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营销者说我们的内部团队需要拓宽思路,充分认识和深入理解各种渠道应如何协同合作,了解我们的目标受众是如何接触到品牌信息的。2013年下半年,UPS在“我们爱物流”品牌推广基础上,与目标客户进行更加深入的沟通,“Happy Campaign”由此诞生。这是从“我们爱物流”变成一个更为深入的讨论物流优点的过程。有效的内容营销始于对目标受众的需要以及诉求的了解——即他们在寻找什么信息,什么信息对他们有吸引力和有意义。考虑到消费者一天24小时,无时无刻地不被海量信息所包围的现状,这一点至关重要。信息内容需要被本土化并具有地域相关性。基于对UPS目标客户的洞察,我们提炼了真实的物流故事——“什么样的物流让我开心”。
Marketers say our in-house team needs to broaden their thinking and understand fully and understand how channels work together to understand how our target audience comes into contact with the brand message. In the second half of 2013, UPS established deeper communication with its target customers based on the brand promotion of “We Love Logistics” and “Happy Campaign” was born. This is from “We Love Logistics” into a more in-depth discussion of the merits of the logistics process. Effective content marketing begins with understanding the needs and needs of the target audience - what information they are looking for and what information is appealing and meaningful to them. Given the fact that consumers are 24 hours a day, all-time, surrounded by vast amounts of information, it is crucial. Information needs to be localized and geographically relevant. Based on our insight into UPS’s target customers, we refined the real logistics story- “What kind of logistics make me happy”.