Video website Marketing Promotion Road

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It is well known that in the near period of time, in addition to SNS by advertisers hot discussion, the future development of video site money is also a hot topic recently. Fortunately just joined a domestic top video site engaged in senior marketing planning manager, in the not long time to give me the feeling is quite profound, So here venture to use video website marketing Planning brief Experience plus the previous comprehensive Internet marketing planning longer work experience to talk about my video site marketing some personal views and views, not to place also please do not hesitate to point out and forgive.

First of all, I want to start from the location of the video site began to talk about, because advertisers in the choice of media delivery, the nature of the media will be the primary determinant. As far as the current video content network media is concerned, there are network TV, video sharing, original video release, online watch download, high-definition video content, etc., and now look at the larger force is network TV and video sharing two kinds of web sites, other because of copyright issues and input cost problems in a short time it is difficult to have any big. The nature of the media to locate the difference in fact, from the end of the Web site owners tend to B or to C. Solve the to C, you can really solve to B, that is to make B money from the base of C start. How to use site content, speed, UI, function settings, user experience, viscosity mechanism and many other links to locate or shape their own network media image. I personally feel that only a good completion of the current user needs, and the future of user development and Internet technology development and use of the environment has a full expectation and judgment, in order to finally create a either to B or to C are excellent network platform media.

Marketing promotion positioning. All the media in the user's heart has a clear positioning, in addition to the advertising main marketing area there is another or a few more clear positioning. For example, Tencent can position itself as "maximum user", "active participation degree high", "product line can be multiple-pipe" media, Sina can be "the most media impact of the portal site", Baidu is "the most affinity, the closest, with a strong PR value" of the Internet products. So how should a mature video site be positioned? Video media in China is a relatively late appearance of the Internet that form, when the Internet hot period when most of the site is to be brought to the newspaper, magazines contrast, now most of the internet media has been removed from the traditional strong media contrast. Facts have also proved that the emergence of the internet has not let the radio, television and newspapers by people imagine such a blow to extinction, but the traditional media more carefully run its own core advantages and core characteristics. Why the video site to do the initiative and television to do contrast, docking it? Many video sites are trying to grab a share of television, and even sell it in the same way as television. I remember listening to one of the top interactive executives at the world's most prestigious research data company in training years ago, saying that the Nielsen brothers used CPM to save the entire TV media, but Nelson didn't pay enough attention when the Internet appeared. Still use CPM applied to network media on the impact of network media evaluation, is harmful to the Internet, but also harm their own, resulting in the interaction of their business loss is very large, lose leadership position. The future Nelson's biggest competitor is definitely no other research firm, and the biggest competitor comes from a lot of practical, accurate, authentic information from users. Words, what is the nature of the Internet? How do you use it? These problems are the Internet people should think and sober understanding of the place, the current flow will not be forever traffic, now users will not always be users. Both the public and Tencent are examples, and ebay and Taobao are examples. Therefore, as Internet products, the core of grasping the essence of Internet is the first task. These are in fact also reflected in the major sites of their own marketing positioning, video sites in my opinion is not a television media, but also unable to compete with the television media, even as a supplementary media, is not comprehensive enough. Supplementary media will not have a good development, and it is impossible to get a larger share of the market, this is an indisputable fact, the formation of their core value of the future road will be more narrow. Therefore, I suggest that the network video media think more about the characteristics of the Internet, in the Internet Marketing system more than a few kung fu, such as sharing, viruses, quoted, interaction with the target consumer, direct purchase, diversity and so on. Even the cost of small, inexpensive this point can only be said under the table, once you get on the table can not make themselves in front of the customer base.

Marketing Promotion form. Video site In fact, the most disturbing their own place when the problem of promoting the form, due to the nature and form of the site itself, the video must be almost television video playback as the leading. As a video site marketing staff to explain to customers the simplest, most direct, most effective way is also to play the customer's video content, TVC ads, corporate video, brand spoof video and so on, these are basic advertising business content. A little bit of the area where the TV can be created is video solicitation, online drama, instant polling, investigation, pop-up rich media streaming media, say these have but not, just because in the implementation of the technical level of the use of Internet resources, but in fact, the current traditional TV has been very good to do these, can also be disguised to do these. But the TV media may need more powerful set-top boxes, need carrier support, interactive communication time and process is slow and complex, not the kind of real partition. As for the rich media and pop-up this form, but not not to do, but not at all. Those spots, subtitles, and implants have done too much for television, and have come to the point where the audience is disgusted. What exactly is the web video site unique to the form of advertising? Repeatability is actually a point, because the number of playback will be very obvious marketing to the audience, but the television can also do the brain platinum as a centralized bombing type of repeated delivery, and therefore can not be regarded as a network video of an absolute advantage. Not to mention the video collection, although the most commonly used online video media and the most love to recommend to customers the mode of cooperation is this, but in fact, the method of collecting video should be originally original or TV, when people still use film tape when there is a family comedy, so this is not a unique Internet video media. At the moment I can think of adding more technical support to create a new internet marketing model. For example, we put the customer's material scattered on the site, and then encourage users to organize their own order according to the fragmented video footage, clips into a complete video ad, and ultimately whose clips will be the same as the TV commercials on TV, to win the prize; We insert an ad element at a certain time in a video, the user needs to find that point in time and use the pause to stop the screen, upload or click on a button to submit, there is a chance to get the prize; for example, make 360 degrees can turn to see video and so on. Speaking of this first, more said I am afraid it will be charged haha.

Finally, the video network platform wants to b how to promote their own problems. On this issue, I personally think that the current several video sites Youku is the best to do, although there are many imperfect places. Hype is a compulsory course for each media, as the media to publicize others at the same time, of course, to do their own propaganda work, the first time to issue the first sound is very important. Tencent said that its marketing is very intelligent, which others are not good to mind; Youku said hit the net play is very marketing, others have a network play is not so marketing. Selection of the main is the Internet to create a good platform to promote speculation must kill. In addition to packaging this virtual things, there should be some practical action to support. I personally think that a few beautiful demo cases, continuous search and development of new forms and models of marketing advertising, and constantly create a depth of hot, in the organization of the content of my previous experience is to buy you advertisers to see your site's things and users are not a tune, no way you need in some small place, Your real users do not see or pay attention to where to do something for them to come out, this is not a fake, but you need to cater to a lot of people's taste your media can continue to grow, but this point also needs to be aware of is always to adhere to your most core users, do not walk more than the path to forget the road how to go; It is also important to shape a good team atmosphere, and only your own people fall in love with your company, and more clients fall in love with the company and spend money in your company.