Jia Advertising won the marketing award hype Without Borders was questioned by experts

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December 17 News, has been wildly reproduced online Jia-style "the most shocking ads in history" has sparked controversy again: the seventh session of the "China Marketing Festival", the case was named the best Interactive Marketing event of 2009.

Many netizens were amazed at the award. But it feels good to plan a business. Experts believe that speculation should be the border, the relevant authorities should pay attention to and standardize this phenomenon.

First interactive marketing award for "shocking ads"

It is reported that "China Marketing Festival" is known as the domestic marketing industry's most influential annual finale, the department of "Sales and market" united domestic marketing agencies, authoritative experts held annual large-scale summits, Maozhong, Zhu Yudong and other top marketing leaders are personally present. This year, the jury voted "The 10 China Enterprise Marketing Innovation Award", including Lenovo's "Youth Public Entrepreneurship Program" and Alibaba "10 Anniversary series".

Remarkably, with the rise of internet marketing, the General Assembly set up the "Annual Interactive Marketing Award" for the first time, and the winner of the award was the first "Jia-style ad" in dispute.

This July, a nonsense post called "Jia, your mother called you Home for dinner" became popular overnight. Subsequently, this almost ridicule sentence pattern is constantly being applied by netizens. August 13, Kingdee Software's friends Business Network (youshang.com) in Zhuhai the most prosperous couple on the road erected a content for "Wang boss, friend network call you back

Home reckoning! " The huge outdoor ads, hope to use this phrase online popular language to strengthen propaganda offensive.

However, this shocking advertisement immediately caused great controversy, some netizens think that the word "accounts" there is ambiguity, easy to cause bad association, but also claimed to live in the vicinity of billboards, "Zhuhai Wang boss", claiming that because of the ads to its troubled, online posting union Wang surname boss to sue friend Business Network, Finally, friends of the network forced to withdraw the ads.

Jury: Tens of thousands of yuan to achieve millions of advertising effect

Despite being bombarded by netizens, but in the eyes of marketing experts, the "reckoning door" seems to be a good case. "Sales and marketing," deputy editor-in-chief Lowen that the main battlefield of enterprise marketing is migrating to the network, the future must be online under the combination of line. Tianya, Baidu Bar, Taobao community has become the birthplace of countless hot events, friends of the network is the first bold use of online popular language to do formal outdoor advertising internet companies, Adventure received a miraculous surprise.

Industry insiders said that business owners value the marketing target is ROI (input-output ratio). "Accounts in the door", the Friends of the net only spent a mere tens of thousands of yuan of temporary advertising rental fee, but achieved tens of millions of people reached the rate. Traditional to achieve similar effects, often to use television, outdoor, newspapers, internet advertising, ground activities and other media combinations to repeat, the cost scale of at least millions of.

The jury's comments on the "Reckoning Gate" are: "Do you dare to do outdoor advertising with internet pop language?" Friends of the network to do so! A ' Wang boss, friends network call You home accounts ' of the advertising language by the ' Jia ' of the Dongfeng quickly became popular. We all know that this is hype, but we have to admire the friend network this is good at occasion creativity. ”

Business statement: Marketing should be "hard news"

"The essence of the Internet is that the marginal cost is approaching 0, with the leverage of viral transmission." "Friends of the Business Network Marketing director Wang Kuanxiong to Tencent Technology," to do marketing speaking customer first, now the target customers where? Through the mass events, it is the kingly way to interact effectively with the target group through the network. Our first bold use of Jia sentence patterns to play outdoor big-name, provided the basis of the fact, only to produce a sensational effect. ”

Wang Kuanxiong this year from Alibaba Job-hopping to Kingdee, borrow Jia speculation events of the control process, also looming good at speculation of the Ali-style marketing shadow.

Wang Kuanxiong also suggested that enterprise marketing should be "hard news", rather than the traditional do "soft wen." "Haier smashed a few refrigerators on the 24, Ma Yun disguised as a punk online has more than 800,000 posts, this is the classic case of Xiao Bo big." In English, the brand name is brand, the etymology meaning is the mark. With the help of sensational events and customer interaction, can leave a strong brand in the minds of consumers, the enterprise marketing to a multiplier, the internet is the geometric amplification of this effect. ”

Experts: The hype should have boundaries called for the competent department norms

However, the use of network hype has also aroused some experts questioned.

Bionovo Marketing agency partner Rai to Tencent Science and technology, as people access to and release information channels to the online migration, more and more enterprises are significantly additional network marketing budget, network events to promote even become a high-speed growth of emerging industries, the pattern is also constantly refurbished. If not defined, there will be the next Obama, the next King boss.

Marketing is an enterprise's eternal behavior, the network not only lowered the threshold, but also magnified the effect. Appropriate ' hype ' is understandable, but beyond the boundaries of the bad, network event marketing should have a certain border. "Rai suggested that, as to the ethical and legal factors involved in the border, the relevant authorities can intervene, experts from all walks of life, enterprises and netizens to discuss."