Reviews 2015 years marketing case

1. Micro-trust Friends Circle: Advertising, it is still coming!

Case: Advertising can also be a part of life. January 21, the micro-trust team quietly sent a promotional message, began testing the circle of friends advertising function. January 25, from the "BMW China", Vivo, "Coca-Cola" 3 brands of the first micro-letter circle ads Online, quickly become the night of the hot discussion of the circle of friends. Micro-letter Friend Circle Ads using the feed information flow ads, and the usual to see the original form of the circle of Friends, by text, picture information together, users can point praise or comment, see friends give comments, and form Interactive.

Comments: Information flow ads are not innovative products, in foreign Facebook, Twitter, as well as the domestic Sina Weibo, QQ space and other related products, the use of advanced content matching technology, information flow advertising system can turn mobile ads into useful information, Because the information flow advertisement is directly implanted into the user's visual focus content, the possibility of being neglected is very low. and the micro-trust circle of friends obviously can not let this piece of fat, of course, to ensure that the user experience is yet to be observed. However, the micro-credit initiative is likely to trigger the popularization of the primary advertising market, in collaboration with advertisers and platform providers to establish a new mobile internet advertising ecosystem.

2.Surface and Youdao Dictionary: trigger-type native advertising

Case: In addition to social media such as micro-letters, micro-blogs and QQ space, many of the tools of the app also launched a fusion with the scene of the original ads, for example, Youdao dictionary in the revision after the smooth ride of the original advertisement of the car, from the tool application smooth transformation of media, launched such as the original head map, information flow, bilingual examples, The daily one sentence, and many other forms of native advertising implantation.

With its latest launch of the surface advertising as an example, in addition to the traditional window and Banner,surface ads The biggest feature is the bilingual sentence with Youdao Dictionary of the content of a deep combination. The user searches "performance" the word, Youdao then gives the embedded surface bilingual example, will its instrumental and the commercial Perfect union, is the original marketing concept classic annotation.

Comment: The original advertisement is essentially to let the advertisers want to convey the message to the consumer through the way of the original, is a win-lose concept, as consumers, if he saw this content is valuable to him, or even beyond their expectations, will inspire their further behavior. Youdao dictionary through the embedded examples, so that users find the answer in the process of translation, the brand implanted into the relevant bilingual examples, quietly eliminate the commercial advertising.

3. Micro-letter Spring Festival Gala Red Envelopes: cross-screen interaction, fission transmission

Case: The Spring Festival will be near, internet company's "red envelope war" explosive. Social platforms such as micro-mail and Weibo are changing red envelopes into new advertising marketing platforms and micro-letter red envelopes will also be in the 2015 Spring Festival period will have a new play, with the CCTV Spring Festival Gala, in the course of the gala broadcast by the host, let the audience "shake" to rob red envelopes, and red envelopes by advertising brand sponsors, grab the red envelopes will also show "A brand has sent you a red envelope" similar content.

Comments: This initiative, the official micro-letter red envelopes from the personal social scene to the corporate marketing scene, and let micro-letter with the Spring Festival evening Train, in China to carry out a wide range of market penetration, and promote the "micro-letter payment" to the three or four-line market penetration, and, the red envelopes are also paid by advertisers, which is undoubtedly a multi-party strategy. In addition, advertisers ' information is not only presented on television, will also accompany people to rob red envelopes and the process of sharing red envelopes continue to spread downward, layer by step, changed the traditional one-way, one-layer communication mode, along with the micro-letter group "strong relationship", brand information will bring multi-layer fission spread.

4. Media: Valentine's Day All the city love, O2O new play

Case: Is Valentine's Day coming, the merchant still can idle? In the second half of 2014, the Public Media building elevator ads to join the WiFi hotspot, the increase of interoperability interactive function, the media in time to seize the mobile internet, and become a lbs (location-based services) of the company, Through the building's location-based advertising platform, and all the clients on the mobile internet can interact.

On February 13, 14th, the media will launch the "City of Love" activities, in the "City of Love" activities, users focus on the activities of the official micro-letter "The City of Love" (Micro-signal: Qcshiai), the submission of the content can participate in real-time lottery draw, and the content of the declaration will be based on the user provided by the other lbs information, In the Valentine's Day to play in the form of the display of the corresponding position of the screen, that is, only need to fill out a girlfriend/boyfriend in the city of the building, vindicate content will be in the corresponding building screen display, such as residential downstairs, office buildings, shopping malls will be released at the center.

Comments: The whole city of Love has undoubtedly created a new interactive model, also explained that by virtue of their own media resources in lbs, O2O, large data and other Internet new areas to try to achieve the media transformation and upgrade, to promote the outdoor media into a line that is online, online, that is, the media channels, channels that media era.

5. Ott: The New Taiwan network linkage

Case: Enter 2015, Internet TV market news constantly, first millet, music on the same day released new products, and then, you and Guangdong broadcast TV station announced, after half a year of brewing, carefully created a new Internet TV service platform is currently completing the corresponding reporting procedures, will be published in 2015 before and after the official release of the online.

The two sides revealed that the cooperation program, including, first, gifted "500 million advertising red envelopes", launched in the Guangdong Radio and television platform on the internet, red envelopes will be donated to the Guangdong Radio and television station gold advertisers, thus forming an integrated marketing. Second, the United Guangdong Taiwan and other organizations will be on the Internet television platform to launch the "positive energy" channel news.

Comments: The previous network linkage, the basic video web site and the cooperation between the television, cooperation in the scene is a PC and TV, divided into different scenes, and the cooperation between you and the Guangdong Radio and television stations, are based on the living room of this common use of the scene, not only can the traditional TV and internet TV in the living room to achieve seamless connection, To achieve a screen of content and marketing integration and interaction, and the two sides will also have access to the license plate, across the cable television, telecom operators, TV manufacturers, box terminals four major channels for the current Internet television market has a symbolic significance.

6. Archie: Using technology to enhance video value

Case: At the end of 2014, Archie announced that it will launch a "video in" Dynamic advertising technology, the technology can be completed or broadcast in the video, to recreate the original advertising scene, to achieve the integration of advertising and plot, implantable ads will no longer be subject to the film and television filming cycle limit, Advertisers can put their products into the video at any time. February 5, 2015, Archie announced that the visual chain upgrade version of "Video out" technology officially put into commercial, the technology can be intelligent algorithm, a quick and accurate identification of items, and to purchase the large-scale operation. Data show that "video out" merchandise ad click rate compared to the traditional ads to improve the 10 times.

Reviews: Whether it's video in or out, it's a major innovation in the value of the technology. The introduction of the dynamic advertisement implantation technology of "video in" is a revolutionary subversion of the marketing form of advertisement implantation. Not limited by the film and television filming cycle, advertisers can at any time according to the needs of their products implanted in the video, and "video out" is really from the technical realization of the "visual items see that is bought," the dream, relying on its unique video recognition algorithm, "video out" technology to make the content and purchase a seamless connection, Making video is no longer a simple entertainment tool, but also become an important channel for consumers to obtain shopping information.

7. Cross-border car-building: The automobile industry ecological reengineering!

Case: The marriage of emerging internet companies and traditional car manufacturers in recent days quite eye-catching, December 9, 2014, Le Vision CEO Jia Yue Pavilion Hair Weibo said "mobile internet era, the car industry faces a huge revolution." Sneak a year to see plan replication successful model of ecological vertical integration redefine the car, through fully independent research and development, to build the best Internet intelligent Electric vehicle, the establishment of automotive Internet ecosystem, so that China's auto industry turn the corner of Europe and the United States and Japan and South Korea traditional giants. "The news was announced, the major media, domestic and foreign car manufacturers have given great attention."

Coincidentally, February 3, 2015, easy to use car United Chery Automobile, Bo Tai Group jointly set up a joint venture company Easy Qi Thai line. On the basis of the joint venture, the three parties will launch the Internet Intelligent Sharing Vehicle program to create the world's first new cross-border, new concept, new business model and "live for the shared" function of electric vehicles by Ivokaos.

Comment on: Why are we all keen on cross-border car-building? Tesla's popularity has made the concept of networked cars a hot spot, and the 2015 CES, Mercedes and other announcements and mobile links have also driven the auto industry into a new era of mobile interconnection, so The logic of music vision is to build a new networked automobile ecosystem with content and service as its core, car for the music is also an intelligent terminal, and music to see other platforms to establish sharing and association, and easy to do is to break through the platform of Taxi software restrictions, step-by-step from the vehicle sharing, auto rental companies, to the "car" The upstream movement of the industry chain creates its own complete ecological chain in the automotive industry.

8. "Watching and buying": The new fashion of the opera

Case: January 2015, in the Oriental TV drama "Why Sheng Xiao," the audience can not only see the stars of the wonderful performance, but also can take out the mobile phone, the cat on the day to buy the stars on the gorgeous costumes, to achieve "side to see buy." And Youku also announced the cooperation with Alibaba launched a product called "look while buy", in the video content visually presents the shopping channel, the user watches the video time to put the appearing goods in the shopping cart, waits until the entire video content reads, the website will remind has put the XX item goods into the shopping cart, the cool President Wei says, the whole network ID Integration of the user data will lead to a new model of video dealers, he said, if a platform for both video viewers data, consumer behavior and consumption data, the value of integration of these two types of data will be difficult to estimate.

Comments: While looking at the mode of buying is also the industry to become F2O, focus to Online, relying on the current drama hot spots, with the influence of video, the electric dealer quickly launched the same paragraph, can effectively meet the drama hot and the instant surge of consumer demand, short time to create a topic, successfully build a burst, Take Youku potatoes, for example, Youku potatoes cover 500 million users each month, 500 million of users each day to add up to watch the video time for more than 10,000 years, if the goods can be a good combination of information in the video content, can generate revenue and purchase flow will be quite huge, forming a new business model.

9. Lazy Economy: Life type app explosion

Case: "Lazy economy" from the end of 2014 by investors, life-like app also ushered in the era of a big outbreak. From taxis, laundry, home economics to take-away, every detail of life is increasingly being caught in the waves of the Internet, there is always a intimate app for you to create a "small white" life. Recently, Rongchang launched the "Rongchang e bag Wash", the standardization of laundry services, customers can pay the cleaning costs by the bag, through the mobile terminal reservation, can enjoy door-to-door access and other private laundry services, it successfully solved the customer to dry cleaning shop, laundry, the handover time cumbersome, Store business hours can not meet customer pick-up time and other series of laundry pain point.

Comment on: E bag washing success is actually a successful practice of O2O business model in domestic market segment. In fact, whether it is the beaver home carving ye, Rongchang e bag wash, or the recent big hot call a duck, get the strength of abalone, is through the introduction of the Internet thinking to the existing traditional industry subversion, with better quality and convenient service to stick to accurate customers, line on the next key to get through to become customers living in the consumer pain point of the solution. As e-bag-washing CEO Lu Wenyong in a share, "with the rise of the middle class, there is an unprecedented increase in demand for services, the best time for entrepreneurs." "So, where is the next service business outlet?"

10. Real Estate: Subversion or Rebirth?

Case: The future office can only rent one weeks, one months, you can only rent a desk, an office. All Office rentals are done on the phone, from the phone to the payment. Just take your cell phone and your computer and you can start the office. The scene is about to appear in Soho China offices in Beijing and Shanghai, and Soho China's chairman, Pan Shiyi, named the product: soho3q.

Traditional real estate bosses embrace the mobile era, the internet giants can still idle? Millet investment 60 million into the household industry, known as "699 yuan/square meters, 20 days completed, mobile supervisor, do not go to the site, if necessary, the designer door-to-door service." ”

Comments: Real estate industry and internet companies "flirting", frequent movements, for the consumer has been a headache, but has unlimited business opportunities in the field of real estate has brought new opportunities for development. Although it is difficult to judge the future of Pan Shiyi Mobile Office business model, millet 699 yuan home dream at present also temporarily stay in the imagination stage, but it is undeniable that the wave of mobile internet swept, the real estate industry can not be "alone", rather than refuse to change, as the situation, Phoenix Nirvana.