Top 10 Marketing Keywords in the First Half of 2023

The first half of 2023 has passed, and many marketing events have occurred. So what are the top ten marketing keywords in the first half of 2023? The author sorted out the top ten marketing cases in the first half of the year and summarized the relevant keywords. Let's take a look at the analysis.

2023 is already halfway through, and many hot marketing events and cases have occurred in the first half of the year. These events and cases also reflect the changes in the current consumer market and business environment.

For marketers, especially in the current environment of reducing costs and increasing efficiency, they need to pay more attention to marketing trends and control of hot spots to create greater voice for the brand.

Below is a list of the top ten marketing keywords in the first half of the year, which will help you gain a deeper understanding of the entire marketing market. Perhaps you can discover marketing trends and opportunities in the second half of the year.

Table of contents:

1. hurricane
2. ChatGPT
3. Temple Economy
4. Zibo BBQ
5. Ice cream marketing
6. Marginal Marketing
7. Packaging Marketing
8. Co-branded marketing
9. Toy Marketing
10. Dopamine Wear

01 Storm: The strong breakthrough of film and television dramas

At the beginning of 2023, the most popular TV series is undoubtedly "Kuang Biao". In addition to its high-quality content, it also demonstrates the powerful sales and marketing capabilities of this type of IP.

In addition to official partner brands such as Amul, Nissin Jiom, and 999 Cold Relief Granules, which have gained a lot of popularity thanks to this drama, the "same products" that appeared in the drama have also seen a sales boom.

For example, "The Art of War" once topped Taobao's search results, with sales increasing dozens of times. Many merchants even directly added the keyword "Gao Qiqiang", and the same curly hair as my sister-in-law also attracted huge traffic.

Off the field, the popularity of the show also soared. The Qiangsheng Group, which has the same name as the show, quickly launched a live broadcast with over one million viewers, fully demonstrating how important it is for brands to learn to leverage marketing momentum.

02 ChatGPT: The full outbreak of the AI ​​industry

In 2023, ChatGPT became a global hit, with over one million users within five days of its launch, and over 100 million monthly active users in less than three months, making it the fastest software in human history to reach over 100 million users.

ChatGPT is not only a phenomenal application, but also drives the development of the entire AI industry. Major companies and countless industries have begun to accelerate their research on AI.

It will also have a profound impact on the marketing industry. For example, applications such as AI copywriting, AI painting, and digital humans, coupled with precise data analysis and strategy formulation, will make marketing content richer and more efficient.

With the arrival of this wave, many companies and brands have launched AI-related marketing activities and projects. I believe that AI will become an indispensable tool for future marketing.

03 Temple Economy: A New Place for Young People to Relax

In March this year, "temple tours" became popular, with young people skipping classes and making progress to burn incense. The number of orders for tickets to temple-related scenic spots has increased by 310% year-on-year this year. Among those who have booked tickets to temple scenic spots since February, those born in the 1990s and 2000s account for nearly 50%.

From a marketing perspective, it is not difficult to find that the popularity of temples is justified. Selling coffee, selling peripherals, selling blind boxes and other new marketing methods are common in major Internet celebrity temples.

But behind the popularity of the temples is the anxiety and pressure of contemporary young people, so the essence of marketing is a kind of "value transfer". Whoever can help them temporarily escape the anxiety of reality is most likely to win the hearts of young people.

04 Zibo BBQ: A Model of Urban Marketing

Zibo barbecue has become completely popular. Throughout April and May, social platforms and WeChat Moments were filled with related content.

From April 28 to May 2, Zibo City built a new barbecue city covering an area of ​​100 mu, which lasted for 20 days and attracted about 120,000 people to Zibo. Zibo also became the big winner of this year's May Day holiday.

The success of Zibo barbecue is not simply because the barbecue is delicious, nor is it an accidental phenomenon. It is the result of the joint efforts of every merchant, every local, and the city.

Especially the outcome of the Zibo government: a series of measures such as opening an "exclusive window for barbecue license application", opening a barbecue-specific high-speed rail train, adding barbecue buses, etc., have attracted a steady stream of people to "Zibo" to "barbecue", creating a phenomenal city marketing model.

05 Ice cream marketing: BMW’s crisis public relations led to marketing leverage

During the Shanghai Auto Show in April, staff at the BMW MINI booth were accused of discriminating between Chinese and foreign visitors when distributing free ice cream, triggering a public relations crisis. The subsequent public relations statement put BMW at the center of controversy.

As a result, "ice cream" has become a marketing hotspot, and many brands have taken the opportunity to market themselves and take advantage of the popularity.

Xiaopeng, a car brand also present at the auto show, posted on Weibo: "We don't play water splashing, we don't do Zibo barbecue, we deliver ice cream sincerely"; Audi said that you can enjoy "ice cream freedom" when you test drive in the store; Jietu Automobile directly said "take you to see beautiful women and eat ice cream"...

Although it is a bit too heartbreaking for BMW, it has to be said that the marketing effect is definitely twice the result with half the effort.

06 Edge Marketing: You Can’t Imitate Coconut Tree Easily

In the first half of the year, Coco Tree became popular again.

Since the beginning of March, sunny male models wearing black vests and sweatpants have appeared in Coconut Tree’s Douyin live broadcast room. In addition, the two accounts under it, white background with blue text for female anchors and blue background with yellow text for male anchors. Netizens joked that "Coconut Tree objectifies every gender equally."

At first, many people accused Coco Tree of being vulgar and borderline vulgar, but after a period of time, public opinion gradually reversed. In a Weibo poll of 360,000 people, more than 300,000 people thought that Coco Tree "did not borderline".

With such huge traffic, Yeshu even gave up on bringing in goods, and just went the extra mile. But with this exposure and volume, Yeshu still made a lot of money even if it didn't bring in goods.

There are also some imitators who have tried to follow suit, but without exception, they have all failed. After all, the positioning and route of Coco Tree contain more than 20 years of experience and skills. If you want to take shortcuts by "skirting the edge", you need to use it with caution.

07 Packaging Marketing: Big or Small Becomes the Key to Traffic

In the first half of the year, there was no shortage of marketing related to packaging. First, the "mini milk tea" group went viral, and then the "giant" instant noodle bucket was sold at a sky-high price.

Compared with the common conventional packaging, an eye-catching oversized packaging or a cute mini design can easily catch the attention of young people and become the traffic code on social platforms.

In fact, for brands, whether the packaging becomes larger or smaller, it is essentially a kind of insight into consumer psychology to meet the consumption needs of different stages and groups.

However, the brand will eventually return to the product. Only when the product is excellent can marketing methods earn more fame for the brand.

08 Joint marketing: HEYTEA and FENDI jointly launched

What is the most popular collaboration in the first half of the year? Heytea and FENDI are definitely one of them.

Once the co-branded product was launched, Heytea immediately received a huge order, becoming the hottest co-branded product in recent years. The online topic was even more popular, and it made a number of luxury brands see the potential of cross-border co-branding.

However, the public has been arguing about who makes money and who loses from this collaboration.

But it is undeniable that both parties got what they wanted. For Heytea, the cooperation with luxury goods has consolidated its image as a high-end tea drink, while FENDI has increased its exposure and made more young people know it.

09 Toy marketing: triggering a frenzy among adults

Following the Pikachu that went viral last year, KFC and McDonald’s are still making steady progress this year.

The Sanrio co-branded toys launched by KFC, the Gundam co-branded toys and Tetris game consoles launched by McDonald's were all sold out immediately.

The toys that should have been sold to children were snapped up by adults. In fact, adults value the IP value behind the toys, which aroused emotional resonance. In addition, young people are happy to share their favorites, and these limited-edition toys undoubtedly meet the value of social scarcity.

This shows that these two brands have a deep understanding of their target consumer groups. It is not difficult to understand why their toy marketing can go viral time and time again.

10 Dopamine dressing: multiple industries are vying to follow suit

This summer, blogger @白日小熊 made "dopamine outfits" popular. Colorful clothes, paired with the music of IF We Ever Broke Up, became the traffic code for outfit videos.

At present, the number of views of topics related to "dopamine" on Douyin has exceeded 10 billion, and the number of related notes on Xiaohongshu has exceeded an astonishing 4 million, making it the well-deserved traffic code at the moment.

The reason why dopamine dressing has become so popular is that colorful fashion can stimulate positive emotions. This is a kind of "positive association" that has the effect of "emotional healing."

As the trend continues to rise, industries such as catering, retail, and beauty have begun to take advantage of the "dopamine dressing" trend. For example, Luckin Coffee, Kudi and other tea drinks launched a "dopamine" series of tea drinks, and Lao Xiangji released a "dopamine catering person" video.

Not only is it popular right now, but for brands that want to "target" young consumers, "dopamine" color marketing is also a good choice.

Author: Yan Tao Source: WeChat public account "Yan Tao Sanshou (ID: yantao-219)"