Product placement is getting weaker, and social marketing is on the rise

The CCTV hunian gala was criticized for too many implanted advertisements, and the audience satisfaction survey once fell to the lowest level. Zhao Benshan's contribution is also criticized for its direct commercial advertisements. Some direct and obvious advertisements mentioned by the audience and netizens are as follows:

Lu Hua's advertisement in the sketch fifty yuan.

Liu Qian's magic shows Huiyuan's advertisement.

In the widely controversial donation, guojiao 1573, sogou input method, and Hainan tourism advertisements are provided.

On the one hand, implanted advertisements bring about a huge revenue of 0.65 billion RMB to CCTV; on the other hand, these advertisements are relatively simple and stiff, which is easy to dislike the audience, this leads to negative comments on the overall program and the gala. Satisfaction Surveys for programs and evening parties were all falling. Some netizens even joked: "It's not a party, but an advertisement ". The direct consequence recently is that the director of the CCTV advertising department resigned. However, the damage to the brand image caused by too many hard-embedded advertisements is slow-release and accumulative, and it may not be recovered after resignation.

Product
Placement) refers to the strategic integration of products, brands, representative visual symbols, and even service content into the content of movies, TV series, or TV programs, let the audience leave an impression on the product and brand, and then achieve the purpose of marketing. Today's media environment is complex and colorful. Advertisers are constantly seeking efficient media for brand promotion and marketing. Implanted advertisements are favored by a wide range of media, large audience, and strong brand penetration.

However, there are also some unique limitations on product placement. If these limitations are violated, they will not only fail to receive the expected results, but will have a negative effect on the brand.

First of all, there cannot be too many implanted advertisements, which are too intensive. If we only pursue the economic benefits of advertising and intensively add more implanted advertisements, it will easily lead to fatigue and boredom of the audience. In the movie "Mobile Phone", the Motorola mobile phone prompts "you are having a coming call" to appear more than 20 times. In the old line of Fei, "It is easy to produce Aesthetic Fatigue ". There are also 14 Advertisements implanted in "If You Are the One", which has become the only criticism of the audience. Fortunately, Feng Xiaogang is familiar with the advertisement inserting method and is well integrated with the simple and humorous plot, it will not lead to great resentment from the audience.

Secondly, it is necessary to naturally integrate into the plot. Compared with Feng Xiaogang's film, Zhao Benshan's essay placement advertisement is much harder and harder. In "donation", "Guo Jiao 1573" is the most criticized. The reason is that, on the one hand, it is too explicit in the performances and lines of the sketch, on the one hand, it is the plot conflict caused by the use of luxury wine gifts by poor households, making most viewers think that they are fooling people to insert advertisements.

With the increasing popularity of online media, network media, social networks, micro-blogs, and video networks have grown rapidly and have become the "new favorite" of advertisers and marketing personnel ". Therefore, we can try more marketing methods, such as social network marketing. Let's take a look at two cases in the book "an ongoing marketing revolution:

In 2006, BL e n d t e c (a company that manufactures household and commercial mixers) marketing director George Wright bought a domain name (willitblend.com) for $50) A lab server, a basket and a bag of marble. Then he shot the blender and successfully stirred these things together, and posted the video on YouTube and his new website. In this way, willitblend.com was launched. So far, around 75 videos have been posted on the site, demonstrating the unique Mixing Power of the blendtec mixer.

The success of blendtec has not ended yet. On all social sites and willitblend.com, the video has been viewed more than 0.185 billion times, and "Will it blend ?" The channel ranks 34th in the rankings of popular YouTube channels. In addition, sales of blendtec products have increased by 700%. Blendtec brands spread all over the world, and dozens of well-known publications have also reported its products. George Wright was invited to present his successful experiences at trade fairs around the world.

In early 2009, Burger King released a smart Facebook app called Whopper sacrifice ). This app tells Facebook users that when they delete 10 friends from their Facebook accounts, such as Facebook, MySpace, LinkedIn, and 151 of other social networking websites, you can get a Big Mac Burger for free at the local Burger King restaurant.

This application is very popular. Nearly 0.234 million friends have become victims of thousands of requests for free hamburgers. However, in less than 10 days, Facebook asked Burger King to stop using this component because it violated Facebook's rules. Facebook's idea is to maintain and maintain friendship, rather than sacrifice friends. However, "the victim of the Big Mac" is a huge success for Burger King. More than 13 thousand blogs cited the event, and in Google search, more than 0.142 million results about the Burger King brand promotion campaign.

 

Through this case, we can see the power of social network marketing. Social networks bring together the audience through social relationships, the same taste, and the same background. It has become a social networking method deeply rooted in the masses, more and more enterprises want to use this emerging media to communicate with end users and provide corresponding products or services. The clustering effect, word-of-mouth effect, and propagation speed are impressive, it completely subverts the traditional marketing model.

Today, when traditional marketing methods such as implanted advertisements make people feel "Aesthetic Fatigue", we can no longer ignore the ongoing marketing revolution! Another way of thinking, one more way out, you may wish to devote yourself to the social network marketing trend!