2015 Entertainment Marketing 6 trends: the Electronic business of entertainment content and scene

All industries are entertainment, which needs to be injected into the brains of all business decision-makers and marketers. Today's brand, if not with consumers play, let consumers "hi" up, the future will be difficult to capture the hearts of consumers. Entertainment Marketing is the brand's show, entertainment elements for a brand in the market activity, fashion, youth and so are closely related. Facing the 2015, what are the new entertainment marketing trends worth paying attention to? Trend 1: Brand Entertainment content manufacturing hotspot survey shows that today's Chinese consumers, the average person concerned about more than 4 kinds of entertainment information, entertainment content for more people, is currently facing the social pressure of the "pastime" type of consumption, and consumers in contact with entertainment information, psychological more relaxed, therefore, More receptive to brand information. In the past, much of the entertainment content was created by media platforms, but today the role is changing and branded entertainment will rise. For example, Virgin CEO Branson, who always knows the content of entertainment, rides in a hot air balloon, wears a stewardess's costume as a flight attendant, drives a Jeep into New York, and so on, every time he makes an appearance at Branson. Another example, 2014, Lanxiang Technical school suddenly aroused great concern, "excavator technology which strong?" China Shandong to find Lanxiang "this sentence in today's network seems to have become a virus, and careful analysis will find that their marketing practices diverse, from television to micro-blog, from movies to jokes, about the lanxiang of the pieces of black, parody, but also humorous, in short, entertainment, so that netizens voluntarily provide channels for transmission. In the Internet age, brand is no longer the cold, high above, just take the image of entertainment media platform, but there is affinity, there is content, there can let more consumers pay attention to the personification of the carrier, therefore, the brand needs to create consumer entertainment content, from the entertainment point of view to tap the connotation of the brand, To win more consumers ' favor. Trend 2: Entertainment marketing "multi-redundancy" integration in the past two years, the television entertainment program attracted a large number of brand investment phenomenon, there are many brands that entertainment marketing is to do a title, implant or to do a campaign, to do a conference, in fact, this single entertainment era has ended. is simply a film and television entertainment program sponsored by the implant, only a background board, corner, advertising, or a one-way transmission, has been difficult to affect the generation, 85 and after the group, because these young people to accept the new things shorter frequency, more hope to participate in the entertainment process, hope to do content on the Internet interaction. Therefore, the entertainment marketing is "multi-redundancy" the marketing process, entertainment marketing topic of the detonation itself to undergo a "fermentation" process, you chose an entertainment platform for cooperation, whether it is the name or implant, we must find ways to use more channels and models to enlarge it, enterprises choose entertainment marketing like the choice of the Olympic sponsors, There must be 3-4 times the sponsorship or implantation of the marketing effort to make the benefits bigger. BasedThe marketing of specific film content or entertainment events, enterprises need to integrate and mobilize their disposable resources, will be a certain product promotion of the whole year around the entertainment event, staged in line, under the full coverage, a short-term entertainment events to enlarge, deepen, elongate, can play an effect. For example, Gado a good voice in China, outside of sponsorship, through the "singing and drinking Gado, through the Chinese sound" theme activities, red can promotional equipment, red cans to clap, tongue twister, to the authentic salute series of posters, micro-letter good voice and so on a series of activities to enlarge it, so that the resources of entertainment itself has been magnified. Trend 3: Entertainment content derivative industry chain expansion 2013-2014, Hunan satellite TV "where is Dad" in the whole society set off a wave of parents, quickly have a variety of children and children as the theme of the birth of the program, led to a huge consumer market, and the entertainment industry's most noteworthy is, "Where is Dad?" Not only in the content of innovation, but also for entertainment marketing innovation, a successful theme, using a number of platforms to develop a variety of derivative products. At the end of the first season of the show, the film was hot and the movie was taken-5 days to complete, more than 10 ads bundled, amazing movie box office, in addition to the film, "Where is Dad" also launched the mobile phone side of the casual puzzle game, at the same time, the program group will be "where the father" authorized to many network toy dealers, In the online shopping platform to enter "Where does Daddy Go", search out of the "same goods" unexpectedly more than million pieces of the program, the children use the bag bags, eat chopsticks have become a network of hot products, many travel agencies also launched a "same tourism route", developed a business chain. The inspiration for the brand is that entertainment marketing can not be a cop-out, but to focus on the development of the derivative value of recreational resources, this value can be the theme of cultural products, can be branded joint customization products. July 2014, the Universal Studios in Osaka, Japan, announced the opening of the world's second Harry Potter theme park, from film to video to toys, food, clothing, stationery, even Harry Potter theme parks, theme tours, Harry Potter, the "Magic Cake" has formed a huge industrial chain, The economic effect is far more than the movie box office itself, and the industry chain is continuing to expand and enrich. In Hunan TV's income, content derived income is far greater than advertising revenue. Trend 4: Entertainment content and scenarios of the electronic commerce of the Internet and E-commerce in the impact and transformation of many traditional industries, there is also a lot of connectivity with the entertainment industry, and in 2014, a Chinese first-star Cross-border fashion show, "The Goddess's new dress", created by Oriental Satellite TV and blue flame, sparked concern throughout the entertainment and fashion industry. This program is involved in the depth of the electrical business, to achieve the design and market integration, the cat to the domestic largest brand of the company's business platform identity to provide "goddess of the new clothes" exclusive experience and channels for sale, carrying the program industrialization extension of the core value, realize that is to see the purchase of entertainment content of the Electronic business model,In the past, business was a derivative of entertainment, but the "buy while" model showed the trend of business as entertainment, entertainment, and business. October 30, 2014, Alibaba and Youku Potato Strategic alliance, put forward to "electric quotient + video" Innovation mode to reshape video marketing, entertainment content and consumer behavior through, such as consumers see the tip of China on the tongue of the food, video will tell you where to buy this food, Most viewers will be stimulated and have a desire to buy. 2015 will be the year of video-dealer outbreaks, including the Internet TV screen in the living room, which will also bring a revolution in TV-makers. The largest Internet TV service provider in the country, it puts forward the layout of TV electric quotient, for example, when the audience is watching the Hollywood blockbuster "Transformers", if a 4-year-old son pointing to the screen of "bumblebee" noisy to buy a toy car, you can switch to the TV by remote control platform, selected products, To pay online, and then quickly complete the purchase, if the program sold is the video Entertainment Marketing 1.0 era, in the program implanted ads is the video Entertainment Marketing 2.0 times, then video and TV dealers are video entertainment marketing 3.0 times. Trend 5: Entertainment marketing in the Community era today's marketing into the product that content, the content of the era of advertising, marketing to stand in the personalized consumer perspective, good products and quality of entertainment content are living ads, no entertainment content to build intimate relationship, there is no brand alive. Entertainment content itself is also the performance of values, such as some people like to see Han's book, some people like to see Guo, some people like to see Gao, some people like to see Wang Dan ... Together, the content can be divided into people's ethnic groups, thus bringing entertainment marketing value. For example, the 2014 summer stalls are the most coquettish of fans of the economy and the content of the community representatives: Guo, Han, Chao, Chopsticks brothers, they are not film director origin, but from writers, actors, singers, network short film director to change, and most of them are generation, "Break Up Master" "after the" "Small Age 3" The box office is more than 500 million, effectively changed the fan effect, making the Chinese Traditional director Center system towards the end. It's not hard to understand why watercress is a slow but highly sticky company, because watercress gathers a large number of content aggregation users, the rise of knowledge community, including the 90 founder of the "moral selection" of the popular, also explain the future of the content community than the so-called eating and drinking, or rely on the interests of the bundle of fans more sustainable. For the entertainment marketing, from the entertainment content to the entertainment community, the brand constructs the entertainment as the main line community, provides the entertainment consumer participation opportunity, can let the entertainment marketing deeply rooted and unceasingly refreshes the content. Trend 6: The entertainment economy of the big data age was dubbed "the year of Big Data" in 2013, and the "Big data" concept from the Internet was rapidly warming up in the film and television industry since 2014, especially when the US video web site Netflix used big data Toupai's TV series "card House" to win market successis to let the global film and television industry on the use of large data. Netflix may not know exactly what individual viewers click on the pause button for personal reasons, but if enough people do the same thing in the same place throughout the video, the data begins to show meaning, and in the end, Netflix is more aware of its own visual preferences than the audience, They adjust the plot, starring, and so on, according to most viewers ' preferences, and eventually, according to official figures, three-fourths of subscribers will accept Netflix's video recommendation. In the future, large data analysis of the script selection, cast selection, shooting and post-production film and television drama Creation link will have an impact, at the same time, in the entertainment marketing, through the network search, video playback, log comments and other massive data, you can know all regions of the country, age, occupation of the audience groups, Thus can be targeted marketing. Of course, the current application of large data is not enough, but in the entertainment consumer focus on the Internet platform, line of Commons line, Internet TV, mobile internet and so on platform, large data can help entertainment marketing more refined and accurate. This year, the Chinese Entertainment Marketing Communication Research Center decided to carry out the evaluation of the Star Impact Index, in the current Chinese market, Entertainment Marketing Evaluation Index system is not perfect, the data is not sufficient, so the future in the context of large data, The establishment of the data system and standard of entertainment marketing is very important for the development of entertainment marketing. In today's entertainment era, businesses can no longer stand on their own terms how tall, and should learn to adapt to the context of entertainment, with the user entertainment, so that users participate in the brand of entertainment, learn to integrate the entertainment marketing, entertainment marketing to derive more dissemination of content and media, is the entertainment marketing needs to think about the future. No entertainment, no marketing, more entertainment, more popular!