Sina integrates the audience: the Network integrated marketing communication system with faults

Sina acquisition of the audience

Sina and the media group announced today that the two sides reached an agreement, Sina will merge the digital outdoor advertising business. According to the agreement, Sina will issue 47 million of ordinary shares to buy the distribution of the media's focus on the building TV, frame ads and store ads and other business-related assets. The media will retain its interconnected advertising business, theater advertising business and the traditional outdoor billboard business.

"The purpose of this merger is to integrate the two most powerful media advertising platforms in China to provide more effective integrated marketing services for our customers," said Cao. We believe that this transaction will greatly enhance our media coverage and influence, so that we become the Chinese advertising market indispensable new media platform.

"Over the past few years, we have built up the largest and most influential outdoor digital advertising network in China, covering 150 million major urban consumers every day," Tan said. Today, our merger with Sina will enable us to give full play to our respective advantages so as to better serve our advertisers and enhance our competitiveness in the new media marketing market in China. ”

Sina integration of the audience: network integration marketing communication exists fault

Divided by the focus of the public building TV, frame ads and store advertising and other advertising carriers belong to the life track type of communication media, life track type of communication media is the important feature is information, the so-called inform is just to tell consumers a message, the concentration and depth of information dissemination can not achieve brand persuasion. Because the audience's contact with the media is only "time debris" or "space debris" contact, so this "meeting" type of information contact for the brand's integrated marketing communication system is only achieved attention, if there is further demand, it is only to stimulate interest.

Sina Web site is a portal site, the portal is a bit of information dissemination of the depth, speed, breadth and other aspects have advantages, can be the first time to provide users with in-depth and comprehensive information; and as one of the three portal sites, Sina has a huge relatively fixed audience groups. But Chao felt that "integration will provide our customers with more effective integrated marketing services." "I am skeptical.

In the network era, the traditional integrated marketing communication developed into the network integration Marketing communication stage, (Cao Fanghua: "Network for the King: The Network era brand building strategy"), network integration Marketing communication: Brand strategy-oriented, creative as the core, the integration of all brands and audiences contact point, through the contact point for the brand to inform, Arouse the audience's interest, based on consumer Aisas (Attention attention--interest Interest--search search--action action--share share) behavior pattern, realizes the fragmented audience's network aggregation, Through the brand Marketing network platform aggregation dissemination effect realizes the brand idea and the brand information depth dissemination.

Under the background of great development and popularization of network media, the proportion of Internet media in people's information acquisition is increasing, and the change of consumer's behavior pattern from AIDMA to Aisas. Based on the change of consumer behavior pattern under the network background, the company has reconstructed the consumer behavior pattern which is the basis of marketing.

Aisas (attention attention, acquires interests, search searches, action actions, Share sharing) model based on market characteristics of the network era, then the information collection (search) after consumers pay attention to the goods and generate interest, and the information sharing after the purchase action (Share), as two important aspects to consider, these two links are inseparable from consumer to the Internet (including wireless internet) applications.

Attention ATTENTION: Consumers through television, newspapers, magazines, outdoor, internet and other media or through the terminal communication, Word-of-mouth communication and other means of contact product information. Through the omni-directional dissemination causes the latent consumer the attention, also realizes the general populace and the latent consumer's diversion.

Acquires stimulate interest: in the premise of attention, the general public to the brand marketing information contact "up to", and the brand real potential consumers will be excited, on the basis of the informed understanding of the demand for brand information, and thus involved in brand marketing communications.

Search execution: On the basis of the information on the brand to generate interest, so began to further collect more brand-related information, at this time the web search engine is its access to more brand information ideal choice. Through the implementation of the search, the audience's network marketing platform aggregation, to achieve the audience on the brand marketing communication further involved.

Action generation actions: through the network platform, the consumer participates in the marketing dissemination activity the interaction, understands the more comprehensive regarding enterprise, the product, the service information, and carries on the crosswise comparison to the related information. On this basis, consumers may carry out telephone consultation, online consultation, the achievement of network transactions, traditional transactions and other actions.

Share diffusion sharing: Web2.0 brings the new communication idea that the traditional media can not replace--------------------------audience can not only get information through the network, but also be the subject of the information, share information with more consumers. In the Aisas behavior pattern each link, the consumer may produce the unique brand experience, therefore in the diffusion sharing link, the consumer through the network media, the Word-of-mouth dissemination and so on realizes the brand experience sharing diffusion.

from the network integration Marketing communication system, the distribution of the public distribution of building TV, frame ads and store ads in the Network Integrated Marketing communication system role is the brand inform, its role is mainly to attract attention and stimulate interest, and Sina's role is to provide network integration marketing communication platform, To achieve audience participation in brand interaction and brand experience sharing and diffusion.





and then aisas the five links, search is a neglected link, even if the integration of the integrated marketing communications system, the focus media and the core consumers of the life trajectory of the inevitable contact point on the effective information to inform, to arouse the attention of the audience, stimulate the audience to further understand the interest, But it is impossible for the audience to write down a lengthy web site and then go to the computer and search for more detailed information. Therefore, we must also rely on Baidu and Google and other search engines, so if there is no search engine marketing support, the audience, Sina to provide customers with the network of integrated marketing communication strategy is a fault, its effect is necessarily greatly discounted.

So Cao Fanghua personally think who will be a better destination for the audience?

1, search engine, Baidu and Google, especially Baidu, recently Baidu is "bidding ranking" made disgraced, the integration of the audience will be its new business model of export, Baidu and the integration of the audience, can be played for China's most competitive network integrated marketing communications service provider. Again Aisas each link, provides the comprehensive marketing solution for the customer.

2. Why not China Mobile? When I say this with my friend, my friend says I'm crazy, but I'm not crazy. 139 Mailbox's vigorous promotion is China Mobile to move to the Internet domain important step, and the flying letter business is China Mobile realizes the mobile network and the Internet integration an important channel. So we can imagine that China Mobile will vigorously develop the Internet business ambitions, especially after the 3G opened, the mobile phone would become an important network access port.

Therefore, if the audience together with China Mobile, then the media to realize the brand to inform the audience, arouse the interest of the audience, based on the audience can be based on the two-dimensional code of the terminal, convenient access to the network, to further understand the brand information of interest.

3, China Telecom is also good, but may not be able to, the acquisition of Unicom CDMA has been bleeding, but with 189 business start-up, as well as next year may be taken to the 3G photo, if China Telecom joint media, it is likely to become the new China Telecom to fight the strong fulcrum of China Mobile.

Summary

Network Integrated Marketing Communication (EIMC): To brand core values as the core, brand strategy-oriented, online under the combination of customers at each point of contact to carry out brand communication, the formation of multi-dimensional media marketing communication system, through the marketing communication activities of the Web site polymerization and in-depth interpretation of the brand connotation.

In the network integration Marketing communication system, the traditional mass media and the life track type new Media (the audience television, the sports television, the outdoor advertisement and so on) is the brand marketing dissemination port, the network platform is the brand idea depth deduction and the audience fully involved in the brand movement core platform.

So Cao Fanghua I do not feel that Sina is the best destination for the audience.

Reprint please specify the blog from Cao Fanghua: http://blog.sina.com.cn/ivu1314

Cao Fanghua:

Msn:fanghuacao@hotmail.com

Email: fanghuacao@gmail.com

Graduated from Fuzhou University, majoring in automotive design and manufacturing, Xiamen University, journalism and Communication College, advertising department graduate student, 2008 Best New Marketing experts, committed to interactive marketing, network integration Marketing communications real-combat research. Now serving in Anrisoth (China) Co., Ltd.