Cheng: Online video Drive marketing Change

Online video makes marketing more fun and cheaper. Cheng/Article if you think of marketing as a process to reach potential users and listen to ideas, reaching as many potential users at a lower cost, while minimizing resources, is a long way to work.　　And the internet helps a lot. Real-time online video can improve the marketing process in every way. Before the Internet, the mainstream information is displayed in text pictures and audio, but many products cannot be thoroughly experienced by these carriers, such as automobiles, houses and fashions.　　And if the Internet can achieve the experience of products such as automobiles and fashion, then the potential customers who enter through the Internet will be greatly increased. And, this will also greatly save the enterprise resources. For example, in order to cope with 10 test or fitting, companies need to take out 10 cars and 10 pieces of clothing, and equipped with a certain amount of manpower.　　And if the car and clothes can be digitized in the form of video display on the network, the resources and human consumption is almost zero.　　More importantly, through the video to achieve the user and product "interaction" and "integration" can achieve a "production fun" realm.　　4S Shop Online Now, E-commerce is a qualitative breakthrough. If you buy a mobile phone, Taobao or Jingdong Mall can easily handle. But if you want to buy a large, such as about 100,000 yuan car, buyers can be in these sites to deal with the early choice of the intention? The difference between a car and a mobile phone is that the phone has a basic sense of its appearance and features from a few parameters and several pictures, but the car needs a stereo experience.　　A simple example would suffice to say: Can you feel the feeling of sitting in a car just from an online picture? You don't have to trek through every 4S store, at least you can filter your favorite models over the Internet. Sina is trying to break through the bottleneck by using a new car-buying tool, 4S shop online. The online 4S shop integrates the whole process of buying a car: simulating real cars, browsing videos, viewing information, commenting in the community, answering questions online, and finally buying a vehicle.　　Of course, the next few steps are already not a problem, the core thing is the first step: simulate the real car. In the 4S store of Sina Automobile, use the 3D effect of Flash to realize "car" experience. In the face of the car on the screen, you slide the mouse lightly, you can browse the car's appearance and interior. In browsing the appearance of the time, with the mouse in any direction in the car to move, the car will follow your mouse freely reversed, so that you can see all over the front and back.　　And, the real experience of the feel and the movement of the car is really smooth. The most groundbreaking is the interior display, which allows you to get inside the car and then turn around 360 degrees and observe.　　This time it is not easy to use the mouse to command, and with the screen below the magnification, narrowing, up-shift, such as 6 buttons to command, but also can basically simulate you in the body turned around, look up, bow, and so on, and in the real body before and after watching the experience very similar. In addition, all the key parts of the car, such as steering wheel or oil table, have a specific logo, click to enlarge the display.　　The sales Consultant is available to answer questions online, as well as video and voice communication. The effect of this technique is to shorten the distance between the user and the car. It was miles apart, but it seemed to be near.　　Once the basic physical feeling and real-life experience can be done in front of the screen, "big things" such as automobiles can also be introduced into the electronic commerce on a large scale. In addition to automobiles, many portals and video portals such as cool sliding networks have applied the video to the property sector. Yes, that is, online viewing rooms.　　Although in reality, we will only through the network to achieve screening, but only after seeing the object will pay, but, through the network screening this link, has been able to fight for the network a large amount of advertising budget. The real-time video technology used by Sina's real estate is provided by Cisco's WebEx.　　WebEx, founded by Chinese Zhu, sold Cisco for 3.2 billion dollars in 2007 and became the leader in the field. But the WebEx was just a traditional market for web conferencing, and now WebEx is being applied to a field that is completely out of the expectation and implanted into the marketing process.　　For example, it is even applied to provide technical support to remote customers, instructing users to do some simple demolition and repair of their home appliances such as refrigerators and computers. Nokia is said to have trained 700 customer service centers across the country using the Web conferencing system.　　According to Canon data, the system lowers sales training costs for the entire company by as much as 96%. Realistic fitting now, zugara.com to do than Sina's online 4S shop more gold.　　It is not only to let the shop in the home to become a reality, but also to achieve the effect of the unity of people and clothes. Zugara innovative products are called social shopaholic (Webcam social shopper) using online cameras. As long as your computer has a webcam and is connected to the Internet, you stand in front of the camera and the computer screen will show you what it looks like when you put on a piece of clothing.　　That is, putting a layer of clothing on top of your body, and the effect is as if you were wearing it. Although there have been some online fitting products, but in the technical Zugara has a breakthrough. Before, generally ask the user to upload their own photos, but Zugara can through your camera "dynamic" to achieve this effect.　　The advantage is that you can wiggle your body and put on a variety of pose to see how it works. What's more, you don't have to hit the keyboard to do any further work, just stand in front of the camera and hand-click the buttons present on the computer screen to convey more instructions to the Zugara.　　For example, change the next dress, or change a color, or store the current state of the status in order to send a friend. Zugara's founder said: "This function certainly does not meet the needs of those who are picky about the purchase of clothing, it can replace the fieldKing: When you see a dress in the clothes shop, pick it up and put it in the mirror in front of the chest, or let the relatives and friends to see if it is appropriate. This feature, of course, is not an alternative to putting on clothes in front of the mirror and repeating the details.　　But for most "normal people" it is enough. Zugara in order to achieve the effect of dynamic fitting, the augmented reality (augmented Reality) and mobile Capture (Motion Capture) two technologies were used. And the future Zugara will do more function is: users input their own accurate figure data, to create a lifelike simulator, and to produce a whole from head to toe of the fitting effect.　　In addition, can also be able to twist their body in the process of the video to the real time to friends, instant feedback.　　If the Zugara function is proven to be effective, women are likely to be popular in online shops, at least, many women will spend more time in the shop. Next, Zugara May with Amazon, Taobao and other E-commerce website cooperation.　　As a necessary shop tool for them, Zugara provides technical services and backstage support, collects technical service fees, and can also deduct revenue from each transaction. The two of remote focus groups are consumer-facing applications, and the next two are enterprise-class applications.　　Its customers include large and small websites. If you're going to post a new website or new feature, it's best to get a bunch of potential users (the so-called focus group) to try them out, watch their reactions and record their puzzles and suggestions, and then improve the product. But the process is both expensive and time-consuming. For example, a quiet hut with a glass wall, two cameras, requires a group of users for at least half a day.　　Therefore, most of the small web sites because of the inability to bear the cost of the focus group research to save the link. Usertesting.com is to solve this problem. On the one hand, find a group of users willing to try a variety of products, each pay 10 dollars per person, on the other hand, to recruit a group of companies want to do such trial research, for each test fee, each trial user 29 dollars. Yes, the difference is 19 dollars.　　This is the value of usertesting. The real value of usertesting is to be able to present the focus group members to the site owner in a remote trial. As long as focus group members have a networked computer and download a usertesting software, they can start working.　　Focus group members only need to use the new Web site or product, say what you're doing, like "Now I'm typing the keyword, start the query", "This new page makes me a little bit confused, so I try to click on the button First", "Oh, this new page doesn't seem like it's something you want." And after usertesting processing, the site owner saw the focus group trial situation is an FLash video, this video truly presents the real action of the site page of the focus community members, such as what words are clicked in which input box, what is the mouse following a trajectory, what button is hit, and what the focus group members say while doing the action.　　Therefore, the site owners no longer need "a quiet cabin with glass walls, two cameras, and a group of users at least half a day of time", relying on usertesting can get product trial feedback results. By the way, it is said that the immediate Twitter is Usertesting's client, and its founder Evan Williams's recommendation for the product has been put on the usertesting's homepage.