Consumer characteristics of new computer digital products
Men aged 26-35 and in high-speed cities are the main consumers of new computer digital products.
Both the content platform and the e-commerce platform are the key channels for obtaining new product information. The new product information sources of the content platform are rich, with various comparisons and horizontal comments. The e-commerce platform is recognized by consumers for its authenticity, objectivity and authority.
Logistics speed and service ability are important driving factors for consumers to choose purchase channels.
Consumer decision and purchase analysis
The decision-making process of new computer digital products is relatively long. New product marketing needs to layout different contents in multiple fields of grass planting, decision-making and transformation.
Consumers generally hope to obtain detailed and reliable product information before purchase. At present, there are many pain points, which need to "remove the fake and seek the truth" in the massive information. The endorsement of e-commerce platform can better dispel concerns and bring a sense of trust. On this basis, integrating relaxed and interesting content can shorten the distance with consumers.
Analysis of core consumption subgroup of new computer digital products
High line consumers have rich experience in purchase and use, and are more demanding on marketing content. The brand needs to highlight professionalism in new product content marketing, and introduce new black technology, parameter upgrading and other highlights.
Generation Z has distinct personalized needs for new products. They have rich Internet experience and strong information discrimination. Content marketing needs to pay more attention to novelty and interest. At the same time, they can't lose professional content driven decision-making.
Women pay less attention to "hard core" content, and the display of use scenes and product appearance are the key factors to impress them.
New content marketing trends and suggestions of computer digital products
Diversified marketing cooperation: the content platform is the main contact of consumers' daily access to information, while the e-commerce platform obtains the trust of consumers with information objectivity and professional authority, so it needs to be arranged accordingly.
Targeted content output: different types of consumers have different concerns about new products, and content marketing should be carried out according to local conditions according to the audience characteristics and tonal style of different content platforms.
More quantitative evaluation indicators: use multi-dimensional data to evaluate the content performance at different stages (exposure performance: CPM, mention rate of marketing words, transfer praise, etc.; transformation performance: store volume, Gmv, etc.).
