How can brands find marketing success in the post-pandemic era? | Partner Content

Five months have handed as we entered 2021 and we can now say customers’ habits have inevitably modified in this post-covid period. Digital penetration is at an all-time excessive. A rising variety of customers reside their total lives on-line, from calling their family and friends, livestreaming, to on-line purchasing and ordering takeout. And it’s as much as entrepreneurs to maintain up with this shift. 

“We now want to make use of extra instruments to allow customers to have good experiences and win their hearts,” mentioned Alvin Huang, chief progress officer at LEO Digital Network, at  Campaign’s Digital360Festival. “This is a behaviour change, folks can’t go to the place they needed to as a lot as earlier than, nonetheless, the consumption urge nonetheless exists.”

“The pandemic has amplified the demand for site visitors monetisation in marketing,” Huang mentioned. “We noticed a fast decline in offline site visitors in the first two quarters of 2020, along with offline interactions. When entrepreneurs spend extra on on-line site visitors, they’re additionally anticipating extra conversion of gross sales from the site visitors quantity.”

Take live-streaming for instance. It is an indispensable marketing device for entrepreneurs at present, but it has additionally developed quite a bit from 2016 – when it first emerged. Livestreaming e-commerce had its beginnings in round 5 years in the past. Since then, it has gone by way of staggering progress, reaching a complete RMB164.4 billion market dimension in 2020, in keeping with information from China Netcasting Services Association.

By the finish of 2020, China had 617 million live-streaming viewers, 782 million web shoppers, and 930 million video audiences.

At the identical time, site visitors is now concentrated in the arms of some main players-with everybody racing to construct their ecosystems. Douyin, for instance, launched its on-line meals order service in April after it arrange its e-commerce arm final 12 months. The platform needs to maintain its customers on the platform.

Another stay broadcast big Kuaishou made comparable strikes. It encourages enterprise house owners to generate personal site visitors by way of content material, enhance conversion charges inside the platform, and at last enhance e-commerce gross sales.

Needless to say, the competitors between every platform has reached a fever pitch.

But what does it imply for brands?

The ‘closed-loop’ nature of those platforms current sure communication limitations. Marketers can’t simply copy and paste content material from one platform to a different, which requires the want for built-in marketing. But even the idea of built-in marketing is evolving with the pandemic. In the future, brands and entrepreneurs are eager to show to superior know-how that may enable them to simply hyperlink up completely different platforms. 

How to faucet into vastly completely different ecosystems

Huang acknowledged there are fairly just a few challenges for entrepreneurs.

“How to modify simply between completely different ecosystems is presently the greatest problem – it is usually the greatest change I’ve seen for my 20 years in the enterprise,” mentioned Huang. Almost all huge platforms together with Douyin and WeChat have up to date their working coverage, rushing up the means of constructing its personal impartial ecosystem, which is having-and will proceed to have-a nice impression on future marketing instruments, methods, and the focus.

For Huang, entrepreneurs ought to “reap the benefits of the pattern”. When all platforms start to set restrictions, it pushes entrepreneurs to make use of extra refined instruments to handle the promoting on completely different platforms, and the later, conversions.

There is a big urge for food for a device that can assist handle the front-end advert distribution and back-end gross sales conversion of various platforms.

In April, LEO Digital Network launched Business Butler (“生意管家” in Chinese), a device offering entrepreneurs with an built-in end-to-end digital answer.

“Business Butler” connects public site visitors, personal site visitors and transaction, putting further emphasis on gross sales conversion. Not solely does it enable entrepreneurs to gather information on completely different platforms, it additionally supplies clever administration and operation.

Using personal site visitors as the start line, this device presents refined operation and administration of all personal contact factors, driving the endogenous progress of the enterprise. Through personal site visitors information, this device will additional energize public site visitors and transaction course of to assist enterprise house owners cut back prices.

More vital, it not solely solves the present enterprise ache factors, but in addition assist enterprises find extra enterprise prospects from a number of dimensions of customers, merchandise, and channels.

The collaboration of public site visitors and personal site visitors can attain the essence of shoppers’ companies. 

Activating personal site visitors

In at present’s age, completely different platforms all have their very own traits, and personal site visitors quantity is simply getting greater and greater. One single advert on one platform has the potential of getting tens of billions of promoting quantity.

It’s the precedence of each model to formulate the handiest technique to faucet into the big quantity of personal site visitors and to realize precision marketing.

“The mentality of customers varies from one platform to a different,” Huang mentioned. “As entrepreneurs, we have to use completely different methods to realize the greatest outcomes.” 

It feels like easy logic, nevertheless it requires 1000’s of checks behind the scene. Marketers often want to check as a lot as 20 variations of a brief video, to determine viewers preferences, making certain they choose the greatest story-telling. 

LEO Digital Network supplies instruments to simplify this course of, permitting brands to realize progress in gross sales and buyer engagement.

Private site visitors performs a key function in bettering conversion charges. Marketers can make use of LEO Digital Network’s huge information instruments to find and choose the greatest merchandise for various teams of viewers. In the long term, entrepreneurs can leverage huge information to enhance gross sales and transactions, which can resolve the ache a pot for various entrepreneurs.

Automating personal site visitors operations is the greatest manner to enhance effectivity, which can also be the cause for large information utilization.

The automation course of entails plenty of contact factors of personal site visitors, comparable to official wechat and webites. Automated marketing answer custom-made every commercial based mostly on completely different prospects. It will probably be a easy automated course of if guidelines are set clearly, computerized operation will assist entrepreneurs to current dynamic contents to realize the greatest outcomes.

These marketing instruments assist the firm to interrupt out of a single ecosystem and obtain natural progress with a number of platforms. Traffic quantity might come from WeChat, Weibo, web celebrities, vloggers, or internally from the firm’s staff, involving all features of various platforms. It requires corporations to have exact administration about their site visitors, obtain long-term communications by way of the contends, and at last direct them to gross sales precisely. That is what LEO Digital Network making an attempt to supply to all its shoppers. 

Building a win-win technique

Speaking of the trade’s future, Huang believes there can be extra intense competition-involving all features of marketing, from content material to general technique.

As marketing methods are altering and upgrading, completely different events in marketing might want to work collectively to create win-win methods. 

“In latest years, many rising brands have constructed up their distinctive insights about marketing. At the identical time, customers favor the authenticity and creativity of a model, they usually even have expectations about how brands work together with them. All that is pushing entrepreneurs to create customised and unique content material,” mentioned Huang.

In 2020-2021, quick market adjustments and robust native demand propelled the accelerated improvement of Chinese native brands.

Consumers’ desire for native brands will proceed to extend, resulting in steady evolution in the manner entrepreneurs attraction to their prospects. 

In response to this, LEO Digital Network launched a collection of merchandise and instruments.

With its steady deal with the shoppers and quick response on the market adjustments, the firm grows along with the shoppers and is well-placed to assist shoppers navigate client developments, present the newest market insights, and assist obtain gross sales objectives.

For Huang, this can be a win-win technique.

LEO Digital Network has invested in each the up- and-down stream of the trade chain, linking up completely different factors in the buyer journey, from preliminary model consciousness all the method to gross sales – in essence, forging an end-to-end service channel.

Two years in the past, the firm took the lead in coming into the quick video and live-streaming e-commerce enterprise, establishing sturdy partnerships with Douyin, Kuaishou, and Alibaba’s Tmall.

The effort made by the firm has additionally acknowledged by the trade., LEO Digital Network was awarded the Gold Award of Campaign “Digital gency of the Year” in Greater China for 2 consecutive years – the first for a Chinese native firm.


Recommended For You