What is the trend of talent marketing? Three directions

 What is the trend of talent marketing?

What are the trends in talent marketing? This question is actually not difficult to guess, we just need to see where the customer's pain point is? What problem is the most active talent platform on the market trying to solve? We can find out.

Let me take the huge star map as an example to disassemble the three trends of talent marketing.

Learn about nine talent marketing jobs..!

Trend 1, Efficiency: Scale matching talents to make service a "standard product"

When it comes to talent marketing, the first problem a brand faces is how to screen talent.

The bigger the number of fans, the better? Is the higher the price/performance ratio the better? Is the ability to fulfill orders better? It is wrong to take these elements out individually. Brands should take all elements into consideration, form a screening model, and then match talents one by one.

This kind of human flesh screening mode is naturally inefficient, and more and more brands have used the platform to recommend and match products for talent matching. You can complete second-level talent matching on the massive star map platform through preset promotion goals, promotion plans, fan portraits and other dimensions.

In 2020, 80% of the orders of the huge star map are matched by the system, mainly by the recommendation assistant of the one-price communication task and the system dispatched order of the submission task.

A few days ago on the 2021 Huge Star Map Talent Festival, Huge Star Map just announced the "Star Map Optimization", trying to provide a standardized service model for talent marketing.

Brand owners can enjoy one-stop delivery services including communication plan planning, talent pre-selection strategy, contract performance communication and implementation, delivery traffic subsidies, exclusive review channels, and post-investment full-case analysis.

These series of actions of the huge star map are all trying to make the service a "standard product" and maximize the matching efficiency.

 Trend 2, Effect: Replacing Experience with Technology

In the past, we mainly relied on experience in the marketing of talents. Whoever cooperates with more talents and knows more about talents is a better trader. But experience, the biggest problem is lag.

For example, if an expert’s last creative quality was not high, it is not necessarily the case that his next order’s creative quality is not good either. Maybe people learned a lesson and the team recruited a new content planner?

If the data does not perform well after the content is released, should we vote for Dou+ immediately, or wait and see for a while?

Now, a huge number of these problems can be solved with technology. Before the launch, the giant star map can use the technical model to screen the monthly "black masters" to reduce the customer's risk of betting; during the launch, it can also use real-time data feedback to make predictions and performance warnings.

If the data growth is not good, the account will accurately buy the amount, wake up the people who have not watched it, or make a second touch to the "people who have watched but not purchased"; if the data is very good, the account will automatically increase the budget and focus on high-quality content. Heat it up and put the expense on the edge.

The advantage of technology is that it transforms talent marketing from a one-shot deal into a dynamically adjusted smart delivery.

Trend 3, Measurement: From Surface Value, Evolution to Asset Value

When it comes to performance measurement, many marketers feel that the actual value is not large. After a wave of launches, we can only see crowd portraits, CPM costs, playback data, etc. These are very superficial data.

However, the measurement system built by the giant star map has begun to penetrate from surface value to asset value.

In addition to measuring traditional indicators such as playback volume and component download volume, the system can already see data such as long-term changes in brand data assets and the flow of people. This data can assess the long-term impact of celebrity content on users' minds and behaviors.

Moreover, this measurement system runs through every link of Daren marketing. Clear guidance can be provided in such nodes as talent screening, crowd chasing investment, case closing and restocking, marketing value analysis and long-term asset accumulation.

Three trends show that talent marketing is evolving into a "smart model" that seeks to use technology to solve problems of efficiency, effectiveness and measurement.