According to the actions of exposure

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It is exposure - click - purchase. click, and purchase, there are O-A5 groups of consumers. Brands do not exist in an abstract way apart from users , but exist in an interactive relationship with users. Consumers' perception of brands does not come out of thin air, but is established in the process of the brand continuously sending signals. How a brand should promote itself also depends on these five dimensions . Because the criteria for judging a brand's actions, rhythm, and strategy are based on the interactive relationship between the user and the brand. 5A : From the perspective of consumer behavior, describe the strength of the behavioral relationship between consumers and brands . A1 : aware : understand (exposed people) attract (shallow interaction .


A3 : ask ( deep interaction group) A4 : act ( purchase) A5 : advocate ( fan user ) Exposure group —O/A1 Clicking group —A2/A3 Purchasing group —A4/A5 Therefore, as the No. 1 brand , you must clearly know the number data stage and overall situation of the brand . What type of grass should be planted at this stage, what type of keywords should be used, and what level of people should be covered ( O-A5 ): from the brand's original population to competitors, from categories to cross-categories, and then to scenarios. By planting grass at different stages, on the one hand, the planting area is increased and the base of the exposed population is increased ; on the other hand, the density of planting grass is deepened, which can occupy the user's mind.




Two types of grass planting (quantity area , mental density) The leap from quantity to quality lies in the fermentation of grass planting area and density Quantity and area : large area, expanded penetration surface Mental density: deepen cognition, occupy the mind, and provide penetration In the past, promotion was centralized, but now it is decentralized. Is it harder or easier? In essence, it has become easier, and even consumer reach has become more efficient. The premise is that you can skillfully plant grass and penetrate in stages. Previous promotional talks covered Today's grass planting, penetration Coverage is a process of widespread publicity , and penetration is a concept of circles. Decentralized medium .