In the context of the “dual cycle” development pattern and the large domestic consumer market, the advertising industry continues to play an important role in promoting consumption and enhancing economic growth. The “14th Five-Year Plan” proposes to “carry out Chinese brand creation actions”, which provides new impetus for the rise of national brands.
On December 11, 2021, the 28th China International Advertising Festival officially opened in Xiamen. The main forum of this advertising festival is to help the “double cycle” and empower the “national product tide” as the theme, and deeply analyze the development of the “double cycle”. Under the market changes under the structure, we will jointly explore new methods to promote marketing effects. At the forum site, Chen Xiaofeng, senior vice president of Xinyi Interactive, was invited to give a keynote speech on DTC marketing.
Faced with the topic of marketing growth, Chen Xiaofeng also gave the answer based on the DTC model research of Xinyi Interactive at the scene-CIG-Marketing Growth Framework, which is user-centered and focused on the realization of “digital user lifetime marketing value” from the bottom. This bottom-level cornerstone, through the brand-user-resource value co-creation of the marketing ecology, ultimately achieves the dual growth of the company’s digital brand equity and digital business.
Chen Xiaofeng introduced the CIG-Marketing Growth Framework from three levels: the cornerstone layer, the driving layer, and the growth layer. He mentioned: The cornerstone of the framework is the lifetime marketing value of users. Establish a user data platform for brand owners through digital empowerment, focusing on the accumulation and management of 360-degree full life cycle user assets, and deeply stimulate the potential of private domain traffic. The driving layer is to maximize the integration of brands, users, and resources to build a benign, continuous, and advanced value co-creating marketing ecosystem. The essence of the growth layer is to drive the digital business growth of enterprises, centering on users, and achieving product-efficiency integration, channel integration, and experience integration.
Finally, Chen Xiaofeng said that he hopes to join hands with colleagues in the industry to help the “double cycle” and empower the “national product trend”.
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