-blog was emerging, social marketing came into being. Most business owners began to increase budgetary input in social networking, especially micro-blog and WeChat. As far as I know, there are more than 100 000 monthly fees (excluding channel differences) in the operation of official accounts.

However, in less than 5 years, the demand of Party A seems to be inclined to traditional channels. Why?

First, the "bubble" of social marketing is shattered. What needs to be explained is that the collapse of social marketing "bubble" does not mean that social marketing does not exist, which is certainly not. As long as social networks exist, social marketing will exist. What I mean here is that the value of "virtual high" social marketing is disillusioned, and business owners begin to view the value of social marketing correctly.

Secondly, brand communication needs to sink. When brand communication begins to be "high", communicators are easily trapped in the "self cognition" cycle. That is, you will think of your visible circle as the circle that should be reached. So, many times, when you operate an official micro, you can easily fall into the number of KPI forwarding and how many fans grow. And rarely think about who your users are, where they are and what they want. Therefore, in the case of such a "high" brand, the main thing for enterprises to do is to let the brand communication sink, so that the brand can really reach the users and be exposed to the user's high frequency.

Therefore, the return of traditional channels is the general trend.

How should brand communication sink?

It is necessary to explain. The "sinking" of brand communication does not mean that channels only choose traditional channels. This is surely a wrong dualism. The correct understanding should be that brand communication should be promoted on the basis of traditional channels, and combined with social channels to form a linkage effect. Then, how to operate it concretely?

1) find one. core Strategy point.

This is a must for any marketing activity. Even simple social marketing promotion needs a strategic point to support the whole communication. However, the strategic point of view should be broader, that is, planners need to jump out of channel thinking and find a "core point" from the perspective of brand communication.

For example, the core strategy of Jingdong's double eleven communication last year was "fast". Therefore, in order to highlight "fast", Jingdong has created a series of creative content based on "fast", including video and print ads, which conveys the core competitiveness of Jingdong's "logistics fast" to consumers.

2) build a closed loop of channel propagation.

If the strategy is fixed and the content is almost the same, then we need to consider the propagation path.

The key to grasp the communication path is to choose channels. Personally, it is believed that the way to divide the channel from the way consumers receive information can be divided into active flood mode media and passive living space media (i.e. traditional channels). At present, the media of consumers' core flood mode is the social media such as micro-blog and WeChat, while the passive living space media is the life oriented media, which represents the consumer's living space and life trajectory.

If brand communication really wants to "hunt" consumers, it naturally needs the combination of the two.

Socialized channels, though low enough to allow consumers to take the initiative, do not fully occupy consumers' living space, nor make consumers' lives strong with brands. Traditional channels, though mandatory, "invade" your life, play a key role in brand "precipitation", but they can not spread quickly, causing virus effect.

Therefore, in the process of channel communication, enterprises should design different content forms according to their core strategic points and creativity according to different channels, and then arrange them in a rhythmic way according to their communication logic and channel characteristics.

In this way, the closed loop of channel propagation is naturally formed.