Integrate marketing 5S marketing therapy to provide "targeted" services accurately.

2022 is coming to an end. Is the brand tangible and has long-term marketing competitiveness? What changes and trends will be ushered in the marketing scene in 2023? At present, the common problem faced by marketing is that brands are in an environment with diversified media and rich content. Fragmented information makes it difficult for brands to grasp users' memories for a long time, and efficient integrated marketing becomes brand awareness. Because everyone is doing integrated marketing, there are not many real "good integration effects", which are caused by strategy formulation, marketing creativity, communication rhythm and other reasons, as well as the lack of efficient integration tools and strong marketing team. Recently, a media had an in-depth dialogue with Hu Funi, the head of Zall Digital Integrated Marketing, from which we may get a glimpse of how Zall Digital actually helps brands solve marketing pain points at all stages. They summarized the core advantages of integrated marketing into five S: S 1 (strategy) strategy consultation: by analyzing industry trends, spu insight, e-commerce strategy analysis and so on. , they found the best solution for the brand; S2(Social) social media marketing: Streaming media services of mainstream media platforms, covering Xiaohongshu, Giant Engine, Weibo, Tencent, etc., to help brands expand their voice volume; S3 (seed) planting grass marketing: screening, purchasing and operating the resources of celebrities, kol and koc to help brands cultivate new users; S4 (service) One-stop hosting: provide visual creation, product shooting, content operation and other services to build a supermarket for the brand; S5 (sales) e-commerce marketing: including platform live broadcast, people carrying goods, private domain operation, data monitoring, membership marketing, etc. , fundamentally realize brand revenue growth. The following is a conversation between a media and Hu Funi, co-founder of Zall Mathematics: Knocking on the door one by one, where is your "pain" today? "In recent years, many companies have begun to tighten their marketing budgets. From the perspective of contacting customers, where are the pain points? " In the new marketing environment, a very important lesson for a brand is how to reach the core TA of the brand through effective channels and media, and what kind of content or form to attract and retain the eyes of more target users, so as to convey the brand value and influence users' cognition. "You will find a trend that brands will break down the overall budget more carefully. No matter what marketing scenario, more final marketing orientation will fall on the sales level, and it will be more scientific to see the inevitability of getting through product sales. " "Communicate with users from the brand to the product dimension, drive new products with the main products, bring profitable products, and then gradually occupy a place in the category." Although the specific demands of different customers may be different, the pursuit of quality and efficiency is more and more similar. In the past, the marketing objectives of brand customers and effect customers were completely different, but now this boundary is becoming more and more blurred. For example, the brand department, while pursuing brand exposure, also hopes to achieve linkage with e-commerce and drive sales transformation while making brands; While pursuing the effect and driving the overall sales, the sales team hopes to cooperate with the brand team and marketing team to help people break the circle. CTR insight into "2022 China Advertiser Marketing Trend Survey Report" also strongly confirms this point. According to the report, in 20021year, advertisers spent 52.5% on brand advertisements and 47.5% on effect advertisements. In 2022, the difference between advertisers' product efficiency budgets will be further narrowed, and distribution expectations will be more balanced. * The chart information comes from CTR Insight's report "Survey of Advertisers' Marketing Trends in China in 2022". "From the perspective of big brand strategy, the future brand marketing must realize the integration of products, efficiency and marketing. Branding is a process of constantly building brand increments and a process of "saving money"; Sales transformation is a process of "withdrawing money". If you just take it and don't save it, then from the long-term growth of the brand, when it reaches a certain peak, it will inevitably decline rapidly. Therefore, for the brand side, it is necessary to effectively combine brand building with brand sales promotion, and connect the building of brand power with the final sales transformation to realize the trinity of product, efficiency and sales. "Sound volume and sales volume" have become the consistent pursuit of many brands, but in the fragmented and decentralized media era, it is not easy to achieve "integration of quality, efficiency and sales". "Product" is responsible for the transmission of brand concept, "effect" focuses on social voice and user interaction, and "sales" falls on the achievement of business. The separation of the three has always been the pain point of brand marketing, involving brand strategy, content strategy, communication strategy and other links. Only by realizing the internal coordination between different strategies can we realize the integration of products, effects and sales in actual implementation. Furthermore, back to the actual situation, brands generally face three problems: 1, where does the traffic come from? For enterprises, the core question is where are the target consumers? What does it look like? How come? What strategies can be adopted to attract different traffic groups? 2. How to build brand power and sales volume? Within the enterprise, the brand department and the e-commerce department work together to achieve the goal? 3. How to integrate resources with limited budget? In view of these marketing pain points, Zall Digital upgraded to integrated marketing service on the basis of single-point precision marketing. Zall's ibuprofen targeted therapy: relying on creativity, experience, strategy, resources and science. "When they first came into contact with the brand, they wanted to know more about our consultation and strategic insight on products and brands, as well as the analysis of core TA user scenarios." Whether it is a start-up brand or a more mature brand, service providers are more willing to provide solutions from a macro perspective, market trends and product highlights. For example, from the perspective of the overall brand life cycle, how to find its corresponding population? What are the competing products at this stage? Then do some research, report research and methodology refinement according to our industry, and then make specific solutions from the customer's dimension to form the most effective marketing strategy: from content to live broadcast, from goods to brands, from SPU life cycle insight, social media public opinion to e-commerce strategy analysis to meet the different marketing needs of brands at all stages. "If you can, you don't want to make a choice, and any traffic platform will not let go. Of course, proper matching is the best way. " With the prosperity of media platform and UGC, information is more transparent and accessible, and the role of social media marketing is becoming more and more important, especially for fast-moving consumer goods, beauty and skin care, maternal and child, cutting-edge brands and other industries. We have decades of operating experience in social media marketing, covering a very wide range of resources. With Little Red Book as the core, it expanded to mainstream media such as Weibo, Tencent and Huge Engine. How to match and use these media resources to achieve a win-win situation in brand volume and product sales is a marketing combination boxing that we can help brands do. "They also want to use the power of casinos to occupy a place for the brand." Brands are inevitably weak by virtue of "one person's strength", but casinos have a pool of one billion users, and the bridge between serial brands and such users is talent. Therefore, the talent store has a distinct marketing idea-concentrate on doing big things, with full firepower. What we can do is to gather talents in a short time, use product tools to maximize the appeal of major marketing contacts, and at the same time rationally mobilize and allocate resources according to brand demands, so as to meet brand communication demands relatively stereoscopically and completely and improve marketing efficiency. "Content creativity does not understand marketing, and traffic operations do not understand content. The combination of the two is always a little bit, which is the anxiety of most brands. " It is the core mission of social media marketing to moisten things with creative content, occupy the mind and stimulate transformation. Our aim is to provide a supermarket for the brand, build a one-stop hosting service, and output specific ideas according to different scenarios from the operation and maintenance of social media accounts to the content output of various platforms, from private domain to public domain, so as to improve the effectiveness of social media marketing and ensure the effective circulation of content and operation. "The ultimate goal of all pre-construction and mid-term cultivation is sales volume and profit growth." All integrated marketing finally falls into the sales link. Different from the traditional e-commerce marketing methods of other service providers, we will not only directly generate sales actions through e-commerce live broadcast and private domain operation, but also conduct data analysis in media resource disassembly, media resource purchase, e-commerce transformation, project resumption and other links based on matrix services, so as to achieve more professional and refined operations, thus helping brands reduce costs and increase efficiency and driving business to continue to grow. "Based on the trend of integrated marketing, 5S marketing service model is not only a marketing methodology, but also a service system provided by Zagreb for brands." Hu Funi said. "In the future, we will continue to adhere to the strategy-oriented, content-centered, resource-driven and service-based, open up the closed loop of integrated marketing, help enterprises to effectively grow in scale, continuously create revenue, form a network effect, and drive the realization of brand marketing goals."