The brand marketing strategy needs
Posted: Sun Jan 05, 2025 8:49 am
Take the platform traffic dividend and monetize it. Such enterprises can be regarded as pure brand operation companies, but they often have no obvious competitive barriers and withdraw from the new consumption stage as the marketing dividend fades. to match the brand characteristics of the new consumer brand itself, especially in the early cold start stage of " from 0 to 1" , when different brands need very different strategies. 1. " Copying homework " thinking is not advisable First, the products of new consumer brands are often optimized and innovated for a specific group of people to make them more in line with the needs of consumers in that group. However, the user behavior patterns, user catalyst scenarios, and consumption decision paths of different groups are very different. At this time, brands need to adopt more customized and targeted marketing models to match them.
The mentality of " copying homework " by directly applying ready-made market experience is actually not advisable and may cause brands to take more detours. Some new health consumer brands targeting professional indonesia whatsapp number data groups that Communication Gymnastics has recently come into contact with have suffered losses in this regard. Their CEOs told us that in the early days they also followed the trend of having some top anchors promote products, but later found that the audiences of the top anchors were too " broad-spectrum " . Even if the products were sold, there was a direct mismatch between the products and the crowd, which ultimately led to brand controversy.
Later, they discovered that they needed to conduct targeted communications to a more vertical target group. Although this would lose the brand's explosiveness, it could achieve very stable sales growth. In fact , the new consumer brand mentioned above is not a popular brand. Instead, by selling through vertical channels, it can effectively seize this niche market and achieve certain growth. In short, the reason why new consumption is " new " is that it needs to innovate and grow in the gap between traditional consumer brands. Therefore, the crowds, scenarios, and needs are usually more vertical. This also leads to the marketing model of new consumer brands being different for each person, and it is difficult to learn from each other in specific tactics and methods.
The mentality of " copying homework " by directly applying ready-made market experience is actually not advisable and may cause brands to take more detours. Some new health consumer brands targeting professional indonesia whatsapp number data groups that Communication Gymnastics has recently come into contact with have suffered losses in this regard. Their CEOs told us that in the early days they also followed the trend of having some top anchors promote products, but later found that the audiences of the top anchors were too " broad-spectrum " . Even if the products were sold, there was a direct mismatch between the products and the crowd, which ultimately led to brand controversy.
Later, they discovered that they needed to conduct targeted communications to a more vertical target group. Although this would lose the brand's explosiveness, it could achieve very stable sales growth. In fact , the new consumer brand mentioned above is not a popular brand. Instead, by selling through vertical channels, it can effectively seize this niche market and achieve certain growth. In short, the reason why new consumption is " new " is that it needs to innovate and grow in the gap between traditional consumer brands. Therefore, the crowds, scenarios, and needs are usually more vertical. This also leads to the marketing model of new consumer brands being different for each person, and it is difficult to learn from each other in specific tactics and methods.