The change of brand marketing concept reflected from the Year of Mobile World Cup

"Guide: 2014 has become undisputed" mobile World Cup year One, "brand marketing ideas and methods also with the profound changes.
At the opening of the World Cup, Brazil won a free-kick in the first 42 minutes of the tournament, when the main referee, West Village, ran to a crowded wall and suddenly bent over and drew a white line. The white spray, which automatically disappears in 1 minutes, is used to control the distance between the wall and the ball, one of the first new technologies to be used in the World Cup.

In fact, the competitive World Cup arena has been a variety of new technologies and products of the experimental plots, in addition to the field of various materials and electronic technology, the World Cup media Communications also because of the development of technology has undergone a great change: In 2006 Germany World Cup has only four minutes broadcast rights of the network media, In the 2010 World Cup in South Africa became the protagonist, the survey company Lightspeed data show that 82.7% of the respondents will be through the Internet to understand the World Cup, the proportion of television and other traditional media. And at the World Cup in Brazil, the PC Internet as a subversive is being subverted by the mobile Internet: Facebook says it wants to "put all the information in its pockets", and Xu Shi, general manager of NetEase Mobile Internet, also spoke at a recent salon that the mobile end has overtaken the PC as the second-largest World Cup information transmission channel after television.

Apply the current industry hot word, 2014 has become undisputed "the first year of Mobile World Cup", consumer demand has been from simple viewing and information access to the mobile scene based on "read-read-play-guess" and other diversified information needs, fingertips are more directly affecting the perception and attitude, Brand Marketing ideas and methods also with the profound changes.

From resource monopoly to creative confrontation

The mobile Internet makes the information transmission path shorter, the channel is more diverse, the media competition has gradually developed from the resource monopoly to the resources and the creativity to fight together. Take this World Cup as an example, although CCTV in order to avoid advertising diversion, gave up more than 120 million U.S. dollars in the network broadcast rights distribution, but the major sites still rely on the netizen and the market insights, creatively opened the live outside the creative resources and creative products, won more than 700 million yuan advertising cake. such as Youku "Big talk World Cup", Archie Art "Xiao said yarn" World Cup special project, music as "5 stars World Cup 5 screen entertainment season" strategy, NetEase "Super Yan", Sohu "superstar dialogue" and so on, these homemade programs are more familiar with users and user interaction.

Hope that through the World Cup to convey a relaxed and happy brand of China Mobile, NetEase News Client as the main platform, the use of "shake" user interaction technology, to create "comedy Shake to see the World Cup" video innovation interaction. Combined with the World Cup "stadium comedy" hot spots, through the joy of shaking out everywhere, will 4G and you together, the idea of joy everywhere passed to the user. Interesting copy of the setting to stimulate the user initiative to form a discussion and spread the topic. Through the users of highly entertaining video content to watch, share, discuss, imperceptibly spread China Mobile's brand proposition, so as to realize the multi-level communication of attitude.

In addition to content creativity, technical creativity is also the core trend of this World Cup. Coca-Cola has tried ibeacon technology for the first time in this World Cup marketing. Ibeacon is a very precise micro-positioning technology developed by Apple in a low-power Bluetooth technology. After the customer has installed the ibeacon, the user carries the iphone to walk between the different floors, then can receive the different merchant information. This marketing becomes more targeted and lasting.

From insight into the market to insight into human nature

Excellent marketing insight into the market and meet demand, excellent marketing insights into human nature and create demand. "Avenue to Jane" Jobs is to penetrate the most "lazy" side of human nature, to create a great product. And in the mobile era, consumer information interaction scene has changed a lot, who create a more consistent with the consumer information interaction scenes of deep demand, who is more likely to be in the marketing war to pull the top.

"Like Luck" is across the national, character and national boundaries of the common people, data show that the World Cup Internet lottery sales are usually more than 4 times times. By Ding Lei, "quiz World Cup" continued to be popular, combined with NetEase News client's unique integration system, the first lottery betting floating odds mechanism, at the same time, combined with the main advertising demand, especially joined the quiz custom link, fusion Brazil World Cup hot passion, for netizens to bring a special quiz carnival. In fact, as early as the 2012 European Cup has been ripe for the quiz event in this year's World Cup has been further optimized.

and "competitive" is the character of the World Cup, but also another characteristic of human nature. NetEase has invested billions of resources to develop a competitive and participatory "star card" activities: Launched 16 seed teams of 110 "star card", users can participate in interactive games, answer questions, quiz win, buy and other ways to get online virtual cards, A team of 16 national teams will receive tens of millions of prizes, such as Tesla and smart. Activity once again witnessed the power of creativity: More than a week, enthusiastic players set up Baidu posted in nearly 9,000 themes, in a certain electric platform, rare card has been players fired to 80,001, the popularity of far more than expected.

The Star card activity also detonated The Advertiser's World Cup creative passion. Haier Day bottle air-conditioning launched the "Day Bottle card", with the effect of universal card, can replace any one star card, a comprehensive appeal to consumers. The consumer can get the "Day Bottle card" by participating in the free interaction of the star Card, truly realizes the interactive marketing. At the same time, the Argentine team can be exchanged for Haier air-conditioning one. Argentina is the World Cup's most popular team, cleverly borrow the World Cup heat to achieve a large amount of exposure to enhance consumer awareness of products. These activities can be easily done at the fingertips.

From information dissemination to functional marketing

The convenient and fast mobile platform has already broken through the single attribute of information informing, it is a collection of information platform, social platform, game platform, Electric quotient platform and so on, cross boundary fusion is also the inevitable choice of brand in mobile internet age. Uniqlo, Nike, "American National Geographic" and other traditional brands on the mobile internet because of "do not work" to play across the border and the success of the case for the industry to relish. Starbucks in 2012 launched the "Early Bird" app Alarm, it with the encouragement of discounted coffee to lure customers to get up. When the user sets up the alarm clock, just click the cue button to get a star, and if you can walk into any Starbucks store within an hour, you can buy a cup of discounted coffee with your mobile application record, and you'll be late for a break.

Practical, is the core values of mobile internet age. Fans who stay up and watch the ball may need to be "woken" more than Starbucks ' alarm clock app. NetEase News client from the user behavior logic, for the night watching the ball enthusiasts carefully prepared the "wake-up service", a one-stop for fans to complete from the query tournament, subscribe to the game to get up in the middle of the night to watch the whole process.

From eyeball economy to attitude resonance

Some people will compete for the major brands of the World Cup marketing battlefield compared to the "meat grinder", in the serious homogenization of the dissemination of information is facing a very brutal test. Traditional marketing to attract attention, to create visibility is likely to be successful. But in the mobile marketing era, often need to entertain the cognition and the deep emotion participation as the foundation, then realizes the attitude resonance in order to reach the higher purchase tendency and the brand loyalty degree, has the attitude content marketing is realizes the brand adjustment and the consumption attitude resonance most likely solution direction.

Qingdao Beer World Cup content marketing through the use of NetEase unique "thread" platform, and Ace column "Daily relaxed moment", for users to provide a chit-chat, in order to support the team refueling environment, and daily selection by the user generated by the "God review" to carry out the "God review headline tabloid", "God Kan" World Cup, Aroused widespread concern, pull into the consumer and brand distance.

Conclusion：

The four changes summarized in this article may be just the tip of the iceberg of marketing change. Mobile Internet as the core of the rapid development of technology to catalyze the marketing value restructuring, how to grasp the trend of homeopathy, the real noisy environment to win the attitude of consumers, marketers are facing a common challenge. To this end, the top-June United domestic leading marketing organizations to form a "content partner" for everyone to launch the forefront of marketing industry cases, the recent we will be the World Cup and attitude marketing as the core focus, united China in the attitude of marketing, content marketing and mobile marketing in the field are quite experienced netease together, For everyone to launch 10 mano practical marketing cases, look forward to receiving your attention, guidance and comments.