在本文中，我们将给您介绍关于把巧克力球送上天，玛氏用UniMarketing打造网红零食的详细内容，此外，我们还将为您提供关于BoostYourStrategyWithTheContentMarket
在本文中，我们将给您介绍关于把巧克力球送上天，玛氏用Uni Marketing 打造网红零食的详细内容，此外，我们还将为您提供关于Boost Your Strategy With The Content Marketing Tools、Marketing Cloud API消费entity unsupported format错误消息的处理、Marketing Cloud contact主数据的csv导入、Marketing Cloud contact的API介绍的知识。
本文目录一览：- 把巧克力球送上天，玛氏用Uni Marketing 打造网红零食
- Boost Your Strategy With The Content Marketing Tools
- Marketing Cloud API消费entity unsupported format错误消息的处理
- Marketing Cloud contact主数据的csv导入
- Marketing Cloud contact的API介绍
把巧克力球送上天，玛氏用Uni Marketing 打造网红零食
把巧克力球放在天空之城的火山口，巧克力就会飞起来！
轻得可以飞上天，这是玛氏旗下品牌“麦提莎”在中国新品上市时的一个创意，购买麦提莎产品时会限量附赠一个天空之城的黑科技装备，主推“轻轻哒”这个定位。
这样的新品首发定位清晰，并自带UGC传播价值，网友还自创了许多另类新玩法，上市3天便获得8600万社交媒体互动。品牌话题度受到热捧的同时，麦提莎在天猫的表现也十分亮眼，消费者总量增加1640万，其中87%是新消费者，上市后的两小时内就突破了两百万的销量。麦提莎在天猫双11的表现也同样亮眼，蹿升至巧克力品类所有产品排名的第18名，同比增长387%。
新品首发便实现品效协同，而这恰好对应到了麦提莎的两大营销诉求。玛氏品牌总监邢姗姗介绍说，麦提莎希望通过这次新品上市，找到适合中国消费者的定位，同时找到一种高效的方式，快速建立它的品牌知名度，并促进销售，“阿里巴巴Uni Marketing在短时间内实现了这两大诉求，让我们可以用一种新的模型去打造品牌”。
定位：从“脆脆哒”到“轻轻哒”
这个历史悠久的英国巧克力品牌，被英国人票选为“最爱甜食”，其在中国香港市场也占据巧克力类零食销量第一的位置。
当它进入中国大陆时，面对的市场环境是——巧克力品类增速放缓，零食品类的新品牌和创新越来越多，根据尼尔森的研究，在25000个新上市的零食产品中，只有15个能够脱颖而出；但是巧克力在中国市场仍然有巨大潜力，中国消费者年均吃巧克力的量只有0.1公斤，远低于英国的10公斤、日本的1.7公斤。
我有几张阿里云幸运券分享给你，用券购买或者升级阿里云相应产品会有特惠惊喜哦！把想要买的产品的幸运券都领走吧！快下手，马上就要抢光了。
抓住中国消费者的偏好成为关键。麦提莎根据对中国消费者零食偏好的研究，预设了“年轻女性”、“喜欢巧克力”、“喜欢进口品牌”、“喜欢脆的零食”等六类目标消费人群，并假设以“脆脆哒”为品牌定位。
通过Uni Marketing 的品牌数据数据银行，麦提莎可以验证这种预设的有效性。麦提莎虽然在中国市场第一次亮相，但在大陆之外的很多国家和地区已经是很成熟的一个品牌，同时，通过跨境或者代购的方式，已经有部分大陆消费者成为它的拥趸，在Uni Marketing 的品牌数据银行里，可以清晰地看到这些消费者属性。
麦提莎和它的数据服务公司意略明比对后发现，有两类人群并不符合之前的人群预设，其中包含“喜欢脆的零食”这类人群，同时发现了“喜欢夹心饼干”、“喜欢低糖低脂零食”这两个新特征。种种特征都指向——喜欢麦提莎的是一个有一定压力却崇尚健康生活、寻求放松感觉的人群。
由此，麦提莎得以在上市筹备的初期就迅速将品牌定位由“脆脆哒”校准为了“轻轻哒”，目的明确地与目标消费者进行沟通。
凭借对人群的精确洞察和有效的沟通策略，麦提莎和意略明成为首届品牌数据银行先锋大赛的创新先锋。意略明大数据团队商务总监何凡表示，通过Uni Marketing 来做策略的一大好处是，它不再是停留于纸面上的一个报告，而是可以落地、可以实时优化的方案。
Boost Your Strategy With The Content Marketing Tools
Boost Your Strategy With The Content Marketing Tools
In today’s digital landscape, content marketing tools have emerged as a crucial component of any successful online business. Delivering valuable and engaging content to your target audience drives traffic, builds brand awareness, and increases conversions. However, managing and optimizing content marketing efforts can only be challenging with the right tools.
Content Management Systems (CMS)
A reliable CMS forms the foundation of your content marketing efforts. With a friendly interface, efficient organization, and powerful publishing capabilities: a CMS empowers you to create, edit and manage your content seamlessly.
WordPress, Drupal, and Joomla are popular CMS platforms that offer a wide range of features, including content scheduling, SEO optimization, and friendly plugins.
Keyword Research Tools
Keywords play a key role in content marketing, enabling you to understand what your target audience is searching for and optimizing your content accordingly. Tools like Google Keyword Planner, SEMrush, and Ahrefs provide valuable insights into keyword volume, competition, and related terms.
These tools help you uncover untapped opportunities, optimize your content for search engines and enhance your organic visibility.
Content Ideation and Research Tools
Generating fresh, captivating content ideas can be a daunting task. Content ideation tools such as BuzzSumo, Portent’s Content Idea Generator, and HubSpot’s Blog Ideas Generator can inspire your creativity by suggesting popular topics, trending themes, and related content in your industry.
These content marketing tools also help you conduct comprehensive research, analyze competitor content and uncover data-backed insights for creating compelling and unique content.
Content Creation and Collaboration Tools
Once you have your content ideas, it’s essential to create high-quality and visually appealing assets. Tools like Canva, Adobe Creative Cloud, and Piktochart provide intuitive interfaces and a wide range of templates, graphics, and design elements to help you produce stunning visuals and infographics.
Additionally, collaboration tools like Google Docs, Trello, and Asana streamline the content creation process by facilitating real-time collaboration, task assignment, and version control among team members.
https://vucac.com/
Social Media Management Tools
Promoting your content across social media channels is crucial for maximizing its reach and engagement. Social media management tools like Hootsuite, Buffer, and Sprout Social allow you to schedule posts, monitor conversations, analyze performance, and manage multiple accounts from a centralized dashboard.
These tools simplify social media marketing, enabling you to distribute and amplify your content across various platforms effectively.
Analytics and Performance Tracking Tools
Measuring the success of your content marketing efforts is essential for making data-driven decisions and optimizing your strategy. Google Analytics, Moz, and Content Marketing Institute’s Content Strategy Tool provide in-depth analytics and reporting features, enabling you to track website traffic, user behavior, conversion rates, and engagement metrics.
By analyzing these insights, you can refine your content strategy, identify areas for improvement and drive continuous growth.
Conclusion
A potent strategy for attracting, enticing, and converting your target audience is content marketing. However, it is essential to use the correct content marketing tools that streamline your workflow, improve your content creation process, and offer actionable insights if you want to get the best outcomes. You may maximize the effectiveness of your content marketing initiatives and promote long-term business growth by adding these tools to your strategy.
also see https://www.vucac.com/solutions/content-marketing-tools
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Marketing Cloud API消费entity unsupported format错误消息的处理
在消费SAP Marketing Cloud API时，遇到如下错误：
解决方案是在发起http请求的头部添加content-type字段，类型为multipart/mixed：
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Marketing Cloud contact主数据的csv导入
使用这个mock数据生成器网站https://www.mockaroo.com/b6790790，创建一个基于Marketing Cloud contact schema的csv文件。
如果偷懒的话，每个contact字段的值都可以选择随机生成。点Download Data下载到本地。
打开csv文件之后，还可以用文本编辑器对值进行微调。
进入Marketing Cloud，点Import进行导入：
在business administration这个catalog里的import monitor对导入过程进行监控： 
导入成功： 
导入的数据可以在Marketing Cloud里使用了： 
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Marketing Cloud contact的API介绍
下图的contact列表是Marketing Cloud调用后台odata服务后显示的：
URL:https://jerry.gcdemo.hybris.com/sap/opu/odata/sap/CUAN_CONTACT_SRV/$batch?sap-client=100
http请求的正文：
–batch_c914-a60c-1877
Content-Type: application/http
Content-Transfer-Encoding: binary
GET InteractionContacts?sap-client=100&KaTeX parse error: Expected ''EOF'', got ''&'' at position 7: skip=0&̲top=45& s e l e c t = I m a g e U R L select=ImageURL%2cName%2cContactLevelName%2cCountryName%2cCity%2cEMailAddress%2cPhoneNumber%2cMobilePhoneNumber%2cCorporateAccountName%2cInteractionContactUUID%2cRelationship%2cType& select=ImageURLinlinecount=allpages HTTP/1.1
sap-cancel-on-close: true
Cache-Control: max-age=360
sap-contextid-accept: header
Accept: application/json
Accept-Language: en
DataServiceVersion: 2.0
MaxDataServiceVersion: 2.0
–batch_c914-a60c-1877–
http响应：
{“d”:{"__count":“1218374”,“results”:[{"__metadata":{“id”:“https://diablo.gcdemo.hybris.com/sap/opu/odata/sap/CUAN_CONTACT_SRV/InteractionContacts(‘00163E1B0A701EE6939977B1F8726D4C’)”,“uri”:“https://diablo.gcdemo.hybris.com/sap/opu/odata/sap/CUAN_CONTACT_SRV/InteractionContacts(‘00163E1B0A701EE6939977B1F8726D4C’)”,“type”:“CUAN_CONTACT_SRV.InteractionContact”},“InteractionContactUUID”:“00163E1B0A701EE6939977B1F8726D4C”,“City”:“Newman”,“ContactLevelName”:“Self-Identified”,“CorporateAccountName”:"",“CountryName”:“USA”,“EMailAddress”:“0200205812_agatha.steward-90@outlook.com”,“ImageURL”:"",“MobilePhoneNumber”:"",“Name”:“Agatha Steward”,“PhoneNumber”:"",“Relationship”:1,“Type”:“01”},{"__metadata":{“id”:“https://diablo.gcdemo.hybris.com/sap/opu/odata/sap/CUAN_CONTACT_SRV/InteractionContacts(‘00163E1B0A701ED6939FBB838E1E803A’)”,“uri”:“https://diablo.gcdemo.hybris.com/sap/opu/odata/sap/CUAN_CONTACT_SRV/InteractionContacts(‘00163E1B0A701ED6939FBB838E1E803A’)”,“type”:“CUAN_CONTACT_SRV.InteractionContact”},“InteractionContactUUID”:“00163E1B0A701ED6939FBB838E1E803A”,“City”:"",“ContactLevelName”:“Self-Identified”,“CorporateAccountName”:"",“CountryName”:“USA”,“EMailAddress”:“antonioifernandez@einrot.com”,“ImageURL”:"",“MobilePhoneNumber”:"",“Name”:“Antonio Fernandez”,“PhoneNumber”:"",“Relationship”:0,“Type”:“01”},{"__metadata":要获取更多Jerry的原创文章，请关注公众号"汪子熙":
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