Something that became popular in the 2014 is dangerous.

The marketing community has to be a rearview mirror. This is not to say that they lack the middle of the frontier, but such people are always very low probability of occurrence.

Today, when our horizons are increasingly dominated by friends, one thing can easily be mistaken for the headline--whenever something is brushed in your circle of friends, you feel like the whole world is talking about it. This is one of the reasons why marketing is hard to come by: the hot topic over more than a year ago is that the time of the audience's fragmentation has now become a fragmented audience. To make the safest marketing, many people choose to follow the most obvious hotspots.

That's why you see so many marketing pages based on HTML5 on a 2014-year basis (don't know what this is?). It doesn't matter, remember the kind of finger on the phone screen wipe and rub it will appear some words of the screen, you will be so profoundly remember "about it" "Build" "is also drunk" The reason--too many public numbers and media use these seemingly popular words, because they think it will make you feel kind, but in fact, and the Spring Festival evening sketch two times of chewing online popular language does not have the essential difference.

In reviewing the 2014 of different types of explosions, we always feel that the more dangerous than blindly follow, is to believe that the marketing of chicken soup article. This may be our own creation of a vocabulary, it applies to the scene: Vanke asked Ma Jiajia to share why not buy a house, and this PPT later in the social network crazy, finally summed up as a real estate company's internet thinking.

Once what is summed up as a proper noun, it seems always to be vigilant. 2014 may be the most intensive year of proper terminology (or perhaps my circle of friends magnifies this), as if anything not connected to O2O, entrepreneurship, rapid iteration, lifestyle, craftsman spirit, etc., should not exist in the present.

We have been sharing good marketing cases, such as Sainsbury ' s, one of Britain's three big supermarket giants, and the Royal Airways Legion, which, in the context of the "1914 Christmas Truce", filmed 3 minutes and 40 seconds of historical "No War on Christmas" ads such as Beats's "home" ad, no blood and applause, but full of warmth, such as Mattel's toy brand Fisher New Year advertising does not make toys, but to celebrate new students, such as the Japanese toothpaste brand in the street set up silhouette device to encourage lovers kissing ads; Let you watch a movie comfortably ...

You will find that those who have touched your good ideas are still linked with insight into human nature and the discovery of consumer demand. The Advertiser William Burnbach once said a word: "One thing is certain will not change, if the creative personnel can insight into human nature, to the artistic way to move people, he can succeed." "This sentence still applies.

1, Beware of stars

Celebrity endorsements are seen as a shortcut to marketing. But in the past year, the name of the show is quite dense with drugs tied together, Ko Jindong drug abuse news is caused by the industry shock, body resistant to up to 19 brand advertising cooperation, simply let the brand marketing team and agents are busy over the day. During that time, the stars almost made the advertising industry shudder.

On the other side, Korean drama "You from the Stars," The explosion of red, almost let Kim Soo became the most valuable spokesperson this year. According to incomplete statistics, Kim Soo has endorsed 35 brands in China. Including Haagen-Dazs, Dove, Yili, Samsung, Evergrande Ice Spring, Beijing Hyundai, New beauty, Calvin Klein Jeans, etc.

Brand to find spokesmen, the general image appropriate, temperament, fans and brand target consumers close, and no bad habits. Finding a suitable spokesperson is no easy job. But the advertising industry now "who is red to find who" the anxious work mentality, probably has forgotten to find the spokesperson's original intention.

In addition, the Internet star has also begun to be the brand's attention, such as "Never thought of" in the King of the Big Hammer in Philips ads, Beijing East "Double 11" ads invited the "Dick Silk men" actor Dapeng and "Acura Lady" heroine SA.

2. Be careful of the "burst money"

2014 There are a lot of phenomena, they suddenly become a hot topic, and then quickly quiet.

At the beginning of the year Flappy Bird rushed to the red after suddenly the next frame, followed by the small game 2048 began to hot, it ranked 10th in the Goole 2014 China popular search rankings, and then the national play "face Meng", so that the birth of less than six months of the App quickly became popular, download more than 30 million Is "Five steps surround the nerve cat" the small game again brushes the screen friend circle, after quickly again by many star participation "The Ice Bucket Challenge" replaces ...

"The bomb" will always be special care, it has the advantage of being easy to spread and social sharing, but it rarely brings a lasting appeal to companies or brands, and further says that even if some companies are quickly accumulating popularity by short-term accumulation, there is no such thing as preserving these resources and ultimately nothing.

A typical case is Ravio, a Finnish hand-travel company that has been swept around the world by the Angry Birds game, as no more innovative products have stalled and layoffs have begun.

"Explosion" is often an accident, this accident can bring unexpected marketing effect, but if you can create a "classic", that can really bring value.

3. Be careful O2O

This is not to negate the value of O2O, but not to blindly set the concept when it is not worth O2O.

The capital market has been crazy for O2O: Takeout service App hungry? Get a public comment 80 million dollars of financing, tick taxi to melt to 700 million U.S. dollars, set up only 5 years of car service company Uber valuation has been up to 40 billion U.S. dollars, travel short rental accommodation services company Airbnb get a new round of 4.75 Billion dollar investment, the United States to obtain 700 million U.S. dollars D-round financing, Wanda, Baidu and Tencent capital of 5 billion yuan to set up Wanda electric business ... Hot money is pouring into the field.

Real estate and cars that have been cautious are swarmed. Vanke and Taobao Cross-border cooperation, although more is marketing gimmick, or caused more developers to follow. Participation in the cat "double 11" of the number of 4s stores reached 8,000, equivalent to the number of 4s stores nationwide 1/3. SAIC also launched its first O2O electric network in China's automotive industry in March.

The case of beef brisket, like Huang Taigi and Carver, has been interpreted again and again. When more and more entrepreneurs are desperate to provide O2O services, it is best to look at how they are in the competitive environment, and their products can effectively solve many problems for consumers.

4, carefully read over the young people

This April, McDonald's, the world's decline in performance, "Uncle McDonald" as the protagonist of the world launched a series called "Fun Makes things happen" nostalgic marketing campaign. At the end of the year, it also found a "Baby theater" in China to make their own expression, in Singapore and line cooperation to sell dolls.

It's not a good day. Coca-Cola began to look for inspiration on the creative outsourcing platform, and also had an electric competition in Atlanta headquarters and was broadcast on the Twitch--you don't know what Twitch is? Well, you're not the young man they want.

The efforts of big companies to get young consumers have never stopped and have been more prominent in recent years, but you see, when you study young people, you are no longer young. Big companies are always apt to get caught up in this nightmare, and anything that goes with young people will jump in. Both in the US market and in the Chinese market, these companies are facing the "replacement" status of the target consumers. Like brands in China, they are also trying to interpret the "millennial generation" in the United States.

While young consumers are concerned about the future growth of their brands, it is a matter of caution to read over young people's reports and not to be young.

5. Beware of social media

A recent report by L2, a US market research agency, shows that social media values are increasingly being recognised by advertisers, who now have an average of 7.5 social media accounts. Adidas is the most active and has its presence on 13 social platforms (think about Adidas ' tragic performance).

Micro-letter in May 2014 launched a wide range of advertising products, began to commercialize; Instagram signed a 40 million-dollar ad deal with the world's third-largest advertising giant Omnicom Group earlier this year, and then launched a 15-second video advertising function; Pinterest in May launched the advertising test version, the original advertising system on January 1, 2015 officially on the line; After reading the social platform Snapchat also in 2014 online advertising, can stay in the user's time line for up to 24 hours, and add new content at any time.

As you may have heard, Apple Watch has not yet been released and the ads have been followed.

The world is the world of advertising and advertisers. That's no disrespect, but the value of social media is likely to be exaggerated in advertisers ' marketing plans. This is because of the imperfect data monitoring, a large number of data forgery (think zombie powder) and channel loopholes, so that advertisers have a sense of nothingness, but also kidnapped more marketers. On the other hand, social networking is enough to magnify the imperfect management structure of the Perfect-Victoria's Secret "Perfect Body" ad, which has aroused most people's antipathy in social networks.

6. Be careful of Fans

Fan marketing in the 2014 outstanding performance of two areas, one is mobile phone, one is the film. Millet, the charm, the hammer, Samsung, the IPhone, each developed a batch of dead faithful powder, their 1799 event is also 2014 famous dog blood marketing events.

In the film industry, Han's "after", Guo's "Small Time", Nolan's "Interstellar Crossing", Jiang's "one Step Away", each is a topic.

The fan economy lets many brands see the new direction of marketing, Millet became the topic, not only because of its mobile phone, but also because of its fans. For a time everyone learn millet, everyone talk about fans. The terrible thing about this is that by some stars, some topics to cling to fans, ignore products and services to talk about fans, is doomed to a tragedy-for example, let Faye Wong for the film to help the box office, "hurried that year" itself is not a good story.

In addition to the above, we think there are some in the "Everyone knows there is a chance, but no one to play the turn" marketing direction, you can also call it a trend.

1, mobile advertising

Where the consumer's attention and use habits go, the money flows.

According to EMarketer data, 2014 China Mobile network advertising spending rose 600%, to nearly 6.4 billion U.S. dollars, more than the United Kingdom and Japan, the world's second largest mobile advertising market. The US remains the world's largest mobile advertising market, with mobile advertising spending reaching $19 billion this year.

But Alibaba's share of mobile internet advertising soared from 1.6% in 2013 to 6.2%, and Baidu's share doubled, from 2.6% to 5.1%. Ranked third and fourth in the global rankings. Google's share in the first place dropped from 2013 to 40.5%, while the second Facebook rose from 16.6% to 18.4%.

In addition, according to Gartner, a consultancy, the use of the ever-growing positioning data collected from the client will benefit the search engine or map ads, whether the user automatically provides positioning information via the terminal, or through a similar audience comment, Instagram and other App actively publish their location. As a result, local advertisers are more interested in sending ads through mobile web channels.

2. Original Advertisement

If the original advertising in 2013 also as a trend of concern, 2014 years it has become a direct product of a popular advertising. Advertisers spent 3.2 billion dollars on primary advertising this year, up 46.7% from 2013, according to EMarketer, a marketing consultancy.

The original advertisement refers to the article or the video which specially produces for the advertisement customer, compared with the traditional advertisement more resembles the content itself. And in addition to the advertising time, can still be searched. First appeared in the fashion media, and then through Quartz, BuzzFeed, Vice and other popular sites began to become popular. Many traditional media have also begun to use it as the latest attempt to generate income, with high hopes.

The New York Times has designated primary advertising as one of the important strategies of the 2014, and has followed the site for its first revision in 8 years. January 4 posted on the website of the first native ads, advertisers for the Dell, the price is said to be 6 digits. One months later, the New York Times set up a studio called T Brand, which specializes in making native ads.

The New York Times's native ads for NetFlix

Gerard Baker, the Wall Street Journal's executive editor, who had been dismissive, announced the launch of the original advertising product 2 months later, saying "We believe our readers can distinguish between what is sponsored and what comes from our news team".

In May, Wired magazine posted an article on the Web site that included interactive charts and videos, titled "TV Got Decoupled", which many people didn't realize was a native ad for Netflix, despite the "sponsor Content". (Sponsorship content) label.

In the third quarter of the New York Times, digital advertising revenue grew 16.5% per cent year-on-year, spurred by the original ads. The original advertisement is actually a form of content marketing, and it can be foreseen that advertisers will pay more for it. Because it is flexible and easy to accept compared with traditional advertising. Objectively speaking, sometimes creative. You can feel this native ad for Wired.

3, Shop Marketing upgrade

A store is the best place to showcase a brand, if a company has established a brand, not just a logo. In the future, attractive store marketing is a style, not just a product. 2014 China, the number of shops that meet this requirement is not too much. But you can see big companies are pouring more and more capital into them.

First flagship store more and more, here is worth saying is the Chengdu International Financial Center (IFS) and ocean Tai Inguri two big business centers gathered in a variety of big-name flagship stores. Most of them are designed to incorporate the local elements of Sichuan, such as the "Curiosity Daily," the flagship store of Muji and the Starbucks flagship store.

Experience-style specialty stores are especially favored by sports brands. After Nike opened the running theme shop in Sanlitun in Beijing in 2013, the New Balance, which became popular in the two years, also opened the first running series theme store in Guangzhou's Gold Place Plaza at the end of the year. Adidas, in order to promote the energy Boost running shoes series, the Adidas flagship store in Seoul's Myeong-dong business in South Korea has built the Boost energy Lab experience with Urbantainer, a local architectural design firm, To enhance the experience of sensory stimulation to create a unified brand atmosphere.

Adidas Boost Energy Lab Experience Gallery

Starbucks ' 1-hour classical music at the People's Square in Shanghai's Huaihai Road in October offers more room for store marketing.

4. New Technology germination innovation

The new technology's drive to creativity doesn't happen in 2014, but the combination of technology and creativity is only 2, 3 years.

The 2014 HTML 5 page became the new favorite of marketing, it has become one of the necessary toolkits for marketers because of its high flexibility, low development cost and short production cycle. You should be impressed by the 10-year pay-for-screen bill in December, which is essentially a dynamic poster.

The advent of Microsoft's Little ice has allowed us to see the possibility of robotic marketing. The smart chat robot, developed by Microsoft's Bing search team in China, started out as a collaboration between Microsoft and Sina Weibo after it was blocked by Tencent after it was caught in the spotlight. October 22, the Global English Training Institute EF-EF Education to 7 million yuan Price, one by one, "Microsoft Small Ice" brand endorsement advertising agreement, creating a history of technology and marketing a stunning record.

The sizzling wearable equipment also provides more space for marketing. You see, although Apple has not yet announced the exact date of its release, TapSense, a mobile advertising company, has launched an advertising platform based on Apple's Watch (Watch).

There are also some ideas that are accomplished by technology. For example, Microsoft and Virgin Aviation cooperation, air tracking Santa Claus, the supermarket by sweeping bar code, played a song jingle Bells;old Navy with smart balloon wall to spell your own photos; Netflix on the subway electronic screen to make changes with the real world changes in the advertising screen. These are the new forms of interactive marketing.