The Lesson Of Adidas 3 Billion Has Opened Up The Digital Marketing Fan Area Of "Over Putting".

Recently, an article in the advertising circle was "Adidas: we have over invested in the field of digital marketing".

The core content of this article is that, because of the excessive investment in "visible" advertisements, ADI pays at least 3 billion yuan a year's lesson, and the higher price is the neglect and shortage of brand building, which is incalculable.

At home and abroad, this article is considered to be a landmark report. It is seen as an important police training which is increasingly regarded as "the visible visible" digital marketing as the brand leader pursued by the brand core. That is, in the hypnosis of the myth of "visible effect" constantly woven by digital media, more and more brands are becoming short-sighted -- pursuing the short-term "visible" marketing effectiveness and the KPI growth, which makes people lose the mastery of the core value of the brand.

The author has no prejudice against digital media marketing, but the value of this article is that we propose a better combination of digital marketing and brand marketing so that you can get unexpected "brand flywheels" of brand growth.

1, you are fascinated by your eyes.

There is a well-known saying in Advertising: half of your advertising cost is wasted, but you don't know which half of it is wasted.

In the past 20 years, this sentence has become a curse repeated by digital media in killing traditional media such as television, newspapers and outdoor advertisements.

Rather than digital media, it is better to say that the curse can hit the advertiser's mind no one wants to waste his advertising fees, and no one wants to be foolish.

It is true that traditional media have lagging behind and low degree of data visualization in evaluating the effect. This makes the digital media look full of vitality. Who can refuse to see that every click, browse, jump or fission that you buy has data to refer to, and can you accurately calculate ROI with figures?

Obviously, this makes the brand owners more and more willing to spend money on the media that can be quantified by ROI. The aadi case is a good example: aadi's budget for "visible" marketing occupies more than 70% of its annual marketing budget of 2 billion euros, while the traditional "brand building" only gets a budget of less than 30%.

If Adidas's budget ratio is a "better" marketing cost structure that many brands are trying to achieve, then you should read the confession of Adidas immediately.

Because it is telling the brand owner the fact that excessive investment or even entirely hopes for those channels of "visible effect" - that is, channels such as information flow, SEO/SEM, e-commerce advertising, social media and even more novel "fragmented" marketing are not only dangerous but also short-sighted. Even if these channels can be monitored, and even pay for CPA or even CPS (purchase), ROI will get instant results.

For most of the senior and middle ranking employees who are in key positions of advertising, "data visibility" can obviously promote their KPI to finish better and report more clearly and more fruitful ROI to their superiors.

The most noticeable example of ADI's case is not the digital media. This trend is undenial. Its greatest value lies in reminding people that the pursuit of the obvious short-term benefits of the "visible" marketing can make people lose the speculation and grasp of the essence of the brand, and even regard short-term marketing as a substitute for long-term brand building. The final result is just like those who want to eat some "energy pills" instead of long-term physical exercise, or think that the "data show that the electronic cigarette is harmless", the modern people always pay the long-term health cost.

Some things in the world may not be quantified accurately, such as literature, music and brand influence, just like you can't show that a Nobel prize winner's work is better than the other one by way of data. The world tells us that some things involving the mind are incapable of quantifying, but their influence on people is always more powerful and far-reaching.

2. what do we want?

This article is not to advocate a brand metaphysics. On the contrary, we should make more precise analysis.

Most people know this formula:

GMV= traffic x price per unit price x repeat purchase rate X conversion rate

Let's analyze the proportions:

First of all, traffic dividends are generally disappearing. The fragmented marketing, which is dependent on traffic, is therefore more expensive. Then, if the multiplier is unchanged or narrowed, GMV needs to be spent on other multipliers.

Conversion rate depends on brand awareness and recognition, that is, the influence of brand determines the conversion rate.

Customer unit price depends on the premium power brought by brand potential energy.

The rate of repeat purchase depends on the product experience, the frequency of brand stickiness and the percussion of users' minds (and partly related to traffic).

This formula actually tells us that most of the variables that enhance GMV are related to brand power, and only the correlation between traffic and brand is low.

However, because of the obvious temptation of digital media, most brand owners spend too much money to invest in the flow advertising which is more and more expensive, fragmentation and even dust effect. However, they neglect the brand building and brand detonation that GMV can also bring more obviously.

It also answers our question: why is the marketing budget increasing? BAT and headlines, jitter and fast hands are making more and more money. But more and more brands feel that these traffic advertisements occasionally have Viagra effect, but not only can they not stop, grow taller and taller, but the price is more and more difficult after the low price caused by the low price of live goods business, and business is becoming more and more difficult.

The answer is that money is not spent on truly building brand power and accumulating value for a long time.

In the case analysis of ADI, the deep practitioners put forward an important view that the vast majority of digital media will evaluate the effect by "last click", which is the result of buying this click. However, a more in-depth study shows that before a close click is reached, a user needs at least 20 more contact with the brand to produce the last critical result, and many interactions are non digital but traditional.

What I want to mention here is the so-called "fragmented marketing", which is popular in recent years, such as net red economy and social media marketing. In fact, more and more brand owners feel that fragmentation and digitalization have already spent a lot of budgets, fragmentation and even dusting. Moreover, the seemingly accurate distribution, seemingly every day, all kinds of grass, but it did not bring a real detonation effect?

Very simply, advertising is a marketing way that has to enter the user's mind to produce an effect, just as a drug has to cross the blood-brain barrier to play its role in the human body.

However, the vast majority of fragmented marketing seems to be everywhere, but light, soft, disordered and pointless, so it does not have the potential to penetrate the user's mind, so it looks like rain, but it doesn't work well.

Perhaps someone will quote Li Jiaqi's net red belt king to prove the ability of net red marketing, but this is a counterexample just now. According to 36 krypton report, the Estee Lauder eye cream product of Estee Lauder live broadcast will sell one bottle every 15 seconds in the double eleven pre-sale this year. Estee Lauder official flagship store data shows that only one person will carry the sales volume of 87% of the product, because he not only has eloquence, but also owns the lowest price of the whole network.

The key is that if Li Jiaqi does not bring Estee Lauder's big eye cream, can he still achieve such a brilliant achievement? This is a typical example of brand potential energy pushing conversion rate. Is there anything more vivid than that?

In the Second World War, each soldier averaged 20000 rounds of ammunition to kill an opponent, and hundreds of millions of rounds were fired. But the final change in the war was two atomic bombs thrown into Hiroshima and Nagasaki, and their equivalent was 13 thousand tons TNT and 20 thousand tons TNT.

Compared to the total equivalent of the bullets and detonated explosives launched in the Second World War, 13 thousand tons and 20 thousand tons were only a very small number, but they finally ended the war. The reason is simple, because they have an unprecedented ability to concentrate on detonation.

However, at this moment, the high light time "brighter than the 1000 suns" is not the essence of the atomic bomb's victory. The real essence is that many years of theoretical construction and the "Manhattan" nuclear engineering construction are the fundamental guarantee for the explosion.

The more we pursue short-term results, the easier it is to give up long-term construction. This is not uncommon now.

3. digital media is not invalid, but it should be used with centralized brand exploding.

If you agree with our view above, we will continue to deduce how to build brand and brand detonating, and then look at a formula:

Brand potential = brand differentiation X mental acuity x strength of arrival

At present, we are already in an era of non selective dust spread. This atmosphere means that the clear brand will get more and more difficult. Like the basic scientific principle, sound travels fastest in solids, and slows in gas - and traditional media is the closest to solids, and dust is the closest state of gas.

In fact, whether you choose it or not, fragmentation and dusting are inevitable and irresistible facts in the media sector today. They also mean great uncertainty and greater difficulty in reaching the brand mind. What are the deterministic factors that we can grasp?

1. building differentiated brands and telling good mental stories are never out of date.

2. lock the user must go through the concentration of time and space detonation, never out of date.

We can see that there are some very good brands recently launched by brands, including representatives of the new economy and representatives of the traditional economy.

For example, Bosideng, a brand originally considered to be aging, is precisely because of its "old", so it has extracted the brand highlights of "focus on down jacket for 43 years and sell well to the 72 world countries", and added a lot of thickness and credibility to the brand at the same time. Combined with frequent new fashions and participation in the world fashion week, the traditional functional consumer goods have the same brand of the same age with no difference and fashion sense. In the past year, about 6000000000 revenue broke through 10 billion 400 million in one go.

For example, flying crane, which faces the international professional safety image of 75% of the international brands, is not following the common sense of the Chinese people, but is more suited to the mind of a Chinese baby like a mental nail. From four years ago, the 3 billion 500 million battalion received an estimated revenue of 15 billion this year.

For example, is the US group hungry? These two are already very mature new economic brands. But the continuous concentration of brand detonating is that consumers are not familiar with their brands? No, but because they are well versed in the mystery of marginal cost reduction caused by brand detonation. Every repetition has precipitation, and every precipitation means that the cost of next transmission is also a little cheaper.

And Rui Xing coffee, Rui Xing coffee advertising strategy is not simply to brand touchdown, but the combination of brand touch and popular social fission, so that each centralized delivery is accompanied by the arrival of a new climax of consumption.

Finally, let's take a look at where the final overlap of these brands exploded. Obviously, they have chosen a centralized detonation facility for the mainstream population.

The mass media is a media that is always called mandatory viewing in closed space. But for brand detonation, its strength lies in the fact that it is in the mainstream of the crowd. One is to go to work, and the two is to go home. It can be imagined that as long as the physical form of human work does not change in essence, it will always be effective and can not be shielded.

Another secret of separation is that if the repeated impact of a single unit reaches a certain threshold, it will not only make the audience absolutely unforgettable, or even become a social practice. Recently, a website called "Yi Che" has adopted a way of "dividing the whole day" by dividing the public channels into a national channel, and implemented a propagation called "superposition". The result is no suspense. At the Guangzhou motor show, Yi car conducted a field survey of the car dealers. The impact of the car screen on the day of the "Yi Che" in the nationwide elevator media is more than that of all the four big TV stations, three big videos and three outdoor outdoors.

The aforementioned atomic bomb case tells us that you have to differentiate the brand, the mental characteristics of users, what words or forms you intend to use to enter the user's mind. How do you grasp the critical period of user mental change caused by detonation? After everything is clear and handled properly, we can finally press the "red" button.

In the last part of the article, I want to explain that fragmentation and centralization are never absolute exclusion but a dynamic and dynamic process. Brand, without the core of brand detonating means, often fails to enter the mind of a wide range of users, and proper and timely fragmentation marketing can cooperate with brand detonation, further consolidate the user's mental cognition, and increase the benign interaction and touch between users and brands. Research shows that before consumers make the final decision to purchase, the "contact" between consumers and brand information can be as high as 20 times. So many contacts should not be completed by the "mass".

This is an era of brand becoming more and more difficult, but it is also a time when the traditional economy needs the strength of the brand to carry out transformation and upgrading. The author finds that most of the analysis articles that can be seen at present emphasize the differences between fragmented marketing and centralized detonation facilities, but few visible persons can explore the effect of combining them. I hope this article can give the brand owners an inspiration. After all, the new mode of combination has no standard answers, only continuous innovation and exploration.