Before you know it, 2023 is coming to an end, and 2024 is coming.
Looking back over the year, we see that some marketing methods are still being tried and tested. For example, brand co-branding that is constantly out of the circle relies on eye-catching packaging marketing.
Of course, there are many new trends, such as Buddhist life has become a new password for young people, and the MBTI test has become a new breakthrough for brands.
Here's what we summarizedTop 10 Marketing Keywords for 2023to take you back to the past year's trends and innovations. If you have different views, you are welcome to add to the discussion
Directory.1. Buddhist marketing.
2. Co-branded marketing.
3. Urban marketing.
4. Packaging marketing.
5. Toy marketing.
6. Dopamine marketing.
7. Men's marketing.
8. Domestic marketing.
9. Asian Games marketing.
10. MBTI marketing.
This year's "temple tour" is on fireYoung people don't go to class, they don't go to school, they only go to incense. Since the beginning of this year, the number of tickets for temple-related scenic spots has increased by 310% year-on-year, and the post-90s and post-00s have accounted for nearly 50% of the people who have booked tickets for temple scenic spots since February.
From a marketing point of view, it is not difficult to see that the temple fire makes sense. Selling coffee, selling peripherals, selling blind boxes and other new marketing methods are not uncommon in major Internet celebrity temples.
Outside of the temple, brands have also seized the traffic password. Heytea, Luckin, and Nai Xue have successively launched their own "Buddha" products.
But behind the popularity of Buddhist marketing,It shows the anxiety and pressure of contemporary young people, so the essence of marketing is a kind of "value delivery". Whoever can help them briefly withdraw from the anxieties of reality is most likely to win the hearts and minds of young people.
Co-branding has always been the "panacea" of marketing, and this year is no exception. WhileThere are thousands of co-branded brands, and tea brands account for half. According to statistics, in the first three quarters of 2023, the number of co-branding of 18 tea brands has reached 236 times, and there are even brands co-branding 3 5 times per month.
What is the hottest collaboration this year? Heytea x Fendi and Luckin x Moutai are definitely on the list.
In May, Heytea and Fendi co-branded products were launched, and Heytea immediately exploded, becoming the hottest co-branded product of Heytea in recent years. The popularity of online topics remains high, and it has made a number of luxury goods see the potential of cross-border co-branding.
In September, the "Sauce Latte" jointly launched by Luckin and Moutai was officially launched, which directly ignited social networks. The sales volume exceeded 100 million yuan on the first day, setting a new record for Luckin single products.
I have to say that you have to look at these tea brands to play marketing, and they know how to handle consumers too well.
This year, the city of Zibo is well known to the people of the whole country. The reason for Zibo's popularity comes from "Zibo Barbecue", and throughout April and May, social platforms and circles of friends were full of related content.
Between April 28 and May 2, a new 100-acre barbecue city was built in Zibo for 20 days, attracting about 120,000 people. Zibo has also become the big winner of this year's May Day holiday.
The success of Zibo barbecue is not simply a delicious barbecue, nor is it an accidental phenomenon. It's the result of the joint efforts of every business, every local, and the city.
In particular, the fate of Zibo: the opening of the "barbecue ** exclusive window", the opening of the barbecue special high-speed railway, the addition of barbecue buses and a series of measures, so that a steady stream of people go to "Zi" to catch up with the "barbecue", creating a phenomenal urban marketing model.
In the first half of the year, marketing about packaging emerged in an endless stream. First, "mini milk tea" was collectively out of the circle, and then there were "giant" instant noodle barrels that were fried to sky-high prices.
Compared to the usual conventional packaging. An eye-catching oversized package, or a cute mini design, can easily catch the attention of young people and become a traffic password on social platforms.
There is also a giant LV bag in Shanghai, which has become a new Internet celebrity check-in place, and the logic of marketing is the same as the size of the package.
In fact, for brands, whether the packaging becomes bigger or smaller. In essence, it is a kind of insight into consumer psychology to meet the consumption needs of different stages and groups.
However, the brand will eventually return to the product, and only if the product is excellent, marketing methods can earn more voice for the brand.
Following last year's Da Duck, which exploded on the whole network, KFC and McDonald's are still making steady efforts this year.
The Sanrio co-branded toys launched by KFC, the Gundam co-branded toys launched by McDonald's, and the Tetris game console were all sold out immediately.
And it was supposed to be a meal toy for children, but it was adults who grabbed it. ActuallyWhat adults value is nothing more than the IP value behind the toy, which has aroused emotional resonance; In addition, young people are willing to grow grass and share, and this kind of limited edition toys undoubtedly meet the value of this social scarcity.
It can be seen that these two brands have a deep understanding of the target consumer group, and it is not difficult to understand why their toy marketing has been out of the circle again and again.
This summer, blogger @day小熊 brought "dopamine dressing" to the fire. Colorful clothing, with if we ever broke up**, becomes the traffic password for wearing**.
At present, the number of "dopamine" related topics on Douyin has exceeded 10 billion, and the number of related notes on Xiaohongshu has exceeded 4 million, which has become a well-deserved traffic password at present.
The reason why dopamine dressing is demonic out of the circle,In fact, it is also because colorful fashion can mobilize positive emotions, which is a kind of "positive association" and has the effect of "emotional healing".
With the continuous development of this hot wind, catering, retail, beauty and other industries have begun to take advantage of the "dopamine dressing". For example, Luckin, Cudi and other tea drinks have launched a series of "dopamine" tea drinks, and Laoxiang Chicken has released "Dopamine Catering People"**
Not only at the moment of explosion, but also for brands that want to "snipe" young consumers, "dopamine" color marketing is also a good choice.
In the era of "appearance is justice", I didn't expect some brands to find another way and play "male" marketing.
In July this year, Shuyi Burning Fairy Grass launched a promotional campaign on Douyin - "I love He Shuyi". In order to stir up the topic, Shuyi Yao Xiancao specially invited a group of high-value male bloggers to shoot a number of cross-dressings that showed off their figures**. Seeing the crazy increase in topic traffic, more and more brands choose to join the army of "male marketing".
Earlier this year, Coconut Tree tried "Macho Live" on Douyin for the first time. The live broadcast room is all handsome guys with a height of 180+, healthy and sunny, and abdominal muscles, which has brought huge traffic to the coconut tree.
The "men's marketing war" is not only hot on the first, but also in full swing offline. With the frequent emergence of male model restaurants and macho hot pot restaurants, the trend of brands using "male color" marketing is becoming more and more obvious.
"Men's color" can bring a lot of traffic and ** to the brand,However, it is necessary to grasp the scale, otherwise it will lead to the "overturning" of the brand if you are not careful.
Because of Li Jiaqi's "Huaxizi" incident, a group of veteran domestic products ushered in their own highlight moment.
The veteran domestic brand Bee Flower launched "79 yuan" quickly and accurately** and shouted at other domestic brands in the live broadcast room, not only did the fans skyrocket, but the GMV of the live broadcast also ushered in an outbreak.
Other veteran domestic products have corresponded, opening the "team building" mode, huddling together for warmth and promoting each other.
This wave of linkage not only allows many old domestic brands to regain the young market, but also allows more people to see:Although domestic products are facing certain difficulties at present, there are still many cost-effective, practical and reliable brands that uphold the conscience of domestic products and make unremitting efforts.
But for the old domestic brands, this wave of traffic is both an opportunity and a challenge. After the heat has passed, how to turn the world's wealth into long-term wealth is a problem that tests them.
As the largest sports event held in China this year, the Asian Games not only paid attention to athletes on the field, but also drove a new round of sports marketing boom.
This year, the number of sponsors of the Hangzhou Asian Games has reached 175, gathering many categories such as Internet finance, car companies, clothing, home furnishing, 3C electronics, etc., which is the "highest in history" in the past Asian Games in terms of the amount and number of sponsors.
Many brands have also taken advantage of the marketing situation to launch activities such as "winning gold and giving away pure gold" and "winning gold and giving away cars". In addition, more companies have begun to bet on spokespersons and have signed athletes.
Athletes with a positive image are not only less risky than traffic stars, but also more cost-effective. If you can achieve good results in the competition, you can also bring huge traffic to the brand.
Successful cases again and againIt also makes brands aware of the true value of sports marketing. In the future large-scale events, you can plan ahead and seize the opportunity.
In fact, MBTI became popular in the first two years. At that time, most netizens were still new to this personality test and did not discuss more about the 16 personalities.
This year, MBTI has re-swiped the Internet and become the new social currency of today's young people. The data shows that in the past few months, Xiaohongshu's popular topic Everything can be mbti-related notes, with a cumulative number of views of more than 21200 million. On the Douyin platform, the total number of related topics is as high as 3.2 billion.
Netizens also dug up a lot of interesting stalks, among which I and E people are the most out of the circle, and they are also easier to be seated.
Brands have observed this trend and are also taking advantage of the market. For example, Haidilao has launched an exclusive waiting area for I and E people, and Perfect Diary has launched different product suggestions based on MBTI's 16 personality traits.
But don't blindly follow the herd eitherOnly by truly understanding the inner demands of young consumers can brands find a breakthrough in "mbti" marketing and provide them with valuable and in-depth services and experiences.
Well, the above is all the content of the marketing keywords we have reviewed in 2023, I hope to bring you some inspiration and helpWelcome to like + collect + follow
Finish.I am a senior digital marketing expert in @晏涛三寿 and the author of "Super User Growth", pay attention to the official account of "Yan Tao Sanshou", let's gain insight into the essence of marketing together!