Marketers have been faced with two major problems. On the one hand, communication contacts are increasingly diversified; On the other hand, there are many marketing methods, and the efficiency and effect of marketing need to be improved. Deep chain operation is a new answer to the new normal of brand digitization, so as to help brands accumulate consumer assets and brand influence and realize long-term value.
Since the outbreak of COVID-19, China’s consumer market has been greatly impacted. With the effective control of the epidemic, the rapid recovery of the national economy also led to a strong return of the consumer market. Expanding domestic consumption demand has become an important “strategic basis point” for the country.
The online retail model itself is also undergoing a transformation, rapidly from “people looking for goods” based shelf-type e-commerce to “goods looking for people” based content e-commerce, the internal texture between “people, goods and market” has also been reconstructed. In this process, there are three significant brand marketing trends: multi-touch points, path differentiation and change acceleration.
The new normal of brand marketing
First, multiple contact points. The number of brand online contacts increases, presenting separate user experience and links.
With the rapid development of content marketing, the carrier of marketing content has changed from the traditional graphics and audio to more styles, including short videos, user experience in the form of live broadcast, in-depth introduction of products, product function comparison, and flash sales.
At the touch point level, e-commerce, social communication, short video, live broadcast, games, search engines and other online touch points together constitute a rich and leaping content communication portal. This phenomenon of contact diversity not only occurs between public domain and private domain, but also exists between different public domain platforms. It is not only reflected in the consistency of user experience, but also affects the collection and unification of user assets.
At the present stage, user assets are scattered among the contact points of offline stores, social networks, media, e-commerce and short video live broadcasting platforms, which cannot be correlated with each other to form an overall brand crowd asset, which is difficult to support the brand to observe, monitor and make decisions on the whole domain.
Therefore, brands need to consider closing the user experience fault of all contacts in the whole domain, establish a unified and continuously updated user experience journey, and realize unified brand asset management and marketing analysis in the whole domain.
Second, path differentiation. User behavior jumps, cross links increase, showing a variety of user paths.
As the brand attaches more importance to the online interaction and communication between users, “planting grass — raising grass — pulling grass” shapes a new user experience model, which increases the number of nodes on the user path. The complex and coexisting user paths not only affect the brand’s cognition of the original appearance of marketing link, but also cause inappropriate marketing strategy or operation deployment.
Brand, therefore, need to use the contact link user behavior, to restore the different consumer groups in different category commodity purchase journey’s position and their flow path, the statistical probability of the users to take different paths, and analyzes each path between nodes circulation time and efficiency, so as to design the user path and the corresponding marketing strategy.
Third, change accelerates. The rapid change of crowd demand and competition pattern requires flexible response of marketing strategy.
On the one hand, people are no longer satisfied with the increasingly similar functions and appearance of products, nor are they simply consuming products or services. Instead, consumers turn from passive to active, in order to build a “self-awakening” lifestyle or create a “self-pleasing” inner satisfaction. On the other hand, in the fierce market competition, consumers’ brand switching costs continue to decrease, and the user group represented by Generation Z is very sensitive to the changes of the Internet celebrity trend, and quickly follows the trend, and brand switching speed is also very fast.
For brand party, how to acquire new customers, keep continuous viscous, avoid brand aging problem becomes the key to the current paradigm, need to increase the new speed is more than just a product, what is more important in the limited time window, through the whole domain analyzing and digital mining market, guide the generation of ideas, promote the concept of validation, Finally, the systematic ability of rapid and efficient marketing strategy iteration is formed.
New mode of deep chain management
In the face of digital media for diversification, any kind of cycle significantly reduced the influence of marketing to consumers, to universal coverage of all media resource input is too big, so consumers mind for brand proposition is no longer occupied or not, but whether continue to cultivate long-term brand mind, running to intensive cultivation of the consumers.
In the future, if brands want to achieve refined consumer operations, they must deeply analyze the overall picture of consumer assets.
The first is to analyze consumers from a global perspective, such as the effective integration of brand search in the public domain and social interaction in the private domain, to describe accurate and real-time consumer understanding; Secondly, it is necessary to deeply analyze the consumer transformation path and find out the flow relationship between each node. Only through these two aspects can the brand upgrade the interaction mode with consumers, realize the refined operation for consumers, and thus reap the long-term growth of consumer assets.
There are two core values to the DEEPLINK framework for brands: first, it is a thorough and detailed review of consumer assets. Multi-dimensional evaluation of consumer marketing value, including population growth space, historical effect, population conversion probability, etc. Second, consumer link in-depth operational guidance. Through detailed stage indicators, the brand can be guided to implement corresponding in-depth operation actions for consumers in different states at each stage on the consumer link, so as to improve customer experience and optimize brand marketing efficiency.
Consumer brand, you need to understand l d, assets, upgrade, interactive extension, establish the understanding of consumer omni-directionally, reshape the brand and the consumer digital interactive way, realize the whole scene linkage, this also means that brand can according to the marketing strategy target consumer groups, the population status of consumer brand asset and conversion path for the corresponding marketing operation, Make the target consumer assets get maximum value mining.
Deep chain management three – step strategy
Through a closed loop of “deep chain indicators, link scenarios and marketing actions”, DEEPLINK enables brands to have more detailed control over the formulation of marketing objectives, the matching of operation methods and the support of marketing tools, so as to achieve refined marketing investment and target management. We have summarized the three key steps for brands to promote DEEPLINK.
The first step is DEEPLINK metric analysis. After marking the industry by DEEPLINK basic indicators, the brand analyzes the significant consumer link of the brand, and then carries out the marking of the category according to the turnover rate and mental share of the population on the significant link, so as to locate the operating status of the brand’s own consumer link.
The second step, link marketing strategy formulation. According to the interpretation of DEEPLINK brand indicators, combined with the brand strategy and development status, reshape the marketing strategy, match the fit of consumer links, and set operational KPI and marketing ROI targets on each DEEPLINK layer.
The third step, marketing landing, monitoring and optimization. Through the consumer link of brand target, targeted optimization of consumer assets, real-time monitoring and optimization of marketing mix, the formation of a complete digital marketing closed loop.