A case study of marketing integration with content as King

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

In today's complex media environment, "content is king" and "Integration win", the two are complementary, indispensable. And the audience to the "hard wide" exclusion of different, "content" they loved. They will take the initiative to watch TV dramas, active to the cinema, active watching video ... But they are not going to take the initiative to see ads. Content is the key to the transfer of advertising information, and is the coated that advertisers use to penetrate the psychological defense of the audience. and integrated marketing communication, is a weapon. No ammo, no lethality, no weapons, no combat.

What is content marketing?

Content marketing includes the content of the original and published, published in the form of blog, Case analysis, white papers, videos and pictures, the main purpose is to attract customers, improve brand awareness, show the company's expertise. Examples include entrepreneurs sharing their experiences with blogs, and blogging about celebrities on Twitter. According to Hivefire survey, 82% of the business-to-business marketing professionals will use content marketing, 70% will use search marketing, 68% will use event marketing, 64% will adopt public relations, 32% will use paper/tv/radio ads.

78% of the feedback from the survey results shows that the goal of Team content marketing is to promote sales and brand image, 28% of the feedback shows that the main goal is to increase site traffic, 24% of feedback shows that the main goal is to optimize the search results.

The following from the case analysis and explore how to carry out the brand content of integrated marketing communications:

Mall：

"Men help + Jing Dong", three of the four-up skill surprised four

2011, the TV series "Man Gang" in the east, Tianjin, Zhejiang, Beijing four TV broadcast, this is a Zhaobaogang by the director, Honglei, Huang, Dan, such as a popular star, about the city men and women love story of the fashion play. Along with the "Man Gang" broadcast, Jingdong Mall strong in the public view. Overnight, "Jingdong Mall + Men help + honglei" triangle combination, its figure as if already everywhere. This is the Jingdong mall carefully cloth a good game of chess. The bright spot of the whole game of chess lies in the three of the advance cloth.

First, the inside of the show. Starting from the 9th episode, Jingdong Mall in the play continued to appear, according to statistics, through the plot, props, mouth sowing and other forms, the East Beijing has conveyed the goods low price, fast delivery, regular invoices, worry-free return, customer service attitude, complete merchandise as well as "monthly black Wind High", "211 limited to" special services, such as 7 major selling points, comprehensive, in-depth, Vivid display of Jingdong Mall's competitive advantage.

Second, the first sign endorsement, this is Jingdong Mall under the second step of good chess. Jing Dong with Honglei patted "digital chapter" and "costumes chapter" 2 TVC, all to "fashion", shopping let Jingdong help, the whole play Tide clothing (digital products) Jingdong Sales "for the advertising language, less than 20 words of copy, so hard and" man help "and Jing Dong implantation formed a seamless convergence. These two TVC successively in the television station, the portal website, the building, the mobile public transport and so on the media has carried on the massive launch. At the same time, the official website of Jingdong Mall, to "fashion learn" men help, shopping to Beijing East Help "as the theme of promotional activities in full swing." In its promotional page, Sun Hong Reighan led the lead, 9 major categories of goods, each with a "man help" style of language leading, so interesting promotional page design, completely subversion of the pure price for the stunt model, in the network set off a burst of "Jing dong Hot."

Third, the development of derivative goods. After the "Man Gang" hit, young people, especially the urban fashion white-collar family of the play starring fashion costumes, the most representative is the fashion frame glasses, scarves, hats and other jewelry, full street are. Open Jingdong Mall's official website, you can see a line of eye-catching characters, "men help" the whole show Chao goods, Jingdong sales!

Suning easy to purchase: cross-media integration, a recruit top 10,000 strokes

Due to suning appliances (002024, stock bar) of the strong, for a long time, the masses of consumers only know suning, and do not know easy to buy. As a new brand in the field of electric business, Suning is eager to get rid of the interference of Suning brand and enhance its brand influence.

Through the three aspects of film, TV series, micro-film, the cross Media content, Suning Yi bought a big game---------------------------------------------------------------- Three ways to form a complementary advantage, a punch. Films, TV dramas and micro-films of the embodiment of the modus operandi are similar, here only the film as an example to analyze. Suning Tesco did not choose domestic films, but chose two imported films, The Avengers Alliance and The Hunger game.

Because of the relationship between filming progress, Suning has not had time to do implants in the play, but directly purchased the element authorization, in the movie "Avengers Alliance" to release, with "Breakdown entire net Price" as the theme launches covers the television, the outdoors, the building, the subway, the portal website, the official website, the social media and so on the omni-directional brand content integration marketing.

Suning Tesco and the "Avengers alliance" cooperation has reaped rich fruits. According to statistics, the film "Avengers Alliance" the World's total box office amounted to 1.5 billion U.S. dollars, in May, Suning easy to buy Sina Weibo attention index also hit a record high. Then, Suning and occasion "Hunger game" launched a series of brand content integration marketing.

In the first half of 2012, Suning easy to purchase the basic realization of the target of communication, brand awareness of a significant increase in the smooth promotion of the first echelon of the commodity licensing. Then, it is occasion August's electric business war, in the hearts of consumers set up with Jingdong Mall equal situation, successful occasion superior.

This article source: http://www.syxlgs.com reprint please indicate the source!