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New environment and new consumption – breaking the C-end marketing dimension wall

  At the moment when the epidemic is raging, consumers’ choices of products have undergone subtle changes. With the shift of public opinion and consumer attention, it is more urgently necessary for companies to plant brand reputation and word of mouth firmly in consumers’ minds through brand building, so as to empower market expansion in the new environment.
  C-end brand marketing routines are almost stereotyped: experience, marketing and subsidies are the usual marketing techniques for C-end products. However, the strategy of corporate brand promotion needs to be considered from different dimensions.
  In terms of the steps of C-side marketing, it can be simply summarized as “approaching – interacting – awakening”. In the execution of the work, it corresponds to operations, marketing and public relations respectively. Through the three-step siege strategy for C-end brand users, the effect will be: establishing connections, realizing cognition, and generating purchases. As a result, the full-link marketing of C-end brand building and market sales is completed.
  Under the epidemic, “experience” is still an important means of brand promotion and market promotion. However, the current live broadcast has replaced the offline scene, and has become a powerful tool for brands, especially C-end brands, to maintain market growth and stock activity with a more efficient online interaction and emotional traction. In terms of content, brand content in the post-epidemic era must have more corporate brand expressions in terms of health, environmental protection, humanistic care, social responsibility, etc., and have a more down-to-earth language style to form a relationship with consumers who have experienced epidemic control and control More emotional resonance.
  The above is a shallow routine at the C-end brand marketing level, but there are differences for different companies, products, and user groups. The author believes that the “integrated marketing” promotion method that can realize the integration of resources and paths is an all-purpose brand marketing option.
  For example, between the second dimension and the third dimension, for C-end products for different user groups, how to break the dimensional wall in terms of marketing links and content is a necessary task to successfully achieve interaction with target C-end users.
  Under normal circumstances, when it comes to brand selection, Generation Z prefers products with affordable luxury and popular characteristics. However, in terms of brand contact media, new media such as video are the main ones. For Gen Z-oriented brands, experience and emotional resonance are the most effective ways to interact. This requires that the brand marketing for the C-end should pay special attention to creating “intimacy, experience and fun” while shaping the image. Focus on the use of graphics and video content expression, through social media, to achieve word-of-mouth fission. By integrating the resources and promotion forms of all parties, the C-end brand promotion effect is maximized.
  Integrated marketing almost includes online and offline social media, platform media and other communication channels, and has the cost advantage of content integration and comprehensive utilization. While concentrating resources and maximizing the effect of brand marketing, it also takes into account public opinion management. Of course, this is inseparable from the “integrator” to plan, coordinate and control the implementation of the entire process.
  In addition, with the accelerated iteration of technology, industrial integration has become more and more obvious. A new marketing path has also emerged from this: with the rise of the metaverse concept, virtual people are moving towards the front desk, becoming the brand IP and spokesperson of the company. This brand symbol, which is in line with the trend of the Z generation and has strong controllable plasticity, has been loved by more and more enterprises. At the same time, it has become one of the ways to shorten the distance with consumers and realize customer management and interaction.
  Therefore, creating a company’s own virtual human idol has become a new style of corporate brand marketing in the context of the new era. This kind of marketing IP controlled by the algorithm, combined with the high-quality content of the enterprise, will collide with the spark of the brand, and provide C-end users with a steady stream of high-quality content in the content era.
  The author observes three points:
  1. The so-called impulse consumption of the C terminal is not worth advocating. From the perspective of public relations, it is also irrational for enterprises to drive impulsive consumption through marketing, which is not conducive to the long-term quality of word-of-mouth and brand image. Especially in the case of lagging products or services, it is a kind of harm to the image of the brand.
  2. For C-end products, in addition to brand recognition and loyalty, convenience is becoming a powerful factor in brand marketing. This phenomenon stems from the consumption characteristics of C-end products and is also affected by the current social environment.
  3. Also affected by the environment, when the physical scene is bleak, the metaverse aiming to build a virtual social consumption scene is expected to become the main battlefield for specific C-end group consumption in the future as the technology matures.

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