How to carry out marketing promotion in the 5G era?

• Introduction•

With the advent of the 5G era, the era of information explosion will evolve into an era of information flooding and information fragmentation. Only clear brand characteristics can clearly distinguish one's own brand from other brands. A brand should be good at developing its most prominent difference, and this difference should be able to attract users' continuous attention. In this way, brand differentiation can be formed and it can "turn the tide" in the ocean of brand homogeneity.

In short, to capture users in the 5G era, it is necessary to understand that consumers are "advanced animals". By serving "advanced animals" well, we can quickly capture the minds of users in the environment of information explosion.

No matter how the times change, marketing is based on insights into human nature.

Text | PR Home Author | Clockwork Brown

5G is the abbreviation of the fifth generation mobile communication network. The transmission speed can reach 1GB every 8 seconds, which is more than 10 times faster than the transmission speed of 4G network.

Characteristics of the 5G era

1. Rapidity

2. Convenience

3. Convenience

4. Diversity

5. Intelligence

l Historical development stages of 5G

The 1G and 2G marketing era refers to the era of traditional media. 2G was the era when humans were first able to send text messages from one phone to another.

Shi Yuzhu, the "marketing god of the generation", once said that Chinese-style marketing is a set of marketing theories created by marketing companies that ultimately make customers pay for it. Therefore, Shi Yuzhu never trusts marketing companies and only trusts his own marketing insights.

2. The marketing era of 3G and 4G is an era of high-speed Internet operation. 3G was launched in 2001, but its real use came in 2007 when the first smartphones hit stores, bringing video calls and mobile data. 4G became popular in 2010. From short videos and mobile applications to mini-program ads, the rapid development of all these has given this era another title: the “era of information explosion.”

The mobile Internet era mainly focuses on the relationship between people and the relationship between people and machines. The most notable feature of this era is that mobile phones have become the core carrier of interaction, and traditional advertising media have been hit hard by the rapid development of new media.

The new media world is changing so rapidly that the events or people that dominated the social media landscape yesterday have been completely replaced by new hot spots today. Even WeChat, one of the national social software, cannot escape the situation of "the two microblogs are dead".

The previously popular KOL trend has evolved into the KOC trend. KOL refers to key opinion leaders, which is public domain traffic; KOC is a term derived from the meaning of KOL, referring to key opinion consumers, which is private domain traffic, generally referring to consumers who can influence their friends and fans and generate consumption behavior.

3. In the 5G era, the relationship between machines and machines, and ends and ends is the key. The 5G era is not just a technological revolution, but also the advancement of science and technology and the overall progress of mankind.

l Marketing development stage

Ⅰ Marketing 1.0 era. In fact, it is the marketing era of 1G and 2G. Marketing 1.0 is a product-centric era. As Henry Ford, the founder of Ford Motor Company, said: "No matter what color car you need, Ford only has black."

Marketing 1.0 is a product-centric era. As Henry Ford, the founder of Ford Motor Company, said: "No matter what color car you need, Ford only has black."

Ⅱ Marketing 2.0 era. Since the 1970s, the world has gradually entered the era of buyer's market. The symbol of change is the transition from a product-centered era to a customer-centered era.

In the Marketing 1.0 era, product-centered market competition became fierce. The increasing abundance of products led to the gradual saturation of the seller's market, and product homogeneity was serious. In order to compete for customers, companies began to compete blindly.

Ⅲ Marketing 3.0 era. Since the 1990s, the rapid development of science and technology has enabled computers and the Internet to gradually enter people's daily lives.

Thanks to the development of 3G and 4G mobile technologies, the acquisition of information has become faster, but problems have arisen as a result. Information is updated so quickly that humans have entered an exhausting era of information explosion. In the era of information explosion, people acquire a large amount of information every day, but actually absorb very little information. The era of information explosion has also led to an era of information fragmentation.

In such a network environment, marketing has also changed, from a customer-centric era to an era focused on occupying the minds of users, that is, the era of Marketing 3.0.

The era of Marketing 3.0 is actually the era of humanistic care marketing. This era emphasizes brand differentiation. Brands cannot only emphasize brand positioning. In the minds of consumers, brand impression is not equivalent to a good brand impression. Every consumer can only remember the leading brands in the industry. Differentiation can reflect brand integrity. Remembered brands become users' first choice when purchasing products. The era of Marketing 3.0 is an era of competing for users' minds.

A good brand image needs to be based on a combination of accurate "self-awareness" positioning and differentiation with unique personality.

The development stages of marketing actually correspond to the development stages of mobile technology. The 1.0 marketing era corresponds to the 1G and 2G marketing eras; the 2.0 marketing era corresponds to the 3G and 4G marketing eras; the 3.0 marketing era corresponds to the 5G marketing era. Therefore, the marketing strategy in the 5G era is actually a marketing war to occupy the minds of users.

How do enterprises conduct marketing promotion in the 5G era?

1. Create a unique brand positioning

As the times change, marketing methods will also be updated and replaced at each stage. However, no matter how the marketing methods change, the object of marketing has never changed and is always centered on "people".

In the era of Marketing 3.0, the biggest difference is that companies are re-examining consumers as complete human individuals with independent thoughts, hearts, and spirits, and user participation is becoming increasingly higher.

That is, products do not just reflect brand stories and services, they must reflect consumer values. Services are not just carried out according to the rhetoric. The concept of "customers are God" must be practiced more perfectly. Customers should no longer be treated as giant babies with a simple service mentality. Instead, customers should be treated as students of our industry with the mentality of an educator.

In the 5G environment, brand positioning should be different from that in the traditional marketing era. Brands should create a clear, unique and distinctive brand positioning, strive to make good products and manage the brand's personality in the context of brand homogeneity.

With the advent of the 5G era, the era of information explosion will evolve into an era of information flooding and information fragmentation. Only clear brand characteristics can clearly distinguish one's own brand from other brands. A brand should be good at developing its most prominent difference, and this difference should be able to attract users' continuous attention. In this way, brand differentiation can be formed and it can "turn the tide" in the ocean of brand homogeneity.

In short, it is to understand the general idea that consumers are "advanced animals". By serving "advanced animals" well, we can quickly occupy the minds of users in the environment of information explosion.

2. Target your target users and cater to their preferences

The 5G era will bring marketing into the algorithm era. With the massive influx of 5G terminal devices, users' population portraits and behavioral habits will become clearer. The arrival of 5G will allow marketing targets to be more precisely targeted and delivery to be more accurate.

In the 5G era, high-speed data will become more accurate and will also help a new retail model - new retail. That is, a retail method that combines online and offline. Traditional retail methods and pure online retail methods will be combined, using the high-precision computing method of 5G technology to complete the comprehensive Internet upgrade and transformation of offline traditional retail.

The core reason for the updating and iteration of retail channels is the advancement of technology and the constant changes in user needs. As time goes by, the old retail methods will eventually be replaced by new ones.

Recently, Costco, a celebrity in the retail industry, has gained a lot of attention. Relying on its unique membership system, low prices, few SKUs, strong bargaining power and high turnover capabilities, Costco chose to enter the Chinese market before the 5G era. It is speculated that this was to gain a foothold in the complex domestic retail market before the 5G era truly arrives. Choose a different path from other retail giants and strive to get a share of the Chinese market where the market environment is severe.

3. Use high-quality creative content to capture the user’s mind

The 5G era is here, and everything is connected. Whether it is UGC or PGC, the brand’s content marketing cannot be separated from quantitative content to capture the user’s mind, which is why brands are now upgrading their brands one after another.

In the age of information overload, it is difficult for brands to acquire new users through their original traditional brand imprint. Users are faced with more information every day. In the face of more complex audience demands, brands must know how to change in a timely manner, use creativity to package their own marketing, and form clear differences with other brands.

Why are more and more brands starting to deviate from their main business and engage in cross-border marketing? Behind the eye-catching activities are the anxiety and continuous evolution of these brands.

From the liquor "king" Luzhou Laojiao launching perfume, to White Rabbit Milk Candy shower gel, to the "national aunties" embarking on the "rustic and cool fashion path", to the popularity of the Forbidden City IP. These traditional brands know how to use the guise of creativity and word-of-mouth communication through social marketing to become the marketing darlings of this era.

The most notable feature of the 5G era should be the innovation in the field of short videos. Short videos will continue to be optimized and iterated on the original basis. With the influx of a large number of content platforms, short videos will explode to a climax in the 5G era.