The Big bang of marketing is happening, which means a structural change in the spread dimension

It was an era of big marketing explosions.

This so-called "Big bang" has multiple meanings: first of all, with the past users through fixed television, media, radio and other channels to contact the brand compared to today's brand becomes ubiquitous, all-round three-dimensional to the faces; second, the Big Bang brings a sense of vertigo and uncertainty, the brand to the user's channel in the Collapse and reconstruction, The new media continues to appear, dazzling but at a loss; again, the explosion brought a creative release, with new technology, those creative ideas of marketing as a wild horse, technology for marketing brought more new play.

For this reason, "innovation marketing" has become the most frequently talked about in recent years, regardless of marketing, media or Internet circles, of course, behind the high mirror rate of the word is people's dissatisfaction with the existing marketing dilemma and the technology to bring more new possibilities for marketing expectations.

Reconstruction of transmission chain

The deep reason behind the marketing dilemma is the dilemma of the media, or the inevitable result of the whole transmission chain in the process of reconstruction.

The development of the Internet over the past 10 years has reshaped the entire chain of communication and has profoundly changed the way consumers access information and brands, and the impact of the old transmission chain has become more acute in the mobile internet age.

On the one hand, the old communication system collapsed, traditional media in the channel of user access to information increasingly marginalized, on the other hand, new forms of media and new technologies continue to appear, attracting users of the eyeball also brings more new marketing opportunities.

For example, consumers ' eyeballs shift from television to video sites, from newspapers and magazines to portals and microblogs, and the impact on consumers of referrals and sharing in social networking sites is more straightforward than the brand's media-shaped reputation. On the other hand, the emergence of new technologies, so that the past marketing play more diverse, innovative talent plug technology wings to create more breaking-style marketing experience. With two-dimensional code, augmented reality technology, mobile phone's own positioning function and shake and so on, the brand began to use more interesting ways to reach consumers ' hearts.

However, in the face of this new and old communication order to change the infinite possibilities, many brand owners in addition to excitement, more dazed.

An internationally renowned advertising group in charge of China has been in private to spit, "new technology for the change of marketing is a good thing, but the technical hot update is too fast, today is still talking about two-dimensional code, tomorrow is everywhere to hear people talk about augmented reality, is often the brand in the back desperately to learn new technology, tired. ”

Another global leader in marketing in China has been blunt about the founder of a mobile internet company of nearly 100 million users: "Your Internet users have been able to rise from millions of to tens of millions of in just a few months, and multinationals like us will be at least 3 months from the process of contacting, evaluating, reporting, and making decisions, And no one knows what the market looks like after 3 months, so we would rather be cautious and dare not to rash. ”

The more extreme example is in a shop in Beijing. Parking Coffee is a café located in Chaoyang District, Beijing, in its Foursquare page shows a sign on the reward, as long as to the store check-in can get 10 yuan of parking a coffee card, or on the basis of membership card to enjoy 5 yuan cash deduction. However, when the reporter called The Café, the store manager said there was no knowledge of the event, she said that no one has ever signed up for this award, "may be a few years ago who put up the bar, the Internet company is still alive?" ”。

In fact, this confusion is because the mobile internet changes are too intense to make people outside the industry elusive, but more importantly, many brand owners are more than the Internet as a television, radio and a new media, but not aware that it is reshaping the entire business world, The Internet and new technologies are not a possibility for marketing, but a new mindset and more advanced genes.

New challenges and new opportunities

If only with aloof attitude to the new technology and the Internet for marketing changes, it is inevitable that the new technology only as ingenious; however, if it is a more sober marketer, it should be easy to realize that the whole information and communication order is reconstructed behind the internet wave, At the same time is also bringing an old marketing pattern of the shuffle opportunities, marketing people to the new marketing of the search only to the Internet to penetrate into the marrow of the understanding can really let the brand in this new communication environment to impress people, and deep understanding of the first step is an open mind to listen to and collision.

Because of this, in the October 18 business value of the third full media Innovation Marketing forum, in addition to BMW Mini, Red Bull, UPS, Beetle, Chevrolet these brands to share how to embrace innovative marketing; More importantly, in the marketing Bang link, line, Sogou, Alipay, Geek Park, Joome the rising potential platform of these Chinese and foreign Internet will bring the new perspective of Internet marketing to marketers from their respective perspectives. In a way, marketing bang is building a bridge, the end of the bridge is to actively embrace new changes in the marketing people, the other side of the bridge is the Internet's most cutting-edge and active exploration, the wisdom of the cross-brain on this platform to agitate and collide, for seemingly full of opportunities but confusing new marketing times bring new thinking.

Why are we at such a time to promote the "marketing bang" such a cross-border exchange platform? Because the real cross-border integration of the Internet and the marketing community will become mainstream over the next 3 years, on the one hand, the brand owner of the media pattern changes feel increasingly profound, but also struggling to find new communication environment marketing how to change; On the other hand, the entire Chinese mobile internet after 2013 years of frequent mergers and acquisitions, The next phase of the keyword will be around the cash, out of the pressure of competition, more Internet forces will also take the initiative to embrace the brand owner, in the Cross-border collision spark.

From the perspective of the brand owner, even the current excellent marketing case, their use of internet power in marketing is still to explore the micro-letter, micro-bo, watercress can be in what way to cover the most of the target crowd, so that the number of exposure to the brand, this thinking and methodology and the traditional media age is not fundamentally different, However, today's mobile Internet development brings new marketing opportunities far greater than this.

Take the public account, for example, after the micro-letter, Alipay has just launched their brand-oriented public account, which means that the mobile internet in China until the 4th year (we think 2010 is the first years of China Mobile Internet), around the mobile phone, from marketing to buy the entire closed loop completely through, This more convenient way to pay the brand from the conduction to the use of friends to influence users and the user to complete the purchase decision the entire process can be completed in just a few minutes, its value is far more than a media channel.

and the Sogou input method and line as an example, these 5 years ago it seems difficult to connect with the marketing products have also shown the exciting marketing potential: When users actively download the brand of wallpaper and typing every day in a subtle acceptance of brand impact , when the brand with a hidden but no annoying way to enter the user's daily personal and private social communication, the effect of the smooth and quiet how can not let marketing people excited?

Similarly, the mobile Internet brings a large number of users, but also bring the user's ethnicity, many products behind the representative of some brands want to be able to deeply affect the specific population. In fact today, technology is increasingly leading the trend of fashion. Take the latest Interbrand 2013 Global best Brand list For example, the top 5 in turn are Apple, Google, Coca-Cola, IBM, Microsoft, in addition to Coca-Cola, the other several are technology companies. For example, the domestic flagship guest group of the Geek Park, has been the most innovative pole with the domestic station. This also makes many hope that their brand more technical fan and younger enterprises choose through the Geek Park to affect their potential target audience. For example, the recent Tesla will choose to use in the Geek Park in a small range of scheduled ways to try to detonate in the domestic science and technology crowd.

The Big bang for marketing is happening, which means a structural change from the spread level. Brand understanding of mobile Internet and new technology if it is only to stay in "secondary school for the body, the thought of Western learning is difficult to keep up with the pace of changes in the environment, only in the mind to embrace the Internet, the initiative and Cross-border power collision and inspiration, in order to usher in a new era of innovation and marketing intensive after the Big Bang.