In the mobile social environment, brand marketing is redefined and revalued. The brand images which used to appear cool and superior need to leave the altar and develop close connections with users.
In the mobile social environment, brand marketing is redefined and
revalued. The brand images which used to appear cool and superior need
to leave the altar and develop close connections with users. While
providing a new platform, the new marketing environment has also brought
revolutionary challenges to the brand owners.
In the current society, users tend to acquire news, learn about and understand brands through social media. Users’ attention on brand content is “transferred and diffused” on social media, with characteristics such as the visualization of expressions, decentralization of channels, entertainment of content planning and high frequency of interaction and diffusion. New user appeals towards the content allow brands to have more space in brand shaping.
The changes of consumer needs require that the brand owners focus more on shaping user experiences in the process of mobile social marketing. The core of brand marketing should shift from exposure management to awareness management, from products management to user management. The upgrading of marketing approaches poses new challenges in the marketing process to the brand owners:
Need more vivid and concrete brand images to satisfy the social platform users’ appeals in terms of the marketing experience;
Possess a large number of social media resources and a set of efficient methods and tools for managing social media;
Possess the content strategy and copywriting abilities which is in line with social characteristics, to effectively interact with social users and realize brand exposure.
Touch accumulates rich experience in social brand marketing, and has
helped a large number of global brands to rebuild and promote their
brand images on the domestic social platforms, bringing outstanding
promotion effects to the brand owners. With the pioneering exploration
and studies of social platforms and social marketing in the past five
years, as well as the accumulated experience in social marketing
operations, Social Touch could provide brand owners with the following
services on various social platforms:
Develop social content strategy and daily operation
To reshape the enterprise’s brand positioning on social platforms, develop “personified” images for brands, and on the basis of personality characteristics, formulate content marketing and user interaction strategies, and facilitate brands in daily operation of Weibo and WeChat content.
Social media buying and management
To facilitate brands in buying and managing media resources on social platforms, help choose more effective KOL, and effectively control the media input costs with flexible KOL portfolio strategies while ensuring the promotion effect of brands;
Social brand communication
To provide brands with a variety of integrated social marketing plans based on the insight of target audience, and facilitate brands and products in enhancing social influence, as well as provide a one-stop marketing campaign solution from creativity, planning to implementation.