Top 10 advertising models during the epidemic

If we were to find a keyword to describe the living conditions of advertisers, it would be "insecurity".

The epidemic has posed a huge challenge to the advertising industry. However, it is undeniable that the epidemic is also a catalyst for accelerated adjustment, transformation, and integration in the advertising industry. The efforts to move from offline to online will be intensified, and the value of content will be more valued by marketers.

In the foreseeable future, the competitive landscape will become increasingly fierce, and the value of existing experience will become increasingly lower. There are so many new things, the macro situation is changing so fast, and the industry base is getting bigger and bigger... Everyone needs to learn more and more, needs to get away from their comfort zone, and try to open up new paths in the little remaining barren land.

In this article, we organize the new advertising and marketing models that have emerged around the world, and provide some suggestions for marketers' strategic and tactical layout.

Key points of this article

1. Livestreaming

2. The “partner-sold ads” model is for personalization

3. “Hacker-style” marketing

4. New advertising to cultivate user loyalty

5. Remarketing display promotion

6. TV ads transformed into interactive online video games

7. Marketing and shopping guide based on interpersonal network

8. All-staff marketing

9. Cloud-based press conferences

10. “Sound Economy” is becoming more and more popular in different scenarios

1. Livestreaming

The live streaming e-commerce sector has seen many nationwide screen-sweeping events, with sales being refreshed time and time again, allowing the public to witness the tremendous power of live streaming e-commerce as a marketing tool.

Right now, live streaming sales is in full swing, but it is not easy to do it well. Because there are so many things involved, if one link is not done well, it may fail. Not only are there requirements for "people": their professional skills must be strong and their ability to attract fans must be strong.

There are also requirements for the "goods": the price must be low enough, the products must be well selected, and the details must be controlled. Controlling the "field" is even more difficult: we must do a good job in scene operation, content operation, and data operation.

Therefore, brands still need to use skills when it comes to live streaming sales and must not let live streaming sales lead their brands into trouble.

2. The “partner-sold ads” model is for personalization

YouTube launched the original blogger version of "partner-sold ads" with the aim of allowing some organizations to control their own YouTube advertising inventory. These organizations include mainstream media companies such as NBC, as well as digital content studios such as SoulPancake.

In order to qualify for “partner-sold ads,” these agencies must maintain a good reputation and not only publish their own product content on multiple platforms, but also have the company’s infrastructure to ensure the effectiveness of advertising sales.

Agencies that qualify for “partner-sold ads” have the privilege of being able to run ads in videos that would normally be stripped of advertising.

Typically, YouTube pockets 45% of advertising revenue, and the remaining 55% goes to the original video creator. YouTube appears to be encouraging original bloggers who have actually participated in the test to sell their advertising space to brands.

In this way, perhaps something will be revealed about the specific workings of this advertising model .

3. “Hacker-style” marketing

As more and more platforms implement paid ad-free models, “how to reach paying users with ads” has become a headache for brand owners.

In Dubai, KFC and Memac Ogilvy came up with a clever way to "hack" into the Spotify premium payment platform, transforming artists' personal homepages into their own promotional venues and promoting their newly released limited edition chicken burgers.

This is also the first campaign on Spotify’s paid platform.

First, KFC transformed the artists’ portraits into the same style of “eating hamburgers”.

If you are going to act, you have to do it completely. If you have changed your profile picture, it would be unreasonable not to change the cover of your personal homepage. So, KFC photoshopped “Kentucky Burger” on the cover backgrounds of all three artists. Pictures alone are not enough, text must also be included, and of course the artists’ personal profiles cannot be left out (KFC forcibly inserted slogans into the artists’ personal profiles).

KFC also created a playlist, and each song title was changed to form an advertising slogan: "Discover, New, Kentucky, Burger, Come and Visit, KFC, Get It, Before It's Too Late." Encouraging people to come to KFC and try the new flavor of chicken burger.

Not only that, KFC has more advanced operations. Using the recent events feature in the Spotify Premium calendar, the artists' upcoming events have also been changed to "Kentucky Burger". When users click on the event, the KFC store closest to them will be displayed.

Many paying users are not happy with KFC's "historic-making" move, saying that they paid money just to avoid seeing ads, but in the end they still can't avoid being disturbed by ads. However, some users also said that this idea is very interesting, and Spotify Premium, which never plays advertisements, is a great place to advertise.

4. New advertising to cultivate user loyalty

Have you ever encountered "sales difficulties"? You successfully attracted people to watch your ads and learn about your products, but they stopped before placing an order for the products in the shopping cart? Clearly, you’re wasting your time on “customers who won’t convert”! How can we cultivate loyal customers, that is, the group with the highest conversion rate, and make them staunch supporters of our brand?

Facebook launches its first advertising product focused on fostering brand loyalty. The product allows users to easily view their points and rewards from various brands in the Facebook APP. Brands can reach out to old customers who have already made purchases to push personalized ads (such as points or rewards that can be obtained after purchase).

Additionally, as part of this offering, brands can use vivid, personalized ads and promotions to re-engage with former customers, in addition to retaining loyal members.

Sephora is one of a few businesses testing the new product internally. Users will be able to link their points account (in this case 'Sephora Insider') to their Facebook account. Once linked, Sephora will be able to provide personalized offer push notifications and highlight the subsidies users can get after purchasing directly in the news feed.

It is worth noting that when linking accounts, users must first agree to Facebook's data privacy policy. In the meantime, brands interested in the program should consider their own plans to ensure that data passed through the platform complies with privacy regulations.

5. Remarketing display promotion

Amazon has launched a new feature called "Remarketing Display Promotion". The previously existing "Product Promotion" and "Brand Promotion" were all launched on the Amazon site. If the buyer clicks on the ad and happens to select the product he wants, then the ad has achieved its goal. But according to statistics, even if your advertising conversion rate reaches 20%, there are still 80% of customers who only browse the product page but do not buy. These buyers who do not make a purchase may leave the Amazon website.

In order to attract back these sellers who have left, Amazon has timely launched this new form of advertising - "Remarketing Display Promotion", which can present your products to consumers again when they browse other websites or media, creating multiple opportunities for your products to meet potential consumers and re-stimulating consumers' desire to buy! ”

These advertising websites or media may be Google, Facebook, Instagram or other platforms. Amazon's advertising team signs a large framework agreement with them and then distributes it to various sellers. In fact, this is equivalent to Amazon itself becoming a large advertising middleman.

Amazon’s display promotion ads have added three new features to help merchants accurately reach their target audience and conveniently manage and optimize advertising campaigns. First of all, for display promotion activities, the ads can be targeted to customers browsing products and similar products. Secondly, the updated display promotion ads can filter and recommend products for all backends and add them for delivery with just one click. Finally, you can create, manage, and optimize your Sponsored Display campaigns in bulk.

6. TV ads transformed into interactive online video games

Sony recently applied for a very interesting patent. If an advertisement appears while you are watching TV, you can skip the advertisement by standing up and shouting the name of the corresponding brand. Sony describes the patent as a "system for converting television commercials into interactive networked video games."

As shown in the picture, when you are watching your favorite TV series and suddenly a McDonald's hamburger advertisement appears, just stand in the living room with your arms raised and shout "McDonald's", just like a basketball referee announcing that the score is valid, and then the advertisement will automatically close and you can sit down and continue watching the original TV program.

This patent may seem a bit stupid, but if you think about it carefully, Sony is quite thoughtful. Although it skips the advertisement, it drives you to actively strengthen your brand memory, which feels better than watching the advertisement.

This form of interactive advertising can not only deepen users' impression of the brand, but also does not damage the user experience.

Interactive advertising is actually a new form of advertising, saying goodbye to the previous static form of advertising. Nowadays, situational interactive advertising and sensory interactive advertising are common. Interactive advertising uses ingenious ideas and integration with computer high-tech to achieve imaginable display effects, making the advertising deeply rooted in people's hearts.

Nowadays, more and more advertising and marketing are choosing to embrace interactive advertising. Common situational interactive advertising and sensory interactive advertising, including roulette, smashing golden eggs, scratch cards, shaking dice, opening gift boxes, fishing and other game-type methods all belong to this category. In the future, with the support of technologies such as 5G and AI, interactive advertising will also be upgraded.

7. Marketing and shopping guide based on interpersonal network

Social e-commerce is becoming a new trend. Relevant survey data show that more than 40% of users are willing to purchase products shared by their friends. Since products on social e-commerce platforms generally have the advantage of low prices, users are more willing to purchase them on the platform.

Recently, Taobao launched a product called "Taohua", which is currently in the invitation-only internal testing stage. Taohua’s product positioning is a marketing and shopping guide platform product based on interpersonal network relationships. According to sources, Taohua is actually a rebate platform under Rural Taobao, hoping to create a sales tool for the sinking market.

The ideas of "Taohua" and "Taoxiaopu" are relatively pure, adopting the S2B2C model. It is a workbench for sellers rather than a scenario of centralized traffic for self-purchase. The shopkeepers’ efficiency in making money is based on Taobao’s strong credit endorsement and complete supply chain system.

The entire operation and sales model of "Taohua" is similar to that of "Taoxiaopu". Taobao launched both at the same time. It is not ruled out that they are two products under its internal horse racing mechanism. Whether it will become a dual-track development under differentiation remains to be seen.

8. All-staff marketing

Offline consumption performance has been "sealed" by the new coronavirus. During the 2020 Spring Festival, almost all shopping malls were closed, and customer flow and sales fell to freezing point. Online shopping methods such as full-staff marketing, community shopping and live streaming have temporarily replaced offline shopping and become the optimal solution for shopping malls and brands to cope with the epidemic.

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9. Cloud-based press conferences

As the epidemic began to spread across the globe, offline events around the world were cancelled one after another. Taking this opportunity, many brands chose to move their press conferences online and launch "cloud press conferences", covering multiple industries such as mobile phones, automobiles, fashion, entertainment, and real estate.

Among them, many advertisers used innovative technologies such as 5G, AR, and VR to bring new touches to brand conferences.

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10. “Sound Economy” is becoming more and more popular in different scenarios

At present, "voice" is more used in social scenarios and online audio platforms. From a social perspective, more and more voice dating apps have been born, such as Shengjian and Zhiya, which include voice broadcasting, real-time voice channels, and functions such as bullfighting and guessing games in the voice room.

At the same time, a large number of stranger social software have launched the "voice matching" function. On the one hand, it soothes the loneliness of urban young people, and on the other hand, it seeks a balance between users who are shy about videos and annoyed by the difficulty of expressing themselves in words.

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