As online traffic becomes more expensive, many brands are now challenged in multi- channel operations; and the highly homogeneous marketing contents make it harder to establish a brand difference. Against this backdrop, Kantar joined hands with Ocean Engine to release a report on new consumer brand growth methodology, helping brands evolve through the business growth cycle and achieve long-term successes.
In the report, Kantar and Ocean Engine jointly launched the "STEP Growth Methodology". The new methodology links traffic and content with commercial successes, helping new consumption brands to grow through four stages - Surge, Touch, Expand, and Persist. It elaborates different milestone marketing goals in each stage for new consumption brands, assisting these brands to continuously build up their integrated capacity in "product-marketing-operation". By achieving the three convergences between product and content, touchpoint and content as well as channel and content, the methodology attempts to arm new consumption brands with upgraded long-term capabilities to serve consumers in the new era.
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