Remember the time when marketing was all about promotions on TV, radio, billboards, magazines, and newspapers? We, as a race, have come far from that era. No doubt, these media are essential to marketing, but today, the internet takes precedence, and nearly everything there is to be sold on the…

A top management team of a leading luxury brand asked me recently whether or not they needed to address millennials. Since most of their current buyers are over 35 years old, they thought it would be a waste of money to target younger people — a common misconception in the…

最近在一场酒局我从朋友的口中听到了一句话，“我明知道我的广告费有一半是浪费了。但是我从来不知道浪费的是哪一半。“ 很多品牌也因为如此，酱广告的预算给消减了，从而对销量的转化越来越看重。其实广告预算消减只是表面的现象，真正的原因是消费的底层逻辑变了。在过去，无论是传统门店还是线上渠道，都是“人找商品”的逻辑，但随着新消费的到来，渠道和媒体都发生了变化，一直播和社交电商兴起为标志，传统的“人找商品”已经变成了”商品找人“。 在移动互联网还没真正成熟的时候，消费者是必须经过“知晓-理解-接受-购买”的阶段，也就是说，消费者从还没看到广告到真正做出购买行为，通常有一个时间差。正因如此，品牌才需要营造铺天盖地式的广告效果！否则，即便消费者跑到了货架边，也很有可能由于时间的推移逐渐淡忘了品牌，而选择了其他的产品。 在这样的背景下，广告费用的浪费是不可避免的。 随着移动互联网的发展，传统的 “知晓-理解-接受-购买” 已经变成 “知晓-查找-购买”。作为消费者，他们只需要一部智能手机，就能够完成所有的步骤。

Recently, I wrote about whether you should have a mobile application for your business, which is a common question being asked around recently. Screenshots are similarly one of the last things developers need to think about before launching. Yet, taking the time to design proper screenshots is important, and should…

Popular Chinese social media platform XiaoHongShu (RED or Little Red Book) officially announced that it’s jumping on the e-commerce live-streaming bandwagon by launching the feature early next year. This announcement doesn’t come as a surprise. E-commerce live-streaming took off in China in 2019, exemplified by a Taobao live-stream during this…

网络推广(Digital Marketing)现在是企业宣传的核心阵地，很多企业向我们反应现在的网络推广不太好做了，照以前的套路效果越来越不理想了。Avixity认为互联网目前已经发展成熟，开始的红利期已经过去，现在互联网是一个充分竞争的市场渠道，肯定要在原有思路上不断创新，跟着互联网前进的步伐不断改进。今天Avixity在这里给大家聊聊2020年传统企业怎么做好网络推广。 网络推广需要规划 我们接触做传统业务的公司也有尝试过网络推广的，结果几十万广告费投下来，一点水花也没溅起来，便得出了结论：网络推广很烧钱。但其实这个操作过程中可能有一些问题，广告投放之后没有转化，可能是品牌在网络上没有口碑铺垫，导致客户没有信任感造成的。我们建议传统企业要系统性的做网络推广规划，一上来就直接花大把的钱去做广告引流可能效果并不理想。 在网络推广有系统规划的情况下，网络推广的回报一般是大于传统推广的。有一个做家居装修业务的客户，线上和线下两条腿走路，全年业绩两者持平。但是核算投入成本时，线下的销售养了几十人，每个月人力成本十几万。线上的成本是多少呢？每个月网络推广综合投入也就不到五万，加上人力成本，不到二十万。但线上和线下两者的产出一样，线上的投资回报率明显高于线下的投资。

Sounds like a simple question, however, with everyone jumping on the mobile application bandwagon it is important to assess if this is the right decision for your company. First step is to find a gap in your business where a mobile application can fill it. Will your app help save…

With the change and advancement of present day innovations, small and medium businesses are doing all that they can to keep up, which can be said to be valid for the remainder of human culture. …

Instagram boasts of over 1 billion monthly active users (MAU) and has become an effective marketing platform for businesses. It is of pivotal importance and must not be undermined if you want your brand promotion and marketing plan to succeed. …