High-end users precision marketing-CITIC Bank Network marketing case analysis

Citic Bank, with the help of the November 2005 renaming, set off a wave of 2006 years of integrated marketing communications. For a time, CCTV prime-time TVC, outdoor, print media, network, business Hall are passing the same sound and visual information. Different media platforms undertake different communication tasks, or achieve their own communication targets for different target groups, and finally realize the brand image establishment of CITIC Bank and the promotion of related products and services.

With the rapid development of Internet industry in China, the number of Internet users and broadband users has increased sharply, which makes advertisers have to pay attention to the use of network media. Network Marketing has become an integral part of the overall communication strategy of all industry leading brands, and correspondingly, the use of online interactive marketing of internet media provides advertisers with rich means of communication and application.

Key points of Citic Bank's 06 Network marketing strategy

1, network media is the important supplement of TV media
Computers, networks, more and more broadband access to people's work and life, the Internet Shanghai volume of rich information makes some users hang online for a long time every day, work is so, work is so, coupled with a considerable number of online game enthusiasts, constitute a do not watch TV or rarely watch TV typical of the crowd. The IT elite, for example, have never watched TV or had no time to watch TV. Even TV viewers, the time to watch TV will be significantly affected by the time of the Internet.
Therefore, Citic Bank's 06 integrated communications strategy, one of the very clear strategy, is in the CCTV gold media coverage of the premise, the use of network media for precision-assisted marketing.

2, network users are more high-end and more active target groups
Although there are a lot of survey data to show that the Internet is a group of hundreds of millions of people, but for advertisers, only those who use the network seriously meaningful. If the size of this group is defined by at least one net per week, it is clearly too lenient and optimistic. It makes sense to judge by common sense or intuition at this time.
There is no doubt that Internet users are a group of more active and high-end groups, and they are the leaders of contemporary society. The popularization of Internet application, to this part of the people brought not only a kind of work convenience, but also to bring them a way of life change. This tens of millions of groups, for any product and service consumption, can not be overlooked, no matter how big your marketing market. More importantly, this high-end, active, most influential group is growing at a high speed.

3, the network media can meet the brand/product/service depth of communication requirements
Network media is different from any other mature media place, is the integration of the network media itself. People may be more of the interaction of the Internet media as its characteristics, in fact, interaction is only one of the characteristics.
Why emphasis on the integration of the network media itself, is to explain in the network without Borders, can extend unlimited platform, can be used to disseminate a lot of ways and means. Video, games, mail, Web, web advertising, promotional sites, Rich media, online surveys, etc., in the network marketing, itself needs to be integrated. This is why said in the network media, advertisers can be based on demand for brand promotion, product or service promotion. And on the network platform, advanced technology can guarantee the flexibility and rapid transformation of information transmission, and traditional media is basically unable to achieve these actions.

4, continuous transmission effective arrival
With the prominence of the network media value, advertisers are also increasing the threshold of network marketing, in order to ensure the maximization of the income of the media investment, the strategy of continuous communication can ensure the maximum range of effective arrival and the frequency of arrival.

Key points of implementation and application of CITIC Bank Network marketing

1, Citic Bank brand promotion
CITIC Bank Network Marketing in the brand promotion, in addition to the core values of brands such as "commitment, faith" and "support", it is mainly the use of Citic Bank's ranking in the World Bank, the Asian Banking Awards and the Best foreign exchange Bank, as a support for brand value. When branding, the number of ads displayed (impression) may be more important than the number of clicks (click), which is useful for the formulation of media plans.

2. Product Promotion
If do network marketing, do not do product promotion but wrong. Netizens in the network are often in the low degree of concern browsing, and for advertising also never take the initiative to care. Therefore, the network to promote a combination of specific products or services, coupled with excellent advertising creativity, can be satisfied with the effect. In doing product promotion, the click Rate is our pursuit of indicators, obviously we hope that users can enter the customer's website or the topic page for detailed understanding and interaction.

3. Online Event Marketing
The 06 World Cup is the media 4-year event, Internet media is no exception. All major media have come up with the strongest content resources and the media's own promotional resources to report. CITIC Financial card sponsorship Sohu World Cup quiz event, the purpose is to use netizens and Web site for the World Cup this event attention and attention, through the promotion of the Force, achieved good results.

4, online brand image survey
After 6 months of network promotion, the use of network media for CITIC Bank brand awareness of the online survey, a short period of time, make full use of the characteristics of the network media, targeted to obtain the Internet users of Citic Bank's brand awareness of the key attributes. While online surveys cannot replace conventional market research, they are very effective in limited research.
It is helpful for advertisers to engage in various marketing activities by conducting an online poll to quickly get the views and opinions of netizens. For example, you can test product concepts online, test advertising creativity, packaging testing, and so on, not only to get more objective test results, and can gradually establish a corresponding database. This is another important feature of network marketing.

In short, this case can be seen, CITIC Bank 06 Network Marketing process, the use of the characteristics of the network media, Multi-angle, multi-directional online integrated marketing has become possible, and with the continuous progress of network media technology, this precise high-end marketing, is bound to be favored by advertisers and rapid development.

(first "interactive Marketing", April 2007)