Shulou(Shulou.com)11/24 Report--

At the moment of the recovery of the whole industry, a brand-new market pattern has quietly formed. How to grasp the new trend and bring more sound volume to the brand is the topic focused by more brands. Recently, the 2023 (19th) China Advertising Forum was held in Taiyuan, Shanxi Province. The forum set up three theme forums: "Digital Intelligence Enabling High Quality Development","Virtual Reality Symbiosis·Activating Brand New Kinetic Energy","New Era·New Potential Energy" and AIGC special activities to discuss how to use new technology to enable brand to spread efficiently and create new momentum for development under the new environment. Wang Xin, head of marketing data strategy of fast-hand magnetic engine, brought the theme speech of "Fast Hand Brand Marketing Breaking Business Bottleneck." It shared how brands break through business bottlenecks by using magnetic engine platform in fast hands to obtain long-term and stable growth of business.

From planting grass in content to pulling grass in products, building an efficient closed-loop business ecosystem quickly

In recent years, Short Video live track has developed rapidly and has become the media form of TOP 1 of advertisers on mobile end. Among them, the user scale and user stickiness of fast hands are very strong, both in volume and duration, are at the leading level in the industry.

Specifically, from the perspective of consumer user portraits, the 5R crowd asset model built by Fast Hand Magnetic Ark can present the full path of brand user asset precipitation, among which the R3 crowd with deep interaction is the core of 5R crowd. This part of the group has great interest in the brand and will actively interact with the brand in depth such as search, live reservation, shopping cart addition, becoming a fan, etc., which means that the R3 group is more in line with the brand's expectations for ideal consumers.

According to Wang Xin, in order to further increase the user viscosity of R3 crowd, Fast Hand has built an efficient commercial value chain from content "planting grass" to product "pulling grass" relying on user stickiness advantage. With a series of drainage systems such as customized activity page, star gathering list, interest search, etc., a series of actions of users entering stores, pulling new ones, planting grass and superimposing purchases are connected in series. The heart signal sent by users in each link is the "R3 crowd value" sought by the brand. According to the analysis of QuestMobile's Fast Hand User Value Insight Report (hereinafter referred to as the "Report"), the purchase rate of users who put brand resources + Golden Bull is 78% higher than that of users who put single Golden Bull, while the purchase rate of R3 population is 23 times that of R1 and R2 population, and the income effect is obvious.

The "fast hand index" is another core indicator of brand influence. A series of dimensions such as the number of brand advertisements reached, attention growth, search content, likes and comments are included. Their comprehensive performance forms a brand fast hand index. According to the cases in the report, a well-known local mother and infant brand plans to renew its brand in 2022. With the help of cooperation with fast-hand large-scale platform-level projects, it has successfully improved the brand voice volume and slogan recognition in the station. More people have re-understood the upgraded brand through this action. At the same time, a considerable number of users have realized deep transformation. The data shows that in the dimension of "immersion index," the number of people who reach the new brand and the natural touch are kept at the same level as the competitors. However, in the comment and forwarding dimensions of the "enthusiasm index," the data of new products exceed the performance of competitors, realizing a sharp rise against the trend.

Wang Xin stressed that this set of analysis model is more conducive to quantifying and visualizing scattered data to the brand, so that the brand can comprehensively understand its own marketing effect. By analyzing key user behaviors, brands can know the degree of association between themselves and users, and use multi-dimensional resources to enhance users 'brand awareness and accelerate users' interest in brands. Fast Hand Index is a tool for comprehensively evaluating brand launch effect and insight into users 'minds.

Scientific Marketing Helps Brand Gain Business Deterministic Growth from "Fast Hand User Value Insight Report"

The report data shows that as Short Video live broadcast platforms develop towards Internet infrastructure, the user scale and user stickiness of fast hands will continue to grow steadily. Accompanied by this is the synchronous growth of the commercial value of fast hands. In the first quarter of 2023, the average monthly active users of fast hands reached 645 million, and the marketing service revenue reached 13.06 billion yuan, which is in an advantageous position in the Short Video track.

The community atmosphere of vitality and trust built by fast hands enables users of all ages, such as young users, backbone forces and silver-haired people, to "camp." Among them, the proportion of users in new line cities presents unique advantages. In May 2023, there were 283 million users in new line cities for fast-hand applications, and the stickiness in fast-hand applications is very high.

At the same time, the fast-hand users take interest as the guidance, spontaneously form vertical and large-scale interest circles such as sports, e-sports, secondary, traditional culture, luxury goods, national tide, etc., which is an effective field for the brand to realize long-term operation from entering the circle to breaking the circle, so that the brand has a certain opportunity point to realize group expansion when facing the changeable young groups.

In the face of more and more complex and diversified markets, the use of scientific marketing methods to help brand business growth is a common topic faced by all brands. With the help of the fast-hand magnetic engine, scientific customized strategies will help more brands obtain accurate high-value resources, thus helping business growth and market breakthrough with "long-term doctrine."

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