How do traditional car companies grasp the consumption point

Under the new consumption trend, how should car enterprise marketing catch consumers' eye? Recently, SAIC- Volkswagen's joint search advertising marketing in Tik Tok has attracted widespread attention from consumers and the industry. So how did SAIC Volkswagen occupy the new highland of marketing with the help of Tik Tok? Let's see:

SAIC Volkswagen brand new Tiguan L, from Tik Tok search.

With the change of short video ecology and the overall acceleration of digital marketing in automobile industry, Tik Tok search is becoming a new blue ocean of traffic for automobile enterprise marketing. In this marketing event hotly discussed by netizens, SAIC Volkswagen seized two major points to push the event out of the circle, effectively expanding the brand's right to speak.

On the one hand, in the process of consumers buying cars, the content and experience of contact are highly related to the final decision, and the eye-catching eggs in this marketing event strengthen the user's surprise experience in digital contact. Search in Tik Tok? SAIC Volkswagen New Tiguan L? Suddenly, a magical magnifying glass appeared, and then a whirlpool appeared, just like a portal connecting two events. The main IQ Internet intelligent control of the new Tiguan L is cool and floating, which brings surprises to users and emphasizes the new Tiguan L? Using scientific and technological wisdom to create amazing intelligence &; Double the face value? The highlight of. At the same time, this wave of eye-catching egg play has also strengthened the fun and surprise attributes of Tik Tok search. The visual impact brought by surprise eggs is progressive, which strengthens users' perception of Tik Tok search and further stimulates users' search interest.

On the other hand, # Don't search this wave of reverse planting grass? Jos? Accurately grasp the user's curiosity and rebellious psychology, in? Don't let me search, I have to search? Driven by psychology, users tried to search and found surprise eggs. This sense of contrast before and after the search spread social discussion and sharing, helping the brand achieve super exposure.

A new way of integrated marketing of automobile brands

As mentioned above, the content and experience of contact highly affect the final decision of consumers. In this marketing campaign of SAIC Volkswagen's X Tik Tok search advertisement, in addition to using eye-catching eggs to enhance consumers' content experience, SAIC Volkswagen's own marketing resources and Tik Tok search advertising products were also integrated, covering every possible heartbeat moment in consumers' decision-making process.

To put it simply, in the interactive gameplay between SAIC Volkswagen and consumers, Tik Tok search has opened the online contact of users from planting grass to buying a car through three major paths:

First of all, never opening the screen is the first contact with the user. Don't search for high-value sports and fashion sense in the creative opening screen. The new car is presented together with the magnifying glass technology sense scene to stimulate users' interest in clicking. Users can go directly to popular products and pop up interesting eggs with one click, and then learn more about them on the product design and topic page. Yan value online, digital online, smart online? SAIC Volkswagen brand-new Tiguan L product.

Secondly, users actively search in Tik Tok? SAIC Volkswagen New Tiguan L? An unexpected surprise egg was found. After the egg faded, the product page clearly presented the brand information and new product preview of SAIC Volkswagen, which realized the transformation of brand management.

Finally, the topic # Don't search SAIC Volkswagen on the Tik Tok hot search list has aroused users' curiosity. Users click on it to further promote the topic of explosions, and then jump to popular products and specialties, and an egg appears. Brand and product information are newly unveiled, showing brand tension, strengthening audience interest, and further precipitating traffic to the brand's own business position.

In the integrated marketing communication between SAIC Volkswagen and Tik Tok Search, Tik Tok Search actually assumed the function of marketing hub. The three paths built around this marketing hub cover all the contacts of users in the process of Tik Tok's contact with content, and set surprises at each key node, with new ideas and interlocking, firmly locking users' attention.

What is Tik Tok's pursuit of The Secret Behind?

What's the secret behind the Tik Tok search advertisement for SAIC Volkswagen? Actually, this is a? Everybody knows? But no one seriously thinks about this secret, that is, in Tik Tok? Brush search? It has become a natural user habit, because it is too natural to be noticed. Previously, three suspense short videos of "Never Search" officially released by Huge Engine showed this natural behavior path to the public.

For users who are the subject of search behavior, brush and search? Bring convenience to users' life decisions. Scenes in short videos and live content will stimulate users' potential needs, and urge users to further search for products, shops and places mentioned in the content, so that users can make fewer detours in the decision-making process and improve the decision-making efficiency in real life. Relevant data show that in August 2020, the PV of huge engine search day reached 500 million, of which the search volume of e-commerce increased by 238%, and 57% of users used to browse before searching. At present, the search volume of Tik Tok users is still rising rapidly. In the ecology of Tik Tok, users have changed from traditional? Go after searching? , into? Brush search, even brush search to buy? Three warm-up videos are an extension of this insight.

For the brand? Heuristic search? This means the new marketing opportunities. Since users' consumption demand can be stimulated by content, actively setting the stimulating nodes can guide users to enter the brand territory step by step and realize the commercial transformation of intentional groups. Specifically, heuristic search has brought new value in three aspects:

1. Long-term occupation, deep connection between users and brands. In the long-term occupation of decentralized massive traffic, search products, bidding advertisements, etc., we will continue to show the brand to users and continue to strengthen users' perception of the brand. When users have related needs, they will search for brand/category information at the first time. Is it a brand? Long term? And then what? Delayed gratification? The marketing value of.

2. Close your interest and accept people with lofty ideals. It can realize the transformation of people with high interest and intention and avoid the loss of grass.

3. Hot spots break the circle and activate the brand volume. Make use of the hot list of Tik Tok+the search heat of hot products and specialties to further drain challenges, topics and national tasks and strengthen interaction.

From the battle between SAIC- Volkswagen and Tik Tok search, we can see that Tik Tok search, which was once underestimated, has shown a powerful marketing hub function, established communication links between users and brands, and has become a key node to promote business transformation.

Recently, this wave of "Don't Search Surprise Games" created by massive engine search advertisements combined with many brands has been launched one after another. In the ever-changing marketing environment and escalating content ecology, brands and Tik Tok search games will continue to upgrade and innovate, and new imagination space for marketing has been opened. @20 19