Marketing keywords that are popular on the Internet in April

This article summarizes the hot online marketing buzzwords in April to help brands sort out their future marketing directions, achieve breakthrough marketing, seize the dividends of the consumer market, and control social marketing hotspots to serve brand marketing. Newbies in brand marketing operations are welcome to learn and discuss together.

With the upgrading of consumption and the change of user consumption habits, new brands continue to emerge in the consumer market. In order to compete for target users, brands continue to introduce new ways of playing, from social media promotion, leveraging hot spots, integrating new technologies, emotional marketing to occupying the minds of users, which brings double volume to the brand.

In the emerging consumer market, if brands want to achieve breakthrough marketing, seize the dividends of the consumer market, and become the focus of consumer attention, they need to pay more attention to the control of marketing trends and social marketing hotspots to serve brand marketing.

In this regard, Mr. Bingfa summarized the marketing keywords that were popular on the Internet in April, hoping to help brands sort out future marketing trends.

1. Zibo BBQ

Details: This is the traffic code of Zibo barbecue!

Zibo barbecue has successfully launched its urban marketing campaign. Using barbecue as a starting point, Zibo has presented many hot topics to the public, including the soothing smell of fireworks, the popular festival-making method in the marketing market, and more fashionable boys/girls to attract the public's attention. The continuous traffic has begun to make more marketers want to spy on the secrets behind it.

As a result, content creation about the traffic code of Zibo barbecue is everywhere, ranging from product quality and taste, to the high-profile promotion of the cultural and tourism group, to the national carnival that has generated a yearning for Zibo, which has also made the market popularity and brand advantages of Zibo city tourism more obvious.

It can be said that Zibo has successfully integrated its profound urban culture with occasional online hot spots. With the cooperation of the government, Zibo barbecue is not just barbecue, but the worldly life that the public yearns for, and it has also made Zibo barbecue a phenomenal marketing sample.

2. Ice cream marketing

If Zibo BBQ is a successful example of leveraging the hot topics on social media, then the successful marketing of many brands using the BMW ice cream "controversy" is the transformation of negative influence into a hot topic on the Internet, which helps the brands gain traffic and interest.

After the controversy caused by distributing ice cream at the BMW Motor Show, a series of public relations actions by the brand escalated public opinion and also made the brand deeply involved in the whirlpool of public opinion. Generally, in such a situation, many brands would choose to watch the excitement from the other side of the river, but this time, the brands all played a gimmick, which led to the ice cream marketing of the brands. For example, Xiaopeng Motors’ “ No water splashing, no Zibo barbecue + beer, but sincere ice cream distribution” took advantage of three hot spots at once.

Netizens praised: Xiaopeng now understands marketing very well.

Jietu Automobile directly said, "We'll take you to see beauties and eat ice cream." FAW Audi was even more "smart," saying, "Take a test drive of the Audi Q4e-tron and enjoy the freedom of 'ice cream' ." Converting hot spots into traffic is a common way for brands, but being able to turn negative traffic into an opportunity to attract attention has shifted the focus of public attention and helped brands achieve marketing through borrowing.

3. ChatGPT

Unlike occasional social hot spots that bring traffic, the popularity of ChatGPT has changed the perception of more people, so that more brands want to seek new opportunities in the ChatGPT trend.

For example, Baidu launched "Wen Xin Yi Yan" based on its own big data computing capabilities, and Mita Technology launched "Dialogue Writing Cat". In addition to the birth of new products, Meituan Youxuan also embraced the changes of the times, applied new tools to brand advertising creation, and launched the first AI-drawn outdoor advertisement.

At the same time, the popularity of ChatGPT also fired the first shot of AI replacing human labor. The public relations giant BlueFocus said: It has suspended all outsourcing. The business includes creative design outsourcing, proposal writing outsourcing, copywriting outsourcing, short-term employees (freelancers), etc. It seems that BlueFocus is actively embracing change. The emergence of ChatGPT in the world has subverted the professions that mainly focus on content production.

Prior to this, Blue Label announced that it had accepted the OpenAI ChatGPT (GPT-3.5) related services launched by Microsoft Cloud, which also officially stated that ChatGPT has brought visible changes to people's careers.

The sudden popularity of ChatGPT and its small-scale application in the market have affected professions such as content creators, designers, and translators. Although being affected does not mean that a certain profession will be replaced immediately, ChatGPT has indeed caused more people to re-examine AI. After all, every innovation of a tool represents the progress and development of social productivity, which is irresistible and unchangeable.

4. Music Festival Marketing

Details: Mixue Ice City, which is going crazy, is here to disrupt music festival marketing again

Compared with the workplace anxiety brought to more people by ChatGPT, Mixue Ice City’s music festival marketing is more joyful. Originally, Mixue Ice City’s cross-border music festival was an eye-catching thing. Compared with music festivals with obvious economic purposes, Mixue Ice City’s music festivals are the same as the characteristics of the brand, ensuring affordability. This is why the public is celebrating “The Snow King strikes and brings down the price of the music festival.”

In today's world of endless marketing methods, Mixue Ice City's music festival marketing can help the brand win the hearts of young people and deepen the brand's younger and more fashionable image. For a long time, Mixue Ice City's audience has been jokingly called small town youth, while the audience of music festivals is generally young people who are more sociable and like a stronger sense of companionship.

Mixue Ice City's participation in the music festival means that the brand wants to attract young people's attention through a more fashionable form of social entertainment. At the same time, it adds ticket prices that match the brand's tone and a more youthful marketing scene to highlight the brand's tone and lay the foundation for the brand to win more young users who are keen on fashion. On the other hand, it further deepens the brand's IP and establishes a closer connection with consumers. Mixue Ice City's popularity in recent years is inextricably linked to its Snow King IP.

This time, Mixue Ice City chose music festival marketing, which can achieve further contact with users, and secondly, appear in front of users with a more lively and fashionable image, strengthening its more friendly brand image. At the same time, holding a music festival can also help the brand expand its new business territory and obtain traffic and cash income.

It can be said that Mixue Bingcheng has unleashed new capabilities for the brand with its more trendy music festival marketing approach, and through insight into the new generation's consumer needs for companionship, entertainment, and social interaction, it has further integrated the Snow King IP with the music festival, unlocked a new track for music festival marketing, and made Mixue Bingcheng stand out among its competitors.

5. Taobao’s 20th Anniversary

Details: Taobao used a fashion show to show the 20-year history of the aesthetic changes of the Chinese people. In addition to the above hot topics that attracted users' attention in April, the 20th anniversary of Taobao became the focus of public attention. The 20th anniversary of Taobao can be regarded as a milestone in the development history of China's e-commerce. As a national shopping app, Taobao carries the growth memory and youth of every consumer, and is a mutual witness and companionship.

The emergence of Taobao has successfully changed the shopping habits of the vast majority of Chinese consumers and has evolved into a more convenient and efficient business model. The development of Taobao has successfully subverted China's retail and consumer markets, and at the same time changed the value of shopping, from functional consumption of products to mental consumption of self-pleasure and companionship value. It can be said that Taobao's 20 years of development has not only changed the business model of China's consumer market, but also changed the consumption habits of most Chinese users, making a huge contribution to China's economic development.

6. Slam Dunk

In addition, the release of Slam Dunk in April set off a wave of nostalgia. The four words "Slam Dunk" can be said to be synonymous with the youth of the 80s and 90s. After all, who didn't have a Rukawa Kaede in their youth? Whether it is the persistence and passion of "never give up until the last moment" , or the regret that the story ends abruptly and carries more people's regrets, or the "my youth is back" viewing craze, all prove the charm of sentimental marketing and passionate sports.

The hit screening of Slam Dunk is not only a memory of youth for more people, but also a collective coming-of-age ceremony for a group of older children who persist in their passion and are full of emotions. It completes these people's farewell to their youth and seems to have also started a new journey in life psychologically.

The reason why sentiment can leverage the consumer market is largely because it can easily touch the hearts of users, and connect them with consumers' youth, love, regrets and other lost or most beautiful memories in their hearts, affecting people's emotions and moods, and touching the souls of more people. This is also the charm of sentimental marketing.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"