On the marketing of Dangdang community

At present, the domestic advertising industry is gradually tending to lower cost, better promotional placement ads. However, we think that the future of the domestic media industry in the direction of this marketing tool, if the use of improper instead will be bad. For example, the Tiger Spring Festival Gala "donation" and the plot is not a great match of the State cellar 1573, Liu Qian Magic by the side of the "crowd" forcibly marketed Huiyuan juice, explicit, blunt-cramming ads will only make consumers uncomfortable feeling. In recent time, Dangdang has successfully integrated the community into the implantation of advertising attempts, which may allow new media marketing to learn from one or two.

It is understood that Dangdang initially from Jilin Publishing house to introduce suspense novel "Burning Court" a book, for a long period of time its sales have not improved, but its implantation when the Community reasoning suspense forum "killing" after only a week, the book actually sold off goods, greatly surprised by the publishers.

According to the forum moderator "Fei Son without Birth" introduction, killing, is the so-called version of the Kill, is born out of the face of an online game. It can be based on the content of the original, borrowed from the original characters, and start a new killing story. The story content can conform to the original plot, also may derive, separately evolves the new plot. "The general play for, the host randomly assigned to the participants to the killer, police, undercover and doctors special identity, the rest is passers-by." After each round of games starts, by the killer secretly decided to kill a person, and then by the host of the murder he wrote, and then by the people according to their style and other clues to write the form of a vote to guess the killer, the highest number of votes can reply to explain, give the voter a change opportunity. If the highest number of consecutive votes, the vote is dead. If two consecutive votes are taken, the deceased is the person who decides to vote. ”

The most exciting thing for a player is to be able to make up the storyline at the same time as he or she can (certainly not beyond the scope of the host's rules), and to be patient and careful enough to find clues from the killer sticker. "When I first saw this killing in the forum, I was attracted by the bizarre story complex and the novel play in the game, and then I not only became hardcore players, but also had a strong interest in similar suspense novels." "I heard that when the Forum will continue to carry out such an interactive game, I will certainly participate, and the winners can get rewards in kind," said the Netizen, who is named "The Pink Pig". ”

In fact, killing this version of the kill play in many forums is not new, but because when as the country's largest online bookstore, in our use of mystery mystery novels playing games, not only active our forum users, but also let them ' "to be" fascinated by the original novel. "Fei son without birth" point out, "we use the original works are masterpieces, now with the new Star publishing house" Vertigo "game has been killed, next we have to launch the second phase of the complex version of the Kill. "Analysts pointed out that the Dangdang community not only to provide users with the exchange of shopping experience, feedback the purchase of the channel, but also innovative, accurate implantable marketing ingenious, no traces of integration, played a multiplier effect."