Several possibilities of web-made content marketing

The highest level of marketing

When advertising is no longer advertising, advertising will be new, the highest level of marketing is no trace.

With the marketing effectiveness of the micro-film, various marketing cases around the network production programs have emerged. In the practice of many excellent brand advertisers, such as Procter and Gamble, Unilever and Yili, content marketing tends to be systematic and routine.

Looking at some of the most popular, iconic online programs, it mainly has the following three kinds of marketing models, for example, based on the network demand generation and dissemination of functional short video, in the marketing industry it has a beautiful name, dandelion mode, the first realization of a program is the docking of food recipes, "Gourmet Beauty Class" ; Customized interactive shows, this way more in-depth integration of the brand needs, is often the main advertising campaign important part of the promotional activities, the typical case is the new program "Cargo boss" of the best Jie, the brand connotation and the story plot deep fusion, this way in the micro-film creativity is more common, such as "City Image 2012" begins with Samsung mobile phone cooperation.

These network production programs are different from simple advertising films, their time is long or short, can be fully transmitted according to the need for information, with stories and creativity, to attract the attention of the audience and stimulate the active transmission, will not cause the audience disgust, but also because of homemade programs with content control ability, can provide advertisers with more targeted customized precision marketing programs.

Self-control based on search

The site's homemade content is not much, however, the more so, the more fierce competition for Internet users ' clicks. From a vertical subdivision of the field, by understanding the user's viewing habits and needs, create a unique network video experience, so as to attract a more accurate segment of the audience, is the video site in the subdivision of the key to success.

"No one used to make the video tutorials so beautiful, we through this program to establish an industry threshold, if other sites or other products to do, it is difficult to go beyond." "Kangalu, senior manager of Archie Art sales, said in an interview with The Advertiser. What she's talking about is a gourmet program called Gourmet Beauty class.

"Gourmet Beauty Class" is only about 2 minutes, straight into the theme, beautifully crafted, simple to show the essence of the process of cooking, in favor of micro-Bo and other platforms widely disseminated, this spread is known as dandelion mode.

However, the greatest feature of "Gourmet American class" is not only the short and exquisite, but the creation of a completely different pattern. As we all know, the traditional program is the content is done, by the television station or the website to the user, for the existing content to find a matching audience, but "Gourmet beauty class" but the opposite. As a clear user needs to lock the video program, "Gourmet Beauty class" based on Baidu search data Precision analysis, formed a very accurate user-oriented analysis, and this is any traditional television programs can not do.

"Food Beauty class" promotion is not by push, but pull. Each menu input in the search box query, itself represents a demand for users, it is natural, they in Baidu search results and Archie Art, will watch this program. Archie, dean of the Institute of Art data, Ge Gengzhi said.

This model naturally brings efficient marketing value, "from the content of looking for people to find content," it is to see this value, the Japanese brand giant Unilever and "gourmet Beauty class" carried out in-depth cooperation.

Liu Shengxue, vice president of Unilever's Asia, said the implant was based on consumer behavior, "Now users are very active in finding and sharing recipes on the web, and providing solutions for specific people to make dishes, and brand advertising will be more accurate, which we value." ”

Deep cooperation with the brand

If "Beauty is the American class" is the video site in the vertical area of the experiment, then the brand of Procter and Gamble under the sponsorship of the gourmet reality show "Cargo" is in the vertical area to achieve the ultimate.

The program is ambitious, not only a hefty reward for 200,000 yuan to find comparable Cai of folk food Tatsu people, but also to subvert the traditional food program mode, online interaction, to create a domestic food industry, "China Delicious goods", again set off a strong food wind.

"Cargo" in the next 3 months, will be through the visit to Beijing, Shanghai, Guangzhou, Chengdu, Wuhan, Changsha, Xi ' an national Seven cities, to video and beat the way to find acid, sweet, bitter, spicy, salty, ice, hard seven food limit, and through the video selection, the National search, the final selection and other links, and finally to the ultimate " Cargo.

The reason for the investment in this program is that a good gourmet can eat, eat, have a good tooth, will eat experience, feel share to more people. Crest as toothpaste brand, stressed that it can help consumers strong teeth, care of teeth, only have a good tooth, can enjoy more and better food. Therefore, "cargo" to convey the "mouthful of good teeth to eat the world" concept and the health of the mouth advocated by the crest of the brand appeal on the agreement.

This kind of advertisement promotion already cannot call the implant, because it has internalized into the spirit of the program, becomes part of the program itself. But also caters to the modern people to the health attention, realizes one kind of idea fusion.

Steven Robbison, vice president of Dental Care category in Greater China, said: "Network video has become the user's longest daily use of the network applications, especially in the market has entered the internet era, we will continue to dig into the media formation of marketing value, This is why we choose to increase cooperation with Archie Arts. ”

Light commercialization of micro-films

Micro-film for its low-cost and low threshold to obtain the favor of advertisers, become a popular pursuit of low consumption and efficient marketing model. However, this lays approach has led to two extreme results, on the one hand, in order to achieve commercialization of the purpose of the brand's blunt implant, so that micro-film easily reduced to long advertising, the film's professionalism and lack of artistry; For brands can not play an effective publicity role.

In between these two extremes, many video sites are exploring new patterns, how to make the plot and advertising the main brand and products to effectively fit, without affecting the audience experience, under the premise of the message will be conveyed into, so that viewers in the process of viewing, not only to realize the fun of the movie, but also to understand the main message of advertising.

"City image" in which a micro-film light commercialization of a unique route. As the first city-themed micro-film collection, "City Image" series of micro-film Assembly Zhao Tianyu, Sanle, Su Jie, Zhou, King, Shao and other 8 power directors, but also to enable High-tech shooting production equipment. "This concept stems from the analysis of the Archie Art audience, Archie 80% of the audience are from the 123-line cities, these cities live in different cities, live a different life, but may have the same story," Archie Arts planning director Deng Liang in an interview said.

"City Image" is to strive to take the city as a clue, expect the audience in those bustling, noisy appearance can find a belong to their own city, interpretation of their own story.

Grounding gas, light commercial works does not mean that there is no commercial value can be developed, "City Image 2012" The first work of "Abu" and Samsung had a deep cooperation.

Deng Liang said, "according to this feature of the mobile phone, the film chooses in a very natural, very pure Yunnan village can let the audience experience the Samsung Galaxy SIII from the natural design sense." ”

Limited by time, micro-film implantation is often more difficult than the traditional film and television drama, if in a short period of time advertising frequently will affect the user's viewing experience. "We need to find a balance between the story, the spread and the commercial implant," Deng Liang said. You see the story, you can see some brands appear, but do not interfere with the viewing experience, after reading will let you have some thinking, many people will think of some of the middle pieces, to know my story and this product may have some connection. ”

Roman Abramovich's success lies in the silent and natural beauty of its advertising implants. Give the brand the story and emotion that the film wants to convey, make art and brand concept into one, the value of the brand is not a blunt implantation, but as the plot gradually become part of the story itself, not only to allow users to accept the image of the concept of the brand, but also to ensure the integrity of the plot and artistic sense.

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