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Qualcomm's mobile event marketing born "traffic jam Trek"

Qualcomm Qualcomm's mobile event marketing born "traffic jam Trek"

Qualcomm is committed to moving to make life better. Video of these taxis have moved # # raw two-dimensional code, traffic jams through the smart phone scan the QR code, you can summon the magic of mobile tools that will extricate you from traffic jam! Harley-Davidson motorcycles, rickshaws also retro chair, which is when you are most looking forward to in a traffic jam with a smart phone call out of the "moving artifact"? 
except "traffic jam Trek" creative video, but you can also make your own event page # mobile # manifesto born. Write your # mobile # understood born a chance to win your phone bill, Jingdong coupons and gift Xiaolong smartphones 
friends in Beijing chance to get Harley Jiejia service through application to the event page!


Wechat marketing, how far away?

Remember the beginning of madness do? Marketing can make money doing micro-channel, low-cost high-yield, do not understand? 19,999 yuan to listen to my training, ranging from micro-colored letter Summit, and made emphasis on user experience, Zhang Xiaolong have repeatedly stressed, micro-channel marketing is not done, is doing service.
In the midst of the hustle and bustle after the companies began to pay off tuition reflection, micro-channel nor masters clamored so "artifact" Well! Really can not do marketing. A mobile IM is the essence of things, how could the task of carrying Marketing? How likely do CRM? How can we save the decadent economic situation is not innovative products business? How can you change never wake up sinking the heart of the traditional marketing model.

Subscribe number of push has cooled

Since the introduction of micro-channel subscription number and service number, service number of the most upgraded to die because they can not provide what the cow B services, maintain subscription number is also crumbling, open rates decreased by 50% or more. For corporate subscription number is concerned, nor may find yourself unable to make an excellent platform for subscription. Very simple, ask yourself, would you push companies to focus on one day Introduction public number?
(Note: The subscription number for the media and individuals to provide a new information communication, build better communication between readers and management models, such as our SocialBeta account hisocialbeta official micro-channel is the subscription number, only a day to send the audience 1 information content.)

Service number only rich handsome new toy

Service number is still retained essentially banks and operators, they have enough budget, small is 200,000, then 3,000,000 of H5 large development costs, marketing expenses did not say, and some fast-million level cumulative investment , and have come but for the prize is not a zombie brain residual powder, looking down daily user data, egg pain whooped help.
A new media marketing for many years engaged in the veterans told me to real estate, for example, micro-blog and micro-enterprises are willing to pay for the letter why, largely because of those years did not really let creative "Marketing Director" big bosses to Koichi back please Bale.
And SMEs, even have a database of enterprises, also did not carry out "service", on the one hand Tencent does not provide a good solution, on the other hand, companies do not service gene, domestic enterprises is still a "one-shot deal." thinking. Put it mildly, business owners are savvy owners, before being microblogging cheated, the micro-channel no longer fooled.
(Note: The micro-channel service number to businesses and organizations to provide a more robust business services and user management capabilities to help companies quickly implement new public number of service platforms, such as China Merchants Bank's micro-channel public account is the service number, if you are a cardholder, you can Quick Check credit card bills, lines and points; rapid repayment installment billing application; micro-channel adapter human services; credit card, micro-channel free pen reminder, if not the cardholder, you can do micro-channel card!)

Membership card is not used up

It stands to reason, micro-channel business membership card is the ultimate solution, "Tencent micro-life" is indeed also to provide customers with a complete solution, but the money is collected Degui points, narrow point of service. Later, even Taobao also put forward a little bit out of a spoiler, but unfortunately still not a bubble ring. This demand is mainly based food and beverage industry, the domestic food and beverage, or good business to death, night queuing for half an hour or more, what are they do not need membership cards, and business is not good, get hold of what the membership card is useless .
(Note: The next picture shows Tencent micro-life business use of process)
Micro-letters "discovery" sweep the open
Scan-store or web-dimensional code
User access to electronic membership card
Open to the shop can be used to produce micro-channel

Tencent is not open?

Until today, perhaps the future, Tencent will not open user data and user relationships, to do service in the micro letter is basically impossible. In the public number is not a good business model case, expression, games, pay is tricky business direction. As Tencent speaking, payment is the key, as the number of public enterprises various marketing needs, largely outside the scope of consideration.

Consumers do not buy it

Back in June, when official data showed that the public micro-channel numbers are 1 million, do not know that there are not increased to 2,000,000, the core is Until now, the public knows the user level number is not much, but is 5.0 planes, Let people know that the earth is actually a micro-channel game app, public awareness has been low numbers, so that enterprises in the promotion of micro letter, the difficulty is not small. The so-called micro-payment letter will also encounter the challenges of user habits, who told've got your fill fast hardware Alipay yet.

The so-called marketing entrance just wishful thinking

Before listening to many experts talked about, most do micro-channel marketing portal, user data can be superimposed on the most direct communication between users, but also to complete the database of accumulation, for precision marketing. Male song is also micro-channel operation 2.0's theory, that the micro-channel precision marketing is the ultimate solution. However, from the current market environment, the user's acceptance of a point of view, the so-called product attributes above the entrance only from the judgment, most users do not have this sense, there is no such intention. The most frightening thing is that business owners of this demand is not large, the degree of attention is not enough.
To sum ​​up, as the male song in the " release the micro-channel , "a text describes, micro-channel marketing fiery behind China's economic trends," calm ", Chinese enterprises confused, they need to change their high-tech, six months later, they found , who could not save himself.

Where is the problem?

Everyone has seen millet marketing success and saw the fiery electricity supplier, to see the impact of the Internet on traditional industries, but the majority of enterprises in the mode of thinking, there is no Internet-based marketing idea, Take micro-letters, they just put him as a tool for advocacy and communication, there is no real use to the enterprise product design, user research, channel marketing, market feedback, that is, their products and operations is still the same.
From a marketing concept development trends, relationship marketing is the biggest trend, while fans of the popular economy, donations and a reward is representing the development direction of marketing, marketing is communication, communication is the marketing, the core task is to build relationships, the key not product sales letter made before and after the micro-micro-Bo, but from the start began to design interactive products, allowing customers into the whole process of product life. Such as pre-product design, allowing users to vote, and even provide funds sales process involved in product launches, invitation code application, product or business user community structures and management.
Micro-channel is not used to make traditional marketing because traditional marketing models and practices have been downhill.


Critical point: 2014 China Good Voice change course if its commercial value or exhausted

China good sound just spent millions of viewers to accompany the second summer heat deficiencies still discussing a lot of friends on the occasion of the annual championship of things, while Niyaz good sound research is more concerned about China's future. Nine years ago, in Hunan guards begin broadcasting "Super Girl" a moment off the national talent show craze, nothing came after holding the three in a row, after a lapse of three years later in 2009 changed its name to "Happy Girl" revival, coincidentally also a "super- the boys. "

There is a saying in China, "Shibuguosan", used here, though not appropriate, but in 2014's third quarter China good voice probably could not escape every "three" will decline of doom, if still retaining the original model, I'm afraid to become bland after China good voice, his "China is good business" of commercial value will dig exhausted! Niyaz research with small partners must admit, it is entertaining, the Chinese good singing voice is currently the best class talent show. An estimated as many of my friends with Niyaz research, and entertainment enthusiasts themselves, only to be China good voice talent of this novel game system and professional programs attracted by a new variable is a quick process old.


Bottlenecks one: the show-style mud Ze

China's success is based on good sound "not judge a book, just to impress people with a voice," and high-end professional instructors assessment system, with the majority of domestic vulgar, low-threshold similar shows sharp drop after the fore. This mode of operation is actually high specification of the "double-edged sword", which has been branded and other high quality labels in the audience after the heart, with the audience's tastes become more sophisticated, difficult to reach easily under face "downhill" position, Like today's CCTV Spring Festival Gala, a very poor under invited Feng Xiaogang, Zhao Jiu Jia. In fact, China has a good voice production team aware of the problem. Niyaz research in each phase of China did not watch good sound case can be found in the selection phase of the blind tutor broadcast likelihood is successful promotion of the institute, the second round of placement assessment also added a mentor Invert selection link and so on. A series of changes in the details, the release of the game system in Europe and America good sound localization atmosphere. If so, "table" easy change "in the" breakthrough was the most challenging, from the aspects of: Instructors, students. If there is no new faces mentor, then the program was a new atmosphere and style is difficult in the second quarter China good voice emerged two new, play a connecting role. The participants, the study specifically asked Niyaz good sound around watching friends all agree that this is basically the overall quality as before. On the one hand, the audience of the detention preconceived thinking it, as we will present participants Zhang Heng Yuan billed as the defending champion Liang Bo; hand, many talent show mutual Zhengchun, quality students from different shunt or they participated in the draft program is to meet the program's style is gradually lost their original character.Suffer from this, this has good sound through the "sprint good voice", "Xinglang good sound" type of program nets audition at home and abroad, this uncertainty is too large. 

Bottleneck two: Moderator far more than an ad lines 

On an issue can be said to illness, "In Cou, where he will fear deep"; here is that the problem has become a disease of the user experience, "in the skin, where he will benefit deep. " As you continuously listen to "the mountains there was a temple," the story, do not you "Westward Journey" in the monk kept singing "only you" Monkey King to his fists when the urge? Not difficult to find a good voice for each of China are talk show host China appears less advertising, compared with little lines, so a lot of friends dubbed "China is China good little tongue in buying herbal tea with their lives." In addition, the second quarter China good voice broadcasting after each period and the number of ads spots frequency has increased significantly. In fact, China is good sound business model has been very clear: the ad-based, supplemented by copyright distribution, brokerage firms, trainees packaging tail. Look at the transcripts to media reports: the first quarter of China's total revenue 300 million yuan a good voice, of which 20 million advertising revenue each period, 15 seconds maximum offer 500000; second quarter total revenue of 1 billion, of which JDB 200,000,000 title, each income 80,000,000, 15 seconds maximum 3,800,000. In addition to Zhejiang TV production company with Canxing cooperation 2 million yuan from the Netherlands "The Voice" to get the copyright in China three years, the quarterly production inputs are 100 million. Two years to complete such income "Great Leap Forward" has been quite impressive. Overall advertising revenues accounted for 8 percent, the number of ads is also saturated, advertising only continue to increase with the future emergence of new standard king. Hard advertising program consisting of injury to the user experience, and perhaps the soft implant will be the future direction for improvement. 

Bottlenecks three: Internet Matrix feebly 

China good sound business value size is based been concern about the level where the ratings just by television to achieve a single presentation form visibility is very limited, fragmented, mobile lets embrace the Internet become a trend, the process of forming a Chinese official website of a good voice microblogging + APP + + + news client micro-channel matrix, looks perfect. Niyaz research experience a lot and found that in addition to good sound APP interaction with Internet products, other Internet products are used as communication channels, publishing some of the game situation, the content and timing of operations also no law, where information content is generated by third party operators. . # Topical use to improve public opinion, only play the role of brand maintenance. Ignoring the hand than a million fans a good voice student, did not achieve the Commonwealth on the Internet. Network of copyright, Sohu video 100,000,000 bought exclusive broadcasting rights, played a value, good sound these students as a sub-brand, the potential of greater value.The value should be through sub-brand products to achieve, that is, the characteristics of students with story, and on the silver screen display is very limited, the Internet can make. This inability to change posture and operational tangible way to make China a good sound to make concessions to keep advertising profitable overall texture while increasing China good voice internet penetration efforts to strengthen the sub-brand value, good sound through the Chinese Dragon (credit card ) or the future there will be a virtual derivatives enrich its commercial approach is the right way. 2014 China good voice last year of a three-year copyright, future copyright in its critical point will also be gone, to continue the success myth, believe Zhejiang TV unwilling to hand over, advertising standard king also continued with refresh, but it seems Niyaz research to the ultimate Internet product concept + Disney theming, the story of the "two-track" will make China a good voice to go further.