Looking for the 2014 electric Business digital marketing seven major breakthroughs

In the 2014, the electric business industry still travels in the high-speed development track, in order to help the electric business enterprise face many new challenges and the opportunity, follows the media form increasingly rich internet market, "the Internet Weekly" invited the electric Business Domain Interactive integration marketing Leadership Enterprise-sends Revey advertisement company, With the electric business industry and the Internet media and in-depth interpretation of the experience of the trader, for us to bring the 2014 electric business development of the seven marketing views.

No.1 with occasion power and promote brand awareness

Perry's point of view: In addition to manufacturing and adhere to their own big event marketing, through the film and television hot drama, popular column implant marketing, has become a new trend of electronic Business enterprise integrated marketing. But with the popular drama or the full art of the implanted ads, naming rights to buy, and so on, are only a single link on the entire marketing chain, only with other forms of advertising close cooperation, the use of product licensing, joint promotion, such as a series of online and offline integrated marketing forms, to create the largest advertising effect.

Weekly commentary: The implantation of advertising is not a simple brand display, advertisers should combine traditional and non-traditional ways to seek the spread of supporting media word-of-mouth, only the entire channel of integrated marketing, to the "potential" of the larger, to achieve a win-all.

No.2 the Internet to carry and continue the traditional advertising, to achieve shut up

Perry's point of view: To create a competitive brand has become the core of the electric dealers to seize the market, in marketing ideas, the electrical business also from doing simple online marketing, instead of focusing on traditional channels and media, to seek more brand exposure. But traditional advertising and internet advertising are not completely fragmented, but complement each other to play a different role. In Perry's view, internet advertising is the carrier and extension of traditional advertising, when the traditional advertising coverage of the crowd, in the See brand advertising, should be online on the media two exposure to the brand, and increase the brand creativity and content extension and in-depth, deepen the audience's brand, to maximize the consumer mind.

Weekly comments: In a single traditional marketing or network marketing can not meet the brand demand of electric business enterprises, online integration of marketing strategy is also become the inevitable choice of advertisers. From a single network marketing development to a variety of marketing methods of comprehensive use, electric business marketing has developed to a higher stage.

No.3 full channel precise integrated layout

Perry's point of view: the advertising of electric dealers especially value the effect and sales transformation, how to seize the best quality resources, to achieve the best input and output, for precision marketing put forward higher requirements. Precision marketing should be the first choice of the four major giants (Tencent, Baidu, 360 and Taobao) precision products, with a large audience base, multi-platform advertising, based on the real user database, so that the dissemination of information precision focus target user interface. But different giants of precision products, the core of different resources, data transfer methods, marking methods, traffic scale is not the same, want to achieve the best results, integrated delivery strategy in which it seems particularly important.

Perry currently has a dedicated team, combined with different media product types and characteristics, to help customers choose a matching delivery channel, to adopt a diversified delivery strategy, to the target users of repeated stimulation, deepen influence, improve transformation, so as to complete the customer's KPI requirements. Perry also in the layout of some of their own technology, in order to improve the efficiency and effectiveness of advertising, to help customers accurately manage the package segment resources and outbound delivery.

Weekly commentary: Based on the comprehensive and accurate data of the four giants, advertisers can achieve more accurate, measurable and high return on investment marketing results, with a series of integrated marketing communications program, can make this effect long-term and continuously improve.

No.4 grab a valuable portal for mobile internet

Perry's point of view: Mobile marketers in addition to robbing mobile Internet portals, such as traditional distribution channels and mobile browser portal. On the other hand, we should tap the new portal of mobile Internet. A new type of entrance is Baidu, 360, such as the launch of the light application platform; another kind of new entrance is NetEase news client and so on through the content service sticky user demand Super app; The last one is Tencent wireless open advertising platform Application treasure, the application treasure through Tencent platform resources, 2014 in distribution channels will enhance market share.

From the history of PC Internet, the prospect of a mobile internet advertising platform will still depend on the size of the imported traffic, without finding other forms of advertising that convince advertisers.

No.5 creates O2O new marketing campaign with micro-letter

Perry point of view: micro-letter in the field of O2O real and offline channels to weaken the conflict, tend to unify, through the micro-letter payment through the application of the marketing closed loop, the real realization of the O2O. Micro-credit O2O Marketing Management can help brand management micro-trust, the fan behavior and data tagging, to achieve classification, based on specific areas and crowd screening for micro-letter content Intelligent Push, formed from the outside and then from inside Out, and consumer communication and management of closed loop, to achieve precision marketing.

In addition to promoting their own micro-credit account, to achieve better quality interaction with more users and the content of the push, at the same time should be micro-letter operation and landing activities supporting, Perry is also building its own micro-credit technology products to help existing electrical business customers from the technology to build, to account operations, and marketing activities to promote, So as to form a complete social marketing closed loop, truly realize the value of resource integration.

Weekly Comment: The development of micro-letter O2O is a process of resource and supply chain synergy integration. Advertisers through micro-letter to provide consumers with a systematic and complete service and throughout the transaction process, only in this way, to allow users to enjoy a complete shopping experience and services, thus forming a word-of-mouth two transmission and the guarantee of continuous purchase.

No.6 establishes the Word-of-mouth position of the electric commodity brand, merges the socialization multi-channel dissemination

Perry Point of view: 2014, Tencent certification space as the electric business brand marketing closed-loop social position will continue to exert power, to provide connectivity QQ zone, Tencent Micro-bo, micro-letter three social platform for the integration of wired and wireless solutions. Tencent certification space to strengthen interactive marketing means, the introduction of attendance, gifts and other interactive forms, is very suitable for the electrical business customers to do coupons, promotional activities of the socialization of communication. Tencent certification space added feed resources, advertising can be directly drainage to space, promotion or communication can achieve a good exposure, to achieve marketing closed loop.

Perry that, social marketing is not a single activity, Word-of-mouth building is a long-term accumulation process, electric business customers should value the long-term values of social marketing, in each social media to build their own positions, continuous management, with the focus of the whole year to disseminate nodes, with the help of social media to maximize brand Word-of-mouth exposure.

Weekly comments: Tencent certification space in the social marketing is undoubtedly a blue sea, but because there is a large user group QQ and Tencent data support, its value can not be underestimated. Whether it is micro-bo, micro-letter or certification space, in information, creativity and promotion platform known to all, the electric business brand marketing should be played with their own unique personality of the "combination boxing."

No.7 model of open platform for commercial platform enterprises with no advertising system support

Perry point of view: No advertising system-supported electric business platform enterprises, can find a brand, not satisfied with the current scale of sales, is willing to pay for the expansion of the external drainage of high-quality businesses to focus on investment, the Assembly of High-quality business budget, Perry to assist the purchase of high conversion rate of high-quality resources, link to the merchant shops or Business collection Display page, and assist the electricity dealers to set up resource pricing and operation rules, provide implementation services, etc.

Through this model, the electric business enterprise can quickly build its own marketing platform for the merchants, in this platform, the station's resources and flow, as well as the external procurement to operate the traffic, in the realization of their own platform sales through the system to achieve profitability.

Weekly Comment: Open platform merchants outside the station to promote the model is a winning but difficult to integrate the profit model, the need to choose High-quality Marketing resources to achieve the company.

(Responsible editor: The good of the Legacy)