The channels I will use for the paid advertising strategy will be Facebook, Instagram and YouTube.
Social media advertising is one of the most effective channels used by e-commerce retailers in their marketing mix. With the widespread use of mobile social media and the growth of mobile e-commerce sales, social advertising has become a powerful driving force for sales conversion.
The purpose of transaction advertising is to create short-term relationships through attractive pricing or other promotions, thereby turning shoppers into customers. The purpose of this approach is to maximize the number and efficiency of personal sales, rather than deploying a strategy designed to increase customer loyalty.
Targeting
Product: to create products that meet consumer needs;
Pricing: Design a price point that is good for the brand and attract potential buyers;
Promotion-Promotion: Establish a way to gain product visibility while making it attractive to customers;
Placement: Determines an effective method for distributing products.
Using these four pillars, advertisers aim to sell large quantities of goods as quickly and efficiently as possible. Due to the nature of this goal, social media advertising seems to be the perfect way to achieve these goals, as they provide very broad exposure to branded products.
What kind of people are new energy vehicles suitable for buying? I think this has been a hot topic in the automotive industry. Indeed, there are some problems with the convenience of new energy vehicles at present, which makes them not widely applicable to the population. Not the only car, that is, this new energy vehicle will not be the only car in your home. We know that there are some problems in the use of new energy vehicles. Relatively speaking, the radius of activity is relatively small and it is not suitable for long-distance driving. So if you have a fuel car at home, you can use it when necessary, then the new energy car can be used as a vehicle for your travel in the city, and this use scenario will be suitable. The survey shows that at present, both men and women have a high degree of attention to new energy vehicles. Among them, 93.9% of men said that they would pay attention to new energy vehicles, and 90.6% of women. On the cognitive channel of new energy vehicles, 90.2% of consumers chose the network to understand new energy vehicles, followed by magazines, accounting for 63.1%. In terms of purchase intention, 88.4% of the audience have an intention to purchase new energy vehicles, of which 56.5% of the vehicle audience clearly stated that they are “likely to buy” new energy vehicles. When asked about the reasons, most of them are based on the consideration of energy saving and emission reduction and the large number of state subsidies. Only 11.6% of the audience said they had never thought of buying a new energy vehicle.
Keywords for digital campaigns
•Powerful •Energy efficient •it works • All-round use
Advertising concept
Advertising will lean towards electricity, energy efficiency and utilities
In the past few years, the new military vehicles in the automotive market have been very popular. New energy vehicles represent the advancement of technology in the market. The design and optimization of all aspects are very good, such as the license plate is not restricted, and the appearance and interior are very rich in science and technology, suitable for the choice of young people today, it is especially important that it In terms of price, the price of the car, subsidized by the government, makes it a cheap car.
Secondly, the core of new energy is his battery part. The battery part is equivalent to the engine of a fuel car, and the price is equally expensive. However, the battery of a new energy vehicle generally does not fail, but if it fails, it needs to be replaced directly without maintenance. Value and battery replacement costs are particularly expensive, so if maintenance is not carried out in the later stage, the cost of the car in the later stage will be much more expensive than that of an ordinary fuel car.
Three goals achieved in the campaign
• To promote the brand’s goals and objectives • To increase brand awareness • Increase market share globally • Increase sales.
Social media refers to a content production and exchange platform based on user relationships on the Internet. Social media is a tool and platform for people to share opinions, insights, experiences and opinions with each other. At this stage, social media, Weibo, WeChat, blog, forum, podcast, etc. Social media is flourishing on the fertile soil of the Internet, and dazzling energy has erupted. The information it has spread has become an important content for people to browse the Internet. Attract traditional media to follow up.
Background
The United States has the highest social media penetration rate in the world, with 81% of its citizens signing up for at least one social media. There are currently 208 million social media users in the United States, and the development trend of social media shows no signs of slowing down. According to statistics, the number of social media users in the United States will exceed 217 million by 2021. Facebook, Twitter, Pinterest, Instagram, LinkedIn are very active social software in the United States, with a large number of users
When Insgram and Snapchat swept millennials, mainstream media agreed that Facebook had lost its say in the teen market. And indeed 35% of American teens consider Snapchat to be their favorite social media platform. But if you look at specific user data, you will come to different conclusions. For example, the age composition of Facebook users-users aged 25-34 accounted for the largest proportion, reaching 58.3 million, while users aged 18-24 had 39.4 million. So although the number of Facebook users aged 45-54, 55-64, and over 65 has increased over the past few years, Facebook’s main user base is still young. With more than 2 billion users worldwide, Facebook is not only the largest and most widely covered social media.
Marketing goals of digital advertising
Main target
Accumulate a certain number of fans and reach strategic cooperation intentions with social media platforms
Secondary goal
Strive for profit in the early period is directly proportional to cost
The best platform for social media brands
Facebook
Instagram
Youtube
Facebook
Another reason why Facebook’s status cannot be shaken is that its two major communication applications, Facebook Messenger and WhatsApp, are both shortlisted into the world’s top five social media network platforms. As of April 2018, Facebook’s monthly active users reached 2.234 billion, followed by 1.5 billion YouTube and WhatsApp users, followed by Facebook Messenger, with 1.3 billion monthly active users. Obviously, the real advantage of Facebook is to create Facebook’s social media ecosystem together with Facebook Messenger and WhatsApp.
Instagram
Since Histrom’s creation of Instagram in 2010, this photo sharing app has been focused on attracting users, providing a clean design style and an easy way to share artistic photos. Instagram previously stated that the app has exceeded 150 million monthly active users, and that number has increased by about 128 million since it was acquired by Facebook. At this rate, Instagram is rapidly approaching its seven-year-old rival Twitter. Twitter previously announced that the site had over 200 million active users. And in January 2020, the world’s top 500 most valuable brands released in 2020, Instagram ranked 57th
Youtube
Social media market penetration data perfectly explains the status of Facebook’s social platform giant. Three of the top four social media platforms in terms of market penetration (not user numbers) come from Facebook, Facebook (72%), Facebook Messenger (51%), and Instagram (39%), while Twitter (35%), Snapchat (26%) and LinkedIn (23%) are far behind. But it is interesting that YouTube ranks first in the market penetration rate, slightly higher than Facebook with 73%. This shows that video playback is still an area that Facebook has not yet dominated. And Facebook has not slowed down the pace of entering the video field. Facebook Watch (group sharing video function) has recently become a full-featured feature to push to global Facebook users. Although Facebook’s live events and other creative videos have increased user engagement and usage, this has not led to a reduction in YouTube users. Globally, YouTube has 1.5 billion users, second only to Facebook.
Platform strategy
In the “Internet +” era, the rapid rise of social media has attracted widespread attention from many companies. As a new type of marketing channel, most brands think that social marketing is suitable for building and promoting brand image, but it has a limited role in promoting the actual purchase of users. However, with the growing maturity of social networks, especially the advent of the mobile internet era, social media as a marketing channel or marketing model has gradually shown a strong development momentum. According to a survey by Internet Retailer, an online retail industry magazine, through social networking channels, the sales of the top 500 e-commerce companies in the retail industry reached 2.69 billion US dollars in 2013, an increase of 62.5% over the previous year. With the development of mobile Internet, social marketing has become more and more important in the overall marketing strategy of enterprises. At the same time, unlike the past, which focused on fan attention and likes, today’s businesses are more concerned about whether marketing investors on social media can get actual benefits.
1. Maintain the coherence of posting and cultivate users’ browsing habits
The top brands on Facebook post an average of 12 times a week, and the number of posts on a weekday is relatively large. It should be noted that due to the marketing activities will inevitably have a certain impact on the user’s social experience. Therefore, each brand should accurately locate the best posting time according to the characteristics of the target group. At the same time, enterprises should also maintain the consistency of posting on the best time node in order to cultivate the browsing habits of brand fans. Compared to Facebook, Twitter, known as the “Internet Short Message Service,” has more active brand e-commerce performance. Except for minor adjustments to user characteristics, the content of the brand’s posts on TWitter is roughly the same as Facebook. However, more concise tweets are obviously more suitable for guiding users to expand the scope of topics in posts. The data shows that among brand-related posts, the proportion of reposts reached 20%. As a picture social platform, Instagram is more suitable for marketing activities such as product feature display and festival promotions. Of the approximately 100 posts posted by the brand each week, these account for approximately 66%. About 34% of the remaining posts are often reprinted-some content related to brand products.
2.Make full use of user-generated content to achieve brand word-of-mouth communication
Social marketing is essentially a trust-based interactive marketing model: user trust in the brand and trust between users. Therefore, letting fan users produce content and turn users into consumers and active promoters of branded products is the ultimate direction of social backselling and a win-win strategy for brands and fans. The tune of online consumption behavior shows that for products recommended by acquaintances, up to 91% of users will have varying degrees of trust. Therefore, on social media, user-generated content is often more attractive and persuasive than the brand’s own posts, and it is more likely to stimulate consumer buying behavior. In addition, brands share user-produced content and use the brand’s magnifying effect to get more attention to this content, which is also conducive to satisfying users’ sense of achievement in social processes, thereby forming a virtuous circle and motivating users to actively engage Brand content creation.
3.The design of novel and intuitive brand pictures or videos, to stimulate users’ desire to browse
In the “Internet +” era, those intuitive, concise, and clear content are often easier to attract people’s attention. In this respect, the picture display has obvious advantages over the text narrative. Relevant surveys and studies also show that in the era of mobile internet, netizens prefer to browse pictures on mobile terminals. As a result, Facebook, YouTube, Instagram and other image social platforms have been favored by users, and their development momentum is stronger than other “text” social media. The production of pictures is relatively easy, and its intuitive and diverse forms are also easier to attract users. Therefore, the brand’s picture display has gradually become an important part of social marketing. In Instagram, more than 90% of the posts made by top brands contain images; similarly, Facebook tweets also contain videos or images. Overall, of the top 100 brands on Facebok, YouTube, and Instagram, there is an average of one brand of video marketing every week. As for the content of the video, it mainly focuses on information that is more likely to attract users: new product releases, product designer interviews, stories about brand growth, product usage guidelines, and so on.
4.Create unique and exquisite short posts that conform to users’ information reading habits
In the era of the mobile Internet, people are in a constantly changing fragmented scene, and their attention is always attracted by the content of the scene, it is difficult to stay on a certain information for a long time. Therefore, compared to the lengthy posts in the PC era, the novel and subtle short posts are obviously more attractive to users, and it is easier for users to quickly understand the complete information of brand marketing.
For example, among the top brands on Facebok, post content is less than 100 words. The regular posting of software posts on Ins is only 40 ~ 70 words.
5.Cooperate with richer information links to provide users with quality problem solutions
In social media, after all, the brand and product content contained in posts is very limited and cannot meet the diverse and in-depth information needs of users. Therefore, in the social interaction with users, top brands often provide users with more informative URL links. The content is generally products searched by users, products recommended by companies based on user data, or landing pages of brand websites.
These links to user questions and comments obviously contain more information than posts, and can provide users with more rich and user-friendly problem solutions. As a result, brands can greatly increase user stickiness and gain wider influence through word of mouth.
In the “Internet +” era, social marketing based on interaction will gradually become the main mode of corporate marketing. Therefore, in addition to focusing on the establishment and diffusion of brand image, companies’ marketing in social media also needs to actively learn from the successful experience of the above-mentioned top brands to turn brand influence into actual benefits, that is, to precisely target the target group and create pictures , Short posts, and other content that are more in line with mobile social communication methods, attract users ’attention, and stimulate purchase desire.
The first four videos in general are about the brand’s digital strategy, because in the current era, economic entities have undergone great changes, and digital strategies have become an indispensable marketing method for major brands. More and more attention is paid to the benefits that advertising and new media can bring them. These four videos are all success stories of digital marketing.
First, the Coca-Cola Company tried to explain to us that Coca-Cola has its own digital marketing strategy. The Coca-Cola company announced a “same brand” global marketing strategy. The Coca-Cola company also pays more attention to the hints of people on social media, allowing people to contact the Coca-Cola company at all times. Concept and publicity. Coca-Cola’s “One Brand” Strategy: Expand the global brand value and iconic appeal of traditional Coca-Cola to all brands, and unify the Coca-Cola family under the world’s number one beverage brand. Create a lively promotional effect with a “taste of taste” global advertising campaign, using common storytelling and everyday moments to connect with consumers around the world. Put the product at the core of creativity, highlighting the wonderful experience and simple joy of drinking Coca-Cola and any type of Coca-Cola. Emphasize the Coca-Cola Company’s commitment to a variety of choices to provide consumers with any style that matches their tastes, lifestyles and eating habits. Coca-Cola’s new visual recognition system has transformed people’s impression of the company into habits, and the bright red color has made people more impressed.
The second video of Kia Motors is small but powerful: a fully integrated digital advertising campaign. Allows people to clearly perceive all the details of the car, and the animation formed by CG gives the audience a fresher experience. This will make many consumers shine, and this advertising model will also attract people’s attention. Whether consumers will pay the bill, but at least Kia Motors ’digital marketing strategy has changed the company ’s advertising model. This is unexpected, and people are paying more and more attention to novelty and innovation. Cars add a large portion of their loyal customer base.
In the third video, Adidas ’advertising is relatively normal. Adidas ’s sports brand is already a reason that a large number of consumers ca n’t refuse, but it ’s endless. Adidas must also keep up with the digital marketing of this era. In the footsteps, the formality of Adidas advertising is the biggest, because the brand of the Adidas entity gives them more room for artistic expression. New styles and new colors are the most competitive means for Adidas. Every quarter and every period The addition of new styles has made Adidas invincible in sports brands. “Obviously, young consumers interact with us mainly through mobile devices. Digital interaction is very important to us, and you will no longer see any (Adidas) TV commercials.” Roth’s interview at CNBC Speaking like this. Roosevelt has been the CEO of Adidas since last year. After taking office, he made increasing digital sales the core of the reform strategy, and hoped to increase Adidas’ e-commerce retail sales from 1 billion euros (about $ 1.06 billion) in 2016 4 billion euros (approximately $ 4.25 billion) by 2020. Last week, Adidas announced that it will focus on digital technologies, including 3D printing and intelligent manufacturing. As part of its digital strategy, Adidas has invested heavily in digitalization and has a corresponding layout on major social media. Understanding how consumers are spending today is critical not only for e-commerce channels, but also for the growth of the entire Adidas brand. Adidas CEO Roth said that when it comes to products and interacting with consumers, Adidas must become a consumer-centric company. Direct contact with many consumers is crucial for Adidas, so it will be Direct interaction with consumers through online platforms has been promoted.
The fourth video is five examples of social media promotion for big brands in 2018. What we need to know is that with the rapid development of the Internet, consumers are more inclined to get the latest fashion information on the digital platform Instagram, and consumers ’shopping behavior is also scattered In various channels and devices. These “double effect” ads on Instagram can: Stimulate audiences and drive action conversion Build brand awareness and cultivate user loyalty Help increase brand and sales Small screens inspire action This is why Instagram is launching a new independent e-commerce application “IGShopping”, which aims to open up user account information on the main Instagram app, allowing users to directly browse the product information published by the merchant account they are following and complete purchases within the app. . Use Instagram for marketing, timely and immersive information transmission, and sometimes even exclusive private information, which has made Instagram a platform for trend-fashion lovers to “get around”. Brands and businesses can attract consumers to pay attention to their brands by providing fans with exclusive fashion information and industry-leading information. Today’s mainstream media is mainly led by Facebook and Instagram. As social media itself has a large number of users, this group of users has naturally become a natural audience, which has greatly reduced the cost of searching customers. In addition, social media advertising can enable brands to gain higher exposure and communication rates, more accurately target the customer groups they want to target, and improve advertising performance. Social media marketing can help businesses quickly build their brand reputation and bring brand benefits. Transform visitors into customers, and then strengthen the customer’s brand identity, so that customers actively implement word-of-mouth marketing to expand a larger customer base. Through comprehensive data analysis and measurement, including collecting customers’ online and offline behaviors, to more accurately analyze and understand customers, to achieve precise marketing. The advantages of social media advertising. Today’s mainstream media is mainly led by Facebook and Instagram. Because social media itself has a large number of users, this group of users has naturally become a natural audience, which makes social media advertising significantly reduce the number of search customers. cost. In addition, social media advertising can enable brands to gain higher exposure and communication rates, more accurately target the customer groups they want to target, and improve advertising performance.
Personal summary
Social media marketing can help businesses quickly build their brand reputation and bring brand benefits. Transform visitors into customers, and then strengthen the customer’s brand identity, so that customers actively implement word-of-mouth marketing to expand a larger customer base. Through comprehensive data analysis and measurement, including collecting customers’ online and offline behaviors, to more accurately analyze and understand customers, to achieve precise marketing. The social media advertising model is to choose advertising for specific audiences. Enhance brand effectiveness by increasing brand exposure, customer engagement, and sales conversions. Social media advertising enables instant interaction and communication between brands and consumers, improving the user experience of customers and the efficiency of merchant promotion. In this case, whether you have the energy or experience of a large number of similar products and industry data is the key to finding your precise audience.
Su Du Vehicle 