Notice! Douyin, Baidu, and Toutiao's future marketing guidelines revealed~

Looking at the market, from the initial portal era, social network era, to the search era, and then to the current new media era, the channels for information dissemination are constantly changing.

At the same time, the way it is spread is constantly changing. From people looking for information in the beginning to information looking for people now, consumers have changed from active to passive.

As the number of platforms continues to increase, the choices we face are also increasing.

But no matter which platform, each has its own advantages and limitations. Relying on a single promotion channel can no longer meet our growing promotion needs.

Thus, a multi- channel promotion method was formed.

But it is more than that. In the process of continuous development, our purpose is no longer single, but has been broken down into product sales, character building, brand awareness, etc.; and our staff is also increasing.

"How can we make all resources work in one direction?" This is the question we need to think about now.

Just as the title says. Douyin , Baidu, and Toutiao respectively represent three types of promotion methods: short videos , bidding, and information flow . Each type has corresponding promotion advantages and disadvantages, as well as corresponding different promotion purposes.

For example, bidding is based on keyword search , which has a high intention among the crowd and is more suitable for product conversion in terms of purpose, but on the contrary, the traffic is gradually decreasing; short video information flow and dynamic graphic and text formats are more in line with the current consumer tastes, and the product experience is more intuitive and the memory is deeper, which is more suitable for brand recognition and character creation in terms of purpose, but on the contrary, it has extremely high requirements for material production.

From the above, we can see that it is impossible to maximize profits by relying on a single promotion channel.

Therefore, integrated marketing has ushered in this great era of marketing. By integrating channels, manpower, goals and other resources, the effect can be maximized.

But how should we operate the whole process? Here, I have thought about a few points from the perspective of the entire marketing promotion direction and would like to share them with you.

No matter what kind of promotion method is used, information is always the key to marketing. Therefore, this requires us to mine information in order to determine our own direction.

The above is the information we need to know before promotion. Use the above information to further clarify our promotion strategy .

In this era of Internet development, it is easy to search for information. What is important is what abilities we should master in the process of digging out information?

People love to share. In the process of mining information, we must be good at listening to users' emotions through various platforms so as to find the information we need.

Use search wisely. We all know how powerful search engines are, but most people don’t know how to search.

Therefore, it is recommended that you organize your search skills when you have nothing to do.

After the information is fully mined, we must be good at deriving information from it. Sometimes the user needs you see are just the surface.

After the mining information is complete, we need to locate it based on this information

The population can be divided into five categories: potential, target, intended, core, and more. Based on this, we can divide and find the group of people who are most suitable for the product.

For example, long distance moving. From the perspective of population classification, it is definitely not suitable to obtain potential populations, but more of an intention, target and core population.

Whether online or offline, there are basically only a few marketing methods and channels.

And we need to position our own promotion channels according to the division and characteristics of the population.

Divide job responsibilities according to marketing strategies, and formulate corresponding assessment and commission mechanisms.

Strategy implementation, in simple terms, is the process of implementing marketing strategies. Like planning, creativity, design, etc., I don’t need to say much about this.

However, during the implementation process, the following points need to be clarified:

Clarify the promotion purpose based on your industry position and company development stage.

Product sales? Character creation? Brand awareness? Etc., different purposes require different promotion methods.

After clarifying the promotion channels, how should I carry the traffic?

Official accounts , websites, apps, groups, etc., these are all things that must be taken into consideration during the implementation process.

Personnel management is also an important issue in the implementation process. Usually can be divided into:

Result indicators ( such as personnel capabilities, etc. ) and process indicators ( such as personnel attitudes, etc. ).

The team is further managed based on these two items.

It is an important link in the implementation process. In the process of transformation, we can divide it into two types: direct transformation and gradual transformation.

If we convert directly, we can’t just leave the users alone, we need to organize them and make further conversions.

If the transformation is gradual, we need to think about the platform and method of its delivery.

During the implementation process, we also need to constantly monitor the results and make corresponding optimization strategies based on the solutions.

Usually it mainly includes the following points:

Continuously screen and optimize marketing channels to determine the best delivery channels.

Conversions are divided into two categories:

Conversion method optimization: conversion methods and conversion words of each channel, etc.

Customer service conversion optimization: training customer service and optimizing their speech skills based on user characteristics

Optimize personnel in the implementation of marketing strategies. Make their positions more refined and everyone excels in their duties.

The above are some major directions of integrated marketing.

In fact, the so-called integrated marketing is nothing more than taking consumers as the center, taking unified communication goals as the direction, using and coordinating different communication methods, establishing smooth channels for information acquisition, guiding the direction of public opinion, and creating a good reputation, thereby realizing the value appreciation of the company and marketing strategies.

The author of this article is @小兔子. It is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games