Grass planting marketing makes the brand "love and hate"
Grass planting marketing is a marketing method that has become popular in recent years.
Especially after the rise of social content platforms such as Xiaohongshu, Zhihu and B Station, grass planting has become an unavoidable topic of brand marketing.
When it comes to planting grass, these three platforms cannot be bypassed
But for grass planting marketing, the brand can be said to love and hate.
Love is the praise, comment and collection of hundreds of grass planting content, which can always bring incomparable sense of achievement to the brand: "Our products are very popular!"
What I hate is that behind the sense of achievement, anxiety never disappears: "How about the transformation effect and the sales volume?"
In grass planting marketing, due to the numerous media platforms involved, the complex user contacts, and the long link from exposure, communication to transformation, brands can only see the "one-sided" data on one platform, rather than the overall picture of the entire marketing link.
At the data level, it also focuses on user interaction data such as likes, collections and comments, but these data have two problems:
1. Only explicit interactive data is included; Are users really interested? Or just like it?
2. Unable to be strongly associated with business; Even if the sales increase, what are the real reasons for the transformation of grass planting?
It is impossible to scientifically attribute the impact of "grass planting" on business results, which is the dilemma of many brands in grass planting marketing.
How to track the transformation of grass planting when the platforms are launched one after another?
In fact, all major media platforms have long been aware of this problem and have given their own solutions.
1. Little Red Book Little Red Star Project
As early as October 2022, Little Red Book and Taobao Alliance officially launched Little Red Star Project.
In the Little Red Star project, brands can go to Taobao Alliance to release recruitment plans, and then agents or talents can go to Taobao Alliance to claim the needs released by the brand side, which can be achieved Taobao data is sent back to Little Red Book in real time to optimize the delivery strategy in real time with the transformation effect.
Little Red Book“ Little Red Star ”Project
The main advantages of Little Red Star project are as follows:
1. Convert closed-loop, Get through A complete conversion link from planting grass on the Little Red Book to the transaction on the Alibaba system platform;
2. Real time regulation, The closer the data is to the back end, the more beneficial it is to optimize ROI. Advertisers can adjust the delivery strategy in real time according to the cost data;
3. Data precipitation, The data connection between Little Red Book DMP and Alibaba Dharma disk can realize the re marketing of grass planting and crowd transformation.
Note: On August 25, the Little Red Star project was suspended, and the recovery time is to be determined
2. Zhihu - Star Knowledge Task
Coincidentally, not long ago, Zhihuya announce Cooperate with Taobao Alliance to launch Online solution for content marketing "Star Knowledge Task".
This project can be used for brand monitoring Diversion, interaction and new deal And other multi-dimensional effect data.
It is worth mentioning that the advantages of the "Star Knowledge Task" also focus on the three major sections of "transformation closed-loop, real-time control, and data precipitation".
3. Station B - Spark Plan
In the field of video, station B also operates frequently, one side, Optimize the organizational structure, attach importance to the full link capacity building from "quality" to "efficiency", Integrate e-commerce related teams into a "transaction ecological center" and upgrade them to a tier one department.
On the other hand, Station B is based on the strategy of "big open loop e-commerce", During 618 this year, Station B Taobao Alliance launched in-depth cooperation Spark Program To realize the quantification of the whole grass planting link. In the traditional "grass planting order placing" model, how to measure the effectiveness of grass planting has always been a pain point, and the "Spark Plan" is committed to solving this problem. Please stamp for details → Bilibili "Spark Plan" is a great incentive! The effect of planting grass is visible
Station B“ Spark Plan ”Project
Grass planting: metaphysics? Or science?
It is easy to see that, to a certain extent, these "projects and plans" have many similarities, such as the cooperation with Taobao Alliance; Both emphasize that the data of grass planting and transformation effect can be tracked; Even the name has a "star" 。
This reflects an important trend, “ want to buy ”This matter is becoming more and more "scientific".
The driver behind this, There are brand anxiety, changes in user needs, and media platforms based on their own development considerations.
To this end, Wesden had in-depth exchanges with several senior practitioners in the field of advertising and marketing, They are from Brand Traditional 4A, marketing research experts and other different perspectives gave their own views.
Mark, former advertising planning director of Ogilvy He said: "The domestic advertising and marketing industry is no longer the era when 100% creativity and product promotion were the king, With the development of mobile Internet, many brands, especially some new ones, Compared with the invisible "Pinxuan", they are more concerned about whether the flow of their Taobao stores has risen. ”
This is the perspective of the brand. In fact, from the perspective of users, the consumption trend is also changing quietly.
McKinsey's 2023 McKinsey China Consumer Report points out that "although the overall spending of consumers tends to be conservative, they will maintain their quality of life through strict choices."
Because of this, the competition between brands will become more and more fierce, brand boundaries will be constantly diluted, and the situation of mutual entry into the war will continue to unfold.
While the competition is still fierce, in order to stimulate consumer demand, price reduction promotion can no longer fully capture the hearts of users, and brands need to continue to penetrate the minds of consumers through various ways.
Therefore, in this context, the concept of "scientific grass planting" has been mentioned repeatedly this year, and has also been elevated to an unprecedented historical height.
Compared with traditional advertising marketing, grass planting can better satisfy current users' enthusiasm for sharing content in social media and consuming decision-making methods, At the same time, it can also better match the emotional needs and personalized needs of consumers, and have a continuous impact on their minds. The brand can not only facilitate transactions, but also have the opportunity to precipitate more loyal users.
At the same time, the user's habit of using App is also a "difficulty" that affects the tracking of grass planting effect.
"In the era of mobile Internet, Users' habit of using apps is becoming more fragmented, which directly increases the difficulty of planting grass for brands. The more decentralized the platform is, the more diverse the user behavior is, the more complex the effect of brand tracking grass planting will be. ” Mark sighed when he was interviewed.
The "isolated island" launch cannot achieve effective data circulation, and it is even more difficult to precipitate reference data, so a large part of the brand's marketing budget is wasted.
"That's why planting grass has always been compared to metaphysics in the past, The brand side knows that it is useful, but it doesn't know how much and which part is useful. " Little Red Book Marketing Blogger @ Uncle Mario Said in an interview.
In the whole grass planting link, as long as there is a data break in one link, the final marketing effect may be greatly deviated. This requires the brand to take a holistic view of grass planting, systematically plan, and use scientific tools to assist decision-making.
“ In fact, whether it is the Little Red Star of Little Red Book, the Star Knowledge Plan of Zhihu, or the Spark Plan of Station B, their emergence is an inevitable trend, Content Marketing Well, Grass planting marketing Anyway, The point that has always been criticized is that the transformed data cannot be monitored, Brands need content marketing and grass planting, but they also need to see the results of grass planting. ”
Similarly, not only brands, but also advertising companies need to see the transformation data brought by planting grass.
Take Weisidun itself as an example, In the Little Red Star project, we can realize grass planting data visualization and effect visualization through the blessing of the data kanban of the Ali Dharma disk transformation, It is able to monitor the data closer to the transaction, such as the UV of the behavior of the stores outside the station, the UV of the exposure of the online search, and the UV of the inbound online search, The operation can adjust the strategic direction in the short term, On the other hand, it also reduces the testing cost of the brand side.
Compared with the previous links such as like, favorite, and search rate, these data Data can better reflect the impact of grass planting on actual transformation.
A more practical case is that during 618 this year, Pelaia cooperated with several UP owners in Station B, and the overall ROI of this launch was around 2.69 (It is reported that) And contributed a lot of valuable new customers to Pelaia.
Source of case: Bilibili Business Dynamics
Tony, a 3C brand manager of Huawei express: “ For the brand side, if they can really track down those users who are willing to buy, and also can reverse what kind of content is most effective through the backlink behavior, then such grass planting will not be repugnant to the brand side. ”
Because of the clear effect measurement system, the overall increase of commercialization of Station B this year is very fast.
According to the 2023Q2 financial report released recently, in the first half of the year, the number of transaction videos of Station B increased by 800% year on year, and the number of live video tape stores increased by 700% year on year, which passed the verification of the "Spark Plan", Planting grass in station B, so that the new customer rate of users entering Taoxi stores reaches 70%! It is enough to prove the great potential of Station B Spark Program.
Grass planting is not "metaphysical", and brand is not "anxious"
If we open our eyes, we will find that each family has long been involved in "scientific grass planting".
Ali proposed AIPL, Interest group assets is one of the measures of grass planting;
The dithering put forward The concept of 5A crowd, The A3 population is taken as the core index for grass planting.
In addition to the Little Red Star project, the business conference held at the beginning of the year also proposed Truelterest To solve the quantifiable problem of grass planting. → What is the latest "grass planting value" of Little Red Book?
“ The advantages of grass planting marketing are obvious. To put it bluntly, it is a relatively open evaluation system, but it is controllable. To a certain extent, it is what the brand leader should say, what should be said, and what cannot be said. " Little Red Book Marketing Blogger @ Uncle Mario Finally added.
"But at the same time, there are shortcomings of grass planting marketing. One is the difficulty of data tracking. The second is the problem of homogenization. Consumer sensitivity is gradually decreasing, and the trend of grass planting=advertising is becoming more and more obvious."
Talking about the assimilation of grass planting, Mark, former advertising planning director of Ogilvy Means:“ In the past, advertisers and brands regarded creativity as TVC, graphic design, or a Big idea. However, in the context of nationwide grass planting, creativity has been more and more transformed into a creative note cover, a creative short video script, or even just a web inspired harmonic article title. ”
“ What's more? At present, many brands value the choice of media, and Adaptation The emphasis on content is far greater than the pursuit of creativity. Because the number of media available has doubled, but the advertising budget has not doubled, Party A's attention naturally shifted from creativity to advertising data, which also led to the inevitability of 'creativity' being borrowed from each other. ”
It is not difficult to see that what has been broken up is not only the users' attention, but also the marketing ideas from "big idea" to "small idea".
Scientific grass planting is a panacea for brand side not to worry, but it is not omnipotent. It is important to be data oriented, but at the same time, grass planting marketing still depends on more touching content, more systematic traffic play, more data delivery feedback, and better internal and external team cooperation to truly achieve product efficiency integration for the brand.
This is why Weisidun has always been Original ACT marketing model (Advertising+Content+Technology) , As an important benchmark for our service brand, the brand can not be anxious until grass planting is no longer metaphysical.
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Author: Wei Sidun
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