Why does Haier stop hard and wide launch

Absrtact: Enterprise/Advertiser finally woke up. Not only is the magazine hard to Duanliang, newspapers, television, outdoor and other can not achieve interaction with consumers, can not understand the consumer's advertising form, will be in the company's budget reduction list. The 1.0 form of advertising should end

The Enterprise/Advertiser finally woke up.

Not only is the magazine hard to Duanliang, newspapers, television, outdoor and other can not achieve interaction with consumers, can not understand the consumer's advertising form, will be in the company's budget reduction list.

The 1.0 form of advertising should be over.

When discussing all the topics, I often find that there is often a difference between the connotation and the denotation of the core vocabulary, which leads to a dialogue at no level. So, first of all, in this article, I define the definition of the ad that I give, which is the form of information aimed at spreading the brand, product or service. This is an ad 1.0 morphological definition.

Its biggest problem is that it cannot achieve the maximum degree of information matching.

I always think that the right business information is advertising.

Can you imagine what the future advertising might be?

As depicted in the 8th episode of the first season of the "Three bodies" and the American drama "The Heart of the machine" when the screen is everywhere, people's position, identity, interest and other information at any time by the machine master, in any situation, the system can automatically to its exclusive to push his personal needs of advertising information, and immediately complete the interaction.

Therefore, the past and present a large number of advertising budget is actually proved to be wasted.

Haier to stop hard to launch, the reason can be found here: Zhang in the January 16 Haier Internet Innovation Interactive conference speech mentioned three "should not exist":

No interest community should exist in the ecological circle;

Products without user-wide best experience should not be produced;

Transactions with no value interaction platform should not exist.

1.0 forms of advertising, of course, can not complete this task.

This is of course not Haier not to do "advertising", but to stop the traditional one-way transmission of the launch, transformation for many to many real-time optimization interaction.

For example, Haier launched two activities last year: "Looking for Haier community" and "Haier's most beautiful fans" selection, all by the user through the network initiative to recommend, nominate and selection.

It is important to realize the "value interaction" with the user.

Hu proposes a new formula: The interaction value equals the amount of information divided by the scale. How does an interaction have value? Because it is injected into the information, the interactive value is proportional to the amount of content.

He further explained that only by continuously improving the amount of information in the product and service, thereby enhancing its interactive value, could it guarantee the difference and uniqueness of the company to the standardized products. In other words, a brand that can only satisfy consumer demand may not survive, and a truly viable brand must be a brand of surprise to consumers, and the only way is to establish personal contact with customers. And the connection is based on my formula, only information, not size.

Don't across that the advertisement is immediately ineffective.

The market exists the concept of water level difference.

For example, CCTV, in the three or four-line city, the middle and old people still have magical magic. For the flagship of this kind of market brand, still can be in CCTV extravagantly.

In addition, the precision of the dissemination of more and more valuable.

What businesses and advertisers need is not a general audience analysis, but a precise target crowd. If a full service to marathon enthusiasts of the website and its offline activities, there is no doubt that the sports brand is still advertising value.

So, in the future, we may see that companies such as Haier are increasingly cutting hard and wide spending, while putting the budget into online and offline communications that can build moist ecosystems, interact with real users, and improve brand reputation in a softer way. These are the ways we are not unfamiliar, just need to redefine, such as "soft wen", such as "show", such as "forum."

Well, your media may have a lot of hard this year, but, I guess, that's just the "seal fee" and "PR fee" that the company pays.