Quanzhou Shoe Enterprises Switch To Online Video Marketing Mode

More precise customer positioning, stronger interaction spirit and higher input output ratio have become the ultimate goal of Quanzhou enterprise marketing.

In 2012, when the cost of traditional TV marketing increased year by year, Quanzhou enterprises "took aim" on the new network video marketing mode.

On the one hand, CCTV advertising, once a symbol of corporate strength and a brand success, encountered "in Quanzhou".

"On the other hand, the intensity of online video marketing has been increasing, and the cooperation between many springs enterprises and video websites has reached tens of millions of yuan.

Network video is in the ascendant

Two months ago, the sports brand Hongxing Erke reached a comprehensive and in-depth cooperation with the video website Iqiyi. It will take full advantage of Iqiyi's variety channel resources and HD video platform, and the advertising amount will be more than ten million yuan.

And as early as 2011, the Quanzhou business starlings

And he started working with Iqiyi to try online video marketing.

LETV has also announced that it has reached an exclusive strategic alliance with the 360 degree sub brand "Shang". The brand will invest 100 million yuan to LETV in the next 4 years, so as to spread the brand and develop the e-commerce market.

Previously, pan food has also chosen to publicize video promotion, launched the brand homepage on Youku website of video website, and uploaded a number of brand promotion videos and advertising videos.

"Compared to TV advertising, the value of online video advertising market is still underestimated."

Ge Chengzhi, director of Iqiyi sales and operation, said that this is one of the reasons why traditional brands have been making efforts in the Internet video marketing in recent two years.

It is understood that even the global marketing giants such as P & G and McDonald's have begun to break away from the stage of relying solely on heavy money to create television advertising, and the strategy has increasingly shifted to new media such as network video.

The value of precision marketing highlights

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The biggest advantage is that we can accurately select the audience according to the content, and at the same time have interaction.

After one year of cooperation with Iqiyi, he added the proportion of online video advertising.

Media assistant Pan Zengan told reporters that because the company's main products are diapers, consumers are 25 to 35 years old pregnant women or young mothers. Considering that some people prefer soap operas, they mainly introduce products in the form of patch advertisements before emotional dramas.

The Starling shoe industry has also increased the proportion of online video marketing this year.

"In the past few years, the purpose of advertising by shoe companies is to find distributors, which are mainly TV receivers.

In the past two years, the purpose of advertising by shoe companies is to sell products, while young consumers are pferring to networked consumption, so the marketing channels of enterprises should also be changed.

Li Weichao, director of the management center of shoe industry.

In the eight stark shoes industry, the proportion of network video marketing has occupied about 30%. "Part of it is diverted from TV advertisements, assuming that advertising was put on 5 TV stations last year, and this year it may be reduced to 3 TV stations."

"First of all, the number of visits to the website has increased by tens of times. From the ranking of Baidu search, the search for the first brand of board shoes has ranked second in the Starling rankings.

Li Weichao said.

Supplement to traditional marketing methods

"Video marketing is becoming a new attempt and a powerful complement to the traditional" star + advertising "and other marketing difficulties such as the increased cost and the diminished effect.

Ge Chengzhi said.

According to the introduction, online video marketing can accurately locate consumers according to the overall age structure, educational background, income and preferences of viewers.

Iqiyi analyzed the viewing crowd. 31% of the total users of the TV drama video had watched the live drama video and preferred home products, while the espionage drama users concentrated in the age of 20 to 39, and the interest was focused on skin care products and digital IT products.

Users of "let the bullets fly" focus on men; if you are the one 2, the audience is more concerned about life services.

However, the network video marketing of Quanzhou enterprises is still focused on the placement of the patch advertisements. "We can try to implant product information into some sitcom and microfilm in the development stage of new products, so as to increase the depth of video marketing."

Ge Chengzhi said that we can learn from the case of Bumblebee implant in Transformers 1, and began shooting at Chevrolet's new models a year ago. Finally, after the movie was released for three months, the new models were listed and finally sold well.