Archie Quality Marketing in multi-screen times

Marketers say

What is the king of the multi-screen era? --More quality content. Only the real understanding of the needs of users, making their favorite, attention, want to see the content, in order to achieve the space and time of the two-way occupation.

Wang Yujun

Archie Senior vice president of Art Marketing

More than 10 years of experience in Internet portal, in-depth insight into the industry, accumulated rich experience in internet marketing. January 2010 joined the Archie Art, as the national sales general Manager, responsible for nationwide sales work. April 2011 Promotion as vice President of marketing, September 2012 promoted to senior vice President of marketing, responsible for Archie sales and marketing team.

We're in a multiple-screen era with screens all over the place: elevators, airports, mobile devices-smartphones and tablets-and so on, different screens in our lives occupy space and time in our lives, and time is seriously fragmented. How do you make your eyes stay on your screen as much as possible? What is the king of the multi-screen era?

We think there is quality content. Only the real understanding of the needs of users, making their favorite, attention, want to see the content, in order to achieve the space and time of the two-way occupation.

First of all, we need to understand what consumers need to see, Archie Art through Baidu Search to understand the vast amount of information needs of users. Second, know the needs of users, you can go to the relative production of large-scale and high-quality content to meet. Finally, after the content is produced, we capture the various screens in the user's life through multiple screen output.

Archie Art through a large number of search database, found that users of the quality of life demand is very big, especially for the life of practical information needs, the amount of retrieval per day reached tens of millions of. such as the practice of a dish, or some knowledge of mother and child, and even search for some makeup, skin care skills. These scattered in all aspects of Baidu search results, in a long period of time these requirements are only a few simple pictures, words to meet the way. And now Archie Art produced a high-quality short video set to meet the needs of users, this is to attract a lot of brand cooperation, "Dandelion" mode: It follows the user to watch the habit of video, in line with netizens "search + video" behavior habits. Archie in the analysis of Baidu data and user needs on the basis of the various vertical areas of functional, professional, serialized short video, and for advertisers to provide accurate, implanted, cross screen marketing opportunities.

I recommend

Deep-Plough vertical field, make the characteristic, is the Archie artistic content management a big bright spot. For example, 2012 in the field of food extension, China's first line of online interactive food reality show "Cargo" premiere, from the Archie Art and the joint planning of crest, so that consumers become the protagonist of video programs, a strong promotion of the brand and consumer communication effect.

My point of view

The consumption pattern of Internet users is more and more rational. How to find these consumer needs and products combined to help the brand in the network era stand out, may wish to use V-store marketing methods, different consumers tell different stories:

First of all, when the consumer's sense of shopping is still unconscious, we use some knowledge of the application of the video to affect their product goodwill, and active search. Second, when consumers in a number of brands in the middle of the choice and entanglements, we use the help of shopping-guide video to assist them to do evaluation. Third, when consumers understand the use of a product function, we use the way the instructions to consumers to the product has a direct understanding. In addition, let the program and E-commerce seamless combination, enhance the purchase effect, the user in the electric business platform consumption decision of every link to get through.

Q&a

What new marketing attempts will be made in q:2013 year?

A: Multi-screen output, spread and interaction across the screen. We need to discover and understand more user needs, through the user potential of various types of information needs to produce high-quality content, to occupy their time, and the high-quality content output to different terminals, through the computer, television, mobile phones, tablets and other screens, so as to achieve the dual occupation of time and space.