User positioning is a typical marketing practice, and recently brand owners have also paid more attention to a wider range of user touch. In fact, clear user positioning is beneficial to short-term activation of marketing, but user touch is beneficial to the long-term development strategy of the brand. Both have their own priorities.
So, as two important indicators in marketing, how can user positioning and touch reach be combined to maximize marketing effectiveness? Brand development needs to constantly create future needs. Which four factors are the most driving forces? Which areas should brand marketing focus on most, and how to quickly move the wavering light buyers?
Summary of core viewpoints:
1. How do the four drivers create future demand through brand building
2. How to realize the current optimal combination of risk selection user positioning and touch
3. Point and area target stimulation+dynamic search reached by users
4. How does brand penetration vs. loyalty impress light buyers
5. Complementary strategies of digital media+traditional media to accelerate user coverage
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The narrow focus of user positioning refers to the advertisers' efforts to reach (position) specific ideal consumers (groups). Touchtouch refers to the strategy of giving priority to contact and planting grass for a wide audience, including potential consumers who are not in the brand product market at present.
The rapid development of digital media technology has achieved more accurate user positioning, but everything has two sides, which may be extremely unfavorable under certain circumstances.
Proceduralization and digitalization are constantly promoting the progress of target positioning technology. However, the gradual elimination of cookies and the introduction of privacy legislation have re aroused the brand's interest in situational positioning. The latest form of user positioning will reach consumers at the best time by means of "instant marketing".
1、 Four drivers
How to create future demand through brand building
As brands increasingly pursue digital commerce and strive to replicate the rapid growth of successful technology and start-ups, they are increasingly turning their attention to shorter cycle, performance oriented marketing methods.
Creative expert James Hurman believes that this may lead to "continuous self optimization and ultimately inefficiency" of enterprises, because they will transform all existing market demands into effective marketing of existing consumer groups, and as demand dries up, their performance indicators will also show a downward trend.
In order to avoid this situation, most brands need to balance targeted performance marketing with brand building that seeks broad reach. The goal of brand building is to create a large number of new audiences, and the source continues to drive and create future product demand.
Although start-ups can achieve rapid growth by transforming existing demand through strong performance marketing, it is difficult to achieve sustainable growth because existing demand has gradually dried up. Mature brands will achieve optimal growth by focusing on maintaining existing demand and generating new demand.
Future demand is created through eye-catching advertising and emotional contact, so that new users will find the brand and may include it in the purchase list.
Brand building aimed at creating future demand is mainly based on four basic driving factors: brand awareness and memory (two concepts are interrelated), brand recognition, value awareness and brand association through unique brand assets, which help brand owners to master greater pricing and autonomy.
In addition, the brand experience needs to be matched with the brand commitment, and cannot be exaggerated or over committed.
2、 Risk selection
How to realize the optimal combination of user positioning and touch
The Sa ï d Business School of Oxford University and Twitter jointly carried out a research, which is part of Oxford University's "future marketing plan".
The research found that the most extensive marketing activities can continuously bring about 2% brand awareness improvement - therefore, maximizing touch among the target population will continue to get a small return, but will greatly boost brand development confidence.
On the contrary, the more targeted the marketing activities are, the greater the difference of results may be - it may become a top performer, or it may harm the brand. Therefore, the narrower the objectives of marketing activities, the higher the risk of results. On the one hand, the brand itself may make mistakes, but on the other hand, if operated correctly, it also means huge profit potential.
Therefore, the suggestion for brands is to carefully select the frequency of "high risk, high return" target strategy, and select the right and safe time to reach a wide range of users. The correct combination will greatly reduce the risk, and may obtain different results according to the risk tolerance of a single enterprise.
3、 Points and surfaces touched by users
Target incentive+dynamic search
Although the functions of each platform are relatively powerful at present, Meta, a global technology giant, still suggests that brand owners try to avoid too narrow user positioning, because a broader user positioning will achieve better marketing results.
While user touch is an important driver of platform brand exposure and popularity, relevant research data found that its 50-70% target audience touch rate is most suitable for brand building, such as improving brand awareness.
In terms of consumers' brand consideration, Meta believes that user positioning has much to offer in brand discovery by accurately communicating the correct information to potential users.
One way is to add actual purchase targets in marketing activities. This will further encourage those intended users to accelerate their purchase behavior, expand audience reach, and reach more active people closer to the market without sacrificing scale.
Another method is dynamic search. Brand owners can find those who have not considered the brand through automatic calculation. Dynamic advertising for a wide range of audiences will provide the most relevant products for those who have not yet interacted with the brand in the market.
Since different brands attach different importance to user touch and positioning, brands must accurately determine what the goal of marketing activities is.
4、 Brand penetration vs. loyalty
How to impress light buyers
There are many theories of brand growth, some of which emphasize both touch and positioning. The brand needs to evaluate how to meet its own needs by making good use of these two indicators, because there is really no definite method in real life.
The most influential theory may be Byron Sharp, professor of marketing and director of Ehrenberg Bass Research Institute. He emphasized that brand penetration should be higher than brand loyalty, and that brand awareness should be constantly improved so that light buyers can finally pay attention to the brand. This strategy is particularly effective for mass products.
However, some other experts who pay attention to user positioning also put forward corresponding doubts about the "touch center theory". For example, Joel Rubinson believes that the positioning of the most sensitive consumer group to the brand will be better than maximizing the reach.
The conclusion is mainly based on the research results of Mobile Marketing Association and Neustar. Specifically, brands should invest in advertising in the "uncertain middle zone", where the probability of brand purchase is 20-80%.
At the same time, the brand should try to avoid two types of people, one is those who have no interest in the brand, and the other is the hardcore fans.
The marketing plan developed around this group has more obvious effect than the plan for user touch. The return on advertising expenditure has increased by more than 50%, and the user penetration rate and non user conversion rate are also more ideal. Facts have proved that the key to effective use of this method is to determine an important "middle zone", and at the same time have the correct data and mentality.
5、 Situational positioning from backstage to highlight
6、 Digital media+traditional media Complementary strategies to accelerate user coverage
……
All marketing practices have their own strengths, and the key is to achieve the optimal playing method. Although this is inconclusive, it is full of exploratory future space.
Author: Media 360
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