If one keyword is used to describe the marketing industry in 2021, it must be "volume". A large number of brands will find that marketing is becoming more and more difficult. The main reason is actually that the cost of traffic continues to rise, new Fax List incremental markets are hard to find, coupled with the uncertainty brought about by repeated epidemics, whether the budget is spent on ROI. Come back, no one dares to play this package. We found that the mentality of a large number of brands has become extremely pragmatic now, and they are less likely to pay for illusory brand exposure, but really want to see sales feedback after marketing expenses are invested.
It is for this reason that many brands actually hold a certain amount of marketing expenses, but they dare not spend it. The pragmatic mentality of the Fax List brand is obviously affected by the general environment, especially in the new consumption field. 2021 is a year of great volatility. At the beginning of the year, it was still a prosperous carnival. Capital has also become more rational and cautious. In fact, in this year's Double Eleven, many traditional big names have surpassed new consumer brands, and the sustainability of new consumer brands has been questioned to some extent.
Anxiety is the norm for managers of businesses we approach. We have mentioned the failure of traditional marketing models many times, but what really troubles brands is that new marketing models and marketing theories have not yet Fax List been established, and they are still in a highly variable environment. For example, the original brand seems to have found that it can achieve sales through live streaming, and seems to have found a marketing shortcut in the era of short video live streaming.