Explore the Impact of Live Marketing on Contemporary

Consumption Concepts

Xinyue Hu

Shenzhen Zhengde High School, 518000 Guangdong, China

Keywords: Elements of live marketing, Benefits of live marketing, Disadvantages of live marketing, Factors affecting

the live broadcast results

Abstract: Now the mobile phone is more and more advanced, and the network is more and more developed, which has

changed a variety of different forms of network broadcast. Different people can broadcast live in their own

way to achieve their purposes. Because of the increasing number of network live broadcasts, the form has

become colorful, so people should pay attention to the elements of live broadcasts and the matters that they

need to pay attention to. This issue of live broadcast elements can be discussed through literature review,

induction, and comparison. The success of a live broadcast is inseparable from the blessing of various

elements, which requires the simultaneous existence of different elements, and the use of various elements to

the extreme, to give full play to its maximum role, to achieve the expected results. People who broadcast live

should constantly update the elements of live broadcast and find the elements that suit them, rather than

blindly follow them

1 INTRODUCTION

This study focuses on the elements of live marketing.

Live network marketing is a new marketing method

that uses online platforms to display and exchange

product information. Compared with traditional e-

commerce, a live network is more efficient in the

marketing process, which can effectively improve the

speed of consumers' acquisition of product

information and meet their various needs (Yang

2023). Live marketing can establish a real first

impression for the public because, through video, the

product is difficult to fake, the presenter can show the

product 360 degrees without dead corners.

Consumers can observe different details of the

product and the use of the product function so that

consumers have a full understanding of the product

(Duan 2023). In recent years, with the continuous

development of network technology and the

increasing demand of consumers for interactivity,

live marketing has gradually become a new trend in

enterprise marketing. This study is very meaningful

for the effect and success of live marketing influenced

by various factors. Recently, live marketing has

become more and more popular and entered the

public's vision in different ways. Therefore, live

marketing needs to continuously enrich and add

various elements to enhance its competitiveness. It

can be seen that during the development of a concept

or thing, I should constantly give it new elements, or

enhance its competitiveness by adding added value to

it.Data show that as of June 2023, China's online

shopping users reached 884 million. The number of

live-streaming e-commerce users reached 526 million,

and the penetration rate continued to increase. In 2022,

the Ministry of Commerce focused on monitoring the

e-commerce platform for more than 120 million live

broadcasts, more than 1.1 trillion cumulative viewers,

more than 95 million live commodities, and nearly

1.1 million active anchors (Wu 2023). It is estimated

that in 2022, the total amount of live e-commerce

transactions in China will be about 3.5 trillion yuan,

with a year-on-year growth rate of 48%. The total

transaction volume is expected to exceed 4 trillion

yuan in 2023. At present, the main consumer groups

in China have shown the characteristics of young

people (Zhou 2023). This study is mainly carried out

from the aspects of various elements needed for live

marketing. Literature review research, inductive

research, and comparative research are used to search

and read relevant materials and literature. The

advantage of these research methods is that they can

well analyze what factors affect live broadcasting

344

Hu, X.

Explore the Impact of Live Marketing on Contemporary Consumption Concepts.

DOI: 10.5220/0012838600004547

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 1st International Conference on Data Science and Engineering (ICDSE 2024), pages 344-349

ISBN: 978-989-758-690-3

marketing and what factors are most important to live

broadcasting, which is conducive to the research.

2 RESEARCH METHODS

The first is the literature review research method.

Choosing the literature review method can save time

and resources in the first place. The literature research

method can save a lot of time and resources because

it only requires the researcher to analyze the existing

literature, without having to conduct field

investigations or experiments. Secondly, it can be

explored comprehensively. The literature approach

can be a comprehensive approach to a topic because

it can cover multiple fields, countries, and periods.

Then there is no subjective judgment on the findings.

The literature research method is an objective

research method, which does not make subjective

judgments on the research results, so it has high

credibility. Finally, it is not limited by time and space.

Literature research is not limited by time and space

and can study historical events, the situation of other

countries or regions, as well as current events.

The second is the inductive research method.

Through the observation and analysis of various live-

streaming processes and results, the common rules or

principles are extracted. The first advantage of

choosing induction is that it can be efficient and save

time. This is because it can save the reasoning and

calculation time in the process of induction and

deduction, and save the time of looking up data, so

the mathematical reasoning using induction is fast

and accurate. Second highest accuracy. Because it is

abstracted from the experience of previous

generations.

Third, the science is strong. The treatment of some

problems is unique.

The third is the comparative research method. By

comparing the data of different groups, different

regions, or different periods, the differences and

commonalities and the effects of factors are studied.

The advantage of choosing a comparative research

method is that the first is strong comparability.

Comparative analysis can compare data at different

times, in different places, and under different

conditions, to provide more comprehensive and

objective information for decision-makers. The

second is intuitive and easy to understand. The

comparative analysis method presents the data in the

form of charts or tables, making the data more

intuitive easy to understand, and easy to analyze and

interpret. Third, easy to operate. The comparative

analysis method is relatively simple and easy to

implement, does not need too many technical means

and tools, and is easy to master and implement.

Fourth comprehensive strong. Comparative analysis

can comprehensively reflect all aspects of things,

including quantity and quality, internal and external,

static and dynamic, to provide more comprehensive

information for decision-makers.

3 RESEARCH BACKGROUND

With the continuous development and progress of the

Internet, network broadcast has become a hot topic

and constantly appears in front of the public. At the

same time, network broadcast has become a trend that

affects People's Daily lives and appears in people's

lives all the time. Network broadcast has both

advantages and disadvantages. The advantage is

obviously that it brings a lot of convenience to

people's lives, but there are also some disadvantages.

The first advantage is that it is eye-catching. The

advantage of live marketing is that it integrates the

characteristics of "traditional media" based on

Internet media: through various means of publicity,

the attention scattered everywhere is attracted to a

certain platform, a certain period of focus, and the

marketing effect is self-evident. During the epidemic,

a million people paid attention to and 500,000 people

participated in car live marketing activities breaking

the current" car shutdown" state, once again releasing

vitality and igniting vitality (Mao 2023). Opened the

first online live marketing. It is extremely hot and

popular in the automobile industry, which has

brought highlights worthy of attention for automobile

marketing in the extraordinary period. This is how

SAIC Passenger Cars recently took advantage of the

"Valentine's Day" online live marketing campaign.

The event, named "Special Love for Special You",

was also held on SAIC Roewe APP and MG LiveAPP,

Tiktok, Tmall, Tencent Auto Mall, and other

platforms broadcast at the same time, and it has

become a hot topic of media discussion and tracking.

Public information shows that the live broadcast, at

least 500,000 people watched, and online interaction,

as long as more than an hour. Of course, the most

appropriate is the "talk to fight the epidemic, travel

epidemic prevention", the most exciting is to send a

million worth of "User care health bag" and "super

Koi blessing bag" gifts, and directly introduced the

products (Rowe and Lord) of the "three-level

progressive health protection system", "zero contact

car purchase service", and answered the relevant

questions of consumers and users.

Explore the Impact of Live Marketing on Contemporary Consumption Concepts

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The second advantage is that it is highly

interactive. Live marketing is interactive, unlike the

previous advertising, broadcast in a certain period, the

audience can only passively accept; Live network

with goods marketing means has a strong interaction,

improves user experience, and consumers can

understand the role of goods in the broadcast room,

see the real and the use of the effect (Ruosi 2023). It

can also interact with merchants in real time, solve

concerns about products, and even achieve instant

orders in popular live marketing.

The third advantage is authenticity and directness.

Live marketing has the characteristics of authenticity

and directness so that the audience can get a real

understanding of the product. Consumers can change

from passive acceptance to active attack, take the

initiative to choose and give opinions on the products

and services of merchants, so that consumers can

have the products they want, but also make the

investment of merchants more effective. For example,

in Taobao live broadcast, there is a theme of "lazy

people must self-heating small hot pot" food program,

in the live broadcast, users can put forward a variety

of questions about the product, the anchor to answer,

such as the user asked "crayfish discount" if the user

thinks the anchor's product is very affordable, will

buy, may also pay attention to the anchor, or send

gifts to the anchor. Gifts are exchanged for Taobao

gold coins. Users get the information they want to

know in the live broadcast, which greatly enhances

the sense of participation. Naturally, the effect cannot

be compared with simply watching the live broadcast,

which promotes the continuous improvement of the

performance of live broadcast marketing.

The fourth advantage is that live broadcasting

saves advertising costs. Live broadcasts can be spread

through the Internet for free, and they can reach

potential customers directly, effectively reducing

marketing costs. Live broadcasting can also further

improve marketing efficiency and reduce marketing

costs in a new consumption scenario, a wider

audience, and more adequate real-time

communication (Ding 2023).

The fifth advantage is that live streaming can

enhance brand recognition. First, live broadcasts can

be broadcast free of charge through the Internet, and

can directly contact potential customers; Second, the

strong consumption experience stimulated by live

broadcasting as an online marketing model makes it

easier for consumers to have value perception and

recognition of the brand and establish brand trust

)Ebrahimi et al 2023). Thus effectively reducing

marketing costs.

The sixth advantage is that it can increase

economic income. To be honest, the economic

benefits brought by network broadcast are very large,

especially the network broadcast after being blessed

by the halo of "star benefit". You know, stars already

have their traffic, and fans, they live casually on a

network broadcast platform, and the gift converted

into money is small, in the live broadcast, they play

an advertisement for a brand, for that brand, will also

bring great benefits.

However, the disadvantages of live marketing

cannot be ignored.

The first drawback is to create truly valuable

content. Live broadcasting is just a medium, it does

not produce content, and the subject of content

generation is still the subject of live broadcasting, it

is doing a good job in live marketing, but how to

produce high-quality and valuable content is a

problem that every staff involved in this marketing

needs to think about. Because live streaming needs to

create truly valuable content; This brings new

difficulties to live marketing. Valuable content is

fundamental to retaining users; in a live broadcast, if

you can't provide users with effective content, then

the loss of users will be inevitable.

The second disadvantage is that both success and

failure are broadcast live. Live broadcast is only a

new information medium, and live broadcast

marketing is a marketing method based on live

broadcast. In addition to quickly and

comprehensively disseminating information to all

audiences, other added value is the ultimate goal of

marketing. But how to make marketing do well and

make results? Once it is applied well, it will expose

the positive side of the brand, and its effect will be

infinitely amplified. Of course, once used improperly,

it will also bring great risks to live broadcasting. For

example, "millet" did the first press conference live,

live in the process, and the new "drone" in the process

of test flight suddenly fell and exploded; Obviously,

it is easy to see that this is a failure of live broadcast

activities, millet is not ready to live broadcast

technology guarantee work, and then caused the

failure of live marketing, and got a bad live broadcast

effect, which is the so-called live broadcast.

The third disadvantage is that the star should be

careful with the goods. The live broadcast itself does

not generate traffic, so the beginning of live

marketing will not produce the same effect. Many

businesses choose to invite stars who have their

traffic to support the brand. At present, the situation

of stars with goods is very common, which is one of

the best ways to efficiently enhance the popularity of

live broadcasting and bring marketing effects. Stars

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can bring traffic to live events, but the quality of the

event "caused" by stars will also bring corresponding

effects to brand advertisers. Although the Star Live

marketing effect is very good, but should not blindly

follow the crowd, but should be based on its

enterprise, and product characteristics, to find the

right star spokesperson.

The fourth disadvantage is that live broadcasting

requires professional anchors and camera equipment.

It needs to have a certain amount of professional

knowledge and skills but also needs to be equipped

with professional camera equipment, lighting, sound,

and other equipment, the cost is relatively high.

The fifth disadvantage is the limited broadcast

time and frequency. Live broadcast needs a certain

time arrangement and preparation, and the frequency

also needs a certain control, should not be too

frequent, otherwise, it will affect the audience's

interest and purchase desire.

The sixth disadvantage is that the audience

number and conversion rate of the live broadcast are

uncertain. The effect of live broadcast largely

depends on the number and quality of viewers, if

there are not enough viewers, or the conversion rate

of viewers is not high, then the effect of live broadcast

will be greatly reduced.

The seventh disadvantage is the low

controllability of live content. Live broadcasts are

real-time, and the anchor cannot predict and control

the reaction of each audience. In the case of

unpredictable situations, such as unreasonable

questions raised by the audience, the anchor may not

be able to cope well, resulting in a poor live broadcast

effect. In general, live e-commerce marketing has

many advantages and disadvantages, enterprises

should according to their situation, combined with the

market and competition, reasonable selection and use

of live e-commerce marketing mode, to achieve better

results. Only by making good use of the advantages

of live streaming can I bring more traffic and benefits.

Live streaming has the following eleven core

elements:

The first is to have a clear goal. Before going live,

make sure to know what the purpose is. Clear purpose

helps to master the direction, accurately target the

audience, and improve the effect of live broadcasting.

The second is to have high-quality content. High-

quality content is the core of live streaming. Live

broadcasting should have a certain content richness,

depth, interest, and education, which can let the

audience obtain value and promote interactive

communication.

The third is to build a personal brand image.

Whether it is a corporate live broadcast or a personal

live broadcast, I should pay attention to image

building. Need to have a certain topic, such as experts

in a specific field, small fresh lifestyle, etc. At the

same time, the personal image needs to fit the theme.

The image includes clothing, makeup, hairstyle,

speech, and so on.

Number four is an Eye-catching cover. A good

cover can attract a larger audience, so you need to

make an attractive cover to put on the front page of

the broadcast room. When making a cover, you need

to pay attention to color matching and text design.

The fifth is to have a good live broadcast

environment. The live environment should be fully

considered, and a clean, quiet, comfortable, and high-

definition shooting environment should be

maintained. Avoid loud sounds and cluttered

backgrounds.

The sixth is to have sufficient preparation time. A

good live broadcast requires plenty of preparation

time, including the installation of live broadcast

equipment, stage layout, scene scheduling, and the

preparation of interaction with the audience.

Number seven is to have a good interactive

experience. Live streaming requires a good

interactive experience. Including the interaction with

the audience, the invitation of live guests, the

interaction of the live broadcasting platform, etc.

Interaction not only increases audience participation

but also increases the effectiveness of content.

The eighth is to have a multi-platform promotion.

Live broadcast not only needs to be carried out on one

platform but also needs to be promoted on multiple

platforms. Such as MicroBlog, WeChat, Douyin,

Kwai, etc., which can expand the audience of live

broadcasts and increase the influence of content. The

differences in the speech skills of anchors may have

different influences and effects on the audience, and

then have an important impact on the marketing effect

(Gliga and Evers 2023).

The ninth point is to arrange the broadcast time

reasonably. Choosing the right time to broadcast can

increase the number of viewers. For example, choose

around 7 PM, and you can attract the audience to

watch after commuting.

Number ten is to keep an eye on data analysis.

After the live broadcast, you need to focus on data

analysis. The viewing situation of a live broadcast can

be analyzed from multiple aspects such as the number

of listeners, comments, and forwarding. Based on this,

I can understand my shortcomings and make

improvements to improve the next live broadcast

effect.

The 11th is the anchor’s speaking skills. The

differences in the speech skills of anchors may have

Explore the Impact of Live Marketing on Contemporary Consumption Concepts

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different influences and effects on the audience, and

then have an important impact on the marketing effect

(Wuisan and Handra 2023).

There are four other elements to live streaming:

The first element is having the right anchor.

Anchors need to have certain characteristics, such as

someone set (persuasive, guiding ability, affinity,

grounding, trust, etc.), can say (can control the field,

with rhythm), and understand the goods (a deep

understanding of the pros and cons of the industry and

goods, and explain the goods for users' pain points).

In addition, anchors also need to know how to

communicate with the audience and be able to

establish a good relationship with users.

The second element is the availability of qualified

goods. It mainly includes selection, price, and gifts.

The selection needs to be made according to the fan

portrait to ensure the quality and cost performance of

the product; The price should be competitive;

Giveaways are designed to attract viewers and

increase audience engagement.

The third element is to have the right venue. The

live broadcast venue can be live broadcast or other

suitable places, such as origin, physical inspection

shops, outdoor walking scenes, etc. The choice of

venue should be based on the live content to ensure a

good viewing experience.

The fourth element is interaction. Interaction is an

important part of live streaming and can be achieved

through welcome Language, self-introduction, effect

sound, and background music to create atmosphere

and improve audience participation and satisfaction.

The above four elements are indispensable, and

together they constitute a successful live broadcast

environment.

There are several types of live streaming:

The first type is entertainment live broadcast.

Anchors perform talent shows on the platform, such

as singing, dancing, etc., and interact with Net friends.

The second type is live streaming. Sharing and

accompanying have become the new driving force of

live streaming. Anchors share their daily lives, such

as cooking, eating, shopping, traveling, etc.

The third type is live broadcasts of games.

including mobile games, online games, and page

games, the anchor interacts with Net friends through

live broadcasts.

The fourth type is e-commerce live broadcast.

including TaoBao, which has its mall, its realization

method is mainly to sell goods.

4 RESEARCH DIRECTION AND

EXPECTATION

Following the main elements of the live broadcast

will make the whole live broadcast organized and

easy to understand. Clear the purpose of this live

broadcast will not appear in the live broadcast of

vague concepts.

Live marketing should also pay attention to how

to deal with emergencies. Such as: in the live

broadcast because the anchor business is not familiar

with the goods sold wrong, how should compensate

customers...What if there is an error in the delivery

process after the live broadcast? For example, if two

customers' goods are sent to each other incorrectly,

the customer information is filled in incorrectly.

Different from other live broadcast methods,

relying on unique live broadcast methods and

combining advantages, develop a new live broadcast

method, so that people have a new cognition of live

broadcast and feel live broadcast Can also be

plaintive, can have poetry and distance, do not have

to shout like most of the previous live broadcast, so

that people feel that live broadcast is a kind of

Shouting. The content of the live broadcast, the way

of the live broadcast, the plan of the live broadcast,

and the strength of the live broadcast team have a

direct impact on the effect of the live broadcast.

5 CONCLUSION

The research result of this study is that the factors of

live broadcasting marketing affect the effect and

effectiveness of live broadcasting to different degrees,

so it is further concluded that to do a good job in live

broadcasting and finally achieve its purpose, it is

necessary to carefully and responsibly select live

broadcasting marketing factors, find out the factors

suitable for oneself, screen them, allocate and

combine them. Use different factors in different

places and at different times, also to master the degree

of use of factors, but also to determine the factors that

must be equipped with each live broadcast. This study

provides a lot of valuable reference significance for

future research in this direction, which mainly affects

the use, advantages, and disadvantages of various

factors in live broadcasting. Future research should

focus more on the direct influence of factors and the

direction of the results after the influence.

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