2020, top ten marketing keywords!

Affected by the overall environment this year, all walks of life have experienced varying degrees of difficulties, but fortunately, most people are still persisting. Therefore, I, who insist on pushing selected content to you every day, have decided to give you a summary to see which marketing buzzwords have emerged this year. After all, only by continuous cognition can we not be left behind by the times.

2020 Marketing Buzzwords (Incomplete Version)

01 Live streaming

In 2019, the two top anchors Li Jiaqi and Wei Ya made live streaming e-commerce successfully "go viral". The 2020 coronavirus pandemic has brought a second wave of development opportunities to live streaming, a new form of consumption. Among them, well-known figures such as Luo Yonghao and Li Xiang have joined the live streaming to sell goods; company leaders have personally participated in the live streaming, such as Liang Jianzhang of Ctrip and Dong Mingzhu of Gree. In addition, popular stars have also become frequent guests in the live streaming rooms of major brands.

Screenshot of Dong Mingzhu's live broadcast

It can be said that live streaming has become the first choice for major companies to deal with the crisis in 2020, and the live streaming industry has also ushered in a hardcore explosion. It has not only become a new engine for business growth for current companies, but also a new productivity of the online economy .

02 Full-link Marketing

If integrated marketing in the past was about conveying the same message to consumers through multiple channels, then full-link marketing focuses more on using different touchpoints to have a series of influences on consumer behavior .

Financial writer Wu Xiaobo mentioned the concept of "digital survival" in his mid-year sharing speech. He said that in the decentralized and fragmented mobile Internet environment, "people" have become the ultimate node of business, and the evolutionary direction of marketing is to seek new value growth points based on user needs. However, the epidemic has accelerated the digital transformation of users. In order to adapt to this irreversible transformation, it has become inevitable for companies to establish full-link digital marketing.

Wu Xiaobo

03 The Next Wave

On this year’s May 4th Youth Day, Bilibili’s “The Next Wave” swept the entire Internet. In the film, He Bing spoke to the young people and expressed his praise and recognition for the "younger generations" from the perspective of the older generation. For a time, "Houlang" became a hot word and was a hot topic on social networks.

The Next Wave

Subsequently, Kuaishou launched a similar TVC "See". During the National Day holiday, McDonald's also released a fried chicken version of "The Next Wave"... It is not difficult to see that "The Next Wave" has a continuous influence on social networks. At the same time, it has also provided many creative ideas for major brand marketing.

04 The Snail Rice Noodle Effect

If a company's cross-border transformation into making masks is a sign of brand responsibility, then its cross-border transformation into making snail noodles is truly a mystery. Looking at this year, Wuling Motors, Yuanqi Forest, Wrigley, Want Want... one brand after another has entered the snail noodle market. All of a sudden, snail noodles have become a new generation of hot commodity across brands!

Hao Huan Luo x Yuan Qi Forest crossover gift box

In my opinion, the demand for fast food products has intensified due to epidemic marketing. Coupled with the growth of the new generation of consumer groups and the rise of the lazy home economy, fast food products have become more and more popular among people. As a popular fast food product, snail noodles are sought after by a large number of young consumers. For this reason, snail noodles have become the only choice for brand cross-border expansion.

05 Downstream Marketing

Downstream marketing has been a hot marketing topic in recent years. Coupled with the overall epidemic environment this year and budget shortages, many brands have begun to market down-to-earth and use down-to-earth advertising methods to communicate with consumers in the down-to-earth market. When you see an advertisement for Bilibili on the village wall, don’t doubt it, it’s real; when you see a luxury brand that was originally aloof and cool, changing its usual high-end style and appearing in a live broadcast room, don’t doubt it, it’s also real.

Bilibili launches advertisement for its self-produced variety show "Rap New Generation"

LV’s first live show on Xiaohongshu

It can be seen that the continuous development and growth of the sinking market and the improvement of mass brand consumption awareness have led more and more leading brands to begin to capture the sinking market. In this case, in order to acquire more users and achieve brand growth, traditional marketing ideas do need to change.

06 New domestic products

New domestic products refer to domestic brands that have established a good reputation among consumers with their excellent quality and trendy image, such as Xiaomi, Huawei, Perfect Diary, etc. Nowadays, more and more domestic brands are becoming more confident, combining Chinese culture with contemporary international fashion, and winning the love of more and more young people. Compared with the past, the status of domestic brands has also changed significantly.

Perfect Diary

The "new" in new domestic products is not only about new products, but also about a new mentality. A domestic brand must first have excellent quality assurance while maintaining its own brand core. At the same time, it must be able to integrate traditional and new cultures well.

07 Fan Club Marketing

The large number of talent shows has brought a second spring to China's entertainment industry chain, while also allowing the fan circle as a collective organization to gradually come into the public eye.

Fan circle is a general term used by fans to refer to the star-chasing group they belong to. Fan circle marketing is a form of revenue-generating behavior based on the relationship between fans and idols. As the star-making industry continues to improve, major brands have begun to use fan culture to create their own value and influence, reaching fan groups through various forms of advertising, so as to realize the fan economy brought by fans (if you don’t believe it, look at how many brand spokespersons are idols or traffic stars now.)

Traffic endorsements blossoming everywhere

08 Street stall economy

The new trends brought about by the epidemic were live streaming sales in the first half of the year and street stall economy in the second half of the year. Street stall economy refers to an economic form that obtains income through setting up stalls on the street. In the middle of this year, in order to ease employment pressure, the state policy expressed strong support for the street stall economy, and a large number of street vendors emerged at one time. When the street stall economy was booming, the Wuling brand also took the opportunity to launch special cars for street stalls, which were not only convenient for setting up stalls but also affordable. This series of operations sparked heated discussions among many netizens.

09 Phenomenon-level Internet celebrity

Influencer marketing is undoubtedly a marketing method that is extremely effective quickly. Nowadays, many brands use the influence of Internet celebrities to promote and sell their services and products. But the appearance of Xiao Zhang and Ding Zhen has given a second definition to the term "Internet celebrity".

In September this year, a boy named Xiao Zhang, who originally just went on "1818 Golden Eyes" to defend his rights, attracted heated discussions among netizens because of his handsome appearance. Not only did he top the hot search list, but a large number of netizens also flocked to the live broadcast room of the brand where he worked, and the number of views increased five times compared to usual days.

Peacebird customer service response

In November this year, a short video of Ding Zhen went viral on the Internet. This ordinary boy from Litang County, Ganzi, Sichuan, instantly gained countless fans with his natural "wild" beauty. Not only did he find a job for himself, he also became a local tourism ambassador for Litang, bringing huge traffic to his hometown.

The smile that made Ding Zhen attract countless fans

These two phenomenal internet celebrities who are popular all over the Internet can be said to have redefined the communication influence of internet celebrities.

10 Blind Box Economy

In the past two years, trendy toy companies represented by "Pop Mart" have brought blind boxes to the public, making blind boxes a new way of product marketing. A 59-yuan blind box doll has been hyped up to several thousand yuan, which shows the economy driven by young people's vigorous purchase of blind boxes.

Pop Mart, the first stock in the trendy toy culture

The continued popularity of the blind box economy has attracted many Internet companies to join in and launch various series of blind boxes of dolls. In addition, other industries have also taken advantage of the popularity of the "blind box economy" and joined the ranks of blind box marketing, such as vegetable market blind boxes , stationery blind boxes , cultural relics blind boxes , and even airlines have launched air ticket blind boxes . It has to be said that blind boxes are slowly gaining popularity with a new business model and moving towards mass consumption.

Author: Selected

Source: Marketing Case Selection (ID: m-cases)