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If we observe carefully, we will find that now advertising has gradually changed from one advertisement to a group of advertisements.

For example, from the 2017 Red Star Erguotou’s screen-sweeping “Without wine, no story can be told” series of advertisements, to Ant Fortune’s “The older you get, the less likely anyone will forgive your poverty” series of advertisements, to Momo ’s “ All the introverts in the world are due to chatting with the wrong people” series of advertisements. . .

The picture below shows the Red Star Erguotou "Without wine, there is no story to tell" series of advertisements

From this, we can conclude:

Market changes call for more precise scenario-based marketing

In the past, advertising mostly relied on repeated repetition of an advertisement to make consumers form brand awareness. For example, Melatonin’s slogan “ I will not accept any gifts this Chinese New Year, and the only gifts I will accept are Melatonin ” and Wanglaoji ’s slogan “ If you are afraid of getting a sore throat, drink Wanglaoji ”. Over the years, the slogans have never been changed, and the advertising creativity has also remained the same. The most that Melatonin’s advertisements have changed is the old men and women who used to dance ballroom dancing to hula dancing.

When studying marketing and advertising theories, it is mentioned that the more singular the advertisement and the more times it is repeated, the easier it is for consumers to remember the brand, thus helping the brand's marketing . So why is advertising so diverse nowadays?

We use 5W2H to analyze and see what changes have occurred in factors such as past and present consumers and media channels for receiving information:

When what, why and how mu h are all constants, the changes in brand communication are in the variables of who, where, when and how.

The mainstream consumer group in the current market has gradually shifted from those born in the 1970s and 1980s to those born in the 1990s and 2000s. When choosing products, those born in the 1970s and 1980s pay more attention to cost-effectiveness. That is to say, if a new product wants to impress consumers, it must either be of higher quality than the default choice or cheaper than the default choice.

For example, the advertisement for laundry detergent below highlights the product quality by showing better results with less usage.

For example, the advertisement for Xiaomi mobile phone in the picture below uses a thousand-yuan-level smart phone with high cost performance to highlight the quality within a fixed price category.

When consumers born in the 1990s and 2000s make choices, they pay more attention to the values ​​​​presented by the brand. New products need to impress consumers. Compared with the default choice, new products need to be presented more novel, fun and interestingly in the brand communication process, such as Jiang Xiaobai 's confession bottle.

In the past, advertisements were mostly disseminated through national communication agencies such as television and magazines, and the requirements for copywriting were rigorous, neat, standardized, and unambiguous...

Today's consumers are increasingly accustomed to obtaining information from the Internet, and the language characteristics of Internet communication will become younger, more relaxed and entertaining. Interesting and fun brands are more likely to be noticed and spread.

For example, funeral tea .

In the past, most consumers watched TV together as a family, with a relatively concentrated schedule. The user base was relatively broad, and everyone from young to old had to be able to understand what was being watched, so advertisements were required to be easy to understand and remember.

Nowadays, consumers are more and more accustomed to spending their time on the Internet, especially on mobile devices and WeChat . In recent years, the number of users and usage time have grown faster and faster. The time consumers spend receiving information is very fragmented. If you cannot hit the pain points, itch points and needs of consumers in a very short time, it will be difficult to attract users' attention. Therefore, it is necessary to further segment users and explore their pain points and needs.

In the past, the brand communication chain was relatively long, and most brand information delivery processes were as follows:

Production - General Agent - Distributor - Wholesaler - Store - Consumer

Information transmission will be weakened at every link, therefore, advertisements need to be extremely simple, easy to understand and easy to spread.

Nowadays, many brands have consumers involved in their products even during the research and development stage.

For example, Xiaomi has integrated consumers’ needs, suggestions and feedback through the Internet in the process of continuous product iteration, and the information transmission between brands and consumers needs to be more interactive.

Consumers are changing, the way they receive information is changing, the channels are changing, and brands are closer to consumers than ever before. More segmented users, more interesting content, more innovative channels, and more interactive communication methods are becoming increasingly popular, which requires brand communication and marketing to be customized according to fragmented time, people, scenarios, and channels.

Generally, we can categorize it into the following points:

1. Through multiple sets of refined advertisements, consumers with different pain points and different needs can be impressed, thus forming a scale effect, making the advertisements cover a wider range of consumers and greatly doubling the exposure.
2. By describing the pain points in different scenarios, readers are reminded of the theme of the advertisement and their impression is deepened.
3. The combination method makes the pain points deep enough and the scenes concrete enough, which greatly enhances the advertising effect. When advertising wants to cover more consumers, it is becoming increasingly difficult to find high-frequency pain points. The combination method does not have to worry about this difficulty.

In the eyes of consumers who are surrounded by dense advertisements, the effectiveness of advertisements has become increasingly difficult to attract people's attention, and it is difficult to leave a deep impression after reading. Combination advertising can undoubtedly enhance this cognition, which is why more and more businesses like to use combination advertising.

a. Determine the quantity

b. Segmentation of users (who)

c. Explore the pain points of different users (why)

d. Choose the scenario based on the promotion channel (where)

e. Copywriting

Use 5W2H to correspond to:

1. Determine the quantity
2. Target users are segmented into students, youth, women, workers, and married men.
3. Explore different user pain points through specific events at specific times
4. Plan communication methods and copywriting for the rural scenario.

Combination advertising is not a new form of advertising, but it has been increasingly recognized and frequently used in recent years, which undoubtedly proves the effectiveness of this method in marketing activities.

As consumers, channels, and scenarios are changing, the way brands communicate and deliver marketing information also needs to change accordingly in order to better attract consumers’ attention, accurately deliver brand information, and improve marketing efficiency.

The author of this article is @Houchang College and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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