Nowadays, traffic is more difficult to obtain and convert. With the development of society and the change of user mentality, our marketing of products must also change; To capture the hearts of users; the author of this article shared the dismantling of the spiral growth model of Ali's innovative intelligent marketing platform, let's take a look. In 2020, it will have far-reaching impact on many people and many companies, and news of declining performance and bankruptcy is endless; on the one hand, there are many difficulties, but on the other hand, we have also seen the thriving business in the constantly restarted business, and 26 new products were born from Tmall 618.
Brand dark horses, Zhong Xuegao, Adopt a Cow, Kaixiaozao, Bananai, Wangfusuan, Sandunban and other new consumer brands grew against the trend; a series of data were released at the delayed CCTV 315 party, such as an job title email list increase of 9841% The breakfast machine, 2177% of the fascia gun, 53% of the yoga mat and so on. The market environment has changed, and people's consumption habits, preferences, and usage scenarios are also changing. Many companies with new capabilities stand out. For example, Perfect Diary continues to promote brands and products through talent cultivation and private domain traffic.
Hi Pot and others have tapped into the new consumer needs of young people and upgraded convenience foods. In the current business, more and more brands are joining the digital transformation, and the epidemic has accelerated the process of digitalization. For example, all marketing activities that cannot be completed offline have been moved online, and live broadcast, community, and private domain traffic have become the 2020 annual report. From my point of view, the mainstream topics in the marketing industry, the current changes in marketing mainly reflect two points:1) People-centered: The role of people is becoming more and more important; when supply is less than demand, products are very important, and later it was channel-driven.
Now it is a people-centered era. People can be understood as founders, users, and KOLs, such as: people That is, the brand (Drunken Goose Girl, Dad's Evaluation), the person is the product (Uncle Kai tells stories), and the person is the channel (Li Jiaqi, Wei Ya). 2) Refinement of traffic operation: It used to be rough in the past, but now is the era of membership Plus, and consumers are willing to pay; the management of members and fans is very important, and a brand with fans is a competitive brand. Post-link traffic operation can turn traffic into loyal fans, and refined traffic operation is a required course for establishing an enterprise. In such a marketing change, where are the opportunities for enterprises? I think "users, channels, communication" are the core key points and the core methodology of marketing growth - each of these three key points has changed, especially digital marketing has brought fine-tuned public domain and private domain.
Streamlined traffic operation and management brings unlimited possibilities to users, channels, and communication. In this regard, the super Huichuan products mentioned by the intelligent marketing platform of Ali's innovative business group in the Golden Investment Award Creative Festival, from "traffic, efficiency, and effect" From the point of view, it expounds the deep fit between product capabilities and market demand, which is worthy of industry attention. Let's take a look below: Dismantling the Spiral Growth Model of Ali's Innovative Intelligent Marketing Platform: Traffic, Efficiency, and Effect 1.
User growth due to marketing growth In the digital age, when thinking about marketing growth from the user dimension, positioning will consider brand positioning from the user's perspective, that is, what is the label that users give you? Just like a small pot of tea, users recognize whether it is tea or gifts, and scenes, communities, content, and fission are also created around the user's perspective; this is different from traditional business, because the traditional model is that a company produces products, Put it on the channel, and users will buy it, and the consumption channel will be finished;
and now many companies will first gain insight into user preferences through big data, and they will also create ideas according to the characteristics of different users during marketing; so digital marketing will bring exponential growth in user growth. Rapid growth, which is difficult for traditional businesses to achieve.