2023 is a year of award-winning marketing examples. Heytea and Fendi's "Joy Yellow" co-branded have set off a boom, and Luckin and Moutai's sauce-flavored latte have also attracted much attentionAt the same time, social events such as "Zibo Mythology" and "Village Super Innovation" have attracted widespread attention. Many brands are actively exploring AI marketing, and innovative ideas brought by technology are also emerging in an endless ......With the help of dozens of AI tools, Weiboyi issued the "Analysis of Brand Hot Marketing Events in 2023", which is probably the first AI-written report
How does AI write a report?First of all, the report topic selection is formulated around the analysis of the needs of advertising and marketing practitioners, the annual case popularity ranking is found, the automatic design of the report framework, and then the data cleaning, modeling, and analysis are carried out by the microcast easy social model, the automatic generation of case copywriting, AI participates in visual design, report layout, copywriting proofreading, and finally manual review and report optimization. The following is the text of the report:
In the 10 classic marketing events of 2023, we have identified 5 major trends to help marketing practitioners learn from the past.
Trend 1. In terms of strategy, pay attention to more scientific marketing objectives and entry points under different life cycles.
In the face of the huge dividends of content social e-commerce, many companies have imitated the gameplay of others: planting grass for Xiaohongshu products, finding big anchors to bring goods, etc., but most of them have not achieved the expected results. In the current competitive environment, enterprises need to more accurately define their own life cycle (brand product introduction period, growth period, development period and innovation period), and clarify the most effective market entry strategy in the current market competition.
Taking the Jiaoxia brand as an example, as a well-known and mature brand, it has begun to continue to break the circle through entertainment in order to achieve fission growth of more users: it has launched a series of influential brands with Tan Weiwei and Jay Chou, cooperated with the landlord's cat to launch "All the Suns", and cooperated with Jay Chou to create the brand duology "Simple Love", which has further broadened the brand's popularity and influence with the influence of celebrities. At the same time, Jiaoxia has also established the first lightweight user lifestyle community in China, BU Camper, to operate user retention and repurchase.
Trend two. In terms of gameplay, it attaches importance to cross-border innovation and leads the trend of brand rejuvenation.
Cross-border innovative marketing has become a powerful means to break the limitations of traditional marketing, and seemingly unrelated brands have found innovative links between them. Different from the traditional cross-border, cross-border marketing under the new trend pays more attention to innovation, personalization, experience and emotional connection, and uses digital technology to expand influence and improve efficiency. At the same time, it emphasizes sustainable development, social responsibility, and respect for cultural differences. This will also become the mainstream innovation point of marketing in 2024.
Taking the co-branding of Luckin Coffee and Kweichow Moutai as an example, for Moutai, it is necessary to use Luckin's influence in young consumer groups to further expand the young market. For Luckin, the crossover with the old luxury liquor not only enhances its brand image, but also attracts consumers' curiosity and desire to try with its unique product design, which drives the conversion of sales. In this cross-border co-branding, both parties have realized the complementarity of brand value and users.
In terms of communication strategy, the brand officially announced the linkage of multiple materials, broke through the sales mark in the form of the first live broadcast in cooperation with Douyin Shangxinri IP, cooperated with the talent to plant grass and deep cultivation of content, and attracted the attention of young users with stalks around topics such as "sauce latte and drunk driving".
According to recent financial report data, Luckin Coffee's total net income in the third quarter of 2023 increased by 84% year-on-year9%, while Kweichow Moutai's revenue in the first half of 2023 also increased by 19% year-on-year42%。These data show that cross-border marketing not only brings volume, but also brings considerable business growth for brands.
Trend three. In terms of content, we attach importance to emotional value and user resonance.
Emotional value is essentially a dimensionality reduction blow. Emotionally charged messages are easier to remember than purely functional messages, helping brands create connections with consumers more effectivelyWhen a product or service offers a unique sentimental value, consumers may be willing to pay more**. That's why certain brands can charge a premium. Emotional value also allows consumers to make decisions from an emotional perspective. In times of crisis, the positive emotional value accumulated by the brand can also be used as a buffer to restore trust faster. Emotional marketing is a powerful tool that should be based on sincerity and integrity and build long-term, positive relationships with consumers. Otherwise, it will backfire and damage the brand image.
Taking the brand Neiwai as an example, it took the oriental philosophy as a starting point to promote the Chinese underwear brand to the international market and become the leader of the value concept of "women's freedom". On March 1 of this year, Neiwai released a short video of "Ten Questions about the Body". With the theme of "My Body to Me", the brand puts forward 10 questions from the perspective of the body: how can brands that insist on marketing from the standpoint of women enter the spiritual level of women through body art?From "No Body is Nobody" to this year's "My Body is to Me", it has continued its insistence on providing emotional value for women in both internal and external marketing, and has become a compass brand for women's marketing.
Taking Zhang Xiaohui and Dong Jie's popular live broadcast as an example, they innovated a "white moonlight" style live broadcast method. This model focuses on the outpouring of real emotions, not only sharing the advantages of the product, but also sharing the feelings and stories when using it, giving the product temperature and emotional value. In addition, personalized product selection and recommendations meet the needs of the audience and increase the sales conversion rate. The unique narrative perspective shows the uniqueness of the product and deepens the audience's understanding. Finally, the live broadcast emphasizes self-worth, shows the love of life and the pursuit of beauty, and realizes the resonance of emotional value.
Trend four. In terms of channels, we will plant grass around talents and build a global integration of information flow, search, and e-commerce.
With the disappearance of the demographic dividend and the intensification of business competition, the social platform is also constantly innovating and optimizing products, integrating resources within the platform, and enhancing the marketing value and industry competitiveness of the platform. For example, each social platform has launched different integrators**, such as fact+s, KFS, etc., all of which combine high-quality content with accurate traffic to improve the "scientificity" and "certainty" of content marketing, and then based on the keyword layout of the search scene, the linkage window effectively intercepts and converts target users, so as to improve the marketing efficiency of enterprises in the platform.
Based on this, the brand also deeply integrates platform resources, and improves brand marketing efficiency through refined operations by linking channel resources such as influencers, information flow, and search. The success of the annual excellent case is inseparable from the efficient integration and use of media resources: for example, Jiaoxia undertakes e-commerce through the concept of "lightweight outdoor" through travel, outdoor, life, and fashionista, and undertakes e-commerce through multi-dimensional keyword layouts such as lightweight outdoor lightweight outdoor banana xia, and has gained a good ranking in hot notes such as lightweight outdoor, and has also gained a high brand voice and conversion effect.
Trend Five. In terms of technology, we attach importance to the blessing of AI to radiate across the industry and empower all scenarios.
In the wave of digitalization, the rapid development of AI technology has made it occupy an important position in the global business scenario. From marketing strategy, product manufacturing, multimodal content creation to content dissemination, customer service, and other links, AI technology has shown great potential and value. Not only does it help brands improve efficiency and optimize processes, but it also provides unprecedented business opportunities. For companies that can quickly use AI technology, this is undoubtedly a leading period to seize market opportunities and enhance competitiveness.
Taking this year's Zhongxuegao AI new product marketing as an example, Zhongxuegao launched the new product "SA" for the first time through a press conference'SAA" series, the series has AI involved in everything from the name to the taste to the product design. According to the founder of the brand, it has developed and used a variety of mainstream AI products, including ChatGPT and Wenxin Yiyan. This kind of AI involvement in marketing and design has a strong attraction to some young consumers for innovation and uniqueness.
Big data, as the underlying support, and artificial intelligence as a technical means, are driving the continuous evolution of marketing methods, and at the beginning of 2024, I wish all brands and practitioners can grasp the latest opportunities and achieve efficient growth.
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