The current marketing environment
In recent years, due to the rapid development of Internet technology, the term "earthy" marketing has gradually emerged in the public's field of vision in various creative marketing cases. When the term "earth-flavored" marketing first appeared in everyone's eyes, in fact, everyone still had mixed opinions about the term.
However, as some follow the trend, many times, a very creative marketing case does not get much attention on the current Internet.
When individual brands began to create "earth-flavored" marketing, this move broke consumers' long-standing perception of the brand's image. Appropriate "earth-flavored" marketing will help companies or brands to gain attention in a short period of time when new products are launched, and realize the basic elements of circle-level communication, break consumers' perceptions of brands or a certain person, and achieve the same impression with consumers. "Contrast" to gain attention and drive traffic.
It can also be seen in the roles played by many brands and some actors, that a certain brand or actor has always given consumers and audiences the feeling of being superior or "elite professional households", positive characters. When one day the brand or actor breaks the perception of consumers and audiences about them, it will be easy to get out of the circle and form a large-scale discussion.
However, individual brands or companies can still attract the attention of a large number of people and trigger a buying frenzy as long as the visual display of new product launches or brand online marketing activities goes back to the 1970s and 1980s.
For example: "Bright three-color collocation, more than ten years as a day copy" Hainan Coconut Coconut. The PPT art-like design is matched with the style of the studio at the end of the century. Balenciaga launched a series of graffiti satchel advertisements on the Qixi Festival, and Sony launched the anniversary poster in the style of the end of the 20th century.
Or it can be said that "earth flavor" marketing was actually a neutral word in the early days of the Internet, but with the recent sensation of "high-quality men" and the previous "Ma Baoguo" and "earth taste" on the Internet, people are more interested in "earth taste". "The term marketing has slowly transitioned from neutral to derogatory.
1. Inferior Content
Contrary to high-quality influence, although "earth-flavored" marketing has caused a certain sensation on the Internet and continues to swipe the screen, this type of marketing does not convey a good sense of value for brands and mass consumers. On the contrary, as this type of marketing continues to swipe the screen, some netizens and companies continue to follow suit.
"No bottom line, no legal awareness" rubbing hot spots, follow the trend of marketing, called inferior content. For example, Xu Qingen, a "high-quality human male" recently, wore a shiny back head, put a pocket in one hand, a mobile phone in the other, his legs slightly bent, and took a beautiful selfie in front of himself in the mirror.
After becoming popular, Xu Qingen was eager to disguise his traffic and popularity, and started to build a fan group. To join the group, he had to pay 25,000 yuan for a month, 50,000 for half a year, and 75,000 for a year.
Because the above-mentioned photo-taking action became popular, and the topic of "high-quality human men" was extended to attract more people's attention, the follow-up shooting of individual stars attracted some fan groups to join and swipe the Internet, until CCTV named and criticized, and their social platform accounts were banned. This "farce" has been put to rest.
The same is true of Ma Baoguo's "mouse tail juice" and "young people don't talk about martial arts", another inferior content. In the stage of rapid rise of the Internet, some low-quality content relies on "grandfather" and "swagger" to attract the public's telemarketing list attention, and transmit distorted values to today's young people.
People's Daily commented: Letting censorship become popular and allowing swindling and cheating to become popular is itself a harm to the social atmosphere.
2. Marketing methods
In the past, when brands launched new product marketing, they would place online channel advertisements, brand official announcements, elevator advertisements, subway advertisements and other new types of advertisements, and some companies would also place CCTV or satellite TV advertisements to gain consumers' attention. Offline, the brand will hold press conferences and invite media interviews for follow-up reports, and will also launch some channels for secondary publicity.
However, in recent years, due to the rise of self-media and short videos, most traffic has transitioned from public domain traffic to private domain traffic. Traditional authoritative certification agencies have transitioned to individual KOL leaders and some community platforms.