Many big brands are discussing how to make next year's budget

At this time, many big brands are discussing how to make next year's budget, and for the 2015-year forecast, it seems that many brands do not feel particularly optimistic. What is China's market confidence, from the brand's budget and the marketing trend of the judgment may be seen.

On the September 26, 2014, the founder of the Gold He Hinhao in the "Golden cast for the cross-border creative leadership group", one by advertisers, brands, agents for the 2015 market focus and marketing input discussion, from CTR, McDonald's, Nice, Tsingtao beer, Li Ning, Hundred Gazelle, BBDO, Microsoft, Baidu , 360, Google, Archie Arts, NetEase, internet advertising and other companies of senior leaders participated in the discussion. Let's see what they're talking about.

2015 market expectations: slowing growth, optimizing investment, cautious optimism

Slow growth, transition phase

For 2015 years of market expectations, everyone said that the market growth will slow. In fact, the 2014 macroeconomic data has shown such a trend, in 2014 China's economic performance is slow to stabilize, stability, the first half of China's GDP growth of 7.4%, is expected to grow at 7.5% a year, and the latest International Monetary Fund and a number of investment banks forecast, With the 2015 growth rate likely to be around 7%, China is entering a transition from investment-driven to innovation-driven, with economic growth slowing and the pace of advertising as an economic barometer naturally shifting.

The spread pattern of the market has changed a lot.

CTR Vice President Tao said that since 2013-2014, the spread of the entire market has changed a lot, the traditional advertising market performance is very low, the television only increased by 1.9%, newspaper and magazine Rapid decline, radio 13% growth, while the traditional outdoor growth rate, but also only single-digit, On the one hand, the pressure and opportunity to many media, on the other hand, also to the advertisers to make the media budget has brought confusion, from the media advertising revenue forecast, Tian always think that, in 2015, the television media will remain the first volume of advertising, low speed growth trend, newspapers and magazines continue to decline, or to say rapid decline, There will be good growth in broadcasting, and the Internet remains strong, predicting growth of more than 40% per cent.

Big business marketing tends to be conservative, will consider how to carry out marketing optimization and promotion

The head of a well-known FMCG brand believes that the 2015 consumer market in China to maintain a "cautious optimistic" attitude, hope to focus on the platform, marketing continue to do the pattern, for example, from the marketing distribution ratio, television or to ensure a certain proportion, but the value of the platform to use the way will be changed, such as Hunan TV platform is not simple as a TV station to treat.

Feckivan, director of the marketing division of the Finch, said 2014 China's retail market growth is slow, in addition to power channels and convenience store growth is relatively rapid, other retail channels have only a slight increase, so the market forecasts for the 2015 is also cautious, marketing investment will tend to conservative, and follow the end consumer's shopping habits change, The transfer of more media resources to the Internet, whether on the PC side or mobile end, need more connection points.

Digital Marketing presents more new trends

Cyber-Mai advertising president Zhu Peimin said, if from the digital marketing, should be cautious optimistic growth, 2015, network video, especially the development of homemade content will be more advertising innovation, the growth rate of the search will slow down, social media marketing will enter the chaotic period, electric business platform competition between the white-hot, and suggested that the mobile end to make more investment attempts, at the same time programmatic purchase trend is obvious, more and more advertisers for data flow accumulation and analysis requirements make digital marketing in the technical level of higher promotion, overall, fragmented marketing environment to make the brand more bother.

The gold content will continue to be robbed of scarce resources

In the 2014, the term "content marketing" was louder than ever in the marketing arena. CTR Vice President Tao mentioned that through the monitoring of television media found that the growth of time advertising, the rapid decline in the power of implantation, naming, content marketing for the media's income contribution to the rapid rise.

High-quality content resources remain scarce

Now everyone talk about media diversification, fragmentation, it seems that the dissemination of resources seems to be highly dispersed, but to meet the brand's marketing needs, the real high-quality content resources are still scarce, content resources and brand linkage, interaction, synergy, integration will be the trend of the 2015. The head of a well-known FMCG brand said that 2015 years would continue to pay attention to where Dad went and the sound of China's voice, and the strategy focused on the big content platform wouldn't change.

TV stations and video sites will increase the quality of input, entertainment and homemade drama is the main battlefield

The creation of content will also become a market for both television and online video, one of the trends to be concerned is that the production and separation of TV dramas has created a large number of outstanding private TV Series production companies, with the trend of the separation of TV stations, more and more TV programs are expected to be operated by social companies outside the TV station. These social programming companies are expected to have greater opportunities for development, with about 15% per cent of China's art entertainment programs being offered by market-oriented social production companies and expected to reach 30% in the next few years.

Feckivan, director of the marketing division, said that the future of good entertainment will be more and more, but to achieve the current level of the program will still be a scarce resource for everyone to scramble.

and video site, for self-made content of investment will increase, Archie Vice President Wang Yujun said, Archie Art 2015 will continue to increase the input to the content, including the purchase of copyright programs, film and television dramas, a large investment in homemade net play, programs, movies, and will vigorously develop homemade content, the first is a big investment, The second is to produce more in line with the diverse content of the ecological circle, including some of the super traditional TV drama, such as the single set into the 5 million "tomb-robbing notes," marking the homemade drama into the quality of the era of large-scale production. And more well-known brand in charge of Archie Art, Tencent, Youku potato homemade drama of the future more optimistic.

Therefore, in general, the 2015, high-quality media platform, whether it is television, or the internet will have a larger growth space, especially good content of the media, has become an important platform for content marketing, rather than simply advertising and exposure.

Cross-screen integrated marketing and large data application intensification

Integrated communication trends: TV and social media, PC and mobile-end integration

CTR Vice President Tao that in the 2015, enterprises should pay more attention to the integration of communication, especially the integration of television and the Internet, there will be major breakthroughs. Coca-Cola's @ Xavier said that Coca-Cola's content marketing budget will increase in 2015 years, but we have always been based on the content of social media more, but in the campaign will generally use Tvc,ooh,mobile,social,radio and offline activities and store launch , but also contains the use of the bottle body itself as a media form of communication, fully embodies the trend of integration.

Lee, vice president of NetEase, said that in 2015, NetEase will not only continue to play its own media and product attitude advantage, more ready to unite with netease attitude of other media platform, one to integrate and carry forward the common value, on the other hand, although NetEase is now in a number of app layout, But hope that in 2015 further in-depth integration and access to mobile products, and even some wearable equipment, netease in the pursuit of mobile internet marketing experience, has always been willing to become pioneers and pioneer, this also fully explained from the PC to the mobile end of the integration trend.

Baidu Vice president Zengliang that the growth trend of mobile end marketing is obvious, he said, the end of 2014, mobile search volume will be the same as the amount of PC search, and 2015 will be the first year to see Baidu Mobile search exceeded the amount of PC search, and advertisers in Baidu's launch has 30% in the mobile end, 2015 this proportion will further increase, mobile end of the form of advertising will be more diversified, search, display, app distribution, In-app display, native ads, wireless DSP, these ads mainly have comprehensive overall consideration, from Baidu, the 2015 mobile income accounted for an estimated 40%

Large Data Application Product

At the same time, the application of large data has become an area of concern for companies, for example, Zengliang said that many of the big data discussed in the past have been applied to brand advertising, such as consumer portraits based on large data, industry trends based on large data analysis, and the choice of spokesmen for brands based on large data. Therefore, the combination of large data and large insights will be able to provide more accurate marketing solutions for the brand, the landing and application of large data will be one of the direction of enterprise investment in the future.

The integration and docking trend of marketing and electricity quotient

Marketing and the integration trend of the electric business intensified, and now many brands have established a platform for electricity, and investment will continue to increase, therefore, marketing and electrical business platform to connect, whether for the electricity business diversion, or synchronous electric sales promotion activities, but also the brand is concerned about, and internet technology makes the relationship between advertising creativity and the sales of electric dealers become more and more measurable, online coordination and integration will accelerate.

Programmed purchase burst, big Data technology has more marketing imagination

2014 is also programmed to buy a year of explosive growth, Google's Annabel talk about programmatic purchase is no longer just effect marketing means, but also began to become brand marketing "Must-have", and how advertising in a short period of time to cover the audience, and recognize that all the audiences that receive the information not only experience the content of the advertisement, at the same time to share, sent their own content, and then improve the impression of advertising and brand goodwill is the biggest challenge, programmatic purchase has introduced a new form of advertising, using a number of media channels, through the multi-screen technology, can help advertisers to reach target users, Google will classify content and audiences, and then use a variety of private market models or RTB models for audience contacts, and in 2015 to achieve real-time intelligence, the whole media and large data initiatives.

360 company Senior Vice President Yu Guangdong also talked about 360 companies have to provide enterprises based on large data platform technology to complete the full effectiveness of marketing solutions, including large data business decision-making platform, dotting advertising platform, effect monitoring platform and AD Exchange advertising platform, and so on.

Predictably, the future around the large data value chain of new technology platforms and services, such as data and algorithm technology optimization, the emergence of data management platform, enterprises for programmed purchase input is an inevitable trend.

Social Marketing: Invest more and hope to do more

Social media is now almost standard for corporate marketing, but what about social marketing in the 2015? CTR Vice President Tao mentioned that social media in 2015, in the advertising main marketing platform to choose the third, for social media marketing investment growth, it is in the first place.

Social marketing is only a supplement at present, and the future needs a steady investment

However, how to do a good job of social marketing, there is no mature standard. BBDO px, Clement, says that many companies have few budget allocations for social media, and there is not a single percentage of the allocation, most of which are fragmented, and will be strengthened in 2015.

Tao said social marketing is more used to enlarge the overall marketing, He Hinhao, the founder of the Golden cast, also said that the general social media budget is not cut in the digital media, some directly cut in the traditional television, such as 100 million in the TV series, and then add 10 million in social media, So this budget is actually a lot of the current project, and not directly with a digital media, and he is more optimistic about the social marketing and electrical business closed loop.

Network Michael Advertising President Zhu Peimin that social media marketing is not easy, content for the king, opinion leaders, fine management is the success of three elements, budget allocation is based on different brands to complete different marketing goals to see.

And Coca-Cola, the Ho-woo, said for the social media budget, Coca-Cola has long-term communication of the day-to-day budget, but also with the independent budget campaign, for the independent budget, generally based on the social media properties of the market activity itself decided, such as the nickname bottle, the lyrics bottle of the corresponding more input.

Social marketing can actually help the brand do more

In fact, Coca-Cola's nickname bottle and lyrics bottle marketing do have a good effect on social media, said Coca-Cola's Xavier, the 2013 Coca-Cola nickname bottle in the microblogging market was launched in the first 2 weeks of television advertising, late tracking data is 2 weeks brought a double digit campaign Awareness, if it had been in the past to reach this number, it would have required a heavy traditional media launch, but it helped us reach that figure in 2013 Weibo. So the key to social media is how best to use it.

Wang Yajuan, vice president of corporate marketing Sina Weibo, said at present, micro-Bo customers are small and medium-sized, the past mainly as a media presence in the micro-blog content and user interaction, most companies are not too much use of micro-blog, but also feel that social marketing is hard work dirty, but, Weibo is mobile Word-of-mouth spread the fastest platform, There are two ways to give full play to the characteristics of micro-blogging, one is the brand of content marketing accompanied by communication and interaction, such as where Dad went to the topic of the subject of Erie, the topic of reading up to 12 billion. The use of micro-blogging platform to achieve sustained and expanded communication, this is the hot topic effect.

So how much of a budget should be spent on Weibo? Wang Yajuan says it's probably the led of the TV program, at the same time, the better way is the fan economy, using the @ effect of Weibo, new product brand launched when the intention to establish a fan relationship and fan interaction, such as millet, Wis acne gel, the Charm clan, the heart of vegetation ... @ One of the applications of the new product is to build a fan relationship, the second is to use social mapping data mining to make accurate delineation of target consumers, such as KFC eight Fort is Han Jin Yubin endorsement, with micro-bo delineation of Kazakhstan and South Korea a group of more than 10 million people to launch.

Coca-Cola said that from the promotion of activities, Weibo's hot topics can bring long tail transmission, of course, micro-blog Data application also contains the collection of consumer feedback for the next round of marketing activities.

Many enterprises are more concerned about how the social media to translate the impression of advertising into the direct sales rate of the problem, but can not be too high expectations of social media, in this case, how to carry out effective precision marketing and content marketing will become the main trend in the future.

Micro-letter commercialization of all expectations, do not affect the user experience to complete the closed loop

Gordon, a business consultant from Tencent's micro-trust, said one of the three tasks of micro-trust is to "discuss the micro-credit advertising model", Zhangxiaolong is particularly concerned about the customer experience, so for micro-letter advertising, micro-letter as a marketing tool, are very cautious, do a few versions are not very satisfied, And in the micro-letter should be pilot one or two straight, perhaps in the "nearby people", "Shake" (with ibeacon), as well as "circle of Friends", but everything to customer experience.

However, the main thrust of the micro-letter is the communication tool. In the tool, try to meet the user's daily, high-frequency use of some of the needs, such as: Lottery, movie tickets, coupons ... On the micro-letter ads, micro-letter affirmation will not support the form of pure Word-of-mouth transmission, micro-letter more eager to form a closed loop, the spread of how many times is not important, what is important to advertisers to bring the actual effect? Did you harass the user?

2015 summary of the trend of corporate communication

The next 2015, the market is not optimistic, all advertisers cautious treatment of spending

Traditional media, especially newspapers and magazines, will be on the decline, and the TV station's resources are stable. The content of the gold is still fiercely competitive, especially the phenomenon-class program, and the advantage of the prime-time resources is not obvious. Broadcasting is still very effective for some niche markets. Outdoor is still the core of looking at resources and location.

Social media is a core position, all brands will build their own matrix, increase investment, whether in micro-bo or micro-letter, especially in some TV program content interaction as a supplement to the delivery effect is obvious.

Internet advertising growth is at least 40%, video, mobile high-speed growth. and search and DSP will be more and more mature, the electric business platform will be all the implementation of KPI evaluation platform.

Content marketing is becoming more and more important.