Marketing: the digital age: the spring of content marketing for coating enterprises

Core tip: "content" in the sense of business is not content in the general sense, but the crystallization of brand content and audience content At present, more than 70% of the digital cases of non e-commerce or trading brands are failed, of which the proportion of consumer goods may be higher; a considerable part of brand social promotion based on microblog and wechat is not worth the loss, especially the former Of course, this doesn't mean that Weibo and wechat platforms have no value However, it also shows that in the process of transformation from traditional enterprises to the Internet, in terms of current operation level, risk is greater than opportunity So, Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Paint Home News: the "content" in the sense of business is not the content in the general sense, but the crystallization of brand content and audience content At present, more than 70% of the digital cases of non e-commerce or trading brands are failed, of which the proportion of consumer goods may be higher; a considerable part of brand social promotion based on microblog and wechat is not worth the loss, especially the former Of course, this doesn't mean that Weibo and wechat platforms have no value However, it also shows that in the process of transformation from traditional enterprises to the Internet, in terms of current operation level, risk is greater than opportunity Therefore, to embrace the digital age, the first thing to avoid is to embrace the illusion The reason for the above situation may be that a considerable part of the "brand content" has not formed a real resonance and interaction with the audience, which is not the lack of professional managers' ability, but the audience is very busy Communication has developed from the 1.0 era to the 3.0 era The first choice of the audience is advertising, which requires that advertising be a part of the content; From the rational level of the decision-making and evaluation system, this is the advantages and disadvantages of the budget inclining to new fields such as numbers, the mismatch between the organizational structure and management mechanism, and the lack of effective ex ante and ex post evaluation mechanism that results in the self certification of performance At present, the investment of communication in the digital age has become complex, which is reflected in: 1 The groups whose information consumption habits have changed are not limited to the post-85 groups, but have spread to the elderly groups; 2 Some brands will have debates about effect and brand advertising, but trying to measure KPI by direct effect has advantages and disadvantages, because for some brands, overemphasizing effect advertising may have risks; 3 The evaluation system of digital media with asymmetric information has its own problems; 4 Fragmented decision-making and guidance will improve the efficiency of some work areas, but it is easy to lose systematization, and the advantages and disadvantages of "fragmented guidance" coexist; 5 Lack of effective performance evaluation will easily lead to self certification of performance; 6 Excessive "devaluation" of "traditional media" will also bring decision-making risks for the brand So, in this era, what is the end point of brand communication? Nielsen's report may tell us the answer "Global advertising trust" survey report shows that "respondents who believe in friends and family recommendation ranked first (92%), online consumers' evaluation ranked second (70%), and TV accounted for 47% of online advertising better than other media advertising; In online advertising, search engine trust is the highest (40%), higher than online video, social network advertising and online banner advertising " Another report shows the interaction between ratings and social media: there is a certain interaction between TV ratings and microblog discussions, which will certainly affect the effect of advertising, or the social communication of brands The report reflects that social communication has become explicit in the digital era, and that brand groups and content groups need each other: Although the audience has the will to watch the ads, some ads are easily repelled by the audience, which requires that brand ads continue to make creative content, and the core of creating good content and brand building is to meet the needs of the segmented audience, which also lets us See the spring of content marketing Content and business win-win in the spring of content marketing, we will see that the investment money will also shift direction There are only two main lines of investment - precision (mobile Internet, RTB, DSP) line and content marketing line The intersection of the two sides is reflected in that the COO KIE (data stored on the user's local terminal) can be accurately found through DSP, but the KPI ultimately depends on the content quality So we can see the shift direction of content marketing budget: even if we continue to put TV hard and broad, it will also incline to more interesting and interactive content So I think content and money must be win-win, but as for how content comes into being, when content marketing should start, it depends on the decision-making cycle of each brand Although the content and business are co creation and win-win, there is no guarantee that the implementation efficiency will be good if the path is right It is suggested that brands should set their goal as "Pareto improvement", integrate so-called "tradition and new" and embrace "Internet thinking" through content integration Yida net worth up to 500 million yuan of sour, sweet, bitter, spicy and salty advertising film, Red Bull "your energy is beyond your imagination" is the best interpretation The evaluation of content marketing also requires the brand to have full media KPI in advance (arrival, broadcast, discussion ）Focus on brand indicators, social indicators, data value, etc Key words: paint marketing content marketing in the digital era 2015 China International Paint week paint industry super event 2015 China International Paint week, let the data play! ——In March 2015, CCR China's top coatings list release ceremony was held In the digital era, coatings consumer's psychology and behavior perspective home is focused on coatings, diatom mud, paint coating, coating process, fire retardant coating news and coating, diatom mud, paint coating, coating process, fire retardant coating decoration knowledge and decoration effect map,