Digital Marketing: Non Mainstream Righting

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Trend 1: online video marketing challenges TV advertising

Since Youtube has been popular around the world, online video has become an exciting platform for consumers. The survey by the new generation market surveillance agency shows that the proportion of consumers who browse videos online has reached 36.3%.

The introduction of TV makers' Internet TV products has also infiltrated traditional TV terminals into network video.

Compared with traditional TV advertising, network video marketing has unique advantages -- two-way communication, consumers can share their favorite videos with others, and even participate in the creation of network video. Moreover, online video is 24 hours all day long, while TV has only a limited number of hours for white-collar and high-end consumer groups, such as prime time.

In addition, online video is more diversified and flexible in form of advertising than TV.

For example, the patch advertising before the network video, the placement advertisement in the video, and the viral video pmitted by the company for the netizens are full of imagination.

In 2009, Shanghai GM adopted a very relaxed and entertaining video, such as "savage girlfriend buying a car", "cola," Dan Xiaonan "and" crazy driving test ", and so on. The virus spread on the Internet, forming spontaneous pmission and spread among consumers. It was popular for a while to let netizens remember the brand of the general motors and the new products displayed in a relaxed and vivid way.

The Internet drama has become a new media. For example, the first domestic car network concept play by the Shanghai Volkswagen and Sina automobile jointly designed by Lang Yi and "auto dream", and the Junjie FRV network drama "all the way to you" has attracted the attention of netizens.

Creative marketing planning can also complement each other between network video and TV, so as to maximize the effectiveness of marketing communication.

For example, in January 2009, the program that reflected the love of the 80's in Zhejiang TV and Sina was launched in January of 2009, because "love" was a subversion of the traditional TV production mode: sponsored by Wahaha "nutrition express line", Sina invested in the network promotion resources, and the satellite TV was put into the production and dissemination of resources on its own. Online and offline synchronized broadcasting, the webcast promoted the TV global brand network station ratings, and quickly and naturally passed the brand's fashionable and healthy brand tonality.

Many big companies around the world have a keen sense of change. Coca-Cola, Diageo and Unilever have joined the network video marketing force.

Internet video can bring millions of viewers, but the cost is much lower than that of advertising on TV programs.

Trend two: the formation of marketing detonating mode centered on the Internet

In the past, marketing communication basically followed the way of traditional media and network media, so many enterprises usually chose to launch large-scale advertising on TV, newspapers, magazines and broadcasting platforms, and then consider the Internet as a supplement to communication.

However, the attention of the audience to traditional media has been continuously dispersed by new media, and the Internet has been infiltrating into various groups. Relying solely on traditional media to form influence and prying consumption is no longer effective, and may cost a lot, but with little effect.

Some brands are rewriting the marketing communication model starting from traditional media, and boldly using the Internet as a detonating platform.

For example, COFCO put its fruit juice brand "joy" into the "Kaixin" game in 2009. Its popularity is rising rapidly. Gamers are not only staying in virtual games, but also through the random lottery system, they can send the "juices" of the entities through the offline distribution system to their friends.

In Beijing, the display of "Yue Yue" products also echoes with the Internet.

Through the Internet, the brand is becoming more aware of the white-collar workers. COFCO has begun to use traditional radio and television media to spread more widely, and its detonation point is from the network.

Therefore, enterprises need to rethink the path of brand communication and adjust the allocation of budgets.

For example, when NOKIA launched the first touch music mobile phone 5800XpressMusic, it planned to hold a network concert.

The interactive live broadcast of the NOKIA fun party has overturned the rules that viewers can only passively watch in traditional concerts and live webcast.

In addition to the concert on the eve of the Internet users can vote through the network to choose their favorite musicians and performance repertoire, in the process of watching the concert through the network, users can independently choose different viewing angles, through the network to flowers, applause and hot kisses to the performance singers, online chat with singers, also through the short message and online voting to select singers returning the show, more chance to online video dialogue with the stage singer.

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Trend three: social media creates micro marketing era

In 2009, China's SNS suddenly rose, and the social networking sites represented by Kaixin became popular immediately. The online "stealing vegetables" game also swept through the Internet in a short time. Now many farmers in the countryside are actively stealing the food online.

These platforms (instant messaging tools, SNS, blogs, micro blogs), which come from the influence of Internet users' self creation and cross diffusion, have changed the marketing communication mode in the past which relies on "broadcasts", relying on the traditional media, and everything in order to choose the orthodox authority media's marketing logic. On the social media platform, everyone is a broadcaster and everyone is a new media. This kind of marketing driven by personal power has unimaginable influence.

In 2010, COFCO's first interactive online game was launched in January, and its main products were embedded in the game. Each product was integrated from the initial field planting to factory processing, warehousing, pportation, and even the finishing process of an industrial chain that finally reached the table.

This game takes full advantage of the MSN platform and integrates the elements of social games. The online interactive games based on MSN platform are all COFCO's products, from corn oil to rice, from wine to chocolate and instant noodles. Players can choose any plant from rice, jade, wheat, and cocoa from seed cultivation, and eventually produce rice, corn oil and other end products through planting, warehousing, pportation and other links.

Players can invite colleagues and friends to play besides themselves. The more people who receive invitations and complete all the games, the more prizes they will get.

COFCO announced that it had prepared millions of prizes, mainly COFCO's grain and oil products.

Micro-blog also has strong potential for development in China.

For example, Twitter has developed "brand channel". Enterprises can build brand pages in Twitter, and set up various brand groups, and fans of the same brand can be aggregated together.

The global IT giant DELL has been using the Twitter enterprise platform since March 2007. At present, DELL has 65 Twitter groups on its official website.

So far, DELL has gained about $1 million in sales in Twitter.

Trend four: digital marketing cross media

Digital marketing is not just the Internet. In fact, many traditional marketing methods can integrate into the concept of digitalization, thus enhancing the penetration of marketing. Even a lot of time is just making some new ideas in the creativity and adding some new technology elements to make the broadcast more vivid.

For example, ice Carlsberg put forward the core concept of "no pleasure" at the end of 2007. In order to spread this idea, ice pure Carlsberg has pformed the waiting kiosk. In July 20, 2008, the first interactive bus kiosk was launched in the 10 most popular bus stops in Guangzhou. There were two "happy" and "unhappy" testing zones on the test boards of the waiting kiosks. As long as the hands touched lightly on the expression of "smiling face" or "crying face", the LED count board on the "happy" or "unhappy" area would increase the votes of consumers.

This outdoor based digital marketing campaign has attracted nearly 3 million people in Guangzhou, Chengdu, Kunming and Xi'an in 4 cities, and has become a social topic, maximizing its brand communication.

Apart from outdoor media, mobile phones are also a new tool for digital marketing.

For example, in Tokyo, during the busiest lunchtime, when you walk out of the office, your cell phone sounded a short message and told you which restaurants and seats nearby. The details of the restaurant are displayed on the outdoor billboards in front of you, and everything can be interacted. Adidas made a project called miCoach, which did not choose a more fashionable device, but developed a software for mobile instructor, showing your consumption and status during running, and provides the best plan and advice, supervision and guidance to promote Adidas's sports spirit through software recording.

In fact, digital marketing has gone beyond the category of digital, and has become a cross media integrated marketing.

How to integrate marketing communications through different digital platforms, marketing tools and media is the biggest challenge for enterprises.

More and more Chinese consumers choose to shop online. In 2009, the volume of online pactions in China is expected to exceed 250 billion. Online shopping not only attracts young people and women groups, but also becomes one of the shopping ways of China's emerging rich class.

According to data from the new generation market monitoring organization, the average annual online shopping frequency of the new rich group in China reached 10 times, and more than 50% of new rich said it would continue online shopping activities in the future.

In 2009, Procter & Gamble opened a store on the Internet, and appeared in the Taobao mall with the shop name of "e life home". Over 100 kinds of P & G products on the shelves of the shop, covering almost all the famous commodity brands such as Head and Shoulders, OLAY, Pampers, Crest, Gillette and so on, low discount, membership system and so on are a major feature of this store.

The cooperation between Procter & Gamble and Taobao is not only a direct benefit from sales, but also that Taobao can provide an innovative marketing mode, from the consumer research, the design of consumer participation to the trial, and the development and sale of products, Taobao can provide full feedback to the offline sales network.

Digitalization is also affecting people's behavior of buying durable goods and luxury goods such as cars. For example, Sina launched an online 4S store for automobile consumers to bring the unique 3D display and interaction functions to the extreme. By simulating the whole process of car sales, buyers and sellers can complete the whole process of online car watching, car selection, consulting and order generation without leaving home. Users can break through the restrictions of time and space, complete the whole process of selecting cars and purchase cars easily and conveniently, and enjoy special privileges under all kinds of offline 4S stores, which has also created a new digital marketing space for car brands.

Among the young white-collar and college students in China, a "copy number" has emerged. They like high quality brand products, even luxury goods and limited edition, but they want to have good quality and low price. So they spend most of their time visiting shopping malls and stores, taking down the number, writing down the size code, and then buying online for cheaper prices.

The rise of this trend has led many luxury goods companies to try their best in digital marketing channels.

In the past, high fashion brands avoided selling products through the Internet, but all this is changing.

It is reported that Chanel has appointed R/GANewYork to build an e-business platform for it.

At first, Chanel plans to sell perfume only on its website, but is considering selling glasses and accessories online.

Many luxury brands are considering new digital marketing strategies, enabling them to find a foothold in emerging markets and boost sales.

With the blurring of boundaries between traditional media and digital media, the sales channels of enterprises are also changing. The consumption mode of consumer media has further accelerated the blurring of media boundaries. For example, online TV has become a supplement to traditional TV, and online magazines have become an extension of printing, while online interactive marketing activities can promote sales under the line.

These new trends require enterprises to upgrade their marketing to digital integration. Besides the chief marketing officer, they also need "digital marketing officer".