At a time when the economic environment is a little weaker, there is a huge contradiction between the decline in spending power and the enjoyment of life. In order to be able to meet their own requirements in some aspects, the term "replacement" has begun to become more and more active on various platforms. This shift in consumption habits is undoubtedly forcing companies to make transformations. Let's take a look at how brand marketing should be carried out in the current era of replacement?
Put yourself in the user's shoes
User marketing is the most difficult, but if you change your thinking and let brands think from the perspective of consumers, you can undoubtedly make the functions of the product more relevant to the needs of consumers. Especially after the upgrade of live broadcast and social media platforms, many manufacturers have created a people-friendly brand image, which can often gain a lot of attention in a short period of time. Expanding the user pool with a mindset close to consumers is the only way to get companies through the current difficult environment.
Show sincerity
A large part of the decline of e-commerce shopping festivals such as Double 11 is related to the calculation method of "insincerity" of the platform. The same is true for brand marketing, marketing is not only about publicity, but also about operations, product quality and follow-up services. Don't exaggerate the publicity, face the consumer with the real side, and humbly accept the criticism from the consumer. In many cases, a "bow" of a brand can often be a successful positive marketing.
Back to the product
In the era of digital marketing, brands and consumers alike feel overwhelmed by the ever-expanding marketing channels. In order to seize traffic, some brands still spend much less money and energy on product research and development than marketing. If the product itself lacks competitiveness, the brand does not have a deep reputation accumulation; Most of the brands that focus on marketing rather than products are doing one-off business. Excessive marketing will only accelerate the consumption of the life of the brand, and many Internet celebrity brands are representatives.
Although the replacement product seems to be a "stand-in", if the strength of its own product is strong enough, this part of the user can also be converted into the user pool.