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In the past year, online traffic dividends have subsided. Many players, including brands, platforms, talents, and service providers, are constantly changing and exploring more possibilities for online marketing in the fierce competition. Especially in the content ecology, from a short video to From the 13.51% increase in the stock price of the sponsoring brand, to the Fax List virtual character Liu Yexi who was born on the basis of the concept of the Metaverse, the value of KOL and the importance of content creativity began to be re-evaluated. In the field of live broadcast delivery, from the phenomenon-level mythical event of delivery to the daily brand self-broadcasting, it has become an important content field and consumption scene.
With the complexity and change of multiple touch points, it is difficult to determine the growth law of brands in the field. Everything is a Fax List new challenge, and everything is also full of opportunities. Some time ago, CBNData and Yigrowth released the "2022 Brand Online Marketing Traffic Observation Report" , which clarifies the diverse ecology of traffic rivers and lakes from the perspective of the platform, and restores the true face of players in the traffic field with the brand as the fulcrum. The author provides panoramic description and reference. Technological iterations are accelerated, effective traffic is in demand, and online marketing has entered the era of full contact.
This also means that brand marketing must lay out channels in as many dimensions as possible to compete for limited traffic, so as to better complete the complete reach and closed-loop construction of the brand's mind. According to CBNData data, in 2021, brands will significantly increase their marketing investment on the three platforms of Douyin, Xiaohongshu and Taobao, of which more than 70% of brands choose Douyin to focus on investment. This also Fax List shows that short videos, e-commerce and content planting platforms have become the main contact points for online marketing. In addition to these three channels, brand private domain Station B, Kuaishou, Pinduoduo, etc. have also become important fields for brand marketing.