New case for mobile internet marketing: Jaguar XE overturns more than just itself

In the increasingly mobile today, the industry all talk about mobile internet marketing, brand advertisers know that consumers in mobile internet migration, people spend more time on the phone, this trend can not be ignored. But how to find the right way to communicate with these consumers who face the phone screen all day, delivering brand value and ideas? In the mobile internet age, the user initiative is more and more big, how to let the user be willing to receive the message that the brand advertisement transmits? In the face of the trend of the problem, many advertisers will choose to be discouraged to see what others do, And those industry leading brands are often facing the trend of the problem, choose to meet the difficulties, challenges, subversion, to make innovative cases, it is this mentality, so that these leading brands to become peers in the eyes of "others", always as a case, continuing to lead the trend. Today we share an innovative mobile internet case: November 20, Guangzhou Auto Show Media day, this day, ushered in the new Jaguar XE China debut, this day, Jaguar and Youdao dictionary, conducted a welcome Jaguar XE China first show promotion. In order to fully disseminate subversive Jaguar XE, Youdao dictionary according to its users use the path and habits, combined with its own features, in the user's various contact points for transmission, played a Youdao dictionary mobile end Marketing combination Boxing: To determine the user's use of the path: based on the understanding of user behavior, Youdao Dictionary determines a clear user path: Start Youdao Dictionary--into the home--check the characteristics of the focus of the column + daily sentence, reading "Watching the World" information flow article, look up the word, back to look at the Boot page full screen screen, as a way to find the brand communication user contact Point Foundation. Find user Contact points: In order to have targeted delivery Jaguar XE brand concept, Youdao dictionary to the user path as the basis, found suitable for the spread of the user contact point: Boot Start page, home, back to look at the boot page full screen ads, home focus map + daily, homepage information flow articles, search the word page. Play the marketing combination boxing, the user uses the path contact point full coverage: Clear user path and communication after the contact point, is the core of a step: for each contact point of creative Communication way, Youdao dictionary through the following parts of the effective coverage of the user's core contact point: with a look back and share the function of the boot page full screen ads, Cover the user using the path on the start page and go back to the first two contact points: Boot not enough, right to look back, you can also share the social network; Youdao dictionary for Jaguar XE first home H5 floating layer ads combined with a daily sentence, covering the user path to the first page of this core contact point, Floating layer ads will Youdao dictionary home upside down, the user turns Jaguar steering wheel will the page to be positive, lets the user experience subversion, the page after the positive, the Jaguar XE in the homepage screen slides and enters the focus diagram, the H5 floating layer playback end, at this time the normal focus graph unifies the daily one sentence to reflect the user to view, the user may click the The whole sentence plays a daily sentence, and can be on the slide screen, into the customer's official website, participate in Guangzhou auto Show interactive activities. When the user returns to the home page read the letterStreaming article, Youdao dictionary for Jaguar XE Custom "goods car Hall" column, the original inserted rich and colorful information flow, in-depth interpretation of Jaguar XE China debut, covering the user's use of the path to read the information flow of the article contact point. When users look up words, the essential need to understand the actual use of the word, "bilingual example" is the user must see the section, Youdao dictionary in the Jaguar XE characteristics related to the words of the original embedded Jaguar XE characteristics related statements, so that users learn in the process of Jaguar XE, accurate transmission Jaguar XE characteristics. Spread contact point coverage and creative schematic diagram: This dissemination, Youdao dictionary as a favored mobile end hero app, combined with its own product characteristics, for Jaguar XE China's first show spread to make a multi-dimensional three-dimensional transmission. Youdao Dictionary relevant Responsible person said: We have been advocating product-driven marketing, will be good user products and brand advertisers to combine the communication, we believe that on the mobile side, tool-type app every day with users, has become a part of user life, such as Youdao Dictionary of the app can be effective with the user path and function points to combine to bring effective dissemination of the brand. We are honored to work with Jaguar to try this innovative way of communication, and it is nice to have Jaguar and the media choose and Youdao dictionaries for this innovative spread. Jaguar, the world famous British luxury car brand, has brought a range of original innovations, attractive designs and superior performance to Chinese consumers since entering the Chinese market in 2004, according to Jaguar related sources. In March 2014, Jaguar officially announced David Beckham as the Jaguar China brand ambassador, explaining Jaguar's brand essence to Chinese consumers. The Jaguar-XE China debut, with its pioneering and innovative models witnessing a brand new Jaguar ERA, led Chinese consumers together to usher in a Jaguar "change Tour" that demonstrated its positive embrace of change, renewing Jaguar's understanding of the brand's "success". At the same time is also the subversion of mobile internet marketing, we hope that there are more similar Jaguar and Youdao dictionary Such innovative cooperation cases appear to promote mobile internet marketing.