deeply resounding original author | Lu Yue
An advertisement allows you to place an order for a certain snack in minutes, but it cannot make you quickly buy a house, a car, or decide to travel.
This is actually a marketing problem that many industries such as real estate, automobiles, home improvement, travel consumption, education, and investment are facing. Due to their "innate" industry characteristics, these companies have a long marketing transformation chain. At the same time, because it has to span online and offline scenarios, it is difficult to clearly see the marketing conversion effect. At a time when all industries are pursuing full-chain digitization, product-efficiency integration, and rapid transformation, these industries that cannot achieve "one-click purchase" urgently need to find highly adapted solutions.
Dismantling the essence of long-link business
Among all long-link businesses, real estate and automobiles are the two industries that can best reflect their characteristics.
Generally, buying a house or a car is considered by most people to be a "big event" in their lives. The "big" here is reflected in the extremely expensive prices of such goods, which directly leads to a reduction in the frequency of consumers' purchases; Because of the high price, the purchase process is cautious and complicated. When consumers actually purchase, they will involve consultation, deposit, car inspection, delivery, after-sales and other links. The lengthening of the purchase process will directly lead to a decrease in purchase frequency.
From this point of view, companies cannot completely rely on customer repurchase for business growth. Therefore, enterprises in this type of industry must focus on two directions: one is to find new customers quickly and easily, to develop and obtain new additions; the other is to provide follow-up value-added services to extend the customer life cycle and obtain greater benefits . When it comes to the marketing aspect of , what companies have to do is to efficiently pull in new products and provide value-added services at the back end to improve private domain retention.
and the high customer unit price actually brings another major difficulty-a long decision-making cycle.
Cautious consumers often need to go through detailed understanding, multiple comparisons, and repeated confirmations from attention, interest to the final decision to purchase. This marketing conversion chain is extremely long, and consumers will be hit by information from other brands at any time, and the possibility of loss is extremely high; at the same time, this chain is also extremely complicated, because consumers will consult and obtain information extensively before purchasing carefully, and they will be Other people influence. Overall, this means that the marketing conversion point of the long link is fleeting and difficult to grasp.
It is also worth noting that many of these industries need to complete transactions offline, like buying a house or a car. The process of going from online to offline is bound to be full of uncertain factors, and industries that rely heavily on offline consumption scenes have also paid more attention to offline traffic in the past. Therefore, online and offline are often separated from online and offline marketing nodes. The degree of digitization is relatively weak.
In addition to real estate and automobiles, tourism consumption, home improvement, education, investment, etc. also have these "specialities" inherently. Although the businesses of these industries are very different, they are essentially faced with many problems caused by long links. This year's epidemic has caused many practitioners in these industries to be "forced" to come online to do live broadcasts. In fact, this reflects the fact that the entire industry is unfamiliar with online marketing after an "accident" offline.
However, what is more surprising is that there are companies in these industries that have not shown "unacceptable". Ctrip is one of the typical cases.
The epidemic in the first half of this year brought the travel industry to a complete halt. In order to save itself and promote the recovery of the industry, Ctrip Group co-founder and chairman of the board Liang Jianzhang cosplayed into various roles and played non-stop live broadcasts in the first half of the year.
According to Ctrip's official data, as of October 28, Ctrip's live broadcast matrix, including "BOSS Live", "Weekend Discovery" live broadcast, and "Overseas Local" live broadcast, had a total of over 2.4 billion yuan in transactions. In more than seven months, more than 150 million viewers watched the "Variety BOSS Liang Jianzhang" in the live broadcast room. Among them, Ctrip users who had registered for more than five years accounted for more than 65%. These high-net-worth users generated more than 8 transactions. 100 million yuan. The creative live content of
is the key to Ctrip's rapid live broadcast gaining attention. At the same time, the integrated use of resources in the WeChat ecosystem is also the main reason for Ctrip's excellent delivery results.
In the first half of this year, Ctrip almost revitalized all available resources in the WeChat ecosystem. Not only in WeChat Moments, smallPrograms and official accounts are used to place advertisements. At the same time, a brand zone and independent operation cards are also set up in WeChat search, allowing consumers to search directly to Ctrip's official accounts and mini programs to realize brand attention, product purchase and community participation in one stop.
, the WeChat Mini Program with the highest attention, not only plays the role of undertaking massive public domain traffic, but also triggers community communication and promotes fission conversion through diversified marketing methods such as sharing, full reduction, and lottery in the WeChat social scene. , Which further improves traffic retention and conversion.
takes small programs as the core, and Ctrip has opened up a complete link from public domain traffic to actual transactions and private domain retention. The direct jump of advertisements and the direct access of search to search also simplify the operation of potential consumers and avoid the loss of every step. And communities and small programs also carry retained users, which can further tap the value of stock. How
breaks the long link
Ctrip uses the WeChat ecosystem to open up advertisements, official accounts, and mini-program live broadcasts, thus gaining new growth opportunities. But this also raises another question: There are too many companies to place advertisements, operate official accounts, and do live broadcasts on WeChat. Why is Ctrip breaking the long link problem? Looking at the case of Ctrip from a deeper perspective,
can actually summarize some industry-wide methodology behind the results.
First of all, the characteristics of consumers' wide consultation, more comparison, and slow ordering determine the brand image and reputation of the company are extremely important. and content is its tool to differentiate and seize the minds of consumers.
At present, “no content, no marketing” is the consensus of the industry. Brands often need to use diversified content, methods and gameplay to fight marketing “combination punches”, and drive the penetration of brand content in customers' minds with the strength and prominence of front-end material content.
And behind the content, data is the key. Whether it’s anti-routine, differentiation, creativity, or storytelling, the key to advertising content that can stand out is firstly to "appetite to customers". It is necessary to clarify the target potential customers and the content that is compatible with them, and find the appropriate form and material. To express; the second is to find the "right" time, so that the advertising content can be seen by the most potential customers as soon as possible.
On the whole, this process is to use IP content to expand the content scene, but also to use the platform's resources and data support to continuously optimize the front-end delivery.
In this regard, the job helper in the online education industry with fierce marketing has successful cases.
The college entrance examination postponed due to the epidemic this year has attracted much attention. The homework help has seized the time when the attention and emotions of the whole society are at its peak two days before the start of the college entrance examination, and launched a micro-film advertisement in the WeChat Moments. As the channel scheduling and target exposure were locked in advance, and target users were also screened based on multi-dimensional tags, the micro-movies of the homework "playing the emotional card" achieved stable exposure during this time, and the brand voice was significantly improved.
According to Tencent advertising data, the exposure of this ad by Jobbang exceeded 270 million in three days, far exceeding the expected marketing effect. Thanks to the social ecology of WeChat, this advertisement has also achieved fission dissemination, with a total of 37,000 comments and 110,000 sharing times, and brand reputation and favorability have also been significantly improved.
Secondly, in addition to creating a differentiated brand image with content, is also the key to getting through the entire link.
Various vertical industries have key marketing points that are difficult to "get through" but are essential. One of the typical cases is that real estate, home improvement, wedding photography, online education and other industries need to use forms to obtain sales leads and potential customer information. However, the traditional form links always have material content that does not fit the needs of customers, and it is difficult to meet immediate needs. Problems such as strong interference and requiring potential customers to actively fill in information also make the threshold for retaining funds higher.
To this day, is an inevitable choice to upgrade from the traditional mode where the front and back ends cannot be connected in real time and the data is not connected to multiple link integration. The various links in include form links to increase the retention rate and effectiveness of retention, and use official accounts, mini programs and other “online business points” to form followers links to directly connect marketing content and transaction scenarios. Connected order link, as well as link form and sales consultation link, etc. The "integration" mentioned here is to realize the interconnection and intercommunication between the above multiple links.
This year, TATA won the Best Sales Lead Conversion Award of the 2020 Tencent IN Innovation Smart Marketing AwardThe wooden door can actually serve as a successful sample. According to Tencent advertising data, compared with previous form link launches, the conversion rate of TATA wooden doors has increased by 35 times, the retention rate has reached 10%, the retention rate has reached 89.9%, and the effective customer capital cost has reached 65%. The reason why
got this result is that TATA wooden door firstly guides potential customers to pay attention to the official account in the form of social content materials, home improvement cases and other advertisements on the front end; then, in the back end, the official account, smart tools such as Skylark customer service and manual customer service are used. The combined method quickly guides potential customers to retain capital and move towards actual transactions.
Compared with the traditional form link that directly required potential customers to fill in information in the past, the fan-adding link formed by using the official account significantly lowered the threshold for traffic entry and conversion. At the same time, the data retained by the front-end traffic will also be "feedback" back to the front-end, and the advertising model will be jointly optimized after collocation with dual-target bidding to achieve an increase in the front-end conversion rate.
In the private domain of the official account, the customer service tool replaces part of the manual operation with intelligent push, which can more efficiently meet the real-time communication needs of potential customers while performing preliminary demand screening; manual customer service can be targeted The in-depth communication with potential customers significantly improves the possibility of potential customer retention and conversion. The existence of the
public account connects the public domain fan link with the private domain consultation and transaction link; the cooperation of manual and smart tools further advances the service link, making the consultation link directly connect the form link with Place an order link. can see that the TATA wooden door integrates multiple links such as forms, consultation, order placement, and fan adding into the official account to form a complete link. The
TATA wooden door and the above mentioned job helpers are actually the winners of the 2020 Tencent IN Innovation Smart Marketing Award.
This year, Tencent Advertising awarded a total of 27 brands that achieved breakthrough innovation in marketing. These "marketing supernova" brands have obtained growth opportunities with breakthrough and innovative marketing methods, and have also pointed out new directions for more companies under the new trend-making full use of Tencent's global resources for exploration, and realizing full-link digital upgrades and updates. Long-term business growth.
For these industries that connect online and offline, the long decision-making time and the need for communication and consultation before placing orders determine the importance of brand image and long-term reputation. Therefore, they must repeatedly affect the minds of customers; The characteristics of long, greater loss of possibility, etc. determine that it is necessary to reduce costs and improve efficiency on each node of the link on the basis of the full link. To this end, Tencent Advertising provides a complete service system and methodology that integrates all-digital, all-link, and one-stop services to help it revisit industry characteristics and solve industry problems. The characteristics of the
industry cannot be changed, but it does not mean that it cannot gain growth potential in the wave of full-link digital upgrades. It is precisely because of the difficulty of long-link marketing that companies that can find a way to overcome the long-link problem can stand out from the competition.
