This report shows the proposed digital marketing campaign for Su Du. High-end stylish pure electric vehicles, this is Su Du’s product positioning for the marketing campaign. Su Du’s customers from middle or higher social class.
Inbound marketing- Inbound marketing attract, engage and delight people by delivering values to them. Su Du can use various car forums and car websites’ highly popular networks and communication platforms to publish valuable information about the Su Du ‘s products and services through text, pictures, videos, etc to increase visibility, so that the target customers have a deeper understanding of the company’s products and services. This is essentially content marketing, which is also a form of inbound marketing. For example, the contents can show the functions of Su Du’ electric vehicles to audience. The car forums and car websites have a large number of visitors who search information about cars and Su Du’ s content marketing can meet their needs.
Social media– One key point of Su Du ‘s social media marketing is that it will use a large number of celebrities, movie stars, and entrepreneurs as their first customers in the early stage, and trigger discussions about them online such as on social media by paying them to post and discuss the marketing contents of Su Du’s electric vehicles. Therefore, Su Du is able to successfully establish a high-end, stylish and revolutionary car image in front of the public. Social media marketing is one component of inbound marketing. On Twitter, Facebook, Instagram, YouTube, Su Du can establish its corporate home pages and encourage social media users’ engagement with it. By making some short video clips, and publishing these short video clips to major video websites such as YouTube, Su Du would be able to achieve the purpose of increasing corporate brand awareness and product promotion. Social media marketing can be a form of inbound marketing because it can provide information needed by users. For example, customer testimonials or celebrity endorsement can show information of Su Du’ s electric vehicles in details to curious social media users.
SEO-Search engine optimization (SEO) ranking is to direct high-quality traffic to the website through the natural results of the search engine. If the company wants to conduct long-term online marketing promotion, search engine optimization ranking is a good choice. The search engine optimization ranking approach has 0 cost but has high return, which has been unanimously recognized by everyone. SEO can be a form of inbound marketing because it can also provide information to satisfy users.
Paid Media– Search engine marketing (SEM) is to promote the products and services of enterprises on the search engine (Baidu, Google) platform in the form of keywords. The keyword is a method of targeting people who are searching for such information. It is a mature search engine advertisement that pays for traffic. A small amount of input can bring a large number of customers to the website of Su Duand can effectively increase Su Du ‘s sales.
Advertisement campaign- News media promotion is a common promotion method in the automotive industry, and it is relatively simple to operate. Through the use of online mass media such as digital newspaper, the news of automobile dealers is disseminated in the form of news reports, so that more people can pay attention to the company and its products so as to achieve the purpose of promotion. News media promotion can quickly increase brand awareness of Su Du and enhance the its corporate brand image.
Email marketing– Car dealers usually have a large amount of information of pre-owned car buyers. Su Du can cooperate with them and access the potential buyers through emails. The emails will introduce Su Du’s electric vehicles to them.
Conclusion
Overall, when doing digital promotion, Su Du can leverage mass media platform’s own traffic, search engine marketing (search engine optimization and paid search engine marketing), and social media marketing, inbound marketing, content marketing, email marketing.
From: Haoran Dong, Su Du Electric supercar Electronics Customer Support
Dear William, First of all, on behalf of all our employees, I would like to thank you for your attention to our latest electric sports car series. It is our supreme honor that you choose our company. We heard from your account manager that you inquired about the Zeus X model, which fully meets your expectations. In the car configuration, we are equipped with a 200 kWh battery pack capacity, which can reach a range of 992 kilometers. And in terms of power, due to the difference in engine output characteristics and electric motors, the fastest speed of our motor engine is 0-96 km / h, and the acceleration time is only 1.9 seconds, which is currently the fastest mass-produced model in the world. It has surpassed the peak speed of the fuel super run. After reviewing the documents you signed and your order information, I thank you and your entire family for trusting our company. I have prepared a delivery ceremony for you at your local dealer in your area, and considering that there are two cute little angels in your family, our company will give you a new electric nanny car developed by us for free. You can rest assured in terms of comfort and comfort, and thank you for being our first users. Our representative, Barron, will get in touch with you tomorrow so that you can easily book the delivery ceremony. You will be able to use your app on your phone to view 360 models and ask all you need to know. I also freely chose to provide you with a 48-hour test drive ticket and free mobile power at the reception. If you have any questions, please feel free to contact me. Haoran Dong
To: Megan, Executive Director of Changjia Catering Co., Ltd.
From: Haoran Dong, Su Du Electric supercar Electronics Customer Support Hi megan We are pleased to inform you that you are interested in the model N S3. The N S3 can now fully meet the standards you expect, fully equipped with all the configurations of urban electric sports cars. However, the car paint of your favorite color is currently in production. This may cause some differences in delivery time. I hope you don’t mind. I can help you find any other color you choose from the inventory for free. After completing your order and receiving your deposit receipt, you will receive a follow-up email for confirmation and access to the private ordering program we provide to our customers to better understand their new car. Our team will contact you later. Looking forward to seeing you soon. Haoran
From: Haoran Dong, Su Du Electric supercar Electronics Customer Support
Hi barry First of all, thank you for taking the time to meet me today during such a busy time; I’m glad I can finally talk to you in person. I investigated your question about the possibility of setting up a charging station for our cars at your company headquarters. Not only do we welcome your ideas warmly, but we also consider that you book a one-time booking of 9% of our company’s annual sales. We will do our best to help you, and we will also provide installation for free. You only pay for the cost of the equipment and the shipping costs. I also arranged a 10% equipment discount for you, so the overall cost is greatly reduced. Please call me or reply to this email to finalize your order, Haoran
Ideas for the second content proposal
What is downloading? This application is also a global remote visual software developed based on Skynet system. This software can see the car’s battery power and basic statistical information, and is equipped with the world’s most advanced GPS navigation system and global real-time updates Map showing available charging stations within a radius of 5-10 kilometers and designated maintenance bases equipped in major cities. Every download, customers are eligible for free upgrades and 24-hour one-on-one personal customer service.
Inbound marketing mainly refers to when consumers are already interested in products and when searching for keywords on search engines or social media. When you want to get the latest information about these products, if your product information appears first in front of consumers, or in an attractive way, then your conversion rate can be higher than similar products.
The target audience of our company’s inbound marketing campaign will be young people aged 18 to 35 and successful middle-aged people. Teenagers will find them on popular social media platforms, while middle-aged people will find them on professional websites. This information will lean towards electricity, energy efficiency and utility. Teenagers’ love for sports cars is a big part of the reason for their consumption, and middle-aged electric sports cars will also be a novel selling point
Keywords
• New electronic products •electric car • Electric sports car • Electric vehicles with the highest safety factors • Convenient maintenance of electric vehicles • Cost-effective electric sports car • Powerful functionality • Efficient energy saving and emission reduction • Practical effects • Comprehensive service-oriented
Content resonates with audience
Teens: Our company’s electric products provide electric vehicles with future technologies and designs. According to British car magazine autoexpress, more and more young people in the UK choose to buy electric cars. According to a survey of 800 young people, 81% of them will use electric cars as the first choice of car purchase, and new energy vehicles will become the new normal. This generation of teenagers who grew up playing with the iPad is expected to become the main purchasing power of electric cars in the next decade. The latest survey shows that by 2026, people’s car buying habits will be greatly changed, and electric vehicles will enter our lives more. Young people are very aware of current environmental problems. They also noticed that the daily maintenance costs of electric vehicles are gradually decreasing, and it is clear that this is a win-win situation. By 2026, the demand for electric vehicles will far exceed that of traditional gasoline vehicles.
Middle-aged: As an electric car for the middle-aged consumer group, the design of the central control platform is more practical and simplified as much as possible. In the design of the driving space, this model not only fully considers comfort, but also guarantees sufficient driving vision as much as possible. In many people’s opinion, pure electric vehicles are more expensive, especially Tesla and other pure electric vehicles are a lot more expensive than fuel vehicles. I think people only consider pure electric vehicles after certain economic strength, but some businesses Successful middle-aged people will pay more attention to the appearance and environmental performance of electric sports cars.
Social Media and Content Promotion
Facebook：
has the most users of all websites that serve college students as its main business: 34 million active users, including those in non-university networks. From September 2006 to September 2007, the site ’s ranking on the nation ’s website rose from 60th to 7th. At the same time, Facebook is the # 1 photo sharing site in the United States, uploading 8.5 million photos daily. Top 500 World Brands in 2010: Facebook ranked No. 1 in Microsoft. The platform is very important for inbound marketing strategies as it has the most users in the world. The target audience is represented among their users, which means that promotional content will reach them. The platform’s audience insights will also help create more targeted content
Instagram：
On April 26, 2017, Instagram ’s social image application announced that Instagram currently has more than 700 million monthly active users worldwide and more than 400 million daily active users worldwide. In the past four months alone, users increased by 100 million. On-line information flow advertising products. In the September 2016 announcement, Instagram announced that it had 500,000 advertisers; in March 2017, Ins announced that it had 1 million advertisers and 8 million corporate accounts. This platform is very popular among the younger generation. Since the platform is based on promoting popular culture through trend leaders and influencers, the promotional content will be videos and photos. These videos and photos will show or drive a car with influential people and trendsetters.
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.
Digitalization has undoubtedly become the consensus of global enterprises. At the same time, digital strategy is not limited to information technology in the traditional sense, but focuses on the entire enterprise level, so as to formulate more flexible information processes, and develop in the direction of building technology and customer service innovation. In the era of the mobile Internet, and even the future of the industrial Internet, digital transformation has become an important issue for companies. Therefore, as a new type of new energy automobile company, our company should accurately grasp the current digital platforms in the market and use the emerging digital platforms to achieve the purpose of exposure in the short term.
Objectives
Primary Objective:Because our company wants to create new energy supercars, we must first attach importance to brand positioning, secondly we must establish new energy brand characteristics, attach importance to product and service quality, and make customers fully aware of the practicality of new energy sports cars.
Secondary Objective:Participate as much as possible in the public good to provide brand awareness and exposure on the digital Internet
Third Objective: Solicit high-tech talents and top designers as much as possible. The soul of a car is its engine and appearance.
Key Performance Indicators
Have more than 2 million traffic or fans on major automotive platforms and online media platforms.
Obtain market research reports on major platforms. It is expected that 200,000 people will have pre-purchase intentions.
Get investment of more than 10 million US dollars and give certain shares
BIG IDEA
“The future is within reach” In this age of scarce energy and resources, new energy has become a problem we must think about. New energy saves fuel energy. Reduce exhaust emissions and effectively protect the environment. Electric vehicles do not produce exhaust and are not polluted. The exhaust of hydrogen energy vehicles is water, which has no pollution to the environment. Basically zero emissions and high efficiency. New energy vehicles generally use new technologies and new structures to make it more efficient. So the future is already here.
Targeting and platforms
Pure electric vehicles, pure electric sports cars and fuel cell vehicles will jointly lead the development of the global new energy vehicle market. With the rapid improvement of technology, cruising range and charging convenience will no longer be obstacles to user purchases, and intelligent, networked, and user-friendly functional design will become the key to differentiated competition for new energy vehicle products. The improved appearance also helps to adapt to people of all ages. New energy electric sports cars are not supercars that can’t afford to consume. The new retail transformation (including testing the direct sales model) is the general trend of the industry development, and it is inevitable and irreversible. Finding the best balance between user experience and cost efficiency is the key to a successful transformation
Social Media
Social media is a matter of life and death for the market. For small and large businesses, it can be regarded as a small window to the consumer world. Advertisements can personalize the use of terminal data and feedback new products in real time. This type of information used to take hours or weeks to obtain from the sample group, but it is now clearly effortless. Social media promotes corporate information transparency Social media is more capable of promoting corporate collaboration than any previous technological innovation, so that all companies and organizations can be under the supervision of the public. The more motivated a company is on social media, the more transparent it is
Sign advertising contract
Sign long-term advertising contracts with major platforms, try to sign contracts with entertainment platforms and live broadcast platforms, the platform side will earn a percentage of the revenue, and it will help young consumers to intuitively understand new energy sports cars
Overall expectations
The full-year investment is expected to be 1 million US dollars, with an expected annualized return of 4.05. The advertising investment of major e-commerce platforms is not large, as long as you find a precise positioning and adapt to the age group of the population.
Classic books
Marketing strategy in the digital age
This is my first book on digital strategies，
The world has entered the digital age, the era of connectivity, and the age of intelligence. Therefore, the company’s original marketing strategy method system needs to be restructured, iterated, and upgraded. In the digital era, companies urgently need “new generation marketing strategy ideas.” Just as Philip Kotler’s “Marketing Management” first proposed marketing strategy ideas in 1967, today, Kotler Consulting Group’s new work “Marketing Strategy in the Digital Age” [1] Marketing will be defined again! This book is guided by Dr. Philip Kotler and Milton Kotler. Dr. Cao Hu, Dr. Wang Sai, Dr. Ira Kaufuman, and Mr. Qiaolin from Kotler Consulting Group (China). It is highly recommended by celebrities in industry, consulting and academia. This book is a masterpiece of digital marketing strategy, and it is the first choice for corporate executives in the “new normal” period!
Su Du Vehicle 