The hand swims the difficulty to break the bottleneck, constructs the experience feeling to become the trend

Hand travel marketing means more and more to the entertainment closer, from a single promotion to the diversification of brand. As the market plate becomes larger, a large number of CP, distributors into the market, the competition for the promotion of resources gradually white-hot, marketing costs higher, the coverage scale from the game players to expand to the mass group. In addition to the fight, entertainment marketing to enhance the sense of user participation in the heavy experience mode has arisen.

2014 "Goddess of the Alliance" hand tour in the entertainment marketing success attracted many imitators. Another of the company is in the closed Hand tour "juvenile Kingdoms" announced by the running male Chenhe endorsement, the first Test day in addition to 360, Baidu, UC, Millet, oppo and other platforms force push, in the spokesperson as well as bar, micro-blog and other important players gather also set off a wave of spread, early 2015 hand tour brand first year.

Hard to break the bottleneck

2014, the domestic hand distribution channels gradually become concentrated, and promote the location of hand travel marketing resources are presented unprecedented scarcity situation, and even spread costs began to multiply. iOS side, Apple for the brush list restrictions on the increasing demand, the cost of the brush list also added risk. Andro, the big channel also more and more does not encourage the pure advertisement place cooperation way, simply buys the traffic the rough way realizes is becoming difficult.

Hand Travel Marketing Theory of evolution: from the fight to the heavy experience

Spell delivery has become a circle of hand travel industry, many manufacturers for the performance figures blindly burn money, more ways to hit more money, the user's access efficiency is declining. After the launch of the war, the star endorsement, film and television comprehensive art implantation, TV ads, and many other new play is one by one try, and the end of the tour has not had time to use the game almost all over again.

Zhonghanliang endorsement "Tianlong eight 3D", Lin Chi-ling endorsement of the "Goddess of the Union" hand tour, Fan Bingbing endorsement "Dark Dawn", all kinds of endorsement is not lively. This kind of marketing is not accurate in itself, compared with the integration wall, brush list and media advertising, but it is more potential users. In most manufacturers, the choice of celebrity endorsement to launch entertainment marketing is to maximize user coverage, to break through the user access bottlenecks.

Creating a sense of experience as a trend

To star endorsement as the core of entertainment marketing in the early days of the industry, is a huge novelty to users, game companies can quickly get the benefit. In the current situation of endorsement, user feedback appears rather dull. Simple endorsement of the great, but star-oriented, and create a sense of user participation continues to strengthen Word-of-mouth has become the most important part of the endorsement cooperation.

Hand Travel Marketing Theory of evolution: from the fight to the heavy experience

In the internet age, the star and the fan interaction is more close, the star to the fan influence is also more and more big, how to create the high-quality participation experience sense to the user directly affects the product absorption ability and the final data performance. The Chenhe joined the "Young Kingdoms" endorsement game in the "Goddess of the Union" hand-tour experience to continue to strengthen the experience link, including traditional means such as offline activities, television advertising, the same name comedy drama and so on. There is also the characteristics of the game itself, such as chenhe image of the implant game, Chenhe and fans based on the game of communication, a large number of effective interactive participation also makes the promotion of marketing results become clearer.

In fact, in the mobile internet era, the simple endorsement play is being overturned. And through the star or other tipping point to pry up users or fans to participate in the overall situation becomes the trend of entertainment marketing. Instead of spending a huge investment in one-way advertising, planning more creative and participatory events, using stars and their fans to interact, so as to better achieve business and target audience interaction. This is the future of the marketing of hand-travel, but also the tourism companies are exploring the new entertainment marketing routes.