Integrated marketing across the entire network is not what we understand. The simple multi-channel advertising placement is fundamentally wrong. It needs to attract and persuade users based on a unified top-level brand design and all nodes where target users come into contact with company products. Let's learn about what Jinan's full network marketing actually includes.
What is the top-level design of a brand?
The top-level design of a brand is the image content that a product aims to convey to users. It can be said that top-level brand design is a part of corporate strategy. Operators need to filter and organize promotional information, such as a unified brand image, to prevent users from receiving chaotic information.
2. What do you mean by each node?
We can understand it as the purchasing stage of consumers. For better explanation, user purchases are divided into 5 stages:
(1) Pay attention to needs
At this stage, buyers may notice their needs due to a certain event, which may be caused by various factors, such as internal factors. If we are hungry, we may want to eat something. Externally, if others say I am too fat, they will consider losing weight.
(2) Information collection
After deciding to eat, we will go to various apps, search on Baidu, 360 and other platforms, ask colleagues, or watch recommendations from various internet celebrities on platforms such as Weibo and live streaming. We can see the diversity of information channels, so the impact of information sources also varies with products, brands, channels, and users.
(3) Candidate evaluation
After collecting various types of information, users need to process it and select products. Faced with the same needs, different people will choose different products. Some users may be more rational and consider and analyze comprehensively before making a decision. Some are completely opposite, making purchases based solely on impulse. Of course, the same category of consumers may also have both types of behaviors.
From the perspective of the operator, we need to study the target users and find out how they actually evaluate the plan. If we know the evaluation process, we can take measures to influence users' choices.
(4) Decision to purchase
After collecting information and evaluating it, users initially form a purchase intention. Is everything okay after the user completes their purchase intention? Not at all. After users make purchasing decisions, they are often influenced by many factors. There are controllable and uncontrollable factors among them.
(5) Post purchase behavior
The focus of post purchase behavior is to establish customer satisfaction and improve repeat purchase rates.
3. What is the target user and product contact node?
The connotation of marketing is generally focused on addressing the target market's perception, preferences, and image of products, and viewing long-term relationships with consumers as a form of management. Good operators will deepen such management and bring huge benefits, and community marketing is a great example. A good management process should start by examining all possible contact points between target users and company products.
Before generating demand, which channels do you use to learn about food? It may be a photo that stimulates the desire to eat, such as KFC. After the demand was generated, I was able to check various apps, use search, seek advice from Weibo, video celebrities, etc., and also search for various reviews on food websites to check prices. During the information search process, there may be a restaurant that hits demand and generates a desire to consume.
What operators need to do is evaluate the contact experience of users at different stages (purchase stages), create contact information from their perspective, and establish good relationships. To attract users or facilitate their purchases.
The integrated promotion of the entire network requires us to start from the target users, study the evaluation process of user purchase decisions, formulate marketing plans from their perspective, select investment channels, and design material information that meets the pain points of users at different purchase levels, in order to influence, stimulate, attract, persuade users, and achieve final conversion. For more information, come to our website http://www.qwjst.com Please consult!