To gimmick, but also to embrace the silver, the idea of marketing suction gold is flourishing

Absrtact: Close to the Asian Games Countdown 500 days, the sports festival's suction gold disc again to rotate. Naming rights, sponsorship rights, supplier authorization ... Competition for market Thunder Business "dark war" Asian Games marketing. Network comics: Zhang Jianhui http://2008.newtempo.com close to the Asian Games Countdown 500 days, sporting events of the gold grinding disc again rotation. Naming rights, sponsorship rights, supplier authorization ...　　Competition for market Thunder Business "dark war" Asian Games marketing. Who can carry out excellent creative marketing, who grabbed the first color. Yesterday, "The Asian Games know how many" network Competition official website (http://zhishi.gz2010.cn) officially on-line. This time, the commonplace of a question and answer mode is gone. Asian Games Mascot 5 Lamb is there flirt, accompany the network player to play the knowledge game.　　The competition platform operation and maintenance ——— the new rhythm of interactive communication, but also to creative production and maintenance side surface. Coincidentally, June 23, "Tencent Wisdom 2009 High efficiency Online Marketing Summit" Guangzhou station opened, from the M &c Saatchi Group Asia CEO C Hrisjaques, Ogilvy Advertising Asia Pacific President Paul　　Heath, such as the world's top creative marketing experts collectively voice: global business is not good to do, to make their products and services stand out, we must engage in "eye economy", with the help of innovative means and the form of a clever snatch consumers.　　Walk in the Pearl River Delta region marketing the forefront of the enterprise, how to counter the city to carry out efficient online marketing? The future of Enterprise brand development path of the parabola, in today's Asian Games resource competition began to separate. "From the economic form, the modern Olympic Games, Asian Games are a cultural and creative economic practice, including advertising, communication, entertainment, sports industry, and the Olympic Games, the Asian Games have a very close relationship."　　"said Jingenpu, director of the Humanities and Olympic Research Center, professor of Humanities at Renmin University. So, in addition to copy the Olympic model, Guangzhou Asian Games Marketing New opportunity point where?　　What are the areas that should be exerting force?　　And uncomfortable living, everything starts from Internet creative marketing. New media marketing began to compete for the 2008 Beijing Olympic Games, the International Olympic Committee for the first time the internet, mobile phones and other new media as independent redisseminators, with the traditional media included in the Olympic Games dissemination system.　　Now, this model is being copied and innovated by Guangzhou Asian Games.　　The Asian Games Countdown 800 days, the Asian Games history appeared the first Internet sponsor.　　The Asian Games Countdown 500 days, the Asian Games propaganda department entrusts the new Rhythm Interactive dissemination construction "The Asian Games knows how many" the network competition website in the Asian Games official online grandly on-line, in the domestic sports competition history first takes the experiential interactive website to carry on the promotion.　　Tencent and other companies will focus on creative marketing, leveraging strong user resources to interactive community (SN S) and other digital marketing methods to attract customer attention. Take the traditional television advertisement as an example, its spread "thousand people cost" calculates according to the audience rating, but the network advertisement transmission cost is calculates according to the click Quantity. There is no denying thatBecause the number of Internet users is far more than the number of effective television viewers, online advertising can save the advertisers a staggering cost. "We've been studying how the audience's behavior changes and how to spend the least money to get the most out of it when it comes to sporting events," he said.　　Huang, dean of the Advertising College of the University of China, said that for the Pearl River Delta region, which was hit heavily by the financial crisis, a hot spot was needed to excite the whole region and bring about economic recovery. Advertisers are increasingly thinking of "digital marketing" and in the Tencent Intelligent 2009 High Efficiency Online Marketing Summit, Austrian American Advertising Asia-Pacific President Paulh Eath to advertisers advice is: "Good brand must be used in a new way to interpret, in order to carry out creative marketing, it is necessary to experiment with new channels, new media, Especially digital media. "This coincides with the approach of Nokia's global vice president, Deng. Nokia has gradually turned its product marketing into a theme marketing strategy aimed at consumers, and Nokia will gradually increase its investment in digital marketing.　　"In Deng's view, the advantage of digital marketing is that it is targeted and interactive," to attract consumer participation and better communicate with consumers. Nokia attaches great importance to Internet creativity and has conducted a series of attempts. According to Deng, shortly before, Nokia launched a web-based full interactive webcast live concert. The network concert has pulled a large number of young netizens and the fashion, the entertainment factor further collision, can finally "stimulate and develop the new consumer demand".　　As an excellent medium to communicate with young consumers, the internet has brought Nokia new ways of communication and thinking. "Athens Olympic Games audience has more than 2 billion, to the Beijing Olympic Games has reached 4.5 billion, the network audience has tens of billions, these are worth the attention of the Guangzhou Asian Games." JINGENPU, director of Humanities and Olympic Research Center, Renmin University of China, said that how to make good use of TV, digital network media, especially video, to obtain great eye effect and attention economic effect, this is in Guangzhou Asian Games before the important task.　　Tencent, the new rhythm of interactive communication and other enterprises to aggressively attack the Internet creative marketing source power. Interactive Creative bundle on the interactive platform in April 2009, several well-known network advertising companies have received the Asian Games propaganda department secret mission ——— have a website construction project, time is very urgent, one weeks must submit the plan.　　After the scheme is filtered, a company is commissioned to complete it. Such posture, rather like the recruitment of death squads. But it does not affect the "recruited" firm's decisive Bell mission. "With the Asian Games publicity department to carry out all the work, is undoubtedly low-cost participation in the marketing of the short cut, and have the opportunity to contribute to the Guangzhou Asian Games publicity."　　"The final win in the bid for the new rhythm of interactive communication," said Liang. The secret mission announced by the Asian Games publicity Department is "to develop a unique, innovative, innovative, and emphasis on the visitors experience and interaction of the" Asian Games know how many network competition website. "But the multitude of advertising content suppliedBusinesses, and countless internet companies behind them, can only compete for a chance to build a website. The whole process is like preparing a battle: The plan of the first round, the semi-finals, field raids, corporate Word-of-mouth, and so on, interlocking, extremely professional rigorous.　　The bidding scheme is the biggest variable and the last hammer. The new rhythm of interactive communication submitted to the program has such a "new rhythm interactive experience case, please browse: H t t p://2008.new tem po.com". This is a online, but not too late to market the Olympic interactive experience site, users can register to choose cartoon characters, and selected cartoon characters to prepare for the Olympic Games team. In the simulation of sports competition in the basketball, shooting and other online games and knowledge competition, the player can rely on the number of referrals, online time and other ways to gain points, and points can be more powerful combat skills, players move forward from one tournament to another tournament, increasingly challenging.　　By virtue of this and the Asian Games propaganda department's demand perfect match the outstanding case, the new rhythm interactive dissemination light wins lightly. With excellent ideas, you need a strong interactive platform. "Internet technology can realize the value of systematic creativity evaluation, investment return is easy to determine".　　Tencent Wisdom 2009 Efficient Online Marketing Summit, C OM Score Vice President Huang Xinyu that the Internet creativity is able to accurately calculate the return on investment. "From my point of view, the Internet is the most measurable, because it's all digital."　　Huang Xinyu said, digital marketing makes consumers no longer a passive audience, but can actively participate in the whole process of brand from production to dissemination, which makes the relationship between consumers and brands greatly enhanced. Tencent QQ Space Product Center General manager Zheng Zhihao in favor of this view, "in the current popular Community network (SN S), its core is to allow consumers to participate in order to understand their ideas and choices, triggering more than two times of cross communication and word-of-mouth effect." "Network advertising creative" money scene "and bottlenecks" in the final analysis, for the public love sports, the Olympic Games, the Asian Games is play. Game is a foundation of human life, is a kind of happy experience to meet people's physical and psychological needs.　　"Jingenpu that the opportunity to grasp the Asian Games, the Internet advertising creative industry will be a new leap." It is understood that in the Chinese advertising market, the creative part of the revenue, accounting for only 5% of total advertising revenue. Applause is not a draw "is a lot of internet creative advertising is facing the dilemma." "I believe that through the" Asian Games know how many "network competition website promotion, more and more advertisers will pay attention to interactive experience website, focus on creative industry, more and more advertising chamber of Commerce investment in this form of advertising content production, competition more intense, technology more progress, scale effect is more powerful.　　"New Rhythm interactive communication CEO Liang predicted." Theoretically, there are good ideas to obtain public attention to advertising, products, play a good communication effect. But sometimes, ChuangThe good or bad is difficult in the product on the market early on to make a prediction, may be creative spending a lot of money energy, but the market is not recognized; It is also possible that the creative is really well, be accepted by the market, but the creative generation of time and speed can not catch up with the speed of product This is also the current Internet advertising creative development of one of the bottlenecks.　　"Guangdong Province Architectural Design Institute, deputy architect Lu Qi said." "The focus of television advertising is to tell the audience what '," so you can rely on the image of exquisite, star endorsement and other technical operations to obtain eye economy, and network advertising to carry the function of effective information dissemination, the focus of communication also includes specific interpretation of ' why, How ', therefore the Internet advertisement's click-through, in the final analysis originates from the outstanding creativity.　　"Guangzhou area degree Decoration Design Co., Ltd. creative director Huang said." Whether the new model of Internet interactive advertising is feasible is still unknown. But in the current economic environment, the old model is bound to face greater challenges.　　But the Guangzhou Asian Games will bring the huge eyeball economy, has given the outstanding Internet creative person a worthy expectation future. Internet advertising Creative New Tricks Case 1 in the United States life Electrical Appliances E Experience Station please beautiful Girls (w W. M idealife.cn You can try the United States on the Internet to test the microwave soup, let cohabitation a room of the beautiful girl appetite open, or for them to pour water ——— use is the United States licensing water dispenser; You can twist the hot water. The faucet of the mixer heartily showers ...　　In a fashion home where men and women rent together, with romantic light comedy story plot, naturally deduce the life electrical product demonstration, the vivid selective plot development, may arouse the visitor's sensory, the emotion and the association to experience the product, causes the browsing person's purchase desire, helps the customer to achieve the network marketing goal. Comments: The network advertising and product characteristics of the integration of services, to mobilize the participation of the target consumption and creativity, is a path.　　Because the enterprise provides a set of network marketing solutions, so that the audience unconsciously from the passive acceptance of online advertising, into the initiative to seek advertising product information. ——— knowledge and practice in one marketing agency analyst Zhang Bing Wu Case 2 June Yue owner of the happiness of the Day "Encounter" (jy.ce4.cn) June more Buick brand under the senior model, the target consumer group is mainly mature, stable people.　　In order to distinguish the traditional models of the Web site, creative designers will plot, life experience, customer interaction, marketing and other integration.　　"June Yue Log" is a June Yue owner of the day's life as a clue, performance June the more he brought his respect and achievements, so that potential consumers have aspirations.　　"Read June Yue" is the form of a live interview to show June Yue car owners and prospective owners of the purchase mentality, causing the potential consumer resonance.　　The main function of "interactive game" is to arouse the enthusiasm of the visitors and collect the information of the potential customers. Comments: The site is innovative, the use of the FLA SH, three-dimensional, video and other multimedia technology, will be the characteristics and selling points incisively and vividly show, so that LiuVisitors have a strong interest in participating in the site interaction.　　Viewers in the interactive experience process to increase the knowledge of the car and trust, and create a desire to buy.　　——— The new Rhythm Interactive dissemination Liang Case 3 happy net on how to find happiness? (reg.kaixin.com) tingting (network name) in the Happy Net Happiness farm saw little Dragon (net name), that is a closed community. Dragon invited Tingting drank a bottle of fresh squeezed "Yue Live" juice, chatted about his work.　　Little Dragon just joined the happy net of a real estate team, Hope Tingting buy his piece of land, although tingting a see juice, popsicles, real estate and other virtual items are implanted ads, commercial flavor is quite strong, but tingting or in the virtual world, through electronic money to buy. Comments: Compared to the traditional forms of advertising, implantable advertising will be the brand into the entertainment elements, easy to obtain consumer identity and goodwill, unknowingly spread the brand influence.　　NET swims the main audience group is the white-collar workers, the work pressure makes them more willing to accept the easy dissemination way. The home page does not recommend the placement of ads, to avoid users think that the opening of the Web pages become someone else's money machine.　　Implantable ads do not quantify the sales and actual results of the evaluation indicators, so the promotion of the existence of a great difficulty, as traditional ads as easy to statistics. ——— FU to the dissemination of the organization Lou to the industry to observe the new rhythm of interactive communication CEO Liang rely on the internet to create advertising in the field of "New human" "Seriously, I think that internet advertising companies can not be like traditional industries, depending on the relationship can be developed, it must rely on the core competitiveness of ' creative + network technology '.　　"Liang said. Before 10, internet advertising was in the subordinate position for the traditional advertising industry to marry clothes.　　10 years later, the Internet advertising share beyond the newspaper and magazine ads, as the most promising media advertising. "But the creative realm of internet advertising is brutal. Liang said that 10 personnel a few times new, many once the scenery unlimited Internet creative enterprises have been exhausted, most of the dead. Although our new pace of growth is not fast, but the Internet advertising creative industry is not the most important expansion of the speed but ' Word-of-mouth ', with the quality of Word-of-mouth, have a continuous source of word-of-mouth. "For the traditional advertising field, the new rhythm belongs to" new and new people ", almost no chance to stand out.　　But sometimes we turn to the Internet advertising camp, many of the top companies in the traditional advertising field, or in the "babbling" stage. "Can be lofty to say:" The new rhythm of interactive communication can not become the traditional advertising field of Ogilvy and Leo Burnett, but standing in the ten years of Internet advertising experience accumulated on the platform, we more than other companies to become the Internet advertising in the field of Austrian beauty or the Great wall of prosperity. "Tencent QQ Space Product Center General manager Zheng Zhihao go to the interactive community to move the target audience Community network SN S is full of wisdom, if you can control the SN s marketing, everyone can becomeFor the next Obama. "Q Q Alumni is relative to Q q space smaller SN s community, in order to try SN s spread, we chose 44 people as the initial user, without any entrance, the only open channel is that you are invited, three days users break through 1 million."　　Zheng Zhihao This analysis of the great wisdom of SN s marketing. Last year Mr Obama moved countless voters in an interactive community space, such as M Yspace and Facebook, to the old lady in the wheelchair, to the children. Today we have the opportunity to use good SN s marketing tool, dare to do the next marketing Obama.　　This reporter Li Quanquan Xiaoxin reporter to observe now, rely on what to keep careful advertisers?　　Internet advertising is not something new, but in the current bad economic environment has been carefully calculated advertisers favor. In 2008, the number of internet users in China rose by 41% to 298 million in 2007, according to a recent report by PwC on the global entertainment and media industry Outlook 2009-2013.　　2009 Broadband Home users will increase by 21%, online advertising will increase by 15%. The growth of mobile access will further boost mobile advertising, and China's internet advertising is expected to grow at an annual rate of 18.5% per cent. High-tech has brought drastic changes to the online advertising landscape, and traditional advertisers, once a leading position, face unprecedented challenges. "More and more enterprises are aware of the need for online marketing." Advertisers are very clear, if the entire advertising program entrusted to the traditional advertising company operations, its subdivision to the network to promote the specific program will also be outsourced to professional network advertising companies, that is, the traditional large advertising companies often assume the role of advertising network middleman.　　"A senior personage who is engaged in the network advertisement more than 10 years said, now the advertisement advocate learns" fine ", skips the advertisement middleman, directly with the network advertisement company docking. Advertisers have access to more audiences. Because the network advertising companies can be based on the needs of advertisers, tailored network advertising design, and High-tech Internet interactive transmission, but also allows advertisers to receive timely feedback from the audience.　　This is also Tencent and other network giants, why will convene an online marketing event, with the help of powerful backstage audience resources, to QQ space and other community networks strong competition for advertising resources.　　But in the network advertising industry quite famous Guangdong local new rhythm interactive spread, focus on network advertising creativity and network marketing planning, and the use of the latest multi-media technology and network technology, manufacturing advertisers and potential consumers of the interaction, in order to good brand communication and marketing results, thus becoming a black horse in China's online advertising industry.　　In addition, in most cases, advertisers pay by clicks to Internet access, and some Internet companies can use High-tech to track groups with higher commercial value, such as culinary enthusiasts, who are able to target ads to them, no matter what pages they visit. "Advertisers will alwaysDon't know, where is the other half of the advertising fee? "This quote is no longer the golden rule in the era of internet marketing.　　"The goal of turning a website into a target group is the core power of the industry," said Matt Sch, chief executive of the advertising giant Acer Media Group.　　With the sheer number of networks and the power of instant interaction, online advertising seems to be a big earthquake that is tilted by "new monsters", shaking the entire emerging market and even the advertising frontier of traditional media. It's time to take action. Mainstream media companies such as television set out to counter the rise of advertising networks.　　And many traditional advertising agencies are playing the name of interactive marketing to leapfrog the market, such as JWT JWT, linkage, Ogilvy and so on, have joined the war. Although it is unclear whether the change will produce a handful of upstarts. But in the current economic environment, the old advertising model will be faster to extinction. "If the advertising company does not change, one day, the person who is engaged in advertising wakes up in the morning and will find that there is no food," said Song, the chairman of Ogilvy's Big China district. "Xiaoxin