Can Not Bear The Burden Of Advertising &Nbsp; B2C Website Nuggets Creative Light Marketing

Pulling the donkey to Chen Yao

Entering the 2011, advertising and logistics costs both rose, which directly promoted the significant increase in the operating costs of online retailers.

Cao Lei, director of China Electronic Commerce Research Center, based on the sample survey, found that in the past year, the cost of acquiring new customers by B2C website has increased by 30%, and some websites have been eliminated due to overburdened.

In response to the crazily rising advertising prices, Dangdang stopped advertising on Baidu earlier this year, and Jingdong mall also said publicly that advertising fees would shrink by 50% in 2011.

The reason given by the two providers is that the price increase of advertising has not matched the advertising cost performance.

When Dangdang and Jingdong mall cling to their pockets, the electronic business that gets a lot of money through financing is hundreds of millions of dollars in advertising. The US group's advertising budget this year is 130 million yuan, the glutinous rice net is 200 million yuan, and the group Bao network is as high as 550 million yuan.

It is worth noting that even the Jingdong mall, which claims to reduce advertising costs, has put in expensive advertising for CCTV golden section.

Obviously, in the face of soaring Internet advertising prices, the strength of the electricity supplier is "not bad money".

But not all electricity providers are "not bad money". When the cost of promotion is more and more headache for operators, the marketing promotion of some electric providers is still very vivid. From the Chen Yao who pulls the donkey to the market, to the Huang Xiaoming of "too many sets", and then to the Lok Tao net to find the gorilla to represent him, the electricity supplier industry is always marketing magic tricks.

How to avoid sharpness and sway in advertising war is becoming a marketing strategy for business enterprises to seek differentiation.

Light marketing and more creativity

In order to achieve low cost and high cost performance "light marketing", creativity and new means of communication are essential. In the micro-blog era, fragmented media pmission mode is possible for the marketing of this 42 set of catties.

In the era of Internet economy, creativity has become an indispensable driving force for marketing.

Many businesses make full use of creative marketing to completely subvert traditional marketing ideas, so that consumers can feel the concept of enterprise in interaction and perceive product information in the initiative.

At the beginning of May, the first video advertising film co sponsored by Huang Xiaoming and the spokesperson of canvas shoes was first launched on the Internet.

In the video, Huang Xiaoming played a boxer after the beard. Not only did he continue the self mockery route in print ads, he emphasized his own non acting status, but also joined the thick inspirational style, which triggered the forwarding and hot discussion of netizens.

After the official micro-blog VANCL fan group was released, the video was pmitted over 100 thousand in just 6 hours. This figure does not include micro-blog, which is newly published in other accounts.

This video advertisement has become the object of concern in many videos. The main reason is that its overall style is clear and its route choice is full of creativity. Its originality lies in breaking through the image positioning of Huang Xiaoming in the past and highly fitting with the product positioning of everyone.

When products and marketing methods are becoming more and more homogeneous, more products and brands will enter the consumer's perspective, and consumers will face more and more choices.

How to make the brand affect the minds of consumers in the fierce market competition, and make consumers who face rational product appeals and emotional psychological appeals make a choice for enterprises, which is a difficult problem for every enterprise.

The emotional experience brought about by creative marketing can add emotional value to the brand, enhance emotional appeal, and influence the mind of consumers more quickly.

It can be seen that from the marketing 1 to the marketing 3 era, the driving force of marketing communication is undergoing important changes: creativity has become extremely important.

New media opportunities

The arrival of the mobile Internet era has made social media more closely related to life. Marketing communication has begun to move towards the new 3 era. A new wave of marketing is coming to the forefront. Its core is to pay attention to the innovation of media channels, the innovation of experience content and the innovation of communication methods, and emphasize the interaction between virtual and reality.

These most suitable platforms are derived from the use of social media.

Social media is different from traditional media (newspapers, magazines, television, radio), mainly through the Internet technology to achieve the sharing and dissemination of information, through continuous interaction and refining, to the point of view or subject to reach the depth or breadth of communication, the influence of traditional media are often unable to achieve, let alone catch up.

Taking SNS, micro-blog, blog, video website as representatives of new media forms, it is possible for enterprises to achieve low cost communication beyond traditional advertising promotion forms.

Cao Lei, director of the China e-Business Research Center, said that the choice of advertising media has now shifted to precision and interactive communication, and the traditional CPD mode of accounting is lagging behind.

Of course, the current price increase of Internet advertising will further intensify the competition between Internet media and traditional media, and the competition among Internet media for advertisers will also develop towards the overall solution of network marketing.

On the big trend, Internet marketing will be further polarized. One is "heaven". The more netizens the better, the better the mainstream. The Matthew effect of "strong and strong" of major portals and mainstream websites will be further highlighted. The two is "landing". The more explicit and specific the audiences are, the better the SNS social marketing, micro-blog marketing and other social media will be favored by advertisers.

But from the present point of view, the application of social media marketing of SMEs is far from universal, and the proportion in the overall network marketing is still very small. This can be seen from the obvious contrast between the vigorous development of domestic social media and the domestic social media marketing.

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From the market situation, the domestic social media and social media marketing space is still very large, along with the emergence of a number of micro-blog marketing people on micro-blog platform, but from the overall marketing quality, it can only be just started, most of which are simple post posting, no creative connotation, the value of social media is far from being excavated.

Internet marketing expert Liu Xingliang believes that the electricity supplier now has a big bubble and has reached the watershed stage. We are all rushing to the top. We may not be able to rush ahead. The bubble has brought the market up. There is no way to throw money now. Many businesses are dragged away.

In this environment, we should pay attention to using some low cost marketing modes to alleviate difficulties, such as using micro-blog to do some ingenious marketing, but may produce good results.

The era of social media has arrived, but many business enterprises, especially group buying websites, are constantly throwing capital into the traditional advertising field under the impetus of capital. This brings heavy burden to enterprises and the effect is not satisfactory. How to use social media marketing mode is an ingenious way for small and medium-sized businesses to win in a competitive environment.

Case 1

At the moment of star wars, the shoe vertical electric business, Le Tao net, chose two gorillas alone to make an alternative endorsement. This video has also been evaluated as fashionable, interesting and creative.

Yue Tao's "brand tonality" sword goes sideways.

Fight field, shoes are stolen, ask for help, and the gorilla buys shoes.

Recently, a strong video of Le Tao video was quietly forwarded online.

The latest face of the spokesman for the electricity supplier business is Ge You.

But for a long time, the audience will be tired of the stars, and at the moment of the star wars, the shoe vertical e-commerce, Le Tao net, has chosen two gorillas to make an alternative endorsement, and this video has also been evaluated as fashionable, interesting and creative.

Using star effect to elevate brand awareness is considered to be the fastest way to promote, so the major electric providers follow suit.

But the star effect also has its limitations. Behind the endorsement, it means high advertising, and video ads, subway advertisements, bus advertisements and even TV commercials and so on. A round of advertisements will be smashed down by at least one billion yuan and need strong financial support.

The fall of PPG in that year, easily increasing investment in publicity, is one of the reasons for the breakup of capital chain.

Wang Weiming, executive director of APPC Research Institute, analyzed that everyone advertised, which means that they did not advertise, and too many celebrity endorsements and bombardment advertisements actually diluted the brand effect of advertising to some extent.

Chen Hu, vice president of Le Tao, said that when the gorilla was launched as a leading actor, the simple story was just to find and resonate with consumers in "fun".

After a smile, I hope to show consumers the advantage of Le Tao through this video advertisement: the full coverage of logistics can also be reached in the wilderness; super convenient operation, even the orangutans can successfully buy shoes; multi platform support, mobile shopping is more convenient.

After in-depth interviews, the reporter found that the creative team of Le Tao's video came from the production team of the famous cartoon image Zhang Xiao box, and the cost of the whole video production reached millions of yuan.

The result is that there are 50 million hits on the big video sites, which added 400 thousand IP traffic to le Tao on the same day.

In the next 1 weeks, nearly 500 thousand new users will be added to le Tao every day, and the order volume has been maintained at 10 thousand per day.

Chen Hu said that this video is just the beginning, and the music will go further to the tonal setting.

This tonality is towards fashion.

In the early stage of the survey, suppliers and branding merchants wanted to make the brand positioning of fashion, and what Le Tao wanted to do was to let users find a way of communicating with this quality and tonality.

At this time, the gorilla who did not endorse fees went into the field of vision.

Obviously, Le Tao, as the leading online shoe city in China, has been stealthy for a long time. However, it seems that this chassis is no longer low-key this year after its stabilization.

"Only when the tide recedes, do we know who is swimming naked."

Buffett's motto has been cited repeatedly in the face of the electricity supplier bubble.

The leading brands of various fields in the electricity industry are consolidating their respective industry status through advertising. In the 2011 industry boom stage of the B2C bubble, the brand promotion war is imperative, and the low cost "light marketing" is the main means.

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Case two

Spokesperson propaganda, jumei.com takes the constellation of Han Geng and Chen Ou as the breakthrough point, emphasizes "what sparks can be produced by the two bottles of Water Prince collision", and the constellation theory resonates with the female consumers.

Jumei.com leveraging entertainment marketing

In April 21st, jumei.com signed the image spokesperson Han Geng. Many fans of Han Geng knew a cosmetics website named jumei.com most overnight. With the help of entertainment elements, the relationship between the brand of electric business and the feelings of potential customers was established. By this opportunity, more people knew the handsome head of jumei.com, CEO Chen ou.

Next, Chen Yu appeared in a hot job seeker program in Tianjin Taiwan, and then appeared in the first beauty show talk show "Lady quack" in China. Jumei.com wants to carry out entertainment marketing in the end.

When buying capital in 2011, all of them bought advertisements in the "sea, land and air". Chen Ou started his fame with the only subway and spokesperson. In the subway, a lot of people remember deeply that "women do not come," and reverse thinking marketing just hit the consumption psychology of female consumers when purchasing cosmetics.

Chen Ou told the China Business Daily reporter that every idea of jumei.com needs to catch the hearts of consumers, so as to really attract customers to look back.

"You must never come," though it was only a short sentence, it was a few months spent by the United States team.

Fortunately, the effect of each advertisement is very good, reaching the original intention of "spending the least money and doing more things".

On the launch, Chen Ou thinks, "advertising needs to be put into the right media at the right time. For example, when the public building advertisements are being poured into the market, we haven't followed up for the time being.

This needs to be done in detail. "

Chen Ou said that the content of advertising is far greater than the carrier, and creativity accounts for 80% of the importance of a successful advertisement. In marketing, jumei.com is fully rolled out, and several channels have been systematically promoted for this matter. We have been on the traditional channel like "no one else is your own". The program will be broadcast on two social media such as micro-blog, so that the combination of traditional media and new media will have a more comprehensive audience and higher visibility.

In the new round of spokesmen PK, which has emerged recently in many websites, Chen Ou revealed that choosing a spokesperson for the image is a highly skilled activity. The reason why Han Geng was elected by the board of directors was discussed and decided. On the one hand, based on Han Geng's struggle, we are startups and jumei.com's strong and rapid development momentum is very suitable for Han Geng's image; on the other hand, jumei.com's insisting on honesty and user centered aims is compatible with Han Geng's sunshine image.

On the propaganda spokesperson, jumei.com put forward the cooperation between Han Geng and Chen ou, taking the constellation as the breakthrough point. It is "what sparks can be produced by the collision of two bottles of water bottles". The constellation theory is easy to arouse the sympathy of female consumers. At the same time, the rapid improvement of Chen Ou's popularity has not only improved its attention in the "none of you" column, but also promoted the popularity of jumei.com.

In the process of entertainment marketing, jumei.com has made good use of the collective resonance of several media activities, and has signed numerous entertainment media chasing with Han Geng, and "you are your own" is a TV program with high ratings after the blind date show. The image spokesperson is not only jumei.com but also Chen Ou's popularity.

Although micro-blog and TV are constantly seeing the appearance of jumei.com, Chen Ou said that the market cost less than one million yuan per month this year. The total cost of Han Geng's endorsement has not exceeded 10 million yuan this year. Jumei.com's advertising investment is not big, but we have done better.

Chen Ou told reporters that in the depth of cooperation between traditional media and social media, jumei.com's orders in April and May increased by 150%, IP increased by 100%, and conversion rate increased by 30%.

Chen ou, the post-80s entrepreneur, made full use of the combination of traditional media and social media, bringing jumei.com, which focuses on the fashion industry, into the concept of entertainment marketing. It not only avoided the drawbacks of media resources such as fighting for limited portal search engines among group buying websites, but also established a fashionable and sunny brand image for them.

Personal image plus corporate brand has added a lot of color to jumei.com, but this marketing method is not entirely replicable, because jumei.com's CEO Chen Ou has a handsome appearance, which plays a role in entertainment marketing and publicity. After all, a business person's business card can not be duplicated, but jumei.com team seize the user's consumer psychology and find the closest fit with consumers, but it is worth learning from other electricity providers.