Phoenix Chi Jiren: Original advertisement, innovation of media marketing mode

Today, the Internet has become the second largest media, after television. But the challenge of the Internet display advertisement is increasing, which directly promote the advertisers and the media in the blue Ocean of content marketing. "The media revenue is usually made up of hard advertising and content, in recent years, the proportion of content marketing has gradually increased, in some media accounted for nearly 20%, and the hard wide relative accounted for a decline." Recently, Chi Jiren, general manager of Phoenix National Marketing Center in the industry meeting, said so. At the annual leaders ' meeting held by the American Interactive Advertising Agency (Theinteractiveadvertisingbureau) This February, "native advertising" became a new concept that was hotly discussed by many American Internet media as a new way to boost advertising revenue. The original advertisement (nativeadvertising), by the investor Fredwilson first, it is not an advertisement form, but the marketing idea, this idea's birth is based on the media marketing model innovation. The highest form of content marketing: The concept of original advertising content marketing is not unfamiliar, the common content marketing form is divided into 3 kinds, respectively, "naming, implantation, customization." With the emergence of the concept of original advertising, these 3 types of content marketing patterns in the past year have been greatly upgraded. Figure 1:3 Forms of content marketing traditional naming is the most common form, from "Super Girl" in the Mengniu, to the "good voice of China," the Gado, are the use of the crown name of the form. Enterprises through the scene of the brand exposed, host population and other means of carrying media influential content to obtain a wide range of exposure to enhance their own image and visibility. I believe that we all remember the very fast and concise oral sowing in China's good voice. Authentic Good herbal tea authentic sound Welcome to watch by herbal tea leading brand Gado for your name Gado herbal tea, China's sound drink Kai li add power wahaha Qili Mental health care products for China's good voice refueling. "This passage, although it has caused a lot of audience's spit, but undoubtedly also deepened the consumer to Gado and Wahaha Kai Power of the two brands." The title of the original advertisement form will not affect the user's attention to the brand through the explicit brand revealing and the verbal informing, but through the media environment, provide the content that the user is interested in, and deepen the resonance with the user. For example, in the Phoenix "Diaoyu Islands Dispute" project, the introduction of "Anything can be backed up, in addition to the bottom line", "9.6 million square kilometers, not one inch is superfluous" and other appeal to national feelings of the plane ads, with the evolution of events, Phoenix's topic content and the glory of advertising creative synchronization to keep up with the update, This event in the Web site to win the first flow of the entire network, but also greatly enhance the user's reputation for the brand identity. Traditional implants, which have now become standard for the generation of film and television dramas, many FMCG products, car brands, financial consumer brands, are frequent in variety shows, hit dramas and commercial films, such as Feng Xiaogang director of the "Non-interference", GE and Shu Qi after the checkout to the waiter handed out a bank card, close-upThe camera appears on the card face "merchant Bank" four words, is a typical and blunt implantation. The original advertising form of implantation is relatively complex, not only to product implantation, but also to integrate into the plot, become an inseparable part, such as "Transformers" in the Chevrolet car representative of the Hornet, "Invincible Destruction King" in the Coca-Cola and the Mann Mint. In the Internet field, Phoenix in the self-made variety show "Qiang" has repeatedly used the plot of the original advertising patterns implanted with advertisers to carry out cooperation ("Qiang" is a succession of Phoenix TV "Qiang three lines" of DNA, targeted at the Internet people's current affairs talk show). For example, when AIA promotes the "Family Good health Plan" for the insurance products "Qiang" two program from a Hangzhou driver encounter mishaps but because there is no guarantee and no compensation for the story to start, the same as the face of the old under the younger generation of family concerns and discussions, The right implant subtly conveys AIA's "safeguard expert" brand image and the benefits of a family-guaranteed product. Traditional customization is often tailored to advertisers ' marketing needs. New product release, high-level interviews, activity reports, all belong to the traditional custom form, including graphics and text, this kind of customization, although through the media's reporting power to the advertiser's information to carry out the integration and dissemination, but because the form of too traditional and classic, in this information channel so diverse era, Getting the attention of users is becoming more and more difficult. The customization of the original advertisement form pays more attention to the provision of the value content. Advertisers will integrate the content of their own resources, and then the joint media to spread. For example, Samsung mobile phone in the early days of the "Four nights," film, Unilever's "micro-Boda" and many other homemade dramas, are through the advertisers to integrate star resources, integration of product information, joint production company production of film and television works, and then through the broadcast Copyright replacement promotion of rights and interests, and the media to join forces to disseminate. The premise of such customization is that both advertisers and the media provide valuable entertainment content to consumers. In recent years, with China on the tip of the tongue, also pulled the original advertising documentaries, relying on the Phoenix Media group choreographer, production and professional filming equipment and other resources, Phoenix documentary film has always been maintained in the industry-leading level, and FAW group produced the "Wheel Memory" documentary, through the history of China's Automobile development Review, The history of the New China auto industry is explained by the historical lens, which shows the historical accumulation and brand strength of FAW. The key is that the original advertising form of content marketing to advertisers bring quality and effect of both the marketing results. In contrast to the embarrassing data that hits the traditional display ads on a yearly basis, another group of Nielsen-provided experimental data on 5 mature industry-branded advertisers shows that, for the hottest video ads, only a single video front patch ad can only bring in 2.1% brand promotion, But the content Fusion type original advertisement can bring 82% brand promotion degree. Native Advertisement: Internet productNew methods of brand marketing Chi Jiren that the three key elements of primary advertising are: 1, the integration of media environment, 2, User choice, 3, provide value content. "What is the integration into the media environment?" We should communicate with the consumers in the way of communication between the media and consumers, including the visual feeling and the communication context, instead of the traditional advertising ideas; What is the user's own choice? No matter what the carrier is, do not interfere with the user's experience; What is the provision of value content? Communication content is not a simple advertising message, but a valuable content that is helpful to users. "All along, advertisers and the media have different viewpoints: advertisers want advertising in the media unlimited amplification, the media said not to affect the consumer user experience." Chi Jiren that this view can be unified, because whether the media or advertisers, in fact, is to serve users-for the media is information consumers, for advertisers is product consumers. Standing on this level, the emergence of primary advertising can completely solve this problem-it is for brand marketing services, but also take into account the ultimate effect, and more to make users resonate and design more influential content. Figure 2: Content marketing production process in Chi Jiren's view, the original advertisement is the future trend of content marketing, and Phoenix has many innate advantages in the general trend: first, in the creative conception: the overall marketing environment from the 1.0 era of product-oriented evolution to the humanistic spirit and emotional resonance for the 3.0 era. Marketing 3.0 times, the brand needs to be integrated into consumer life, and the user resonates, creativity more focused on human nature and universal value, the original form of advertising more conducive to landing, this and Phoenix has been adhering to the "heart marketing" concept consistent, in this road Phoenix has accumulated a lot of practical experience; In content production: the input of Web media in content production makes the Internet farewell to shoddy, content quality can be compared with traditional media. The advantage of Phoenix is to inherit the media gene, TV-level professional content production team of Phoenix TV, Phoenix Media Group director, the name of the host, journalist and other advantages of resources, can ensure the quality of the original content; third, in the dissemination of integration: communication has been to the media age, the primary advertising content of the threshold of lower, more suitable for higher, The distribution capacity of the media is increasingly important. Phoenix's premium content can be quickly distributed across the entire Phoenix department, and will be distributed in collaboration with influential traditional media and social media platforms for full platform coverage and operation. In the future, the original advertisement platform of the large-scale native advertisement usually needs a lot of manpower, financial resources and time input, and it is difficult to reproduce. For the fast-food era, rapid and large-scale media marketers are urgently needed to solve the problem. Figure 3: Phoenix's layout in primary advertising is based on nearly 4 years of exploration and practice, Phoenix is currently developing an independent snap system, meaning "intelligent primary advertising platform", which consists of user base, resource base and effect database, through the analysis of user's research, content, The results of the statistics to achieve the target consumers and dissemination of content, marketing resultsScientific match. Phoenix in the last year to launch the "Phoenix Impact" marketing brand, that is, the force in the original advertising, intended to provide a combination of advertising main product brand marketing services. In the process of communication with customers, Phoenix found that the enterprise's demand for influential content marketing is increasing, and the response is very positive, the emergence and amplification of this demand, and focus on the Internet effect of marketing needs in parallel, but also played a good complementary role. "The core competitiveness and value of the media lies in its influence, Phoenix as a mass media, the greatest value in addition to content and brand, is the user, we cover the most consumption of China's 300 million mainstream consumer, Chi Jiren said," We will be integrated into the user's reading environment, while safeguarding the user experience, Provide valuable information to the user in a precise manner, and the customer's brand ads cleverly placed in it, and the user reached the heart of the resonance, so that advertisers maximize the value of marketing-this is the original advertising concept in China's best internet media, through years of practice and accumulation, will usher in a comprehensive outbreak of Phoenix impact. ”