Interactive integration Sina Video Marketing Way

After the Beijing Olympic Games, some experts believe that, with the help of the impact of the portal site, video, blog and other interactive products in the post-Olympic era will produce greater marketing value.

As a result, since 2008, the video sites began to vigorously promote content copyright ratio, the development of new marketing plans. 2008 was called video sharing "the year of marketing." At the same time, with the increase of social influence of video website and the increase of copyright proportion, advertisers have gradually accepted the advertising value of video website.

Now, network video has laid a certain user base, user browsing habits have been basically stable. As an important part of Sina Interactive products, video products use its personalized, differentiated, socialized User Service, greatly enhance the user's stickiness; On the other hand, relying on Sina's unique media brand value, influence and credibility, portal video Marketing advantages are obvious, These advantages are the enterprise in the marketing plan to focus on the consideration.

Based on video sharing platform marketing, we need to think from two dimensions: The first dimension is depth, video content has entered the subdivision stage, how to combine different content, find appropriate marketing themes and appropriate marketing methods; the second dimension is horizontal and sees many categories of video content on one platform, How to integrate resources according to different content, and according to the enterprise resources to carry out a strong match.

Interaction and integration is Sina's long-term adherence to the marketing strategy. Moreover, Sina insists that good interaction and integration is from the perspective of consumers and customers. In 2009, in order to break the habit of Pepsi in music marketing, Sina and Pepsi, Zhejiang satellite TV cooperation "Pepsi Group Sound" cross-media stereo band draft activities, innovative implementation of the "360-degree synchronous watch", a band from the preparation, to stage performances, to the end of the show back to the background, The whole process has been recorded and shared with netizens for video viewing, which has played an important role in enhancing interaction and expanding influence of activities. Different video platform to match the corresponding marketing products, make full use of SINA Impact marketing evaluation system, from different aspects to interpret the marketing effect, so that customers have a comprehensive and objective understanding of the effect. For business customers, this is undoubtedly the important weight to attract them.

Sina after years of development and accumulation, with a strong ability to integrate resources, mature marketing system, deeply rooted brand influence, for advertisers to find the target consumers with great convenience. 2010, we will continue to adhere to their own goals and direction, adhere to their development layout and implementation of deployment, and cooperation with partners to create a new era of Sina video marketing.