Marketing strategy insights for 2021

Today I will share with you a report on marketing actions and marketing strategies insights based on target audiences. QuestMobile data shows that in August 2021, user consumption shifted from functional needs to life experience and in-depth consumption, which was reflected in the retail categories. The gold and silver jewelry and cosmetics categories grew by 23.2% and 23.0% month-on-month respectively. At the same time, brand, price and quality became the main consumption concerns of users, and the marketing value was outstanding.

Specifically, the marketing characteristics of different groups vary greatly. For example, young people's consumption is mainly driven by interest circles and social needs, and marketing based on interests, culture, and values ​​is more likely to touch them; in contrast, older people pay more attention to family and personal feelings, and "value for money" is the core label, and they are easily influenced by emotional marketing such as trust and a sense of accomplishment.

In response to changes in consumption levels, user demand is changing the marketing model. For products with higher prices and lower consumption frequencies, marketing mainly affects the "decision-making" stage; for products with higher prices and relatively high consumption frequencies, marketing focuses more on providing display opportunities. Among these, "paying attention to experience" and "sharing experience" are typical characteristics of people who pay attention to life experience...

How to catch them specifically? Why not read the report?

Report Navigation

1. Consumer demand is changing. Seek opportunities and marketing points from details

1.1 The consumer market develops steadily, the Internet becomes a necessary purchasing channel, and big sales drive consumption

1.2 Consumption has shifted from satisfying rigid needs to focusing on life experience. At the same time, consumption in preferred areas is deepening and gradually expanding towards self-improvement.

Even categories that mainly meet functional needs are expanding towards a focus on experience, deep consumption, and attention to the product's ability to store value. Driven by this, the market tends to expand into more segmented areas within the same brand and category, and market opportunities are also brewing.

1.3 Match multiple marketing touchpoints with product features and achieve conversion through multi-link marketing

2. Quality consumption still has marketing potential

Quality, price and brand are the main consumer concerns of current users. As consumer demand increases, the marketing value opportunities of experiential consumption can continue to be explored.

QuestMobile data shows that in August 2021, 64.0% of users across the entire network focused on quality, while the size of the group that focused on price and experience increased slightly year-on-year.

1. The marketing characteristics of young people are distinct, and the marketing method rises to the level of interaction of values.

1.1 The consumption of young people is mainly influenced by their interest circles and social needs, and they are easy to accept new things and new marketing methods.

1.2 In terms of marketing methods, we can think from the perspective of young people, starting from the aspects of interests, culture, values, etc.

1.3 Apps that are targeted at young people or need to expand to this group of people can reach young people through advertising ideas and forms that are close to young people’s interests or lifestyles.

2. Older people pay attention to both family and personal feelings, and their emotional interactions are more effective

2.1 The willingness and spending power of older people to consume online continue to increase, highlighting the marketing value

2.2 Older people are most concerned about the “cost-effectiveness” of products/services and are more easily influenced by emotional marketing. They also have a clear preference for information and leisure and entertainment content.

2.3 The marketing for older people focuses on meeting their “cost-effectiveness” needs and “emotional” needs such as trust, social interaction, and sense of achievement. The main features of the advertising materials are close to life and winning trust.

2.4 As older people prefer interactive information and social networking, a media combination strategy is used. For example, Toutiao is selected as the basic media. For combination delivery, platforms with low overlap and high user preference such as Kuaishou Express and National K Song can be selected as supplements for deep reach.

1. For products with higher prices and lower consumption frequency (taking cars as an example), marketing mainly affects the "decision-making" stage

1.1 The number of people planning to buy cars is growing steadily

1.2 Car marketing focuses on user needs and completes conversion by directly or indirectly guiding users to private domains

1.3 The overall interests and preferences of automobile users are similar. Adding product technology and financial solutions can increase marketing effectiveness. There are obvious differences in scene preferences among brands. FAW Toyota users prefer travel scenes, while SAIC Volkswagen users prefer life scenes.

1.4 Car brands cater to young people’s needs through low-threshold financial solutions, novel model names and colorful body colors

1.5 Media placement strategies or marketing campaign designs can be tailored to car driving and related consumption scenarios

2. For products with high prices and high consumption frequency (such as luxury goods), marketing is more inclined to provide display opportunities

2.1 At this stage, young people are the main consumer group of luxury goods, and have become a way for consumers to express themselves. Brands should pay more attention to the exploration of potential users and needs in marketing direction.

2.2 The speed of omni-channel marketing in the luxury industry has accelerated, with online and offline linkages. Online touchpoints not only directly promote sales, but also have content and social attributes, becoming a service extension of offline brand stores.

2.3 In terms of marketing at key moments, luxury brands focus on leveraging key moments such as Chinese Valentine’s Day, with a surge in spending

2.4 As the commercial value brought by the voice of KOLs/KOCs in the public domain is tapped, social media platforms with display opportunities are gradually becoming an important marketing position for luxury brands

Exploring multiple consumption scenarios can increase user stickiness

1. “Paying attention to experience” and “sharing experience” are typical behavioral characteristics of people who value life experience

At the same time, there are obvious gender differences in media preferences. Men's pursuit of life experience is prominently reflected in their preference for cars and music, while women prefer social media with more "sharing" attributes.

2. People who focus on life experience pay attention to quality and brand first, are willing to try new things, and their decision-making process will be greatly influenced by various experience information

3. Based on product quality, combining the creation of trend concepts and multi-faceted promotion is an important marketing method to penetrate this group of people

4. Consumer scenarios that emphasize experience and whose decisions are greatly influenced by reviews can be used as a direction for seeding expansion

5. Advertisements use the experience scenarios brought by the product to infect users and win their recognition

6. When placing media, you can focus on social media, and combine it with lifestyle services and audio-visual entertainment media.

Author: Mr.QM

Source: QuestMobile