Global marketing integrates various consumption channel resources

Marketing is a direct way for brands to accurately reach consumers, and global marketing is to integrate all kinds of channel resources that can reach consumers and establish a full-link, accurate, efficient and measurable cross-channel marketing system
.
Global marketing is an intelligent marketing method that takes consumer operation as the core and data as energy to achieve full-link, all-media, all-data, and all-channel, and improve brand reach efficiency
.
In the post-epidemic era, the core of the brand side is to return to the consumer itself, understand consumers, reach consumers, convert consumers, retain consumers, and look at marketing touchpoints
with integrated ideas.

Consumption channels are shifting to the whole world

From the perspective of the consumer goods GTM (product into market) model, the consumption channel is divided into three stages: before 2000, the traditional model dominated by offline, brands often established brand influence through traditional media advertising and other forms; From 2000 to 2010, the differentiation of simple channels, the development and penetration of the Internet, gave birth to online channels, such as video websites and e-commerce websites, promoting the comprehensive Internetization and fragmentation of channels, and brands began to gradually launch online advertising in addition to traditional offline media, and opened up e-commerce, an emerging transaction channel; From 2010 to 2020, with the popularity of mobile terminals, brands can understand consumers more comprehensively and refined, and formulate differentiated marketing strategies
.

In the process of digital construction, enterprises need to rethink marketing decisions and marketing actions, especially in the global marketing scenario, it is a long-term battle
for brands to complete the set goals and accumulate a large amount of brand equity.
The distance between you and the consumer is the distance
of brand awareness.
Therefore, to build brand awareness, you need continuous digital marketing investment.

Global marketing is not limited to a certain platform or a fixed method
.
For new consumer brands, the realization of global marketing by brands must be based on consumer-centered digital marketing, from the original product as king, traffic as king to user as king, which is actually the process
of maximizing the value of consumer industry data.
As the cost of customer acquisition continues to rise, the pain points faced by the consumer industry in user value mining need to be solved urgently, and brands need to form and apply new digital intelligence thinking
more effectively.

Experts said that brand building has entered the 2.
0 era, consumers began to empower products, help brands to iterate products, and then spontaneously spread for the brand they recognize, and every consumer in the future is a KOL (key opinion leader).

Comprehensive insight into consumer demand

Global marketing provides consumers with better products and experience services, and at the same time looks for different purchasing power groups, looking for different opportunities to cut into different product lines, and forming its own consumer circle system
.
Gain insight into the user market, fully understand the overall demand of consumers and the characteristics of consumer demand, so as to dig into the real pain points of users and create products
with users from the perspective of users.

Generation Y and Gen Z make up a huge consumer market
.
With the growth of Generation Z, their spending power continues to rise, building new traffic centers, and continuously deepening their influence on the consumer market
.
Gen Y and Gen Z differ to varying degrees in terms of application preferences and consumption characteristics
.

In the era of people-oriented consumer goods, more and more brands are beginning to "make a mission-based brand", based on the perspective of consumer needs, improve the LTV (total life cycle value) of users, continue to attract more users, and create word of mouth and influence
for brands.

Global marketing is to carry out "global" consumer operations in a refined way, and has a deeper connection with consumers in operation, realizing the functional upgrade from three aspects of data insight, cross-end consumer operation, and online and offline channels, and the advantages of "global marketing" have been better displayed, and the brand side has connected more consumption scenarios, clients, and channels, connecting payment platforms, brand official websites, apps, offline supermarkets, brand offline stores and other ends, opening up and connecting the brand's own platform and external channels.
The integration of information from multiple parties on the data side forms a 360° user portrait with rich dimensions, helping brands more accurately control consumers' needs and pain points, improve the accuracy of delivery and operation work, and achieve more efficient operation and transformation
.

For example, during the "Double 11" period, a food brand fully focused on e-commerce, live broadcasting, and O2O fields, adhered to the "consumer as the core", and responded to new changes
in the consumer market through refined operations and diversified marketing measures.
The brand continues to expand consumption scenarios, completing the layout of multiple e-commerce platforms such as Taobao, Tmall, JD.
com, Douyin, Kuaishou, Pinduoduo and Suning.
com, realizing a comprehensive upgrade
of marketing models and team marketing capabilities.

Precise layout of consumer touchpoints

Global marketing closely focuses on consumer needs, clustering consumers into interest communities, or providing customers with a more extreme brand experience
through online and offline private domain touchpoints.
In the private domain, brands should strive to create a more differentiated and personalized experience that is different from the public domain platform, maintain user stickiness, and further tap the full life cycle value
of users.

Sort out the platform layout
.
Under the situation that channels and Internet platforms have created a closed-loop ecology of content, social networking and transactions, the platform grasps the characteristics of consumers and consumer behavior, builds a digital ecological layout around the brand's own development vision, and helps brands grasp the initiative of public domain drainage
.
For example, the Alibaba ecology with Tmall Taobao e-commerce as the core has a complete transaction and purchase link, but it lacks daily social connections, the accumulation of social communication content is insufficient, and Tencent's private domain with WeChat as the core has the advantages of large user base, strong stickiness and decentralization, but its platform noise and high user purchase jump churn rate cannot be ignored
.
Brands should take into account the differentiated positioning
between platforms.

Selection and drainage
.
The difference in the attributes of the public domain platform creates the difference in the drainage method, and different main forms
should be considered in different periods of brand development.
For example, on transaction-based platforms such as Tmall, traffic is mainly attracted by issuing coupons; In Xiaohongshu, it mainly relies on KOL live broadcasts, short videos and other forms of drainage
.
Brands need to combine consumer characteristics and platform characteristics to flexibly combine drainage methods
.

For example, a beer brand creates a "beer + electric sound" multi-dimensional scene global marketing contact point to leverage Generation Z, with electronic sound as the fulcrum, multi-point reach Generation Z, through electronic sound empowerment, introduce international electronic music culture, create variety show IP, bring consumers a new high-end beer consumption experience, effectively help brands improve the market and expand the market
.
Three-dimensional shaping of global marketing touchpoints, brand sponsorship programs to increase exposure for them, while creating "experience field + consumption field" in major consumer touch points; The program feeds back the brand and helps enhance the brand's influence
among the pan-electronic sound consumer group.

(Gao Na comprehensive collation)

China Food News (November 22, 2022, version 08).

(Responsible editor: Gao Na)