The interaction between electric quotient and media from China on the tip of the tongue

Absrtact: "China on the tip of the tongue" hit the business to bring many opportunities, but also attracted a big controversy. The tip of China's second quarter issued an official statement, in addition to the cat and the Bean Fruit Network signed a joint promotion, other businesses have not been authorized to not row

"China on the tip of the tongue" hit the business to bring many opportunities, but also attracted a big controversy. "The tip of China in the second quarter" issued an official statement, in addition to the cat and the Bean Fruit Network signed a joint promotion, other businesses have not been authorized, do not rule out legal means to pursue responsibility.

"Tongue 2" hit the business brought opportunities, many businesses occasion to carry out related marketing activities, and achieved a good effect. Do not discuss the rights of the right not to defend the topic, this kind of occasion can bring good effect, otherwise the merchant will not risk infringement to do. But in contrast, with the official cooperation can obtain more resources, and consumer interaction is also more obvious, the key is the scene of marketing.

The cat and the "tongue 2" cooperation effect is good, to the relevant businesses brought a large number of orders, other electrical business seems to be the general effect. And why? Very simple, with the production side of the Electronic business site, the two sides can have a better interactive experience. For example, the cat and the "Tongue 2" cooperation, the program group to help screen products and businesses, appearing in the electrical business related products, in the days of the cat can buy directly to the prototype, consumers can be "WYSIWYG". and other businesses to sell the related goods, products may look the same, but not necessarily appear in the television business, consumers will naturally play a question mark in mind.

Why do consumers buy that product? Because of the influence of the TV program. They have the determination to buy, and naturally want to be able to buy prototypes rather than look the same goods. Food is very fastidious, the same goods different manufacturers, taste may be a great difference. So, when the TV program broadcasts related foods, the cat on the day the seller will harvest a large number of orders, because the seller is a TV show sellers, can buy the same as the TV, the same as the results of the interaction between the electrical business and the media, creating a exactly the same scene, can encourage consumers to produce buying behavior.

According to official data, only one weekend time, there are more than 5.4 million people visit the cat food "Tip 2" exclusive cooperation page, which mobile phone access is five times times the end of the PC. This means that a lot of people are watching TV, while using mobile phones to buy, this is the TV screen and mobile phone screen interaction. Behind this interaction is the same scenario where consumers have the same desire to buy, not just the same theme. Or it can be said that the other channels of electric power only to play an ad, and the Sky Cat is to create a complete scene, the two are essentially different.

This makes me think of Ali and dozens of urban media cooperation, "Code on the Amoy", but also a kind of electronic business and media interaction, to create a shopping scene case one. Urban Media has a stable audience, if only in the media advertising, for consumers to promote action is very small, because they can not understand their interests. If you see a fog-related content, there is a mask product two-dimensional code, consumers can immediately sweep the code to buy, such a scene is very easy to play moving, so that the newspaper and the electrical business has a good interaction. If it's just a haze of news, consumers may not consciously buy a mask right away, or even if they want to buy back, it is likely to forget, but this association scenario will cause immediate action.

The collaboration between advertising and PR is clearly more meaningful than a collaborative approach to creating a scene. Whether it is with the "tongue 2" cooperation, or with the urban media cooperation, is to let the original irrelevant electrical and media interaction, so as to create a consumer purchase of the scene, I would like to interpret this way as O2O, because for the daily necessities of life products are very suitable. Such a scene is a virtual scene, unlike O2o's reality scene, but it is closely related to everyone's life. Because it involves the scene of life, close to the day-to-day behavior, it is easier to impress consumers.

This kind of cooperation can be successful and has a lot to do with the cooperation between the two sides. Day Cat is the largest consumer platform, CCTV is the largest television station, the national urban Media, the impact of far-reaching, basic is a monopoly of their respective fields, because it can form interactive and create a suitable scene, the cooperation between the two sides can play the best effect.