The brand marketing attempt under the new media environment

In the new media environment, the road of brand marketing, in short, "focus to win." I first take the new media environment under the brand marketing path to three stages.

Three stages of Brand marketing

First of all, we think that a commercial media brand, in the advertising, the process of marketing activities, how to reflect its commercial value? It is mainly through three stages: the first stage is attention marketing. This may be the most mentioned, most widely known, marketing level in the Internet arena. The focus at this point is to attract netizens to visit through many means, participate in various activities, and form a strong concern. In fact, any one media on the basis of coverage, can be a number of enterprises to disseminate information to a wide range of customers.

The second stage is influence marketing. Any media with its own maturity, it will gradually give it bearer information a media attribute, that is, the authority and influence in the circle. When a media has authority and influence, the commercial marketing information he disseminates has such authority and influence on the natural zone. Therefore, the media information in this phase of the dissemination of the media itself with the authoritative color.

Then is the brand marketing, the so-called "brand" is the media to spread its own brand. Media development to a certain extent will form its own brand, and the media brand and marketing enterprise brand in the marketing activities have a replacement effect. That is to say, with the same influence and brand awareness of the enterprise and media marketing, they can through strong cooperation to achieve bigger goals. And for the popularity of enterprises not big enough, can use brand marketing to improve their visibility, this is the brand marketing people a supreme purpose.

To Sohu as the representative of the domestic well-known portal, in the course of years of development, gradually experienced from attention marketing to influence marketing, and then to the various stages of brand marketing efforts.

Through the brand marketing of sports events

In the recent year, Sohu's own brand influence construction, the biggest news is about a year ago officially become 2008 official sponsors. Sohu, the official website for the 2008 Olympic Games, became the first Internet sponsor in the entire Olympic history. Then it was the World Cup in Germany this summer, when Sohu became the first World Cup in history to play live on the mainland's web portal. Sports friends also know that the November 2006 to 2007 NBA professional basketball League began, in mainland China Sohu as the only portal site, weekly for the vast number of users to bring exclusive NBA game video and updated every day NBA game information. In addition, the Chinese tennis Open held in Beijing is also the official website provided by Sohu.

Based on these, we will include China's top athletes, including Liu Xiang's personal website and blog. In the official brand and the basis of personal influence by Sohu for a full marketing sponsorship, so as to form a complementary advantage in the brand marketing to reach a new height.

Why is Sohu focused on sports? On the one hand, the 2008 Olympic Games sponsored by the qualification, on the other hand also realized that sports video content is high-end business people contact Media content is an important link. Data show that 38.5% of the content of the World Cup Sohu Video is the management of companies and companies. Sports itself contains a positive spirit of health, is not only a business people leisure, but also to help individuals determined to cultivate sentiment. For our high-end business people at the same time to achieve a good marketing effect.

2.0 characteristics and cases of marketing

Changes in the Internet from 1.0 to 2.0 allow all information recipients to become communicators of information in 2.0 spaces. From the investigation of teenagers, it can be seen that communicative demand is a very important need in the life of teenagers. The provision of communicative Services provides a platform for young people to communicate with their peers, friends, and common aspirations.

In the evolution of the Internet to 2.0, from the marketing point of view is the same situation. Traditional brand marketing Plus 2.0 systematic Word-of-mouth marketing, that is, blogs, forums not only to disseminate the personal views of netizens, but also to the information processing and redistribution of interactive marketing, the current internet marketing is no longer a static concept. In that case, constant change has become an important feature of 2.0 marketing.

During the World Cup, when Sohu cooperated with the grain dojo, we combined 1.0 and 2.0 together. We opened a special forum for a customer who sells non fried instant noodles for the Grain dojo, which is the special naming forum. At the same time, combined with some of the grain Dojo network hard advertising, played an interactive effect.

There is a more typical case. This spring, we worked with Everbright Bank to make a prize for one of their financial services. Instead of using traditional websites, we have made full use of Sohu's own forums to publish an essay newsletter on young People's forums. Results total browsing volume reached 134,011,336 times, the number of days clicks up to 370,383 times, is a very successful case.

In the blog, Sohu during the World Cup with the United States to carry out a cooperation, the United States consumers can participate in Sohu blog selection activities, and finally selected 10 to Germany to visit the World Cup, and they will watch the World Cup during the view of the sense of listening to comments on the blog. This is the traditional product promotion and online Award collection activities, as well as after the spread of blog, these three combine to achieve very good results.

The attempt of network video marketing

According to the China Internet Research Center, from 2003 to 2006 June, the number of broadband users in China reached 77 million, accounting for two-thirds of the national netizens, so the speed of broadband development is very fast.

1. Why dedicate to network video?

With the popularization of broadband Internet, some things that the traditional can't express can be realized in the broadband Internet. For example, according to the CCTV market research data, 76.2% of users have watched Internet video, and more than half of users watch more than one video per week, and 28.6% of people see it at least once a week. and netizens most want to see the video content, the first is the film, the second is a variety show, and then Down is TV, MTV and netizens original.

In fact, copyright content and original program is the Internet users of the biggest expectations. From this point of view, genuine and original content to create broadband Internet the largest commercial marketing value. That is to say, only your product is original, has the industrialization marketing, is the enterprise is willing to carry on the marketing cooperation the foundation.

This is also the most important reason for Sohu's commitment to sports and entertainment videos. Sohu Sports Copyright Video words in this year made great progress. However, in the entertainment aspect is slightly different from the sports, Sohu goes is an original road. Sohu in the original aspect of the concept of a powerful entertainment portal, integrated the music pioneer, film and television tidbits of the collection, has begun to play continuously in the site.

2. Video Advertisement evaluation standard attempt

In the Internet video Marketing, Sohu's efforts are mainly during the World Cup, the first attempt to live and on-demand two ways to serve netizens. At the same time take different marketing cooperation mode. Including live advertising packages, as well as on-demand column of customer sponsorship. Both methods have achieved very good results, 77.6% watching Sohu World Cup video of netizens noticed the broadcast ads, while 52.2% of people said after reading the ads to increase the use of products and brands of strong interest. The first time we use the traditional advertising evaluation criteria to try to evaluate the network advertising and video advertising, but also achieved better results.

The combination of brand, broadband and Web3.0 marketing

So, if the above mentioned brand marketing and broadband Internet, as well as the Web3.0 of these three, how to carry out the commercial value of communication between people? This is a new path for us to explore.

1. Case studies

Recently we and Mengniu cooperation in the CCTV "whole family story" an activity, in the "Family story" of the audition activities on the use of Sohu powerful video communication platform. All the participating families can upload the video to the Sohu website and enter the selection and final stage. The Trans-media marketing embodies incisively and vividly.

2. The value of "spoof" and media cooperation

For the original video program, you may have heard recently. From the "promise" a steamed bread incident began, the Netizen's original works more and more, gradually produced some let the industry worry about "spoof" tendency. This kind of uncontrolled, without the guidance of the proliferation of content, the industry has given greater concern and concern. The guide of the Media communication platform to the original content embodies: the unification of rights and obligations in the reciprocal communication. The public credibility and social responsibility of media platforms, including sociologists, have expressed great concern. As a broadband internet site, we also attach great importance to it.

In fact, we should be responsible for the original responsibility is not only to advocate, more important is to guide. How to guide the development of Internet video to healthy direction? Recently Sohu has a try, we are now working with the Central Drama Institute in Sohu website to carry out a large-scale original video collection activities, called the world. With China teachers and graduates of the original works to guide the broad masses of netizens original works of thought, based on this idea to the netizens to solicit very excellent original video works.

The internet embodies the relationship between rights and obligations in communication. From the point of view of communication, the greater your communication role, the greater the responsibility you assume. At present, the Internet to the general public one of the largest and most extensive dissemination of space, and this responsibility is also the growth. In addition, media dissemination of information, whether it is original, or media platform to disseminate information, should be driven by the media itself credibility and social responsibility.

From the most fundamental point of view, a media only has its own healthy and positive brand image, at the same time have credibility and social responsibility platform, only the value of cooperation.