Media suction disc begins to rotate

Abstract: South all Comics: Zhang Jianhui New and old media in the confrontation to start the gold grinding disc CCTV wants to exert full media management, Renren and other social camp main interactive marketing London Olympic Games has entered the Hundred Days Sprint Countdown 100 days, The sporting event of the gold grinding disc again rotation

South du comics: Zhang Jianhui

The new and old media start the gold grinding disc in confrontation

CCTV wants to exert full media management, Renren and other social camp main "interactive marketing"

London Olympic Games have entered the "Hundred Days Sprint" phase ——— Countdown 100 days, The sporting event of the gold grinding wheel again. TV stations, portals, video sites, social media ... In succession, the Olympic Games marketing.

In the current grim economic environment, network advertising is carrying a huge number of netizens and instant interactive magic, Rob advertisers of the eyeball. Reporter learned that in this contest, CCTV to borrow the London Olympic Games to exert its full media operations, for whether the paid authorization of other network media broadcast the London Olympic Games, has not been conclusive.

Is there anything to be said about the new media other than competing for Olympic rights? According to research, in the Olympic events, many exchanges are not the tournament itself, more users are discussing the exciting moment of the event, as well as the surrounding content, such as ' British culture ', can lead to more discussions between friends. Bill, chief marketing officer of Renren, told South reporters that the focus of Renren was not on the Olympics, but on creating interactive marketing.

Compete for the difference spread of the Olympic Games

Since Peter Yuberos the 1984 Los Angeles Olympics into "the first money-making Olympics", Olympic marketing's gold-sucking disc will rotate every few years. But it was not until the 2008 Beijing Olympics that the IOC first included new media such as the internet and mobile phones in the Olympic system.

Reporter learned that Sina is trying to use the "Heart of Champions" and other Olympic micro-film Toupai, revitalize the Olympic resources, Tencent is to get 14 of the London Olympic single card, signed 181 Olympic athletes to form a "All-star Broadcast Group" members, from the self-made program.

"This year, due to jet lag, more people in the London Olympics will not be able to watch the live broadcast in front of the television, which brings more opportunities for platforms such as social networking." "Renren's chief marketing officer, Bill, told South reporters, from the beginning of the layout of the Olympic Games, the focus of Renren is not on the Olympic broadcast, but focus on building strong resources ——— Renren has with the International Olympic Committee, the Olympic star, Xinhua news Agency, the British embassy four major agencies to form a strategic partnership, signed the cooperation agreement on the Olympics.

Resource integration shows power. It is reported that the London branch of Xinhua News Agency will provide "everyone's Olympic public homepage" and the company's video site 56 network provides Olympic video highlights and wonderful news; IOC officials will visit China at that time, and the British embassy will also be in deep cooperation with Renren to hold "U K N O" Activities in China, Promote "British culture" in all directions.

For a time, the new media with a huge number of users and interactive real-time powerful power, each out of the creative, rob the London Olympic communication, marketing market.

Media suction disc begins to rotate

It's time to take action. It is reported that the television and other mainstream media began to target the rise of advertising network to formulate a boycott countermeasures. According to a CCTV insider, CCTV this year intends to take this event to build their own full media business, the final result may be two kinds, one is simply not authorized CCTV system of any media outside the Olympic broadcast, the other is late to start to authorize, so that other media in the early advertising investment, Reduce the impact on CCTV's whole-media business.

But in the current grim economic environment, online advertising is wantonly grabbing advertisers ' eyeballs. Many portal sites and community networks, began to play interactive advertising signs, I hope advertisers to receive timely feedback from the audience. For example, Renren open to brand customers backstage monitoring system, can track the audience's age, gender, geographical distribution, hobbies and so on. And its "Everyone should be screaming" can enable customers to see real-time advertising in all online production of the click Rate, conversion rates.

Hua Ming a C SR Digital solution Director Zhao said, "I believe that in the 6-9 months and four months of this year, the Olympic program through the website to watch the live, on-demand, should be far more than before." "This, he believes, can be seen in the advertising of branded companies." Since the beginning of 2012, many companies have tried to contact social and video sites to try to launch ads on related topics during the Olympics.

Strategy a Nalytics's latest global advertising forecast confirms the interpretation: global advertising spending will grow by 4 in 2012, 9% to 465.5 billion US dollars, with global online advertising spending growing 12.8% to 83.2 billion dollars, accounting for 18% of global advertising spending. The report said that this was mainly due to the London Olympics, the U.S. presidential election and the European Football Champions Cup, such as the main global events and Japan's economic recovery after the impact of the earthquake.

Olympic Marketing is not the ultimate goal

However, "sponsorship of the Olympic Games is not the ultimate goal of the enterprise, its purpose is to use the Olympic background to achieve communication with consumers to enhance brand value." Coca-Cola Global Olympic director Peter Franklin said.

Masahide Communication Group and the UK and Germany, the United Constant Research Institute issued the "2012 Chinese people's Olympic mentality," the survey showed that the first-tier city audiences to view the Olympic cool rationality, media use of pluralism and new media usage rate is high, interactive participation will be strong. and the audience more recognized the strength of the international brand and marketing tools, the Olympic marketing method of the highest requirements, interactive sense of participation is their favorite.

Interactive marketing, emotional marketing is not a new topic, and even belong to a class of media, only micro-blog and SN S-class sites compared to its relationship has strong and weak points.

Bill a metaphor, talking about an event on Weibo is like watching a game on the spot, but while the information is instantaneous, the people around you are strangers, and in a Web site like SN s that talks about the Olympics, you see the ball in a bar with 35 buddies, and you get to know each other during the discussion. Bill said, "Renren Olympic marketing focus must be the emotion behind the information, not just the information itself." We hope that users will not only see the Olympic Games in the eyes, but also stay in the heart. ”

Data

According to marketing experts analysis, in general, put 100 million U.S. dollars for Olympic marketing, brand awareness increased by 1%, and invest 100 million U.S. dollars to sponsor the Olympic Games, visibility can be increased by 3%.

According to EM Arketer, advertisers will spend 7.72 billion of billions of dollars on social-networking ads in 2012, including paid ads on social networks, social-game ads and app ads. By 2014, EM Arketer expects global social network advertising to reach $12 billion trillion.