Over the past decade, Chinese companies have seen a rapid increase in their investment in digital marketing. According to eMarketer, domestic investment in digital advertising will reach $136.1 billion in 2023, an increase of 148%。Digital marketing has become one of the biggest operating costs for brands. In the face of such a huge investment, the management of brands has put forward higher requirements for digital marketing, and business propositions such as how to promote revenue growth, how to improve profit margins, and how to optimize omni-channel efficiency have become important topics in digital marketing.
In this context, more and more brands are paying attention to the fact that Douyin pre-link marketing is not only related to the growth of the brand's business within the Douyin platform, but also can spill over to all channels and leverage more off-site business. In order to help brands better achieve omni-channel growth, in 2023, Big Engine released an omni-channel growth solution and launched the industry's first global measurement tool, helping nearly 200 brands improve the efficiency of omni-channel growth. According to global measurement, the leverage rate of Douyin marketing on brand off-site business exceeds 70% in the mass consumption industry, and 2% in the local industry5 times.
Undoubtedly, the ability to make good use of Douyin's global value has become the key for brands to achieve omni-channel growth.
A new paradigm for omnichannel growth
The reason why the Douyin platform can significantly promote the growth of brand omni-channel is inseparable from the characteristics of its integrated marketing and operation. On the one hand, Douyin has a complete ecological closed-loop value, and brands can use it as the main business position to achieve marketing and business transformation through diversified means such as advertising, position management, and content management. On the other hand, Douyin's rich content forms can deeply influence and stimulate the needs of a large number of consumers, and consumers will complete purchases in other online and offline channels even if they do not form instant on-site conversions after being planted on the platform.
In order to maximize the advantages of Douyin's in-depth integration of marketing and operation, and help brands make full use of the platform's omni-channel growth value, in 2023, the giant engine will continue to increase its efforts, and launched the industry's first global measurement product on the brand version of Giant Cloud Map in April, and released the "Douyin Global Value" in May, and officially put forward the omni-channel growth concept in October. In less than a year, it was used by nearly 200 well-known brands, covering 14 industries such as e-commerce, local, and clues, creating more than 800 reports, and 95% of brand customers deeply recognized Douyin's omni-channel value.
The global measurement product can be favored by many customers because it links the front-link marketing and the post-link business from the two perspectives of global and spillover through scientific means, so as to achieve quantifiable, attributable and optimized, and help brands calculate the real return of Douyin marketing from a global perspective, especially the spillover business value, and formulate global marketing strategies with more scientific decision-making. In the brand version of Giant Cloud Atlas, brands can customize the measurement method, attribution method, attribution window, and measurement cycle to quickly obtain scientific global measurement results.
All scenarios help brand business grow steadily
The global measurement tool has become a powerful tool for brands to tap the global value of Douyin, helping more and more brands solve the pain points in many marketing scenarios such as budget allocation, big promotions, new products, and new customers, and effectively achieve steady growth in omni-channel business.
In today's era of cost reduction and efficiency improvement and media fragmentation, how to allocate the limited budget to various channels, choose which channels to focus on investment, and which specific channel resources to purchase as marketing contacts have become the primary problems faced by decision-makers, and it is difficult to make decisions based on past experience and subjective judgment.
Global metrics effectively solves this pain point, helping brands not only optimize omnichannel budgets, but also optimize marketing touchpoint budgets.
Joyoung, a well-known home appliance brand, clarified the conversion efficiency of each channel through global measurement, so as to scientifically allocate the investment budget of the three platforms of Douyin, Tmall and Jingdong, and finally obtained a brilliant result of more than 890% of the off-site conversion of grass planting** promotion; Liby, a daily chemical giant, optimized the budget of Douyin's product wide contact points through global measurement, and improved the efficiency of income by using shallow crowds and ** product mix with the help of IP nodes, and its Douyin GMV overflow rate reached 40%, and the GMV in the third quarter of 2023 increased by more than 65% compared with the second quarter.
The big promotion is a key part of the brand's growth, and the annual double promotion is a must battle for the brand, which plays a pivotal role in the market share. Brands are also demanding more and more from big promotions, not only to maximize user attention, but also to ensure the input-output ratio, so as to avoid bloodshed for market, resulting in unsustainable growth.
In the big promotion scenario, global measurement can help brands optimize their crowd strategies and search strategies by measuring the contribution of touchpoints, combined with other cloud map modules such as people and product insights, and improve the efficiency of post-link conversion. Midea, a well-known home appliance brand, has insight into the characteristics and content preferences of its brand group, category group, and eight major groups through global measurement, formulates content strategies in combination with the brand image module, organically combines core selling points with high-profile topics, and finally detonates global search hotspots, realizes the addition of tens of millions of A3 crowd assets, and boosts GMV growth; Shiseido's sunscreen brand Anessa made in-depth use of global measurement tools to clarify the differences between closed-loop and non-closed-loop groups during the promotion period, conducted in-depth insight and analysis of people, goods and yards, and output differentiated crowd strategies, and finally increased the global ROI by more than 50%.
The significance of new products for each brand is self-evident, and the birth of a popular product can not only effectively help the brand drive sales, but also help enhance its brand image. However, new products are often hard to come by, and it's hard for brands to replicate their successes. The global measurement tool can not only help the product to contribute to the previous marketing touchpoints and explore the most potential new product marketing links, but also help brands track the contact traces of successful explosive products, so that new products can be traced.
Through insight into industries, brands, and user groups, global measurement can effectively reach omni-channel consumers by grasping important nodes, so as to help new products break through the circle and achieve the integration of omni-channel product, efficiency and sales. The water purification brand BRITA applied the MMM statistical modeling of global measurement, and seized the three major time nodes of the brand renewal campaign, the big brand day activity, and the big promotion to reach omni-channel consumers, and achieved a good result of increasing the brand power of Douyin by 6 places month-on-month and the top 2 sales of Ali water purifier category; Before the launch of new products, Yongyi, a home furnishing brand, completed the analysis of the industry, brands and groups through global measurement, output targeted content strategies, and laid out multiple star map experts to create circle content, and its spillover rate and global ROI were finally 2-4 times better than the industry, and Douyin sales increased by more than 6000% year-on-year.
Attracting new customers is the incremental lifeline of the brand, but after spending a lot of effort to attract new customers, the brand repeatedly thinks: how much business increment can the new customers who have spent a lot of effort to attract new customers? What kind of newcomer has the highest potential?
The maternal and infant brand Meiso Jiaer used the global measurement science to calculate the "new account" to help improve the operation efficiency of all channels. Through global measurement, Meiso found that 84% of the new brand customers reached by Douyin completed transactions on Douyin, and saw the contribution and spillover of new customers and new A3 people to online and offline omni-channel business. Then, according to the characteristics of the spillover population, the brand spillover crowd package is customized, and the crowd operation and grass planting strategy are optimized to efficiently attract new customers.
With actual combat verification and effect speaking, the omni-channel growth value of the giant engine is gradually becoming the industry consensus, and its global measurement products have also been recognized and concerned by more and more brands. I believe that in the future, more brands will join in the exploration of omni-channel growth, and with the empowerment of the huge engine, they can see the true value of different channels and different touchpoints from a global perspective, realize the optimal allocation of resources, and embark on a more scientific and certain road of brand growth.