集中或分散的行銷更有效? 以C公司網紅行銷與數據服務為例

Abstract

現代的數位整合行銷策略強調在各種社交平台和廣告渠道上協同推廣品牌信息，近年來網紅行銷已成為一種流行的方法。透過與網紅合作，企業能夠利用這些個體在特定社群中建立的信任和影響力，以自然而具有說服力的方式傳遞品牌訊息。網紅行銷與社交媒體行銷、內容行銷、搜尋引擎優化（SEO）及電子郵件行銷無縫整合，形成一個統一的策略。其關鍵在於選擇與品牌價值觀相符的網紅，利用他們的內容透過故事講述、產品試用和用戶生成的內容來吸引和參與目標受眾，從而使品牌訊息更加貼近並易於接受。

近期，網紅行銷的策略逐漸發生變化。傳統上，公司集中資源在與名人或關鍵意見領袖（KOL）進行合作，以最大化品牌曝光。然而，越來越多的企業現在選擇將行銷預算分配給眾多較小的關鍵意見消費者（KOC）。這些較小的KOC通常擁有更專注和細分的追隨者，能夠更有效地針對精確定義的受眾群體。此外，小型KOC與其受眾之間緊密的關係和高互動率賦予了他們的推薦獨特的說服力，是真實性和信任感的延伸。這些因素結合相對較低的合作成本，為企業提供了更具成本效益的行銷途徑，特別是在預算緊張或尋求高投資回報時。

本案例研究探討了個案公司如何利用其在雲服務和人工智慧技術方面的專業知識，拓展新的商業模式，特別是利用基於AI的社交媒體內容分類與情感分析服務進行網紅分析和受眾匹配。研究還討論技術服務如何適應網紅行銷的變化趨勢，無論是專注於與大型KOL的合作，還是在眾多小型KOC之間分散行銷資源。同時，透過個案探討創新技術如何提升行銷策略的有效性和效率，研究力求提供更精確、更個性化的網紅行銷解決方案，不僅幫助品牌實現行銷目標，同時也為技術公司開拓新的商業模式和收入來源，並討論技術公司在數位行銷產業鏈中廣告範式轉移時所面臨的機遇與挑戰。

Modern digital integrated marketing strategies emphasize the coordinated promotion of brand messages across various social platforms and advertising channels, with influencer marketing emerging as a prevalent approach in recent years. By collaborating with influencers, businesses can leverage the trust and influence these individuals have established within specific communities to convey brand messages in a natural and persuasive manner. Influencer marketing integrates seamlessly with social media marketing, content marketing, search engine optimization (SEO), and email marketing, forming a cohesive strategy. The key lies in selecting influencers whose values align with the brand’s, using their content to attract and engage the target audience through storytelling, product trials, and user-generated content, thus making the brand message more relatable and accessible.

Recently, the strategies employed in influencer marketing have shifted. Traditionally, companies concentrated resources on collaborations with celebrities or major Key Opinion Leaders (KOLs) to maximize brand exposure. However, an increasing number of businesses are now opting to allocate their marketing budgets across a multitude of smaller Key Opinion Consumers (KOCs), reflecting a significant strategic shift. Smaller KOCs often have more focused and segmented followers, enabling more effective targeting of precisely defined audience segments. Moreover, the close relationships and high interaction rates between small KOCs and their audiences lend a unique persuasive power to their endorsements, an extension of authenticity and trust. These factors, combined with relatively lower collaboration costs, offer businesses a more cost-effective marketing approach, particularly when budgets are tight or a high return on investment is sought.

This case study explores how the case company utilizes its expertise in cloud services and AI technologies to expand into new business models, particularly in the use of AI-driven social media sentiment analysis services for influencer analysis and matchmaking. It also examines how technological services can adapt to the changing trends in influencer marketing, whether focusing on collaborations with large KOLs or spreading marketing resources among numerous small KOCs.

This study aims to deepen understanding of how innovative technologies can enhance marketing strategy effectiveness and efficiency, and discuss the opportunities and challenges faced by tech companies as advertising paradigms shift within the digital marketing industry chain. It seeks to provide more precise, personalized influencer marketing solutions that not only help brands achieve their marketing objectives but also open new business models and revenue streams for tech companies.