2013 High-German marketing transformation: "Sound" of the color of entertainment marketing

It is never too much to describe the 2013 years of the High German group. After several baptism, from the professional map manufacturers to transform the Internet, he slowly in the new field to find their own unique "tactics", from walking and running, steady pace.

There are "sound" colored entertainment marketing

The public's impression of Gould was built on the professionalism and precision of the map-navigation service, which made the image of Gould a little more "hale". In order to increase the affinity, he chose a series of entertainment-style marketing, from the sound, from a cultural point of view to activate the audience's identity and empathy.

In 2013, signing Lin Chi-ling to do the brand spokesperson began the road of the entertainment marketing, and joint Lin Chi-ling launched the domestic map navigation in the field of the first real person voice navigation. With the Strawberry Music Festival to reach strategic cooperation, in the music festival activity scene, a lot of combination of driving scene and music display, so that the young people to participate in the Gao Decheng, but also let the young people familiar with the "Tide" brand.

In addition to the "sound" of the fuss, he has also made a number of attempts in the way of diversified entertainment marketing, such as combining "Steve Jobs" with a domestic premiere, launching a "gold map to change the life" of the two topics, creating a tribute to jobs of the Gold Map page theme, Chang invited fans to participate in the film premiere and other activities.

To the "bit" precision LBA AD

For Gould, how to use their own advantages in marketing, so that the delivery of information more valuable, which once triggered the thinking of the German. The use of LBA (Location Based advertise) in the form of accurate advertising, using their own "position" of the expert identity, to "location" as the core, to address the needs of the audience matching as a cut, so that the information to be put into more valuable.

In August 2013, the gold map launched a group of theme ads called "Gold maps which are ripe". "All ripe" series on the one hand from the audience to push the user in the end "want to see what", on the other hand, summed up "What is good for gold", the combination of the many life services of the smart show in front of the audience, let users know: What I want to do, Gao de Later, he launched a number of sets based on the user's perspective and their own advantages of the theme ads, including on the bus, taxis and other means of transport, to guide users to the end point, put in the subway station, prompting the "forward transfer" and so on.

Enterprise philosophy based on "Zheng"

Investment in gold is Ali layout of the 2013 layout of the O2O business chain, one of the important strategy, Alibaba's capital injection has become the important impetus to help the transformation of the German. In the process of moving the Internet field, in the face of various challenges, the gold has a decent performance.

2013 CCTV 315 Party, the gold map was called location sharing service collects user accounts and passwords. In the face of negative, the positive response of Gould, showing a mature enterprise to deal with properly, sincere have to play the corporate image. The first time issued a statement to the user apologized, and on the micro-blog, said the party exposed two years ago, the old version of the first time has been repaired, the user's privacy issues will be high moral protection.

2013 Yaan earthquake, the gold to Yaan donated 1.5 million yuan, including 1 million yuan in cash and worth about 500,000 yuan of the German navigation applications. And from its own platform advantages, combined with the location of the launch of the Gold map "Yaan tracing rescue platform." Spared no effort to earthquake relief of the gold map is known as "carrying love with the map", with the emotional and user interaction, showing a full of positive energy of the corporate image and attitude, won the harvest and affirmation.

The realization of the free navigation software is the general trend, the gold actively planning navigation free matters, in this midst, the face of the internet giant crocodile competition, he did not Lu Ying, but further improve their own standards, adapt to the Internet circle fierce competition and rhythm.

Cheng Congwu, Chairman and CEO of the High German company, said must first in the mobile internet large open ecosystem to find its own location, the transformation of the Internet operation thinking, "Rely on a single enterprise to seek commercialization is unrealistic, now the key is to obtain users, the future in the entire industrial chain commercialization to achieve, you can get the share and market opportunities ”。