Phoenix: Brand marketing in the whole media age

Phoenix in the organizational structure and Phoenix Satellite TV is listed in the United States and Hong Kong two companies, more easily to explore the whole media, this is the Phoenix media (601928, shares bar) group in the future development of strategic forward-looking.

Looking at the world's top media groups, its new media exploration is still taking the form of an independent subsidiary. Phoenix's organizational structure with Phoenix Satellite TV is two companies listed in the United States and Hong Kong, it is easier to conduct a full media exploration, which illustrates the Phoenix Media group in the future development of strategic forward-looking.

Innovation and integration of content resources and channel forms

Fewer and less people are able to fixed location to watch TV, for this reason we are in the network of Phoenix TV program content to repackage, from the content, brand, marketing, activities and other aspects of manufacturing differentiation, and gradually formed the core advantages of difficult to replicate, so that the content of the program more fit with the needs of advertisers, Maintain the competitiveness of the industry.

In October 2012, Sichuan gu Liquor signed the program "Phoenix Network" For example, this is Phoenix first 24-hour news video products, selected domestic and foreign major television stations and Phoenix TV Boutique news content for two times, in accordance with the use of Internet users to publish and update, Like a lot of people in the past 7 o'clock habitual watch CCTV "news broadcast", "Phoenix Network" has also harvested a large number of fixed audiences on the Internet, thus winning a favorable commercial return, which is a typical content resources and communication channel integration of innovative cases.

The Phoenix Media Group, which integrates the Internet, wireless communications and television networks, will give full play to the full media advantage. The media matrix of Phoenix TV holding group, including television, magazines, outdoor large screen, Phoenix, Phoenix video, Phoenix mobile phone app and many other types of high-quality media resources, we can play the advantages of various media to complement each other, such as television coverage and authority, wireless communication and real-time, the unlimited extension of the Internet platform, The three will play their different roles to ensure the effective reach of users in a fragmented environment.

The 2012 London Olympic Games, we put forward is "the whole media, all Stars, the whole attack" the overall strategy, the whole media of the spread of the form of television, the Internet, outdoor, mobile terminals and other different screens, to achieve a full range of user-wide multi-channel coverage.

Greater need for insight in a fragmented communications environment

In the future, different types of media will be fully open, integration, information in the media, the arbitrary flow of scarce content resources will become the focus of the media platform for competition, for Phoenix such a capacity to produce "scarce content" of the media, this is a very good opportunity for us in a highly homogeneous information, The age of communication is so fragmented that it stands out.

Mobile Internet may be a new growth point, Phoenix is very early in the layout, in iOS and Android platform, we provide smart phone and tablet users Phoenix News, Phoenix Mobile, Phoenix FM, Phoenix New Weekly, Phoenix Open Book and other types of apps, covering the text, pictures, videos, Audio and other media forms, to facilitate users in various scenarios to obtain information. In addition, our mentality is also very open, when Sina Weibo, Tencent Micro-letter mobile app platform Rise, we will quickly move in these positions to establish Phoenix channels and products account, to provide users with information and communication, extend our media influence and service capabilities.

With the full integration of the media, advertisers for the pursuit of marketing from the current planning, resources, implementation, extended to the early stage of consumer insights and advertising creative phase, so those who really understand the community, in-depth insight into the user's media will be given the opportunity to help the brand and users to establish more accurate and effective communication.

Brand Marketing Service in the 3.0 era

2012, we launched the marketing brand "Phoenix influence", positioned for advertisers to provide "product efficiency in combination of brand marketing services" to the integration, innovation and other elements, to recreate the comprehensive portal in the marketing revolution in the 3.0 era of the new trend.

Different from the 1.0 era of product as the core, and consumer-centered Marketing 2.0 times, the marketing 3.0 times pay more attention to the humanities, emotional level of demand to meet. We can see that advertisers want their brands and products no longer simply to convey information to the user, but to truly integrate into the consumer's life, and consumers want to get not only information, but rather desire to truly resonate with the product and brand, or even action.

Phoenix has the most consumer power in China's mainstream netizens, they have their own attitudes and values, more mature consumption mentality. We do research on Phoenix users, the crowd will be like business leaders, government officials, career elites, new white-collar, college students and other groups, according to the characteristics of different groups, guide advertisers to select the appropriate products for content packaging, in Phoenix to achieve relatively accurate advertising, and the user reached the heart of resonance, In order to better understand and identify the customer's brand, so that advertisers maximize the value of marketing.