Marketing activity rules based on user psychological mechanism

Marketing activities can continuously provide vitality for the platform. The role of marketing is also very important for the platform. "People" are a very important part of the entire marketing activity. How to attract enough consumers and how to convert consumers is one of the goals of marketing.

The three core elements of marketing have always revolved around "people, goods, and place"; and the goal of "people, goods, and place" is a psychological warfare of "integration of people and goods" based on the user's psychological mechanism.

At the beginning of the year, Alimama produced a research report on the short video field, which proposed the 5i rule of short video communication based on the audience's psychological mechanism. As a marketing activity product, after careful consideration, it was found that the 5i rule is also applicable to marketing activities and can guide subsequent marketing activity planning and monetization.

Let’s first look at the 5i rules officially given by Alimama:

In terms of content and form, the 5i proposed in the rules are eye-catching power, amount of information, sense of communication, internalization, and identification.

Through a large amount of data analysis, Alimama found that short videos need to arouse the audience's interest within 3 seconds and strive for audience retention; and after 3 seconds, sufficient information needs to be output for the audience to process in their minds; the information output needs to have a sense of communication and cannot be cold and stiff, but have a sense of dialogue.

When the audience receives enough information and processes it, in a rational scenario, the audience needs to understand and accept the argument of the short video content, internalize it, and trigger subsequent actions (entering the store, interacting, etc.); in an emotional scenario, the audience is influenced by emotions and identifies with it, thereby triggering effective behaviors.

Speaking of this, if you have been involved in marketing activities, you will have some understanding of it. So what exactly is the 5i rule applicable to marketing activities?

1. Eye-catching

To stimulate user interest and keep users, whether it is short videos or marketing activities, you need to catch the user's attention. The first impression is very important. There is a similar psychology in Murphy's Law - the primacy effect, which makes people who see you for the first time fall in love with you.

So how can you make users fall in love with your activities at first sight and create positive attraction? First of all, we need to think clearly about what scenarios can users access the activities?

Is it someone else’s sharing or the entrance for our delivery? No matter which one you choose, you can’t escape using videos, pictures, and text to reach users on the other side of the Internet, so you need to put a lot of effort into the basics.

Take the activity banners and first screens of major travel platforms as examples:

If you happen to be a girl, which one would you prefer at first sight?

In terms of color, pink has a better effect on female users. The reason why pink was chosen is because every girl has a girlish heart, and as she grows older, she will miss that girlish heart more.

From the copywriting point of view, Ctrip’s “你” is more well-intentioned, which makes users’ eyes light up, and some people even feel a little shocked when they see this word. One word highlights your specialness. This is a unique festival for girls.

From the perspective of benefits, 3.8 yuan off 50 yuan, 0 yuan grab, 38 yuan exclusive coupons, and 66 yuan magic coupons are all good gimmicks.

From the platform's perspective, the strategy of 3.8 yuan off 50 yuan is more beneficial to the platform. Students who have come into contact with coupons should know that the redemption rate of paid coupons is much higher than that of free coupons. Free coupons lying dormant in user accounts are themselves a waste of platform resources. The 3.8 yuan payment combined with the holiday point of March 8 can also help achieve the platform's MPU indicator.

In terms of the visual experience of the first screen of the event, Ctrip’s header image is a video, Tongcheng’s header image is a dynamic image, and Meituan’s is a static image; in terms of eye-catchingness, the ranking is video>dynamic image>static image, and the visual impact decreases in turn.

In marketing, highlighting the interest points, colorful design, and the attentiveness of the copy are all good eye-catching points; every user has 24 hours a day, and if you fail to attract users in the first place, you will inevitably be cut off.

2. Information volume

When your activity successfully attracts users, you need sufficient information to retain your users. Note that sufficient information does not mean a pile of information. In fact, it is not difficult to find in our daily life that the activities of many platforms are just a header image + red envelope + resource display, ignoring the user's understanding of the activities. Traditional industries do not do this when organizing activities.

How do we define sufficiency? More does not mean enough. In fact, enough is more of a psychological feeling, which is the intuitive feeling of users after psychological measurement and comparison. When users are willing to spend time staying and interacting on your activity page, the longer the time and the more frequent the interaction, it indirectly shows that your information is sufficient.

The subtext of "sufficient" is quality. Sufficient information with quality is valuable information. Piling up low-value information that does not meet user demand scenarios can be understood as information junk.

People pay attention to information that interests them and is related to themselves. If you tell your classmates that your uncle's cousin's uncle's sister-in-law is married, your classmates will think it has nothing to do with me. But if you tell them that Hu Ge is married/our roommate XXX is married, your classmates will react differently.

The effectiveness of information is to establish connection with users.

3. Sense of Communication

Sense of communication. Many people have a question: how can a page with the most dynamic features communicate with users? If you were to ask the ancients to communicate with you, how do you think they would communicate with you? It is text, text with a sense of scene. A beautiful lady is a good match for a gentleman. Do you feel like you have met your soulmate instantly?

Nowadays, we have many more information media to communicate with users than ancient people. Emoticons, text, animated images, sounds, and videos are all good media for communicating with users.

The weapon of communication is contextualization.

Compare the following copy:

• 12% off discount
• iPhone gets 200 yuan off, 96% of users think it’s worth it

The size of the discount has an impact on users, but you ignore the fact that numbers are just a string of cold numbers, so cold that they are too result-oriented. Why live streaming sales are so popular? Live streaming sales depict the user's usage scenarios and sense of situation.

From machine learning to intelligent recommendations, they are all about building contextualization for users when using the platform. Simply recommending popular items is ultimately too simplistic in front of today's users with distinct personalities.

4. Internalization or Identification

Internalization power is rational, and identification power is emotional.

At the level of marketing activities, internalization is the user's understanding and acceptance of the amount of information; while identification is the user's preference and acceptance of the amount of information.

The understanding of the amount of information relies on the value output of the information itself, such as really low prices and no tricks; while the preference for the amount of information is due to recognition at the word-of-mouth, brand and other levels.

Brand is very important in the business field. For example, the Xiaomi brand is synonymous with cost-effectiveness. The value of a brand is to make users think of the platform first when they have needs.

Eye-catching power, amount of information, and sense of communication are also a process of building internalization and identification. Everything will come naturally, and people will walk on their own.

Marketing activities are the product of achieving corporate demands. In order to more intuitively and effectively measure the value of marketing activities, the following indicators can be used for evaluation:

Effective visits refer to the data from the time a user is exposed to the delivery entrance to the time the activity is opened. From exposure to the time the activity is opened, there is a user-triggered action in the middle, and this link can be used to measure the eye-catching power of the banner image; interaction is the user's expression of interest in the page, such as entering information, receiving coupons, switching tabs, sliding pages, and clicking, which can all be considered user interaction behaviors.

Triggering a jump means that the user is willing to learn more deeply. In the product recommendation module, this behavior is a key link in forming effective order conversion. However, please note that from product display to order completion, the e-commerce platform will jump to the product details page, order confirmation page, checkout page and other pages, so it is necessary to measure it by tracking orders.

The above effective access rate, interaction rate, and jump rate can measure the quality of an activity, but they cannot measure the benefits it brings to the platform.

Then the company's revenue can be measured by brand exposure, traffic distribution, and service product conversion into a single "virtual" and two reals. Note that brand building is a long-term process of user education, and brand exposure is not an actual "virtual".

Author: Tang Song LIVE

Source: Tang Song LIVE