Why embrace "community marketing"?

Why embrace "community marketing"?

Community-based development is the inevitable path for products to become platform-based. Music playback apps represented by NetEase Cloud Music and QQ Music initially established platform advantages by purchasing music copyrights, and then gradually opened up community functions such as UGC communities and dynamic sections.

In 2017, after NetEase Youdao launched the circle, it soon launched a question-and-answer community. Even after Alipay completed the construction of platform products through payment functions, it also launched community services such as life payment and citizen centers.
The communityization of online products is becoming a common approach for many giants to increase platform stickiness and interaction.
But for offline communities that have their own community attributes, apart from the community group buying that broke out before the New Year, there are almost no better business models and marketing methods, which confuses many marketers?
In fact, it’s not that there are no new ways to play in offline communities, but compared to online marketing, the business model of “ community marketing ” is not mature enough. Relying on digital marketing, the community's digitalization process is obviously not up to standard; relying on traffic, community properties and surrounding businesses are too fragmented.
None of them can meet the "resource" integration efforts required for marketing integration.
Therefore, compared with other forms of marketing, community marketing has not received much attention. However, this also happens to bring a huge bonus period to community marketing— the community is one of the few niche markets currently.
A niche market is a market space occupied by a small group of customers with similar interests or needs in a larger market segment. Community marketing is the most suitable niche marketing strategy for the current market . In this market environment, brands need to tailor advertising information for "community consumers" in different regions.
In fact, classifying communities by geographical location is a bit of a misnomer, because although a local community can refer to a geographical area. But each neighborhood has different preferences and income levels, and research shows that younger consumers are increasingly defining regions by common interests. (74% of young people don’t use geography to describe their community at all).

Community group buying population distribution and city distribution Source: CITIC Securities

Common interests are demands that are difficult to grasp accurately, so much so that most consumers seem to have different tastes and are different from one another. However, for the elevator media industry represented by Xinchao Media, promoting the digitalization of elevator media is one of the few solutions.

1. Embrace the Niche Market

Almost all brand marketing these days is mass marketing, so you can have a bigger impact in niche communities where fans are more passionate and competition from other brands is less intense.
Moreover, for niche communities, brands can also be used for small-scale product testing. Once it is liked by consumers on a small scale, it can be promoted to the market on a large scale, reducing a lot of unnecessary trial and error costs.
In fact, many consumer products go through a regional testing process before production. In the past, the process might be that the enterprise first communicated with the channel partner, and then a specialist would collect feedback information after a period of time.
This method is not only time-consuming and labor-intensive, but also some strategic products are time-sensitive, and it is difficult to collect enough data in a short period of time.
However, nowadays, Xinchao Media’s smart elevator screen can help many companies better complete the product testing process.
First of all, Xinchao Media has a huge amount of resources and its own building database. Through 600,000 smart screens in elevators in 103 cities, it covers 200 million middle-class families every day.
Secondly, Xinchao Media’s media products have strong intelligence capabilities and can be published online with just one click through Xinchao Media’s black technology “Life Circle Smart Investment” platform. Finally, in terms of price, Xinchao Media does have more cost advantages and is suitable for small-scale testing.

2. Find the right brand spokesperson

Younger consumers can be somewhat cynical about traditional advertising.
Data shows that 74% of Generation Z and Millennials do not want brands to target them with ads on social media. But when it comes to marketing, many consumers have a different story, with 92% of respondents saying they trust spokespeople more than regular ads.
Trust is the foundation of all transactions, and nowadays, more and more brands are entering social media through spokespersons.
SOULMAN and its brand spokesperson Shawn Yue landed on the trendy elevator smart screens of Xinchao Media in many cities across the country, including Guangzhou and Shenzhen;
The 30-year-old Youngor teamed up with the new generation idol star Xiong Ziqi as the brand image spokesperson to sweep the screen of Xinchao Media's elevator advertisements. Perfect Diary also chose to place its first brand advertisement with Zhou Xun in Xinchao Media...
There are many such cases, which are enough to prove that trust is of vital importance to community marketing.
Of course, these influencers may not need to be celebrities. On the contrary, ordinary people with strong voices in the target community can also become brand spokespersons. The most representative case occurred during the year-end period this year.
Gu Jiajia Furniture has noticed that there are many non-local employees within the company, many of whom are young people who cannot return to their hometowns to reunite with their families in the first year after graduation. Therefore, Gu Jiajia Furniture specially filmed a blessing video for them, and through the targeted delivery of Xinchao Media, brought the dialect blessings to their families and sent them to their hometown.
Compared with celebrities, ordinary people who are close to you may be more likely to arouse the favor of community residents.

3. Long-term investment + large-scale precision delivery

As our understanding of communities deepens and the process of urban community building accelerates, many online-based gameplay can also be transplanted to offline communities, but the marketing focus has changed.

First, the platform. The core of the "community-based" marketing strategy is not the product platform, but the community media platform that integrates community users. Second, the relationship. The "mutual recognition" among residents in the community has far more monetization value than the "social currency" on the Internet.

However, compared with the fission propagation of social media, offline community marketing may require brands to make more far-sighted long-term investments or conduct large-scale and precise coverage of specific cases in order to achieve results.

Why long-term investment is necessary? The reason is that the grass-planting models are different .

Traditional Internet advertising basically falls into two categories: impulsive emotional consumption and word-of-mouth recommendations based on social relationships, but in the offline market it follows the marketing funnel model.

Consumers first form brand awareness through advertising, and then are attracted and converted. For retail brands, brand is undoubtedly the most important asset, and long-term investment in brand assets can generate rich compound returns.

Why do we need to carry out large-scale precision delivery?

The change that digitalization brings to elevator media is not automation capabilities but labels. It can create a unique digital ID based on the different characteristics of each community. Behind each ID represents a type of consumer and a type of community business ecology.

With the labels, customized advertising can be delivered to different communities to improve conversion results.

The reason for the large-scale launch is that, using the community as the basis for big data labels, although elevator advertising has become more accurate compared to the manual era, the granularity of the labels is not large. Digital elevator media integrates gravel but cannot cover dust.

Author: Community Marketing Research Institute

Source: Community Marketing Research Institute (Community_Marketing)

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