The road of automobile marketing of the mainstream portal website

Sohu as one of the earliest involved in the automotive industry internet marketing business, summed up over the years of marketing experience and experience, in 2008 the first in the industry to put forward the Auto-matrix and auto-targeting of the joint marketing concept, For the vast number of car manufacturers to provide a set of joint efforts of the automotive Network marketing means, that is, based on the Sohu matrix of the Open car matrix marketing (Auto-matrix) and Sohu car for the core of the depth of vertical car marketing (auto-targeting).

After 2008 years of a series of major events of the temper, Sohu has entered the ranks of mainstream Chinese media, in the Internet marketing role has been upgraded from the traditional advertising media to corporate customers of the core marketing strategy platform, at the same time, Sohu for the internet car marketing concept of more mature application, and combined with the new development trend of automobile industry further expansion and upgrading, mainly reflected in:

M: Realize the multi-level maximization integration of marketing platform, expression form and industry horizontal Union

In the integration of marketing platform, Sohu has real estate home, online information and other fields of the leading vertical portal site, with Sohu's own powerful vertical industry channel, to provide users with a one-stop Internet Information Services, which for the cross channel, across the site to lock the potential consumer groups, integrated marketing provides the natural conditions.

In the form of performance, the 2008 Internet video service explosion caused the network video became the mainstream manifestation of Internet media, and the complexity of automotive products and fashion functional marketing needs are also more in line with the characteristics of video presentation, integrated pictures, text, Video and other forms of automotive marketing will have a more powerful visual impact on consumers. During the Olympic Games, FAW Toyota, Changan Suzuki and many other automotive industry customers have successfully applied Sohu exclusive Olympic video program to achieve internet marketing.

In the field of horizontal union, automobile consumption has gone beyond the traditional means of transport needs, become a symbol of consumer personal identity, life taste, which for the automotive enterprises in the product positioning and other fields with the same characteristics of the product to carry out horizontal integration marketing provides a basis for cooperation, Sohu and BMW cooperation " 2008 BMW X Tour "marketing campaign, the successful introduction of Baozi apparel, Nokia mobile phones, ThinkPad notebooks, radar tables and many other high-end brands, to achieve the integration of Cross-border marketing."

A&T: Combining consumer group positioning with user network behavior path analysis to achieve continuous, accurate, without interference, "personal marketing"

Sohu on the one hand has a strong network matrix to meet the user's multiple fragmentation requirements, on the other hand, Sohu in the user Network behavior path analysis has a wealth of experience, will be accurate positioning and suitable for Internet users behavior path of the combination of multiple contact marketing, forming a continuous accurate marketing of users, the 2008 Beijing Auto Show Marketing, Sohu planned "gold new car" and "champions brand" two marketing products to comply with the Internet users in the auto show before, in and after the browsing habits and access path, set up a multiple display mode, with the car consumers in it, news and other areas of interest at the same time launch marketing promotion, On the internet to achieve a 1-month precision user positioning and personal marketing services, has achieved great success.

I: New technologies, new products drive interactive marketing innovation; Unique interactive marketing resources driven across platforms, across media

Sohu has Sogou Input method, Sogou electronic map and other new Internet technology products, with the Community/blog and other interactive core platform, for the automotive industry customers to achieve marketing technology and marketing methods on a variety of innovation. During the Olympic torch relay, Sohu will be electronic map, satellite navigation technology and Sohu Blog, community interaction function fully integrated, the development of the "Olympic torch to my home" interactive platform, the torch relay real-time map annotation and internet users blog coverage, open

In addition, Sohu play the role of Interactive center engine, under the exclusive marketing resources driven, can expand the marketing of the automobile enterprise spread to the Internet environment outside the Sohu platform, and even extended to the traditional media range, during the Olympic Games Sohu "champions face" The video program has already made the joint broadcast of 30 TV stations for the marketing participation of the automobile enterprises, which realizes the pioneering of Cross-media marketing.

R: Combining enterprise marketing resources with media reports, and demonstrating the unique marketing resource value of the enterprise while realizing the media responsibility

The automobile enterprise in the marketing process often has some unique marketing resources, Sohu pays attention to the enterprise unique marketing resources replaces for the Sohu media report the influence, in media status publishes the authoritative report, initiates the Netizen interaction, also fully manifests the enterprise the marketing value, January 10, FAW Mazda invited the Olympic eight gold champion Michael Phelps to visit Sohu, at the same time to give Phelps "Sohu annual Sports Figures" award, this cooperation will be the traditional brand business endorsement through Sohu has become a high-profile social event, causing a wider social concern.

X: Guided by user behavior path from brand to product experience, combined with online, offline experience, and product sales echoes

Automotive products as a high-tech, high complexity of consumer durables, user experience is the core of marketing, how to get through the user to the corporate brand awareness and product experience barrier between the Internet is an important topic of online marketing. Sohu will be the industry channel in the user Behavior path and brand marketing, the successful implementation of the automotive industry customers from brand marketing to product experience comprehensive plant, so that users in the consumption of Sohu content at the same time deepen the experience of the product.

In addition, Sohu has a strong ability to organize the online marketing activities, through the online media activities, the online experience will be brought online, and then to the automotive terminal sales to promote the role of the user in the virtual world and the real world product experience closed-loop flow.

In the automotive industry in depth marketing, Sohu Auto Channel in 2008 to achieve the industrial influence and the double leap of user influence, 2008 Sohu automobile as China's mainstream Automotive media alliance of the rotating president, leading the Chinese mainstream Automotive Media Alliance to achieve a leap in industrial value, " China's mainstream media Automotive league annual car Rating "has become China's automotive industry's most authoritative impact of the industry, one of the awards, and Sohu using the Olympic sponsor as the introduction of Sohu Olympic Che Pei, such as a series of user interactive activities, in the Olympic year caused a huge user response."

2009 Shanghai Auto Show is about to open, Sohu will make full use of more mature Auto-matrix and auto-targeting three-dimensional marketing model for the vast number of automotive enterprise customer service, to maximize the creation of comprehensive value of Internet marketing.