解读：Falcon 2022年数字营销趋势 (附报告下载）
<p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">虎年伊始，趁着冬奥会的东风，“双奥之城”“冰墩墩”“谷爱凌“等字眼迅速火爆社交媒体，刷了一波热度。一年一度的妇女节营销战中，一些国内外品牌通过传递品牌态度和价值观，为自家品牌赢得了一波好感。通过不断学习和复盘优秀的营销案例，我们也在思考：</p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700;">如何借势营销热点？如何更好地了解消费者的需求？</span></p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">Cision旗下Falcon公司（也是美通社兄弟公司）推出《 2022年数字营销趋势报告》。该报告总结和预测了数字营销发展的十大趋势。我们挑出5个最有意思的趋势，为您做一番解读，希望能够帮助您深入洞察消费者不断变化的需求，挖掘新的营销增长点。特别是有出海营销需求的企业或品牌，这篇文章和这份报告，您一定不能错过！说不定给您带来巨大启发，让您更有效地玩转海外市场，如虎添翼。</p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><a class="fluidbox fluidbox__instance-1 fluidbox--initialized fluidbox--closed fluidbox--ready" href="https://static.prnasia.com/pro/marketing/2022/blog/20220301/20220318-1.jpg" style="box-sizing: border-box; background-color: transparent; color: rgb(0, 131, 126); text-decoration-line: none; transition: all 0.3s ease-out 0s; outline: none;"></a></p><div class="fluidbox__wrap" style="box-sizing: border-box; margin: 0px auto; padding: 0px; border: 0px; list-style: none; background-position: 50% center; background-size: cover; position: relative; transition: all 0.5s ease-in-out 0s; clear: both; z-index: 1;"><a class="fluidbox fluidbox__instance-1 fluidbox--initialized fluidbox--closed fluidbox--ready" href="https://static.prnasia.com/pro/marketing/2022/blog/20220301/20220318-1.jpg" style="box-sizing: border-box; color: rgb(0, 131, 126); text-decoration-line: none; transition: all 0.3s ease-out 0s; outline: none;"><img class="size-medium aligncenter j-lazy fluidbox__thumb" alt="解读：Falcon 2022年数字营销趋势 (附报告下载）" src="/uploads/image/20220418/1650211370178370.jpg" width="1003" height="441" style="box-sizing: border-box; border: 0px; vertical-align: top; transition: opacity 0s ease-in-out 0s; max-width: 100%; height: auto; display: block; margin: 0px auto; text-align: center; opacity: 1;"/><div class="fluidbox__ghost" style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; background-size: 100% 100%; background-position: 50% center; background-repeat: no-repeat; position: absolute; transition: opacity 0s ease 0.5s, transform 0.5s ease 0s, -webkit-transform 0.5s ease 0s; width: 800px; height: 533.333px; top: 0px; left: 0px;"></div><div class="fluidbox__loader" style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; opacity: 0; perspective: 200px; pointer-events: none; position: absolute; top: 0px; left: 0px; bottom: 0px; right: 0px; z-index: 2;"></div></a></div><p><br style="box-sizing: border-box;"/>欢迎扫码下载《Falcon 2022 年数字营销趋势报告》。<a class="fluidbox fluidbox__instance-2 fluidbox--initialized fluidbox--closed fluidbox--ready" href="https://static.prnasia.com/pro/marketing/2022/blog/20220301/20220318-8.jpg" style="box-sizing: border-box; color: rgb(0, 131, 126); text-decoration-line: none; transition: all 0.3s ease-out 0s; outline: none;"><div class="fluidbox__wrap" style="box-sizing: border-box; margin: 0px auto; padding: 0px; border: 0px; list-style: none; background-position: 50% center; background-size: cover; position: relative; transition: all 0.5s ease-in-out 0s; clear: both; z-index: 1;"><div class="fluidbox__loader" style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; opacity: 0; perspective: 200px; pointer-events: none; position: absolute; top: 0px; left: 0px; bottom: 0px; right: 0px; z-index: 2;"></div></div></a></p><p><br/></p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><em style="box-sizing: border-box;"><span style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; font-size: 12px;">此份报告，通过监测1亿个在线信息源、在线聆听10万个品牌，分析超过80亿条在线发布的内容，将向你展示数字营销世界的发展方向，以及领先品牌如何利用这些趋势大获全胜。</span></em></p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700;"><span style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; color: rgb(1, 131, 126);">趋势一 怀旧营销来袭</span></span></p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">你怀念疫情之前自由自在的时光吗？——一个没有“口罩”“疫苗“等字眼的世界。据相关数据显示，网络上关于”怀旧 “这个词的讨论要比Covid-19流行前要多得多。后疫情时代，人们集体缅怀逝去的时光，引发了怀旧复古风潮的来袭。</p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700;">知名平价彩妆公司如何让千禧年复古风回潮</span></p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">2021年7月，NYX化妆品公司举办了一场以“回溯”为主题的线上直播购物活动。该节目以21世纪初的流行音乐明星为主角，他们使用NYX2021年秋季新品，重现了2000年Y2K的造型。超酷的衣着风格、妆容造型让这次活动掀起不小的风浪。</p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; font-size: 12px;">注释：</span><br style="box-sizing: border-box;"/><span style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; font-size: 12px;">NYX是美国专业的彩妆品牌，强调简单的生活与简单的彩妆。</span><br style="box-sizing: border-box;"/><span style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; font-size: 12px;">Y2K = 2000年. 笼统来说，Y2K指的是千禧年前后的流行文化， 这个名字源自“千年虫”，一个令世界人心惶惶，最终却没啥影响的电脑Bug：当时全世界都在担心千禧年到来，计算机会把2000年解析为1900 年，导致全球范围的大混乱。但那又是个高科技大步流星，走入人类生活的关口，因此，在千禧年那一代人的想象、憧憬、危机感中，Y2K 美学得以诞生。</span></p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700;">给营销人员的3个Tips：</span><br style="box-sizing: border-box;"/>1. 找到合适的怀旧主题，唤起受众热情<br style="box-sizing: border-box;"/>2. 进行受众调研，了解受众的年龄，生活方式等等<br style="box-sizing: border-box;"/>3. 紧追热点与品牌的契合点</p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; color: rgb(1, 131, 126);"><span style="box-sizing: border-box; font-weight: 700;">趋势二 用户原创内容为王</span></span></p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">还记得冰桶挑战赛吗？把一桶冰往自己头上浇，这项活动曾在社交媒体上引发病毒式传播。越来越多的品牌意识到用户原创内容的重要价值。据一项调查显示，56%的消费者表示，相比疫情前，他们在网上购物时更易受社交帖子的影响。如今的消费者更看重品牌的真实性。用户发布的原创内容，更能让消费者产生共情，建立品牌信任。虽然用户生成内容（UGC）这个概念已不再新鲜，但随着消费者需求的变化，同行评价和口碑营销将变得越来越重要。</p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700;">倩碧鼓励年轻消费者发布原创内容</span></p><p style="box-sizing: border-box; margin-top: 0px; margin-bottom: 0.2rem; padding: 0px; border: 0px; list-style: none; line-height: 1.8; color: rgb(68, 68, 68); font-family: Montserrat, "Helvetica Neue", Helvetica, Tahoma, Arial, "PingFang SC", "Microsoft YaHei", SimHei, "WenQuanYi Micro Hei", sans-serif; white-space: normal; background-color: rgb(255, 255, 255);">为触达更年轻的消费群体，倩碧在TikTok上发起#Zit Happens 话题，以推广其清洁、调理、保湿三步式祛痘方案。为提升消费者的参与度，倩碧特地为这个活动推出一首原创歌曲并发布了一项挑战活动，鼓励年轻人发布关于产品三步曲的视频。该活动不仅成功触达了新的消费群体，也拉动了销售。</p><p><br/></p>
2022-04-18
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