In recent years, relying on the rise of new marketing methods such as live streaming e-commerce and short videos, beauty brands with "strong marketing" properties have further opened the traffic PK, and the competition between traditional big brands and new sharp domestic products marketing is losing one another. With young people's consumption becoming more and more personalized and diversified, beauty brands, whether traditional or cutting-edge, are gradually awakening in the tide of digital marketing. The full-line layout from online to offline, from public domain to private domain has become the normal choice of brand owners and retailers. It is time for brands to establish their own digital marketing system.
However, with the increase of the cost of delivery, how to master the consumer traffic password? Do brand launch, is the number of customers important or quality important? Business growth is slow, what interaction is the most easy to transform? With the decline of repurchase rate, how to keep consumers' planned consumption while stimulating consumers' unplanned consumption?
Whale's strategy will solve these marketing transformation problems common in the beauty industry with systematic digital marketing solutions.
01 Personalized consumption is prominent, marketing innovation is the key
Whale Strategy, as a professional service provider deeply engaged in the field of digital marketing in China, has been serving a variety of beauty brands and new domestic brands for a long time. It summarizes three insights into the current marketing trends of the beauty industry in China:
First, beauty consumption circles are becoming more and more refined, and user preferences are becoming more and more diversified. For example, sensitive muscle users pay more attention to skin care ingredients; Yan control users, more concerned about the texture of product packaging; Technical users, like to share experience. Therefore, different user needs reflect not only consumption level and age, but also personality characteristics, interests and preferences, and other personality labels. Only when the brand has the ability to quickly identify user circles and personality preferences, can it more easily resonate with users and complete refined customized marketing.
Second, new scenes, new topics, new experience is easier to grow grass beauty makeup consumption. This is also the current popular content creative marketing such as unboxing video and product evaluation. By creating new scenes and marketing topics, it stimulates consumers' interest, cultivates brand recognition and favorable impression, and moves consumers.
Third, user demand is constantly innovative, and differentiated brand experience needs to be created. As consumer demand becomes more and more stratified, diversified and refined, the marketing of beauty and skin care brands also needs continuous innovation, which can combine real-time hot spots, integrate new concepts and scenes to create new topics. For example, Estee Lauder launched a Vegetarian transformation program on Douyin, which allows ordinary people to upgrade their appearance through makeup experience. For another example, experience innovation, Dior, Estee Lauder, Chanel and other offline stores will set up skin testing equipment, collect user data, but also give users more personalized innovative experience.
It can be seen that the repeated keywords such as "circle", "personalized" and "innovative marketing" in the current trend of the beauty industry all show that the beauty industry marketing needs more and more refined operation, which is no longer the control of customer needs that empirical sales can achieve in the past, which is also the key to the emergence of digital marketing.
Whale Strategy started from the digital operation of retail and new consumption, deeply understood the key of brand operation thinking and traffic transformation promotion in the beauty industry, and helped brands build digital marketing system from the four dimensions of global consumer insight, digital content upgrade, marketing scene integration and beauty smart space. The four dimensions are gradually integrated. Help the brand comprehensively and efficiently grasp the traffic conversion password in the latest marketing scenarios.
How to help the brand handle the traffic conversion password?
CDP: Global consumer behavior insight
It aims to open up the whole range of data information, which is also the first step to build the core digital marketing system. The key of ability assessment: first, the ability to collect data and information of the whole network; The second is the refined operation ability of data cleaning analysis, user label design and application system construction.
First, in terms of global data collection, Whale "Client Data Platform" gets through the global data through One-ID, and collects the browsing footprints and interactive information left by users on multiple platforms by ID-Mapping, such as click data or consumption information with interest preference, etc. Covering brand internal system and external channels, online and offline information channels; Next, on the basis of collection, comprehensive data cleaning, analysis and insight will be carried out to identify the users and user characteristics of the beauty circle, design and build the fine label system, and form a multi-dimensional label database including customer portraits, interest preferences, consumption characteristics, etc., to help the brand accumulate user data assets and facilitate the subsequent starting from the needs of different circles. Develop differentiated brand marketing plans.
For example, using historical user interaction information and consumption data to predict consumer lifecycle value in future cycles; Or judging consumers' price sensitivity to products or activities according to their main characteristics; And according to the historical communication records and subsequent transformation, the development of the best marketing transformation strategy.
DAM: Digital content upgrade
For the current information flow advertising channels, high price, low conversion rate problems, how to build a high quality marketing link? Whale Strategy presents a five-step solution of "brand exposure - product planting - decision support - sales conversion - sticky maintenance".
In the pre-link planting stage, quality content marketing often makes it easier for users to plant grass. The DAM will manage all digital content in a unified way, and increase brand exposure by using the current popular media platforms, including e-commerce live broadcasting, short videos, graphic sharing, etc., and then implement product planting with beauty bloggers. Marketing with interesting content such as unpacking video, professional evaluation and imitation makeup sharing is easier to stimulate users' interest, form product memory points and deliver brand characteristics.
In the post-link weeding stage, decision support, sales transformation and sticky maintenance should be integrated. The jump link from planting grass to weeding must be simple and silky, so as to bring more efficient transformation and avoid user loss caused by poor experience. The key link can be combined with preferential reduction to promote user decision support and sales transformation. Pay attention to data monitoring and data analysis, facilitate the design of incentive strategies, guide users to complete sharing fission and secondary consumption.
WMC: Full link integration of marketing scenarios
This is the centerpiece of Whale's digital Marketing solution for Masterful Beauty: Whale Marketing Cloud- data-driven growth. Specifically, through different marketing channels such as online Douyin, Xiaohongshu, wechat and the brand's official website, corresponding content marketing is conducted according to the characteristics of the platform, data analysis of user characteristics and shopping psychology is conducted according to user feedback and interactive information collection, and sales transformation is carried out in conjunction with marketing activities such as coupons and free in-store experience. With follow-up evaluation invitation, holiday greetings, points change reminder and other sticky maintenance means, help the brand to accurately enter the user's full life cycle operation.
When the digital integration of the global marketing scenario is realized, the brand can make accurate automated intelligent marketing according to the customer portrait in different stages of users or important promotion seasons, and form statistical reports of marketing data for insight analysis, so as to promote decision-making and realize marketing growth with data.
SI: Beauty space smart
Space Intelligence is a product mainly aimed at the smart retail and smart marketing of current offline beauty stores. Whale strategy enrichis consumers' portraits through data collection. For example, offline stores will introduce smart makeup hardware to enhance user experience and engagement. When users do virtual makeup or skin test, they can recommend suitable products according to users' interests or facial features. For another example, intelligent hardware devices introduced by smart retail can help brands collect data information such as customer flow path and user interaction with products, so as to help optimize store operation and management.
To sum up, Whale Strategy for beauty brand marketing will first divide user circles and individual labels by getting through the global data, then make delivery channel matching and customized marketing content for users of different circles, and then make intelligent marketing of "thousands of faces" according to user customization. At the same time, combined with the Internet of Things monitoring data feedback and improve the user portrait, in-depth precipitation of data, analysis and insight, while creating a digital operation system for the brand, the sales link will be detailed and difficult one by one.
About Whale strategizing
As a professional omni-digital marketing operation platform in China, Whale, through key technological innovations in artificial intelligence (AI), large-scale Internet of Things (IoT) and Data model (Data), provides future-oriented retail brands with data-driven, collaboration-first, simple and easy to deploy omni-brand marketing solutions. It aims to enable sustainable fine operation and lean growth of retail brands and open up the "last mile" of MarTech. At present, Whale strategy service system has widely covered food and beverage, beauty makeup and skin care, fashion shoes and clothing, light luxury jewelry, digital electrical appliances, catering and tea drinking, business super convenience, automobile service, medicine and health and other industries. It has accumulated benchmark customers such as Unilever, Watsons, Sibei, Midea, Paopamart, Nextev, Carrefour and more than 300 Top brands in the industry. The company was founded in 2017 in Hangzhou, and has offices in Shanghai, Shenzhen and Beijing.
