5 marketing promotion trends in 2022!

These are the worst of times.

Short videos are becoming increasingly saturated, and new forms have yet to take off. Live streaming sales are a mess, and offline activities are shaky. The elegance of the Mad Men is gone, and the ambition of the marketing master has become a laughing stock. Planners are no match for programmers, creativity gives way to big data, and as for decision-making ability, you may not be as good as a machine.

This is also the best era.

With the internal circulation and rural revitalization policies taking effect, opportunities are emerging where you haven’t noticed. As the epidemic continues, industries are seeking transformation, capital is endlessly hyping new concepts, and consumers are repeatedly emotional , all of which leave marketers with room to display their skills.

In the words of logistics expert Kai Shen: That state of thriving vitality and flourishing development is right before our eyes!

In 2022, you have at least these 5 reasons to get excited!

1. Internal circulation - price increase and volume increase, this is what you are good at

When you see this word, is your first reaction "numb"?

When doing marketing, we are often overwhelmed by “big words” such as concepts and slogans. There are policies in the government and trends in the opposition, but for marketers, many of them start and end with slogans, and not many of them are put into practice.

So why bring it up?

Because of this matter, it has a lot to do with marketers!

As one of the dual circulation tracks, the internal circulation was proposed more than a year ago. But the market is not the stock market; it won’t be so sudden and explosive. Most businesses, finance and local governments need time to digest and transform. 2022, just right.

If we think about the internal circulation purely from a marketer's perspective, it can actually be very simple: develop domestic brands and tap into internal consumption .

But this brings up two very realistic issues: price increase and volume increase .

Take price increases as an example.

In recent years, the development of domestic brands has achieved certain results. In addition to the gradual increase in trust, prices have also been climbing little by little.

But a problem also emerged: the price increase of domestic brands seems to be a sin in the eyes of some people. On the other hand, in many consumer categories where we compete with foreigners, there is always a certain distance between us and the "highest price". For example, some consumers may criticize Zhong Xuegao for its "sky-high price" while not questioning Haagen-Dazs at all.

In a nutshell, in too many areas, domestic brands do not have the highest pricing power, and it is even more difficult for them to produce luxury goods.

This problem cannot be solved simply from the perspective of brand story, packaging, etc. In the minds of consumers, some deep-rooted inertia still persists and some first-mover advantages still have an impact. In order to fight against them, we played the design card and the cultural card, but it seems that we are still powerless.

What should I do then? Collaborate with scalpers and engage in hunger marketing? Find the right celebrity and create hype in the circle?

There must be a better way.

A few days ago, I had nothing to do, so I watched a documentary called "Saving Polaroid". Unexpectedly, I was struck by a line:

“ Luxury is not just about jewelry or watches, it’s about curated experiences .”

The concept is not new, but I didn't expect to see it there. In fact, the real estate industry and the catering industry have done this before, and now the liquor industry is also frantically pursuing high-end experiences. Moreover, those who really did it have achieved some good results.

Why not interpret it in more areas?

So the question becomes -

How can a brand that is already service-oriented improve the experience in a sustainable way?

How can a brand that focuses on physical products integrate experiences on a large scale?

Thinking through these two issues is the first opportunity that the internal circulation brings us.

2022, let’s start the internal circulation!

2. Rural Revitalization - Small Bridges, Flowing Water, and Brand Power

Why, another old, clichéd concept?

Just yesterday, the State Council Information Office held a press conference to interpret the newly released Central Document No. 1 of 2022.

This No. 1 document is about comprehensively promoting rural revitalization.

No, don't get me wrong. Rural revitalization is not just about food security, nor does it require you to go farming. Among the corresponding "five revitalizations", the first one is industrial revitalization.

"Change from selling original brands to selling branded products, and promote product value-added and industry efficiency";

"Promote the formation of a one-county-one-industry development pattern" and "create advantageous and characteristic industrial clusters that link urban and rural areas";

"Support various types of agricultural social service organizations to carry out... social services such as product marketing."

As long as you are determined, you can find your place in each of them. How about it, is it interesting?

In fact, the major Internet companies you follow have accelerated their layout under the policy.

Alibaba, JD.com, and Pinduoduo have all entered the market, investing real money under names such as "Hot Soil Plan," "Penfolds Plan," and "10 Billion Agricultural Research Special Project." Last fall, JD.com announced that it had driven rural output value to 220 billion yuan.

In addition, ByteDance and Kuaishou have their own plans, and Ctrip has targeted rural tourism. Naturally, many fresh food e-commerce platforms have also found their professional counterparts.

When the Internet no longer grows wildly, they choose to thrive in the fields.

Admittedly, they are all doing big things on a large scale. However, most of the emerging rural brands may be too small and too low-end to match your ideas or afford your fees.

So, how about creating a modular brand service platform that can provide high-volume and fast service?

Or why not plan ahead with county-level departments across the country and focus on building a unified brand for each county and industry? Wouldn't that be exciting?

Think about it more, you won’t be able to have fun if you don’t believe me.

3. Changes in the epidemic situation: industries strive to change, and capital is exhausted

In the past two years, some industries have been in a daze. On the one hand, the COVID-19 pandemic hit, and it has been going on for three years; on the other hand, the dual-circulation chess game is becoming more and more clear, as if there is some opportunity that cannot be missed.

Moreover, this generation of consumers is not easy to lead. With consumption upgrading on the left hand and downgrading on the right hand, many bosses are confused.

However, almost no one dares to mention "remaining constant in the face of change" anymore, and everyone is talking about "embracing change."

How to change? To summarize it with two examples: new retail at the beginning and the metaverse at the end.

We have discussed the Metaverse in the previous article, and this time let’s talk about new retail.

What is New Retail? Simply put, online ports link offline resources. For example, the most common process is just “offline experience → online ordering → offline delivery nearby”.

Compared with traditional gameplay, it doesn't seem to be anything special. But in theory, it can really solve a lot of problems.

First, it solves two problems that traditional e-commerce has always had: the lack of experience before consumption and the "last mile" that has been talked about for many years;

At the same time, it also solves the problem of lack of traffic and orders in offline stores to a certain extent;

For special industries such as liquor, it even leaves room for distributors and agents, solving the problem of brands being hesitant and afraid to make efforts on e-commerce platforms.

It sounds quite logical. The problem is, this isn’t something that every brand can do. Which areas can your store density support? What are the advantages of this service experience compared to existing delivery platforms? Can the existing personnel and structure support you in taking into account services and logistics in addition to offline sales?

There is no way, this is industrial transformation. Some are on the right track, while others are like headless flies. Life is all about trial and error.

What happens next will depend on both your judgment and your conscience. With luck, the brand has found the right direction and all it needs to do is take one step at a time. If you are not so lucky and meet someone blindfolded standing by the well, you can just close your eyes and keep doing it. Anyway, transformation requires attempts and exploration, and its success or failure will not be apparent so quickly.

Whether it works or not, it’s all money.

On the other hand, if industries and companies embrace change, then capital must be advocating change. Holding on to a "new" concept from yesterday or twenty years ago, we are sustainably exhausting all resources. If new retail is too heavy, then rush to the metaverse. When the Metaverse is no longer hype, they will look for the next gimmick.

So what does this have to do with marketers?

Just to increase traffic.

They are creating a bubble, so why don't you just go with the flow?

Traffic is currency. It's not bad to grab a handful.

4. Position marketing - standing in line is paramount, emotions are out of control

Have you noticed that in recent years, there have been more marketing campaigns that take a stance and respond to public sentiment?

Take the family and country stance as an example. Internationally, the Americans spread rumors and wielded big sticks, sparking violent confrontations and triggering rebellious sentiments. Under the new crown, the psychological pressure on Chinese people has been magnified, and the Western "lighthouse" has also declined. As a result, many people's patriotism is on the rise, and it is not uncommon for consumption choices to be determined by brand positioning.

Bing Dwen Dwen, who had few admirers two years ago, is now worth a hundred times more and is hard to find. Is it just because the Olympic Games have arrived? Erke, which accidentally wrote the myth of "barbaric consumption", did not just make the right move of "public welfare".

It should be noted that in an emotional age, consumers will actively create gods - this is exactly what makes every marketer most excited, confused, jealous and fearful.

Recalling last year’s Xinjiang cotton incident, the West’s crude rumors made us united in our hatred of the enemy, and also allowed many brands that supported Xinjiang cotton to regain the hearts of the people. But at the same time, there has not been a single new brand emerging that claims to "focus on Xinjiang cotton raw materials". This is not only a dereliction of duty in the clothing industry, but also a failure of marketers.

In 2022, the US economic situation is tense, and President Biden's throne is unstable. The momentum of fabricating rumors and exporting malice will inevitably continue. The trend of stance marketing will naturally continue.

Of course, playing with emotions has risks, and “traffic backlash” is a hot word that has been frequently mentioned recently. But there are also some safe and reliable ways to market your stance. For consumers, the positions they accept are actually quite broad. You should still remember that during the Spring Festival Gala, which was criticized by the entire Internet, the programs with the best reputation were the Chinese-style "Only Green" and "Remembering Jiangnan". At the highly acclaimed opening ceremony of the Winter Olympics, the 24 solar terms at the beginning received the most praise.

That’s right, although the national trend seems to have passed, the underlying roots are still there.

5. Marketers are not born with the right to not be happy

What can marketers do for brands?

There are too many schools of thought and many different opinions. Some say it "affects the mind", some say it "builds goodwill", some say it "induces impulse", and some believe the answer is "conflict".

But on one level, everyone has a consensus: that is, when doing marketing, first of all, you need to be seen, and secondly, you need to make consumers listen to what you say.

A survey shows that the average attention span of modern people can only last eight seconds, which is one-third less than 20 years ago.

8 seconds, what can you do?

So if you’re not happy, you’re dead. You don't deserve to die.

So you must first dance, sing, cry and laugh!

So their emotions must be activated and their feelings must be aroused!

So you must treat boredom as your biggest enemy!

In the Hong Kong film industry, there is a comedian with a strong style who had many fans during his peak period. But at the same time, many people think that his acting is exaggerated and purely for his own pleasure.

So, in the ending song of a TV series, he sang this sentence:

" If I'm not happy either, I'm afraid you'll turn around and run away ."

Marketers are like comedians. In this profession, everyone has the same goal, but their abilities vary: Zhao Benshan cannot be replicated, Guo Degang is truly rare; Stephen Chow cannot be mass-produced, so Dicky Cheung must also be cherished. More people may be the unknown Wang Chengsi, or even the disliked Bai Kainan.

But no matter what level of comedian you are, when you are on stage, you have to do your best to make people laugh.

Remember, a consumer has less than 8 seconds to decide to escape.

Marketers, you are not allowed to be unhappy.

Author: Find Fish

Source: Poisonous Tongue Marketing (dusheyingxiao)