Micro-film marketing, borrowing power network marketing travel

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In this vast information age, information fragmentation, reading fast food, a lot of new things are dubbed "micro" to crawl people's eyes, such as micro-bo, micro-letter, micro, micro-drama and so on. The traditional film also in the "limited to the broad order" under the impetus ushered in "micro", micro-film became the new favorite of the network.

Micro-film and micro-film marketing

At the end of 2010, Framk Vroegop, the Cadillac company launched a "hair-trigger" advertising, the first proposed "micro-film" concept, and then excellent micro-films springing up.

What is a micro-movie? Small series think, spread on the network, can be seen anytime, anywhere, melt corporate brand, fashion trends and other topics of miniature video clips. Micro-film has three characteristics: micro-time projection, micro-cycle production, micro-scale investment, it "three Micro" features into a new marketing model.

Micro-film advertising is to promote the company's specific products and brand culture and broadcast a short and rich plot content of the film ads.

Micro-movie marketing refers to a new type of marketing model that enterprises use micro-film mode to integrate the brand culture and products into the movie plot to achieve the enterprise marketing effect.

Second, the characteristics of micro-film marketing

1, the launch of infiltration

Traditional advertising to take a blunt, blunt way repeatedly displayed in front of consumers, so that consumers resent.

Micro-film marketing to adopt soft cultural infiltration, the brand culture, ideas and the story of the subtle combination, so that consumers unknowingly accepted the brand culture, so that in the minds of consumers to establish a corporate image, in order to cultivate customer brand loyalty lay the foundation.

2, the reception of interactive

Micro-film marketing with the help of network communication, so that consumers can take the initiative in the network to receive the watch, and then selectively spread, can realize the interaction between consumers and brands, thus deepening the advertising effect.

3, the dissemination of convenience

Micro-movie advertising through the network of video web sites, consumers can click to watch anytime, no time and geographical constraints. Nowadays, web3.0 technology is mature, can realize "one key dissemination, forwarding comment, interactive sharing" Convenient union, enterprises can use a variety of mobile internet platform to spread.

4. Advertising film

Micro-Film advertising content rich, novel theme, with network marketing means to spread, the advertising content of the film, so that consumers in the emotional and business exchanges, so much welcome.

Iii. problems in the development of micro-film marketing

1. From the content of view, the level of creativity is not high

With the upsurge of micro-film advertising, many enterprises have invested, the content of the lack of creative advertising, the subject of duplication. The micro-movie is heavy in the interesting story plot, the novel creativity, and with the enterprise culture, the enterprise brand delicate docking, but many enterprises have neglected these two aspects perfect union.

2, from the positioning, the audience targeted not strong

With the gradual flourishing of the network subculture and the arrival of the personalized marketing era, traditional marketing needs to locate the target market audiences accurately. Micro-film also needs to be accurate positioning of the people to create personalized marketing. 2011 is the year of micro-film, however, too much of the micro-film ads cover the appearance of the face of the consumer, and a large number of poor quality of work, completely did not from the user's preferences on the targeted creation, resulting in a negative psychology of netizens.

3, from the production, the professional is not strong, the cost is not low

Micro-film advertising is a kind of professional production company and video site joint production, the other is free creators of independent production. The micro-film advertising, which usually causes consumers ' high attention, is highly professional and expensive to invest. The addition of the Star name Guide allows the micro-movie to gain access to the broken billion clicks. The work of the freelance creators is often low in cost, and the cost of using social media to detonate is less and the marketing effect is poor.

4. From the perspective of communication, the channel can not be integrated

Traditional movie channels are mainly traditional cinema screen, such as television, public transport video, building video, and micro-movies using new media screen, such as network, 3G mobile phone, ipad, mobile TV and so on. Most of China's groups have been in contact with the internet for a long time, but some people are unable to receive the micro-movies through the new media, so the micro-film marketing can not be completely touched.

5, from the anti-debt perspective, monitoring analysis is not accurate

Micro-Film Marketing network media interaction is strong, can spread like a virus, from the users watch, share, comment, forwarding, see the response, through the network mechanism can quantify the effect. and traditional media mainly through the ratings or arrival rate, the data is rough feedback, the effect is not accurate. How to monitor and analyze the effect of traditional screen and new media screen has become a problem to be solved urgently in micro-film marketing.

Four, micro-film marketing, borrowing power network marketing travel

1, through the network Camp shoot platform to solicit ideas, improve the overall creative level

Many of the best micro-film creations from the well-known writers and some grassroots, but most of the popular users of the works relatively simple, rough, not new. Film and television production companies and advertisers can be collected through the network, in micro-blog publishing tasks, please micro-film fans to write story, and then after a rigorous review, selection, select excellent micro-script, by professionals shooting production, excellent creative works will emerge.

2, through the network market research, to achieve accurate

The focus of micro-movies is to select specific groups of people (mainly young people), specific time, specific areas for precision marketing. Enhance the brand image. Therefore, the micro-film marketing first through the network market research, analysis of user behavior, so as to achieve accurate creative, accurate delivery.

3, through the official website, the cultivation of professional talent, making the cost of the emblem

There are many grassroots people have a wealth of creativity, but lack of film, advertising, communication and other professional knowledge. The work cannot detonate public opinion. Therefore, professional associations can open the official website, popularize the professional knowledge, and regularly hold the micro-film competitions, provide students and micro-film fans with learning, display talent and skills platform. In the promotion of micro-film can be released through free channels, such as video sites, and then through micro-blog marketing and other ways to promote speculation, at this time the cost of micro-film only "micro."

4, integrated marketing channels, the use of viral marketing, to create stereo communication

With the Internet users to contact the fragmentation of media information, only the traditional and new media platform for effective integration, spread the interchange, to cover users. According to the statistics of China's microblog users in June 2012 data has reached 274 million, the use of micro-blog to launch the topic of manufacturing, detonating content, commercial speculation, combined with event marketing at an effective point of time to convey the most effective ideas, using viral marketing methods to promote, so that advertising spread on the network, so as to achieve good communication effect.

5, through the network monitoring mechanism, monitoring the delivery effect

The micro-film marketing should establish a new feedback analysis mechanism, which can analyze the effect of traditional screen and new media screen, and provide the basis for the enterprise in the media launch strategy, brand strategy and marketing strategy.

V. Concluding remarks

As a new force in the field of marketing, micro-film marketing, because of the hot and excessive use and immaturity of its development has led to a variety of problems, the need to follow the market law, leveraging Network marketing platform, to find the right positioning, the use of network marketing means to go farther. By the large-day CNC Machining Center http://www.hzdtsk.com finishing published, reproduced please specify the