2.0 no longer looks at user conversions. They look at transaction conversions. Users who do not transact are invalid.
The Year of the Dragon has not yet arrived, and I have seen Jackie Chan in the endorsement circle one after another, first for Honor, and then for JD.com and Luzhou Laojiao. To be honest, whether the endorsement is successful or not, let’s take a look in the comment area. I generally don’t like to be in the endorsement circle. Pictures are included in the article, but for the sake of seriousness and self-protection in this article, I still put them here to avoid being sued by multiple parties.
The communication data of Honor’s cooperation with Jackie Chan is pretty good. Everyone in the industry knows about it. Honor’s marketing team has a good idea of how to use data to provide bosses with adrenaline and produce happy dopamine. They are choosing media to put in. At that time, we were very cautious and used a set of third-party benchmarking software to evaluate the media value. How deep the water is here will be discussed later when we have time. It has nothing to do with the theme of this issue.
But for the cooperation between JD.com and Luzhou Laojiao, the data is a bit disastrous, and there are only a few comments. Please ask Honor for advice on how to do a good job in this aspect. The money is spent, but at least it should make the boss happy.
Jackie Chan is not today's topic. Endorsements by artists are just normal behavior. The eldest brother is unlucky and has been made fun of by bad people.
Our topic today: In terms of advertising logic, what is the essential difference between the marketing department of 1.0 and the marketing department of 2.0?
Let me first talk about my basic conclusion: the biggest difference between 1.0 and 2.0 is to use data to drive conversion rate. The translation of
into human words is: brand advertising with grand narratives is dead, while silent effect advertising that moisturizes things is on the rise.
I often tell some friends in the liquor and automobile circles that Pinduoduo and Meituan never hold press conferences, and there are very few brand billboards with grand narratives. This makes their jaws drop. How is it possible? Such a big company!
But this is the fact. When BYD can’t wait to hold a press conference every week, Pinduoduo, which is at its peak, is using countless brainwashing advertisements to cut melons and vegetables around the world. I can say this categorically that effective advertising is the global Pinduoduo market. The department is definitely the most efficient, but of course their bottom line is also the lowest.
Pinduoduo and Meituan are typical version 2.0 marketing departments. Pinduoduo’s performance is better than Meituan’s, but its character is worse.
Let’s use actual cases to analyze the methodology of Pinduoduo’s marketing department. Whenever Pinduoduo’s business makes a new move, the marketing department’s advertisements will appear on major traffic platforms, mainly short videos.
bears the brunt of the list of magical products.
Whether it is Pinduoduo or temu, I have seen two advertisements being placed repeatedly. One is a magical dumpling wrapper pressing machine, and the other is a sewer unblocking agent. How can ordinary people resist such magical products? They are sold cheaply and must be downloaded. Buy one and give it a try.
The subsequent development trend is that we can see countless magical products, showing countless amazing effects. We all understand that video advertising is the easiest to fake, just cut it. Most companies actually I don't dare to do this kind of thing. I asked people from Alibaba and JD.com, it's not that I don't want to, but I don't dare.
The second thing is that the price is so low that you can’t imagine it.
On Douyin and tiktok, as long as we see Pinduoduo’s iPhone ads, we immediately know that there is 9.9 waiting for you, countless uncles and aunts in rural areas, anyway, idle and bored, dead horses are working as live doctors, download and buy one Give it a try.
All traffic products in this type of advertising can be placed using the 9.9 routine. What needs to be done in the middle is the word game, so that there is a chance of 9.9, not all 9.9.
The final methodology is to insert forced streaming.
In the universe of short videos, we can often see various jokesters inserting Pinduoduo ads in the middle of the video. This basically guarantees the completion rate of the advertisement. In order to finish watching this joke, you will not go to the next page. After dragging the five or six second commercial break, it was too short and difficult to grasp, so I simply watched it.
This creates a strong repetitive and contagious effect. You don’t want to download it once, twice, and three times. In the end, even if you don’t download it, you have been brainwashed and know what this product is.
Sounds like these three methodologies are very simple, right? Very mentally retarded? However, it is not easy to copy. Pinduoduo’s core competitors, the powerful Taobao and JD.com, have not learned this yet, so we see that they are still keen on developing conferences, filming commercials with grand narratives, and Yu gave Focus more budget in the elevator.
You can criticize Pinduoduo’s advertising for having no bottom line, but you cannot say that it is ineffective.
Having said that, I have to add some thoughts on elevator advertising. Today, there are still a bunch of unknown start-up brands that are being consumed by the public. I really can’t understand the thinking behind them. For example, the three small brands I saw recently Goat, in the elevator, shouted the slogan that wearing naked clothes will not hurt people. Will anyone make a purchase after watching this advertisement? After all, Three Little Goats has not even established basic user awareness. It is basic common sense to establish awareness first and then launch ads.
Focus on this screen, in my personal opinion, should become a screen that triggers public relations incidents in the future. Advertisers cannot save this screen, but public relations people have the opportunity to discuss the specific operation mode later, otherwise the elevator will Advertising faces a dead end when it comes to Douyin.
Some people may say that Pinduoduo is a platform company, while Honor and Luzhou Laojiao are product companies, and their brand operation logic is different.
Then, I will give two more examples, Ideal and Maotai.
Ideal has been regarded as one of the best companies in the new energy car industry in the past two years, and is one of the best companies in marketing. Does Ideal rely on advertising?
The answer is obviously no. As a traffic trader, Li Xiang knows very well how to use public opinion to leverage tap water flow. He has done two things accurately, Weibo and the media. For the specific operation mode, you can jump to " When you refute Li Xiang, he has already won."
Basically, we can’t see Ideal’s marketing team on the Internet. They do face projects. We can’t see the grand narrative commonly used in the cycling circle. They buy traffic for their own entertainment. We haven’t seen how much Ideal spends to find spokespersons. , it can be said that every penny spent ideally must be calculated based on the input-output ratio.
Moutai, the most successful wine company in China, is currently the most successful.
Some time ago, Messi came to China to cut a handful of leeks by the Chishui River and became a laughing stock. Later, Luzhou Laojiao’s sponsorship of the Australian Open generated a wave of traffic. At that time, a few of us who were in marketing started talking about the liquor industry and playing sports. After this incident, we also talked about Jiannanchun sponsoring Manchester City. What was the final conclusion? For most liquor sports event sponsorships, the bottom-level driving force comes from the boss’s personal preferences, and few have real conversion logic.
However, there is a special case, that is, Moutai has long sponsored various golf competitions.
has persisted for many years. The underlying logic here is very clear. High-end wines are perfectly matched with the middle-aged and elderly male people in government and corporate enterprises. They are all frequent visitors to high-end wine bureaus all year round. There is no sense of violation. This kind of market behavior Whether it is effective or not, anyone who has participated in golf will naturally have the answer. Compared with tennis, football and marathon, golf is the most suitable sports event with high-end liquor, and there is not even one.
Mengniu's long-term cooperation with the Olympic Games is the same reason. Sports fans have strong demand for dairy products. The underlying logic here is not only the brand effect of the Olympics, but also the matching of the crowd and the potential consumption.
Here, going back to the conclusion I mentioned at the beginning, the marketing department of 2.0 is responsible for long-term results, while the marketing department of 1.0 is only responsible for short-term outbreaks.
In fact, in many companies, students in the marketing department have always been tougher than students in the public relations department, because the marketing department will have a complete data assessment mechanism that can clearly tell the boss where the money has been spent and how much has been converted. Roi beat the public relations department until it was speechless.
However, everyone knows that the work that students in the marketing department are most passionate about is definitely not performance advertising, but brand advertising. Why? Because brand advertising is a metaphysics, just like public relations, as long as the boss is happy, no assessment is required.
So the question is, how long has it been since we were excited about a brand advertisement? What was the last brand ad that people will remember? In other words, what was the last brand advertising creative or even moment that you can remember? As someone who has been in this circle all year round, I can’t recall any of them.
When talking about cars, I think of all the brand advertisements, all of which use drones to take aerial photos of their cars in deserts, snow, and forests.
When talking about wine, I think of the sorghum fields and the sweaty brewing men in the cellars, or a few foreigners holding wine glasses and nodding in praise.
If you want to play more advanced, you can replace people with stars in the above elements.
In today's era, brand advertising not only cannot play the role of assertion, but also cannot even play the role of repetition and contagion. Today's users have a wise saying: Whoever advertises more will make its products garbage, including wool. Out of the sheep.
Brand advertising, do you still want to do it? Do it! How to do it?
Does Tmall’s Double Eleven Party count as brand advertising? Does Station B’s annual New Year’s Eve party count as brand advertising? Does Xiao Yang and Simba Nong’s concert count as their own brand advertisements? Do Apple and Google’s developer conferences count as brand advertising? Does spacex’s live broadcast of every rocket launch count as brand advertising? Every time Huawei launches a car, does Mr. Yu Chengdong’s live talk show where he ignores advertising laws count as brand advertising?
has communicated this matter with the marketing boss of a short video company. In his opinion, every action in today’s marketing behavior must be supported by data. When you find a spokesperson, you must have all the latest data about this celebrity. Follow How many degrees? How many hot searches did it lose in a year? What is the profile of the fan group and how active it is? How much tap water flow is expected to be driven? How much does a single click cost? How much did user transaction conversions increase during the event period?
Yes, you read that right. Now the marketing department of 2.0 no longer looks at user conversions. They look at transaction conversions. Users who do not transact are invalid.
Here, there is a very interesting phenomenon. For companies led by the post-80s generation, the marketing department efficiency is significantly higher than that of the older generation of entrepreneurs, such as Byte, Pinduoduo, shein, MiHoYo, Ideal, Yuanqi Forest, Xiao Red book.
In the marketing industry, there is a direct relationship between age and advanced productivity. Don’t be superstitious that middle-aged and elderly people can make users reach intracranial orgasms.
If the boss's age is not an advantage, then let the right people do the right things and be less involved. The most fearful thing is that the boss will personally run the market.
For example, at Anta, the boss Ding Shizhong is not young, but he fully delegates power to CMO Zhu Chenye. Professional matters are left to professionals, instead of being slapped on the butt like some bosses. This year is the Year of the Dragon. You can find it for me. Whoever comes to get some traffic.
Finally, let’s talk about something I don’t like to hear.
If your CMO is still telling you to find xxx endorsements today, he will also introduce you to a bunch of world-class advertising masters to shoot ads for you, and also let you buy the most expensive outdoor advertising screens in many cities, and then I won’t tell you how to calculate the conversion formula, so I advise you to let him go as soon as possible.
Times have changed, and you have to go to extremes when it comes to advertising, or else, give it directly! Otherwise, hide it deeper!
directly provides: Meituan, you can buy anything quickly! Pinduoduo, 9.9!
’s hidden secrets include: patriotic three-piece set! Three-piece suit for middle-aged girls!
Of course, showing videos to the boss is also a job. Nowadays, video accounts have become the most popular platform for public relations in many companies, because it is more suitable for internal videos than Douyin and is easier for the boss to see. I will write about this in the next article.
