4 A company can regain the Halo

learned that the strength of the spread of Greater China's president Cheng to join Tencent and as vice president of Tencent News, my heart hundred Taste Chen Miscellaneous, both for his happy, but also for him sad. Cheng and I have known each other for many years and are very good friends. He is a very talented and ideal advertiser in the industry, and it must be very difficult for him to make such a decision.

As a marketing veteran, I witnessed the strength of the spread of 4 a company in China's ups and downs. As early as more than 20 years ago, 4 a company with a large number of foreign companies to enter China, to help foreign companies open up the Chinese market. Their advanced ideas and excellent works not only conquered Chinese consumers, but also won the respect of many local enterprises. It can be said that the Chinese marketing industry's enlightenment and development to a large extent, thanks to this group of 4 a companies. However, in the last two years, in this era of mobile Internet rapid development, 4 a company's aura is gradually disappearing. Some say this stems from the rise and competition of the local industry and the increasing transparency of information, but it seems to me that the reason is not so simple.

Roughly speaking, the advertising PR industry actually experienced four times: the paper media age, the film and television era, the PC-led network age and the mobile internet age. In the Times of newspapers and magazines, 4 a needs to think more about graphic ideas, such as how to make more exquisite pictures and how to write words that are directed toward the heart. In the era of film and television media, 4 a need to think about video photography and production. And these PGC content, are 4 a company is very good at. Even in the internet age, there is not enough challenge to 4 A, because this period is more to the plane and film and television content directly to the Internet, the change is only a channel change.

But over the past two years, the rise of smartphones and tablets has made a huge difference in the overall marketing model. People are more interested in using mobile devices such as smartphones and tablets to log on to SNS platforms such as micro-letters and microblogs, compared to watching TV in newspapers. The content of PGC, led by 4-a companies, is no longer welcome because of the limited screen size and internet speed of smartphones and tablets. On the contrary, although UGC content is not as good as PGC, but with its fast-paced, high-frequency, massive, and more able to adapt to the advantages of small screen, has become the mainstream of current information dissemination. In a nutshell, today's audiences are more concerned with the UGC content produced by the mobile end than the PGC content of the traditional 4-a company-led production.

Just lament does not solve the problem, the traditional 4A to become the dominate of Chinese marketing industry, we must reconstruct the organizational structure, human resources and processes, in the way of PGC to produce UGC content. Specifically, the following five major competencies need to be perfected:

First, in line with the characteristics of mobile terminals content production capabilities. In the content production, 4 a company not only need to continue to maintain in the copywriting, video, picture production and other aspects of the leading edge, but also need to be equipped with smart phones, tablets and other mobile terminals to create creative content of talent, in order to create creative UGC content anytime, anywhere.

Second, in line with the characteristics of mobile terminal content re-creation. In the traditional media era, PR and advertising produce beautifully long texts and videos to better present in television and newspapers. On the mobile side, small and beautiful only popular, only the TV and newspapers prepared for the "big meal" into a delicious "snack" to meet the audience's fragmented "snack" demand.

Third, rapid response and hot creative ability. In the past to do a communication project, the need for party A to issue brief, and then through the proposal, from the issue of demand to the project landing, short weeks, a few months long. And today, there will be a new hot spot on the internet, if used properly, will be the corporate brand spread up to 42 of the effect of the heavy. If again according to the original pattern slowly wait for party A's brief, revise the content over and over again, will completely lose the dissemination the perfect opportunity.

Four, more network content follow-up ability. In the case of multiple versions of an idea, the content of each version needs to be released instantaneously in accordance with the characteristics of the Internet, and be quickly iterated to get more UGC content.

Five, clustering group of people, fast and accurate content delivery ability. In the traditional media era, advertising companies spend a lot of time on user research, which determines the strategy of putting on TV, newspaper and other media. Today, the public is dead, only the crowd. Only a profound understanding of different ages, different interests of the ethnic groups of content consumption habits, and more rapid and accurate content delivery, to obtain a good communication effect.

Only to achieve the above five points, 4 A can really small and fast way to provide customers and users are satisfied with the content of the UGC, which may lead the mobile internet era of marketing trends. This is my expectation of their future.