So far, as much as half of 2019 has passed, as we can see, the advertising industry is not developing well. Compared with the advertisements that continuously brush the screen in 2018, the marketing in 2019 is particularly quiet. This phenomenon confirms a law of the advertising industry - there is no permanent form of development.
Indeed, when we see the once popular personality tests, various H5 and so on disappear in the circle of friends, we should realize that the era of screen brushing is over, and we have entered a new era, an era of self-redemption for advertisers.
The end of the screen-brushing era means the failure of once effective marketing routines. Although some people will lament this change, but think carefully, it is unexpected, but it is indeed a matter of reason, after all, consumers will produce aesthetic fatigue, once can cause the content of screen brushing, it seems no wonder today.
[Original Quality Content Occupies Highlands]
Once those eye-catching content is nothing more than the same version of the manuscript through N times of copying and pasting spread in users, the end of the screen-brushing era, also means the rise of original quality content, a rise against the wind, but still able to occupy the high ground.
Moreover, in a fast-paced life, people's time and energy are limited, and the understanding of the outside world and the satisfaction of their own needs mostly rely on the network to achieve. Therefore, the content that users can access is related to them in the first place. The more useful it is to them, the more attention it will have.
There is a theory in communication, which I think is also applicable to the advertising industry. There are no two identical leaves in the world, which shows that there are differences between people, personality, region, cultural level and so on. Aesthetic appreciation is naturally different, but people take an appreciative attitude towards entertainment. Advertisers are also aware of this, so there are now a lot of wonderful content on the network, but the really useful content is very few.
In 2019, advertisers entered a new era. Whether it is selling worrying content or poisonous chicken soup, everyone takes an attitude of ignoring, ignoring and rejecting it. Therefore, consumers are increasingly calling for original high-quality content, and they also expect advertisers to play an advantage in it and promote the production of more high-quality content.
[Customer marketing becomes the trend of development]
With the development of economy and the increasingly fierce competition in the market, the battle between brands for consumers has never stopped. But there is an old saying that the answer to the bell still needs to be the bell person. Since it is to win over consumers, it needs to start from consumers.
First of all, we should locate the exact consumer groups from consumers: children, young people, middle-aged people, or the elderly? This is a question worth thinking about.
Only by locating the audience accurately can we further analyze the needs of the audience. User demand is the starting point and end point of advertising. From the user's point of view, to meet the user's needs, advertisers should always believe that no matter when, advertising with real user value is the most popular.
[Brand IP is imperative]
With more and more brands and more advertisements, the homogeneity of advertising content becomes more and more serious. Consumers are confronted with all kinds of information from all sides every day when they open their eyes. It is easy to ignore that homogeneous content has little value.
There is a common problem in advertising nowadays, that is, there is no personality, no unique personality, no personality that other brands can not replace. To make brand IP is to provide a unique social identity and status for oneself. The content of IP can optimize consumer experience and provide more perfect interaction for consumers, thus enhancing consumer desire and promoting consumer behavior.
For example, M&M's chocolate beans, after IP, the budding image captured the hearts of a large number of consumers. Therefore, we urgently need to shape and create brand's unique personality, brand IP, in order to attract consumers and retain consumers.
[Hot marketing has many benefits]
No matter when, hot spots are always the key to saving traffic from drying up. Since hotspots can become hotspots, they themselves have a strong degree of concern, and the resulting topics and events can cause concern.
Hot spots are not always available, of course, a hot spot will not last for a long time, which requires advertisers to emphasize speed in this regard, otherwise the advertisement associated with hot spots will lose its timeliness. Take a simple example, the advertisement of Mid-Autumn Festival can not be put on October 1st, which is so simple.
However, the hot spots are not chasing randomly, Ergeng and Mimmon, which have disappeared in people's vision, are the lessons of the past. This requires advertisers to have a keen sense of smell, what hot spots should be pursued, what hot spots should not be pursued, which needs careful consideration.
The era more iteratively represents the progress of society, the end of the screen-brushing era represents the development of the advertising industry to a new stage, that is, a new era of independent development. With the new face of the new era, advertising should naturally take on a new look. Xiaobian believes that no matter what kind of development mode, no matter what form of advertising, it can enter the eyes of consumers, that is, good advertising.