Promoting the value of network video marketing by three major means

According to Iris Consulting statistics, 2012 in the third quarter of China's online video industry market size reached 2.66 billion yuan, the chain Rose 16.2% in the first quarter, up 37.2%. At present, China's network video users are over 400 million, accounting for more than 90% of the total number of Internet users in China. As a high-profile member of the new media, the network video operating mode is very simple. In short, the provision of high-quality video to attract users, and thus attract advertisers to pay advertising costs. Therefore, from the profit model analysis, content, brand, technology is able to drive the network video platform marketing value of the focus.

Content, is the network video to attract users of the first element. From the film and television play network content purchase cost a thousands of yuan to later a million dollars, and then to today's rational return of prices, extremely ups and downs of the great play "drama" proved the importance of video content factors. Therefore, the consummation content, promotes own "The media attribute", is promotes the marketing value the essential means.

However, the development of the video industry for several years, relying solely on the content of film and television, can not meet the needs of users. "In today's media era, the rules of the game have changed, and whoever can make the feature and the attractive content into a new core competence will win," said Wang Gang, the vice president of Storm audio and video.

In fact, each video platform also homeopathy to carry out differentiated competition, such as relying on UGC mode to attract users of the excellent soil, take the copyright distribution route of the music Network (300104, shares bar) and so on. At the same time, each video more with the help of different styles of homemade programs to create their own brand characteristics, such as cool talk show "Xiao said", Variety show "I am Legendary", Storm audio and video of the grassroots program "Cock Wire information broadcast" and so on.

On the other hand, "viewing experience" is the foundation to ensure users ' stickiness and promote marketing value. There are also insiders said, "visual experience" is leading users to choose video client or video site is one of the important reasons, this will require strong technical support. In an interview, Wang Gang, the vice president of Storm Media, said that as a video client, Storm is a technology-driven enterprise, focus on the user experience, whether the "left eye HD" technology or "one-button 3D" technology, are based on better to meet the user's "visual experience", compared to video sites, video client advantages.