When it comes to live broadcast, is it the first thing that comes to your mind is to bring goods? In fact, with the continuous development of text messagte service live broadcast, more and more gameplays have appeared one after another, and the advantages of brand marketing have become more and more prominent. This article sorts out and summarizes the way of brand live broadcast marketing, and shares it with you. Marketing should go wherever consumers pay attention. This is the basic principle of the attention economy, and this principle has been more quickly reflected in the mobile Internet era. In 2019, when live streaming was just emerging, many companies began to try, and by the beginning of 2020, most companies are doing their best to embrace live marketing.
This process took less than a year. This is enough to see how big the live broadcast is. Although live broadcast marketing has become a major trend, most of the current live broadcasts actually focus on bringing goods, as if bringing goods has text messagte service become the only way and purpose of live broadcast marketing. But as I have said repeatedly before, the role of brand marketing in live broadcasts is currently underestimated. I compared the difference between Taobao live broadcast and Doukuai live broadcast in "CEOs live broadcast, not to sell goods". To put it simply, Doukuai Live is an e-commerce with content genes, and Taobao Live is an e-commerce with promotional genes.
The conclusion is to do branding where you do content, and do promotion where you do sales. Brand content determines the upper limit of live broadcast marketing. From a longer time line, only the combination of high-quality content text messagte service and attractive brands can achieve long-term and efficient access to target user groups, complete the marketing and conversion of user groups, and promote brand growth. It is not long before companies fully embrace live broadcast marketing, but in this short period of time, some typical models have emerged. I think if these models are summarized, absorbed and applied, you may be able to do longer-term live broadcasts in the future.