Marketing is the worst era, because the traffic dividend basically disappears, the average time for new users and users peaks, and the cost of acquiring customers is getting higher and higher. Marketing never seems so difficult.
Marketing is also the best time. Glory 9X's listing in Aauto faster achieved 1 billion brand exposure and hundreds of thousands of e-commerce diversion within 7 days. There are good things. Only WeChat group has achieved more than 1 100 million e-commerce sales flow. Xiaohongshu has a strong ability to carry goods, and all major e-commerce platforms have products with the same label as Xiaohongshu on the list.
This seems to be two different worlds. Behind such a huge difference is the difference in thinking, which projects an important trend, called: KOL down, KOC up.
First, from KOL to KOC, there is a world of difference.
In the field of marketing, there have been only two kinds of "people" for a long time: brands and users. Just like the definition of marketing, marketing means that a brand delivers the right information to the right users through the right channels.
At this time, the channel is king, there are authoritative channels to endorse, and users believe in authority. Do you still remember the history of CCTV? No matter what kind of advertising, as long as it grabs the most golden time of CCTV, Alto will definitely drive in and Audi will definitely drive out.
Later, with the rise of the social era, a new group of people appeared besides brands and users: KOL, the key opinion leader. They are experts in a certain field and they have their own fans. At this time, brand marketing is endorsed by KOL, and users trust experts.
However, in the world of Aauto Quicker and WeChat group, besides brands and users, there is a new role: KOC (key opinion consumer), a key consumer. We often say that these platforms are very capable of carrying goods, and the core secret is because of KOC.
Although KOC and KOL are only one letter apart, they are quite different. KOL is an expert and KOC is a friend. Although not as well-known as KOL, they are consumers themselves. Most of what they share is their own personal experience. They pay more attention to the interaction with fans. They are not familiar with fans, and their short videos are more trusted.
One of the characteristics of KOC is "truthfulness". They are closer to consumers because they are real consumers. Although the content they share is not as good as KOL in writing and knowledge, it is better than reality, so they are naturally closer to consumers.
The second characteristic of KOC is "trust". They pay more attention to the interaction with fans, thus forming a more trusting relationship between KOC and fans. From content to emotion, it is the biggest difference between KOL and KOC. The voice of "Lao Tie" on the fast hand vividly illustrates this relationship.
KOC and KOL are not clearly defined. KOL is the head and KOC is the waist. KOC's KOL can be understood as a big KOC, and a successful KOC also has an influence similar to KOL. Although KOC fans are not as good as KOL in general, they are all ants.
Second, KOL is public domain traffic and KOC is private domain traffic.
The hottest topic in the marketing field now is "private domain traffic".
The reason is also very simple. What brands and kol can get on the platform is mainly public domain traffic, which cannot be well converted into their own private domain traffic. Therefore, although the brand exposure is strong enough, it cannot transform sales.
Similarly, why Aauto Quicker can bring goods is because the brand has accumulated private domain traffic with higher conversion rate on these platforms, and the core difference is also the thinking difference between KOL and KOC.
KOL's thinking is transcendental. Although the output is professional content and carefully polished and packaged copy, the communication with fans is one-way, giving people a feeling of "cold". The result is good exposure (public traffic), but it can't stimulate fans' enthusiasm for buying (it can't be converted into private traffic).
KOC thinking is a true expression. Although their content and copy are not exquisite and sometimes rough, they trust because of truth and are enthusiastic because of interaction. As a result, it is obvious that high conversion of exposure (public domain traffic) (private domain traffic) can be realized.
Take glory 9X's activity in Aauto quickless at the # Aauto Quicker Wulin Conference as an example. Instead of advertising, it created a new way of playing: let KOC and users shoot their own short martial arts videos, and skillfully implant glory brands and products into them with magical expressions such as six-pulse Excalibur, Nine-Yin True Sutra, Seven-Wounded Boxing, or interactive games such as PK in the same box with users.
What is the highest realm of advertising? Advertising is content, which allows users to participate in it. Glory 9X wants to promote "fast", not simply by advertising, but by means of Aauto Quicker, subtly implanting "fast" into magical expressions, so that users can participate in the production of content they are interested in.
From the actual communication point of view, users are not disgusted with this kind of implantation at all, but have a good time, and the fast performance of the mobile phone conforms to the martial arts style of being fast and unbreakable. I even used my own creativity to play with the glory 9X mobile phone as a prop. For example, the talent "Shiny" made a video, played the "Jade Girl Sword Technique", and used one mobile phone PK and eight other mobile phones to play the concept of "make a quick decision and use one enemy to hundred".
From one-way delivery to interacting with users and having fun together, this is the difference between KOL thinking and KOC thinking, and it is also the secret that public domain traffic can be efficiently transformed into private domain traffic.
Third, you can rest when you stop working. The key is KOC thinking.
At the beginning of this year, the marketing circle was controversial because of whether it should stop being more official. At that time, I said, don't be fooled. Because Guan Wei is the position of enterprises in the social era and the window of direct interaction and dialogue between brands and users, it is really unwise to close it. However, I also admit that most corporate accounts are really bad now, either whining or too cold, which is completely out of tune with the current social era.
Your business account number should be KOC, not KOL! Not only should we not stop working, but we should also keep pace with the times and expand the platform. For example, it is most important to open an account on the KOC platform now. Now more and more enterprises open an account on Aauto faster, which will turn "double micro" into "double micro and one fast".
In opening accounts, enterprises are gradually changing from "institutions" to "individuals". "Corporate accounts should be personalized" we talk too much, but institutional accounts are not as personalized as a living person. Don't try to personalize the institutional account, but let your employees open the account and show their true side. This is KOC's thinking.
There is also a trend, that is, from "boss" to "employee", the boss naturally has a lot of traffic, but it is difficult for the boss to get the intimacy of ordinary people because he is high above. At this time, instead of persuading the boss to open an account and help him operate, it is better to let the front-line staff come. Their sincerity and enthusiasm will give you unexpected gains.
If you still don't understand, you can go to see the car faster. On it, the hukou is no longer an hukou, but a living person, a real person. They shoot and broadcast their emotions, ups and downs, and they interact with fans to establish a platitudes relationship. What are you afraid of when countless such people speak for your brand?
For example, DJI DJI introduced the functions and operation skills of DJI agricultural plant protection drone through his Aauto Quicker account "DJI DJI Agriculture", which attracted the attention of tens of thousands of accurate fans. In a live broadcast on July 26th, technical engineers introduced and operated T 16 and other models on the spot, and the fans interacted enthusiastically. During the activity, nearly 200 purchase intentions were received. After half a year's operation, DJI DJI's official agricultural account "unexpectedly" gained more than 400 customers.
Another example is Sany Heavy Industry's first live broadcast on Aauto Quicker's Aauto Quicker account, and the engineer vividly explained the powerful functions and promotional activities of the roller. Although there were only a few hundred online fans, they received a deposit of 3 1 roller during the live broadcast of1hour, and all of them were successfully converted into transactions in the later period, creating a record of short video live broadcast sales of construction machinery. Vincent Cheung, chief test engineer of Huaxing Research Institute of Sany Heavy Industry, gave a lecture on "Cheng Xiao Classroom", which is Aauto famous. Once a 57-second video sold five excavators.
Similarly, in the Aauto quickless event of Glory 9X, more than 400 sales stores under HONOR set up accounts in Aauto quickless to participate in the event. Like ordinary people, they played magic videos, which not only brought the relationship between stores and users closer, but also realized the linkage between online and offline.
I believe everyone will understand that KOC is actually a way of thinking and action. Brands can use KOC for marketing, or they can become KOC themselves.
4. Postscript: KOC mass production era has arrived.
Of course, the premise is the empowerment of the platform. The reason why the official micro-popularity appeared in that year was because Weibo and WeChat built a perfect infrastructure; The reason why the media will rise strongly is also because of the empowerment of the platform.
I once said that now is a super-personal era, and it is precisely because of the perfection and empowerment of the platform that individuals can focus on giving play to their own advantages and stand out.
Now, the mass production era of KOC has also arrived, also because of the power of the platform. Why can Aauto move goods faster with super strength? First of all, because the short video and live broadcast of the platform are inherently suitable for truly recording themselves? Why is WeChat group favored by KOC? It is because WeChat group has a natural advantage in the interaction between KOC and fans.
Recently, there is a news worthy of high attention of brands and creators: On July 23rd, the first photosynthetic creation conference was held in a auto quickless, and a auto quickless will help high-quality creators through open cooperation, traffic support and platform services. In a word, a auto faster is seriously building and improving the infrastructure.
Take "Aauto Faster Community Activities" as an example. It is an activity planned and operated by Aauto Faster officials according to platform data and hot spots. Because it understands users better and can mobilize powerful resources, fire is doomed, and it will also become the "proof" of brand play and stimulate more innovation.
In a word, KOL down and KOC up have become certain trends, just as the evolution of retail is from "goods/fields" as the center, to "people" as the center, from the essence of KOL to KOC, from "scenes/contents" as the center to "people" as the center, the traditional delivery mode of "selling advertisements+selling traffic" is doomed to fall behind.
A platform like Aauto Quicker, which encourages people to record themselves and output real content, is very popular with users and can be operated continuously for a long time. Numerous KOCs and brands with KOC thinking will open a new era of more vigorous marketing.