"4E" marketing of Shanghai Unicom in mobile internet era

Huangyuan

[Shanghai Unicom unearthed a third auxiliary position--sns, in Happy Net, Renren Shanghai Red People to start voting interaction, at the same time to guide the public opinion; This position also contains the micro-letter that emerged in 2012.

Three months, the world's more than 400 million internet clicks, "Jiangnan style" has even been included in the Guinness Book of World Records ... According to South Korean media reports, the song created nearly 200 million yuan (33 billion won) earnings.

"Without the Internet, if it weren't for the digital age, it wouldn't have happened." Google Global Vice President Liu that this is the Internet industry 2012 years of "big event." Obviously, the Internet technology is creating a changeable era, not only to expand the market demand for intelligent terminals, but also to promote the traditional way of rapid change in marketing.

In fact, based on the characteristics of the mobile internet era, many experts and scholars have discussed the new theory of "4E marketing": the First E (Enterclose) is to provide users with the access to participate in the process, so that customers experience the brand and products. The second E (entertaiment) is to allow consumers to entertain, relax, you can not just think of your products and services to the consumer, to the combination of marketing and entertainment. The third E (emotion) is the product into the emotion, leaving a deep impression on consumers, from the heart to impress consumers and make it a long-term memory. The fourth E (enjoyment) should pay attention to the whole process of consumer enjoyment.

As an operator, Shanghai Unicom is both a provider of intelligent terminals and a practitioner of a new marketing model. In September 2012, launched the "Smart Phone Festival", Shanghai Unicom successfully played a dual role, line online under the same time to promote the practice of mobile internet age 4E marketing.

On line: three main positions

"3G era, the mobile phone also to buy their own money?" "3G era, the speed of mobile internet slow how to play?" "3G age, mobile phone is not intelligent, how to live?" "When the smartphone festival officially started, Shanghai Unicom also launched the above 3 topics of marketing hype, not only to make full use of its own channels and social channels, but also on the network to launch a 3G era, intelligent life of the big discussion."

This year's smart-phone festival with "thousands mobile phone million application" as the theme, aimed at a comprehensive display of 10 of the latest smartphone products, rich and colorful application services and solutions, so that users close to experience Shanghai Unicom 3G for the convenience of life and change.

"The internet age has come, and now the question is: How to use the Internet technology to better serve consumers." "Shanghai Unicom related officials said that the smart Phone Festival BBS, micro-blog, SNS as the three major network" marketing positions.

With the development of Internet technology, the network information breakthrough geographical restrictions, so that consumers can buy outside the living area of the brand, and enough information and brand exposure, but also the "cognitive" in the process of consumers to buy goods diminishing role. Therefore, how to operate or cultivate quality opinion leaders, will need to disseminate information to the most potential customers, through the unique database of opinion leader influence, to help new product promotion and marketing activities, to achieve a multiplier effect.

"Forward" BBS is the public opinion to carry out the position, has "the topic vanguard" The foreshadowing function, the activity selects the Shanghai Heat High Forum, writes or is humorous or the rational "the Smart phone" topic placard, each topic posts chooses 2~3 plate key post and the maintenance, covers the plate to reach 20 above, strives to achieve by the point to the surface, the key + Comprehensive coverage combined to control public opinion orientation throughout the activity.

The second microblog position is the responsibility of interaction and tradition. During the smart-Phone festival, @ Shanghai Unicom, @ Shanghai Unicom Online Business Hall, @ Shanghai Unicom, such as the lead pioneer and other official micro-blog. Similar to the BBS, first based on the original topic to write content, to find a matching micro-bo Reds forwarding, to achieve full coverage of micro-Bo users, at the same time, the release of Micro-blog award-winning activities to improve exposure rate.

In order to attract more potential customers, Shanghai Unicom unearthed a third auxiliary position--sns, in Happy Net, Renren Shanghai Red People to start voting interaction, at the same time to guide the public opinion; This position also contains the micro-letter that emerged in 2012, according to statistics, during the Smartphone festival, scan activities two-dimensional code can participate in the vote, Shanghai Unicom Official micro-letter to add thousands of new fans, fan interaction is very frequent.

On the other hand, the above 3 topics in the actual operation of the series launched, representing the three stages of marketing: Topic Introduction stage, brand promotion stage and the focus of the promotion stage, so that consumers pay attention to double. To focus on promotional period as an example, Shanghai Unicom official microblogging on the eve of the national Day to release the award-winning interactive "Free mobile phone, what do you want?" "Attract Twitter fans to forward and vote, and two lucky users each of their supporters to get the phone.

Offline: Experience + Interactive

2007, Steve Jobs in the United States released the first generation of the iphone, in the world a burst of "apple Crazy", in 2011, Apple overtook Exxon Mobil, become the world's highest market capitalisation listed companies. The success of Apple not only comes from the humanized user experience of the product itself, but also from its outstanding marketing art, the outstanding marketing ability has achieved the industry "giant".

Shanghai Unicom in the sale of Apple products, but also the continuation of its user-friendly "user experience." September 21, the High-profile iphone 5 has been listed in Hong Kong, China, because the model uses a special Nano-sim card, a lot of fruit powder are worried about the issue of card replacement.

Insight to the "fruit powder" demand, Shanghai Unicom in this year's "smart Phone Festival" launch ceremony announced: Today from the end of the day, for new and old users to provide free replacement card service, fruit powder to the designated business hall can be replaced to the latest Nano-sim card.

It is understood that Nano-sim card is also called the four-form factor integrated circuit board, is a new generation of mobile phone SIM card. It is smaller than the Micro-sim area in use, only 60% of the first generation SIM card area, the specific size is 12mmx9mm and the thickness is reduced by 15%. Its smaller size will free up space for increased memory and larger batteries, helping handset makers to produce more lightweight products.

In addition, Unicom is also dedicated to the new Nano-sim card users open the latest 185th, for the iphone 5 users, is definitely called "additional surprises."

Not only in Apple products, Shanghai Unicom also promotes "experiential marketing" in selling other products, allowing consumers to interact positively with sellers and producers, and to encourage interaction between consumers.

"Consumer is both the commodity experience person, is also the commodity marketing person", the experience marketing is the market competition development to the advanced stage inevitable choice. In the new Economy (310358, fund bar) era, the product is more and more rich, product functional and quality gap is shrinking, product extension culture derived brand culture, brand contains the use of the value of countless users through experience accumulated. The value of the brand from the consumer experience, brand products will also be through the consumer experience to sell out.

It is noteworthy that the Shanghai Unicom "smart Phone Festival" coincides with the annual Shanghai Shopping Festival. This year's Shanghai Shopping Festival advocates the adoption of a series of "business travel literature" combined activities, and strive to build Shanghai into an international consumption magnetic field. Shanghai Unicom's experiential marketing, so that many people and tourists in Shanghai shopping festival to feel the "shopping" pleasure.

In order to give consumers more space to understand Unicom's products and brands, Shanghai Unicom in the "smart Phone festival" period, a total of Bayupha road show, the audience of millions of people, and to implement a variety of high-end models of different marketing strategies. In road scene, set up terminal display area, application experience area and interactive experience area respectively. Consumers in the application experience area can experience mobile phone reading, mobile phone microblogging, mobile TV, mobile music, home broadband, and family value-added services such as Internet TV applications, and in the interactive experience area, "mobile phone than speed courteous", "award-winning answer" and many other interactive activities in the scene set off bursts of fever.

In fact, Shanghai Unicom has been building offline "experience + interaction", its own business hall set up a special mobile phone experience, so that consumers in the field using smartphones to play games, surfing the internet, watching video, listening to music, demonstrating commercial functions, and so on, to carry out a full range of use experience, in the process to let it perceive product quality and performance, In order to improve the degree of preference and satisfaction. At the same time, there are specialized staff to show and explain, and consumer friendly interaction, to create more in line with consumer demand, closer to life experience venues.

In the view of experiential marketers, branding is the "Consumer's overall experience of a product or service." Create an emphasis on the experience of brand image, consumers naturally pouring in, in the service process, in addition to the completion of basic services, pay more attention to the details of various services, increase consumer value to the product experience.

This is Shanghai Unicom "smart Phone Festival" a marketing strategy, but also its innovative 4E marketing a successful case.