the reasons to distrust a brand reach across the enterprise

The reasons to distrust a brand reach across the enterprise

Research shows that security, performance, marketing vulnerability affects consumer brand experience.

More than 90% of consumers said inaccurate web content will increase the brand's suspicion, especially when they are landing page is slow, or too simple verification process, they will not trust this network brand produce.

As of January 2014 the total number of Chinese mobile Internet users reached 838 million

MIIT website has announced the January 2014 economic operation of the communications industry. Data show that, as of January 2014, the total number of mobile Internet users reached 838 million, penetration rate of mobile phone users reached 67.8%; mobile Internet traffic 133,000,000 G, an increase of 46.9%, the average mobile Internet access flow reached 165.1M, which enhance the mobile Internet traffic accounted to 80.8%, the monthly household mobile Internet traffic reached 139.3M.

In addition, under the double impact of the popularity of OTT applications and spam messages governance, value-added telecommunications companies and enterprises, sending SMS text messages sent sharply, including value-added enterprise messaging volume fell by 26.4%, resulting in total national SMS services only in January 73.56 billion, representing a decrease of 4.5%.

The total number of mobile Internet users reached 838 million 2G number 528 million Internet users

According to the Ministry of Statistics, in January 2014, the national telephone subscribers increased by 4,976,000, the total number of breakthrough 1.5 billion mark, reaching 1.501 billion. Fixed broadband Internet subscribers increased 2.264 million, nearly nine months to one month the highest monthly net total of $ 191 million.

Fixed telephone subscribers continued to decline. January, the national fixed-line telephone users reduce 1,181,000, reached 266 million, accounting for the proportion of telephone users fell 17.7%, down 0.1 percentage points over the previous year. PHS back speed exceeds fixed telephone subscribers, reduce 1.332 million, down 7.376 million, accounting for fixed telephone subscribers increased from the previous year's 3.3% to 2.8%.

Mobile phone users to maintain growth in the 3G drive. January, a net increase of 6.157 million mobile phone users reached 1.235 billion. Which, 3G mobile phone subscribers increased by 17.627 million, a record monthly high of net additions, 3G total number of subscribers reached 419 million, accounting for the proportion of mobile phone users upgrade 2.3 percentage points over the previous year, reaching 33.9%. Which, TD subscribers increased by 14,226,000, the total number of subscribers reached 205 million, accounting for the proportion of 3G users reached 49.0%, compared with the previous year by 1.4 percentage points.

4M broadband users accounted for more than 79.9%. In January, three basic telecom business broadband Internet access subscribers increased by 2.264 million, a total of 191 million, an increase of 10.8%. Enhancing the overall rate of broadband access, 2M or more, 4M and 8M more than broadband users accounted for 96.3%, respectively, 79.9%, 23.9%, an increase 0.1,1.1,1.3 percentage points respectively over the previous year. FTTH steadily, FTTH / 0 subscribers increased by 2.314 million, total users reached 43.137 million, accounting for the proportion of broadband subscribers increased from the previous year's 21.6% to 22.6%.

2G downsizing of Internet users, wireless users by the increased turn-off. In January, the total number of mobile Internet users reached 838 million, an increase of 6.4% penetration of mobile phone users reached 67.8%. With the migration of 2G users to 3G, 2G Internet users continued to decline to 528 million, accounting for the proportion of mobile Internet users has decreased from the previous year's 44.8% to 42.8%. Even by the advent of wireless LAN users last four months after the fall inflection point, a decrease of 9.0 million, reached 16.482 million, accounting for 2% of mobile Internet users, with the end of year.

In addition, in January, China's regional IPTV users eastern, central and western 1729.2,500.7,684.4 million respectively, accounting for 59.3%, 17.2% and 23.5%. National IPTV subscribers are concentrated in three provinces in the eastern region, namely, Jiangsu, Guangdong, Zhejiang, and the provinces of users accounted for 43.7%. Things basic telecom business development companies more balanced regional material eastern, central and western end users reached 2035.4,497.3,763.5 networking million, a net increase over the previous year, respectively, 43.7, 17.1,35.1 million. Things Guangdong end users over the previous year net 145,000, is the fastest growing provinces, the total number of user 3572000, ranked second in the country after the ranks of Jiangsu.

Household up to 165M mobile Internet access traffic accounted for over eighty percent of mobile Internet traffic

According to the Ministry data show that household landline phone call volume decline. January, fixed local call duration was 22.91 billion minutes, down 17.4%. Fixed local telephone MOU reached 86.0 minutes / month households, down 13.7 percent year on year. Length of 4.27 billion minutes fixed long-distance telephone calls, down 19.0%. Fixed calls MOU fell 15.4%, to 16.0 minutes / month households.

Weak growth in mobile voice services, local and long distance moving MOU synchronized decline. By the strong impact of OTT applications, mobile voice call volume growth further slowed down. January, the national mobile phone calls long time to 246.58 billion minutes, an increase of 3.8%, 7.5 percentage points lower than the growth rate of the previous year. Among them, the mobile phone and the local time to move long distance calls, respectively, an increase of 3.8% and 3.5%, 5.7,14.5 percentage points lower than the growth rate of the previous year. As mobile voice services is significantly lower than the growth rate of subscriber growth, average household monthly mobile voice traffic continued to decline.January, mobile local outgoing MOU was 155.6 minutes / month households, moving long distance outgoing MOU was 44.6 minutes / month households, down 5.9%, 6.2%.

Mobile SMS traffic continues to decline, MMS traffic growth fell. And New Year's Eve at the end of a substantial increase in the amount of text messages, prompting the national peer SMS volume in January 43.67 billion, an increase of 11.8%. However, under the double impact of the popularity of OTT applications and spam messages governance, value-added telecommunications companies and enterprises, sending SMS text messages sent sharply, including value-added enterprise messaging volume fell by 26.4%, resulting in total in January nationwide SMS service only 735.6 one hundred million, representing a decrease of 4.5%. MMS traffic growth slowed down, reached a total of 4.98 billion, representing a growth rate decreased from 49.6% to 37.1% over the same period last year.Among them, the amount of 410 million MMS point, representing a decrease of 7.7%, down 14.3 percentage points from the previous month.

Mobile Internet access traffic to maintain rapid growth, accounting for over eighty percent of mobile Internet traffic. January, 133 million mobile Internet access traffic G, an increase of 46.9%, down 6.9 percentage points lower than the growth rate of the previous year, the average mobile Internet traffic reached 165.1M, an increase of 38.6%. Among them, the proportion of mobile Internet traffic increased to 80.8%, average household monthly mobile Internet traffic reached 139.3M. January, the national fixed broadband Internet access length 3.12 trillion minutes, an increase of 26.7%.

http://www.e-sight.cn/7561.html

2014 advertisers should pay attention to the ten words

As the Chinese Lunar New Year approaching, the public business already gearing up to meet the new round of marketing competition. At this moment of transition from the old, we make some inventory, summing up the past, but also prospects the new year. The following is a trend I have summed up the 2014 ten marketers should be concerned, we hope to inspire.


　　1, chief marketing officer of new standards:

In recent years, with the popularity among digital marketing, IT technology and marketing contact more closely. Marketers should know more about the new era of technology and know how to talk to their colleagues get along with IT technical cooperation. In the new year, chief marketing officer to clearly understand the role of chief technology officer, becomes more important than ever.

　　2, the multi-channel era:

　　New year, if you have not started, you need to work out with the team as soon as possible marketing strategy and multi-channel. This process is coming into view from the e-mail marketing, we find that those who successfully create cross-channel brand new things are often the forerunner. Today's consumers every day through a variety of channels and touch points to understand your brand, not because there is no corresponding strategy missed the interaction and transformation of these sales opportunities.

Marketing Future: 4 things you need to know

In the 20th century, the marketing is often seen as a strategic investment. For the company's success is very important, so it does not make sense to measure. Today, however, collect more data than ever before, you can more accurately measure all things. Now very few marketing activities can not be "split" to see if they really make money. The following is the future of marketing you need to know four!

Marketing will become more strategic

       In the 20th century, the marketing is often seen as a strategic investment. For the company's success is very important, so it does not make sense to measure. In addition to direct marketing (catalog and letters, etc.) outside, no matter what method it is very difficult to measure the effect of market activity, so the few companies to try to measure.

People who understand you in Renren

Once upon a time, "90" and "non-mainstream", "brain damage" and other words always seem to have some kind of indistinct contact. Slackers, flirt, no limit, no festival parade, fight godfather, ignorance, many of them young public house ...... all the negative reviews. However, today's young people really so? The first batch of 90 have entered the community, perhaps we should also update the look perception of theirs. Recently, all network unveiled a new brand advertising, "Everyone who understands you," were composed by a team of TVC and 12 planes. Since the founding of eight young users has been the main Renren, which is the biggest difference compared to all networks and other social networking sites. As a base camp for young people, young people in all mesh look like?

Renren brand new version of the TVC: People who understand you in Renren

http://v.youku.com/v_show/id_XNjQyODEzODky.html

2013 Coca Event:Cola those things

Event URLhttp://icoke.qq.com/

Cola those things

Often drink Coca-Cola? Coca-Cola is a party essential? For this moment of joy accompanied by a classic brand, you know enough about it?

intercourse saying "Do not ring," and it impact the world‘s peace

Although the wechat' sitting on 600 million users, the outlook is excellent, but the boss was too physically and mentally exhausted when, in the wechat, easy to believe, the greatest competitive relationship between the three, the latter two are invariably targeting wechat. Easy to believe in this year's first micro-Bo and the subway, high-profile advertising, direct attacks on wechat weakness. Then in November, the intercourse also found thatwechat willfully interfere with normal access of users, called intentionally shielding Ali link circle of friends, blocked between domain names and tough stance "a little less monopoly, a little more between" wechat"circle" again become common knowledge.Again yesterday and from a series of flat wechat point to monopolistic behavior, using the language of a direct appeal to users naked "tear down the wall to open the circle."

intercourse saying "Do not ring," and it impact the world‘s peace

Although the wechat' sitting on 600 million users, the outlook is excellent, but the boss was too physically and mentally exhausted when, in the wechat, easy to believe, the greatest competitive relationship between the three, the latter two are invariably targeting wechat. Easy to believe in this year's first micro-Bo and the subway, high-profile advertising, direct attacks on wechat weakness. Then in November, the intercourse also found thatwechat willfully interfere with normal access of users, called intentionally shielding Ali link circle of friends, blocked between domain names and tough stance "a little less monopoly, a little more between" wechat"circle" again become common knowledge.Again yesterday and from a series of flat wechat point to monopolistic behavior, using the language of a direct appeal to users naked "tear down the wall to open the circle."

Don Schultz: Baidu is extremely important to brand building platform

November 21, 2013, Baidu Moments marketing festival was held in Beijing. Father of integrated marketing world, Northwestern University Professor Don Schultz went to the site and share the world's newest six marketing changes, as well as how to create a brand under the wave of the Internet.

 

"The father of integrated marketing," Don Schultz

 

　　Don Schultz introduced to the development of information technology has changed the entire market, we need to establish a new consumer-centric interactive marketing system. Currently, most of the advertisers brand building way far behind the market, consumers do not have to keep up with the changes still in the way, the persuasion style to push information to the consumer, which is not conducive to business in the digital age to create a brand, business brand building needs to be a revolutionary change in the way.

 

　　He stressed that advertisers must learn to consumer-centric, focus needs to shift from product users, the response from the business user control becomes, to convince customers to buy from changing product to allow users to deepen understanding. In addition, companies also need to know how to use Baidu as the representative to understand consumer demand media platforms to build brands.

2014 CCTV advertising tender

2014 CCTV advertising tender has been concluded. Although the final amount of the tender is not announced, but this year CCTV advertising tender Media Center site is still a no suspense "wealthy" feast.

I identified a bid to help you this year Tyrant list.

As can be seen, in the national anti-corruption efforts to increase this year, Maotai, Wuliangye liquor industry and other high-end collective destruction. In the past, they are big, but the CCTV advertising. Automotive industry outbreaks. Drink beer is also very strong, Lulu topped the list.

　　Internet industry does, Lynx and Tencent have voted, BAT years alone did not see Baidu figure.

　　According to this attitude, do you think the Internet will be how to fight the war next year? You know, CCTV but important battlefield.

News Source: http://www.meihua.info

See also double 11, the seven electricity supplier promotional phenomenon must

11.11, and a suction gold date, facing an increasingly competitive environment, in a dual 11 approaching, how to win the eye electricity providers have high purchasing power in the high current flow is able to tease the audience's ears, advertising, public relations, new media often become the protagonist of each promotion. Others, such as 50% off Date marketing, CEO challenge, the phenomenon of internal information are flying with seven electricity suppliers promotion appeared frequently.

11.11, and a suction gold date, facing an increasingly competitive environment, in a dual 11 approaching, how to win the eye electricity providers have high purchasing power in the high current flow is able to tease the audience's ears, advertising, public relations, new media often become the protagonist of each promotion.

1.5 fold

5 fold, this gimmick is thousands of years of time-tested tricks, after all, China is still the consumer price sensitive crowd, just as in recent years, electric commercial enterprises often play word games consumers already feel this is unknown Li, not knowing that fact, as early as Lynx In the last pair of 11 had already ordered a halt to five fold slogans.

For dates have been deep in the heart of the user, the real strength is not how to solve, but more compact understand the user, the user most of the time now diverted to the phone, the phone side appeared; users are willing to line contrast, buy online , Well O2O appeared, consumers want to get fast and effective speed up the logistics system also appeared.

2. Never absent "supplier"

Whether "Alternative suppliers' or executives clamor Taobao Jingdong forced suppliers" is the Road to Serfdom "or Dangdang" promotional fee "every major vendor can often promote close protagonist is expected to grab the limelight. You had a very simple for my marketing partnerships often involve behind shady, money transactions, vicious competition, seize power, they like the idea that the story repeatedly staged media have chased perseverance, complete-law on this story appeared.

However, this approach was able to quickly ignite media attention, the media hype I will sort out the story, they often said, because X 6.18 East to be held with the anniversary, invisible in the consumer recruited.

After entering double 11, this sweet game vendor has not, for to do a new advertising-style marketing.

3 Date of Marketing

Chinese people pay attention to climate, geography, and product promotion as their time is often less effective results can also play double 11,6.18, "3.12 Dangdang something big happens, "and so will the memory point for consumers twelve, can remember the day, often a major success.

Speaking of dates, anniversary is an addition made is also a section, and after the success of the festival made the effect will benefit future generations, a few years later, little or equal investment, but also you can see from the qualitative to the quantitative process.

How to create section? On this date in the dual 11 was particularly prominent, first in November was originally sold on the eve of the season, seasonal clothing, digital, home appliances update iteration, this time ahead of the release of pent-up energy sales potential, in addition to the original Singles, also on this 90 after the date given gene, the crowd more fit, then that is how it translates into sales, and 50% off on the one hand, when all the goods, all brand endorsement for this date, when it becomes festive, holiday will become a habit .

4.CEO various destabilize

Electricity supplier's CEO said too unlike a CEO, you must have "on the living room, under the kitchen, playing off the third, dry off the main house." Courage, in addition, CEO squalling only thing better than Aunt advantage a switched of discretion.

In our inventory, when Li Guoqing and Qiang Dong , Liu Qiang East and Sun Weimin, a few countries melee of gambling, about frames, tactics, price wars, Ten Questions Qiang Dong, Wei-Wei you dare to ask, and so inadequate in the ear consumers see excitement, they may not know is that these companies have long clamored for the mice, to the big promotion also waited at the front of the computer to see who cheaper one dollar.

Into 2013, the electricity supplier's CEO war of words suddenly corpuscles, spread wind is changing, consumers have tired of watching this idea that the story, perhaps as an occasional one like Francis Chan's letter addressed to the user, it will really impress consumption person's heart.

5 internal information, chats flying

Whether it is an internal e-mail leaked, or supplier chats, price list leaked, this traditional way of leaking well positioned to meet the consumer's voyeuristic desire, enterprise information passed, PR also achieved its purpose. To double 11, this approach has not become a leak, but through microblogging, web pages and other forms rendered even more naked.

6 Internet-based advertising

Currently on the market is generally divided into public relations department, BD, precision marketing, word of mouth marketing , brand advertising, affiliate marketing, and several other modules. In the future, between the electricity supplier marketing rights will become increasingly blurred, can act as a creative hot microblogging letter object, microblogging can also become advertising material, how to make the flow of creatives can also become an amount not more marketing opportunities.

7 Social Media

Microblogging and micro-channel, before the burst of the original act as a tool to communicate and consumers, along with the rise in this way, we increasingly find that the rise in the microblogging take him as a marketing tool, use it as a brand promotion after 2014 perhaps more appropriate, however.

Also saw many companies CEO, saw to do is fire microblogging microblogging, good morning, good night, and saw the fire follow micro-channel micro-channel. This is actually very user-friendly manner do not understand, but is often so we all know that this method is effective when it has bottomed out during the bonus.

If everything is user-oriented way to think, it will become simple, microblogging, micro letter, QQ, BBS, above all what the crowd gathered, by what means these populations can be activated? Microblogging, fast delivery channels, which will help create topics; micro-channel, closed circle, but the credibility is high, it must be recommended by a friend roles, personal customization recommendation; QQ, QQ key depends on what platform, and If you just rely on QQ mass, spread the world will become simpler, QQ space Shangqie but did not see a lot of potential business opportunities; BBS last to talk about it, to be honest everyone seems he already aging, but it is the depth of the user concentration camps, to understand fanatical "fans" This power may not rely on money and a micro-Bo will be able to return.

News Source: 

http://marketinginchina-gary.blogspot.com/

http://www.meihua.info

Author: Ye boat

Internet giant's "social logic"

Whether Sina, Alibaba, Tencent or Baidu, their platform action, are to cut their own social system to different platforms to target institutions and enterprises marketing. But with the technology and communications situation changes, they are also fully toward social platform transfers. This means that both the mobile social upcoming harvest period, it will be a comprehensive competition intense melee engagement period.

Recalling October this year, China's biggest Internet company, a social engagement platform has been fully upgraded.

Well, they have their own kind of strategy and tactics? What is the logic of war? Whither the next turn?

Ali: From let the user to allow the user to stay

In October, the most popular, of course, the most eye make Ma and his pushing the "exchange."

Various analyzes in this regard, news and reviews already a lot, I am here no longer expand.

On a personal experience point of view, Ma belle full marketing + marketing + free flow means is indeed useful, at least for now, and from the early accumulation of popularity, especially its staff composition, has been better than recent Einfo .

At least, it has gradually formed a relatively active social ecology, not easy to fall into that kind of credulity "tour" a go, immediately deserted the tragic fate.

However, we must continue to move forward, and from the still urgent need to address the core issue, that is, where the user needs?

These big move in front of the focus, all channels, or that is to solve the "allow users to" problem, but the next step, how to "allow users to stay", which is a greater challenge.

Cheap really good, but cheap is not enough light, the user only needs to find the real value will be left behind.

Looking back before some big social platform, QQ micro-foundations of faith and social relations in the chain, games, etc. are realized electricity supplier means, it has been the most aggression forces; happy network is nominally social, in fact, the foundation of the game, can be as small game too easy to be copied, so the decline; microblogging name is social, the foundation in fact in the media, so now have to turn to services and big data; Einfo name is social, but the foundation is actually "have it both ways." , so it looks beautiful, but you can not leave the user.

What is the root of the exchange?

In China the user's instant messaging Tencent a single large case, and from the most realistic and most likely cut approach is to electricity supplier for the root to marketing as root, open up the Want Want, Taobao and other electricity providers systems to them as support the entire core of the system and from the social cohesion.

October 30, and from the new release, and launched a platform of free public account. Some to marketing as the core, had suffered combat micro letter public account has been settled.

Obviously, the idea is very clear between you engage in marketing, I'll let you do, and let you vigorously, as long as you can bring over users, the relationship chain belt over.

Ma and Zhang Xiaolong afraid of network marketing, for fear of social marketing to micro-channel basis hollowed out, could Ma is on, engage in network marketing, Chinese people do not dare to say do Pai Xiongkou over this mighty God, lest he only worried about you engage was not big enough, not enough people to bring!

Next, Ma will be how to do it, and then look.

Sina : microblogging to "return to basics"

October 29, user initiative subscription-based Sina microblogging "fan service platform" formally launched, all authenticated users can apply to use.

Fan service platform will help authenticate users to active subscribers of his fans with exciting content and interactive services, are considered to promote micro-blog from "marketing" platform to a "marketing and service" platform transformation of the important products.

At the same time, announced the launch of fan service platform developer model, fully open to third-party developers.

Sina insiders said that third-party developers to join, is expected to help authenticate the user to better provide for their convenience Subscribe fans, differentiated services, thus further strengthen Sina microblogging platform "Service" value.

Although the current on-line, there seems and Tencent, Ali rivalry feeling, but in fact this platform as early as a month ago, has started closed beta.

More importantly, if the forward comb, this is in fact the platform architecture changes, Sina microblogging overall business carding a new action.

In 2012, there were a large number of micro-Sina bar, micro-publication and other "micro" word at the beginning of the product line, the microblogging system adds a lot of business entry by outsiders as Sina Weibo value inside the cutting means.

But now, these services have been fully adjusted, such as micro-Journal, has stopped development, integration to other teams.

Sina insiders, the core idea of ​​these adjustments is to allow micro-Bo is no longer rendered complex business systems, but "getting back to basics," back "information flow", "private letter flow" two basic data and business simply come.

In simple terms, the user is no longer seen various "micro" prefix products, but only the messages and private letters, product functional design and integration into the background.

"Now Sina microblogging direction, in two streams, based on the platform from a marketing platform transition to marketing + services." The source said.

At the same time, Sina microblogging update speed has been fully accelerated, mobile client update rate accelerated from two months to one month, small run, move it as far as possible with the pc client experience consistent user experience to avoid fragmentation.

This year, Sina microblogging is accelerating its pace of product updates, increase platform "service" value extension. This year in May, began to throw Page microblogging concept, based on the original microblogging page, provide to the user a richer, differentiated multi-functional services.

Regardless of these measures can not let Sina microblogging "second spring", but at least from the point of view I feel, indeed heavier than before, more chaotic service experience much better, worth the wait.

Tencent: public platform to accelerate open

October 29, Tencent micro-channel platform for new public beta test version is also open.

There are four major new version updates, including opening a new certification system, support services number for the new micro-channel authentication, the new answering system developers as well as more than 380 details of the interface revision.

Points are worth noting: a new version of the opening of the high-technology interface all free; 2, the new version of the open interface only for the service number; 3, the new version of the service number only enterprises or institutions to apply, individuals can not apply, and the introduction of a third-party professional organizations qualification examination.

Obviously, through the upgrade, Tencent once again the increased number of public service platform weight.

This corresponds, in some marketing group, the recent cries rang some, Tencent new "marketing queen" ban once again begin to exert.

With several other strong by the weak are advised to make every effort to different take advantage of the more active Tencent calm, indeed able to win homes.

Tencent's ideas have been very clear, although the addition to games, micro-channel is bound to pay the loop is complete, open O2O marketing ecology, cut a big cake, but it also does not want to subvert the commercialization of its own social ecology roots.

Therefore, micro-channel number on the one hand continue to tighten the living space of the media, marketing, public crackdown number, service number while gradually increasing the authority and cooperation depth.

So, micro-channel with institutional and corporate marketing services space for expanding cooperation, but the impact on the user social experience were minimized.

Can be expected, with open interfaces authority to further expand, micro-channel will also be "Taobao" of: more service numbers will become micro-channel platform "light application" or "micro-site", and micro-channel, will become connected them with Users of the "land bridge."

Baidu : Post Bar is also a big kill

Compared with several other, Baidu fact, there is no force in the social, the most attention recently, or 8% of revenue in financial market shock, "one hundred hair."

Why am I still here come the Baidu column?

In fact, Baidu is not without social networking, but has not reached the big battleground instant messaging only.

In fact, Baidu still has a "big kill": Post Bar. Ten years of experience not only interested in the contents of the theme words together to create the most in line with people's social platform communication features, but a step in the brewing, open B2B, B2C, C2B's platform operators road.

Popularity of the Internet, allows companies not only need to have a "front door" for consumers to understand their own, must also have a can achieve "resident users and to achieve in-depth exchanges" platform.

If the previous Baidu search help companies achieve a "front door" guiding role, then you can paste it features its community platform to help enterprises build a "back garden", resident consumers and achieve efficient interaction.

First look at a set of data: the number of users paste it has now reached 600 million people; interest it reached more than 800 ten thousand; nearly 100 million daily average number of posts, views over two billion times.

Since paste it mostly based on user interest, so the activity of this platform is also very potential and value. With interest as a link, to build up the depth between strangers to acquaintances social pipes. Users not only loyal, but very active. The potential value is undoubtedly solve the "users come from" and "how to leave users" double difficulty.

In fact, Baidu has begun operations.

First in the form of products, and paste it has carried out a new revision, for the first time in a different interest labels more than 800 ten thousand paste it to aggregate the classification, each user can have their own special interest in home, and sync to get through the PC side and mobile phone client.

Second, since a few months earlier, paste it more constantly invited, including business, media, institutions and other partners settled. And started in some enterprises and star paste it platform "test the water" Operators official bar, offering corporate official authorization and customization services. Companies can use a platform to interest and paste it on the basis of the innate geographical advantage, and create a new marketing model to adapt to consumers' soft.

Obviously, Baidu Post Bar is trying to go by decades of accumulated massive amount of active users, ground gas and other characteristics, for enterprises to create "garden", further user stickiness adhesion paste it settled on the platform in the enterprise.

In summary, both the Sina, Ali, Tencent, Baidu still, their platform action, are to cut their own social system to different "open platform" or "service platform" to target institutions and corporate marketing market.

In the past, these markets or online, or where other platforms, such as Taobao.

But with the technology and communications situation changes, they are full shift toward social platform, which is why Ma full force of the key reasons: to and from the significance lies not only offensive, also lies in defense.

This means that the upcoming both mobile social harvest period, it will be a comprehensive competition intense melee engagement period.

Different social products, how solid front, cutting benefits, Judai time to look.

News Source: Sohu it

Author: Wang Yunhui

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!

Activities address: http://e.weibo.com/1738056157/app_3440428789

http://v.youku.com/v_show/id_XNjEwMjU4NjU2.html

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.

Source:http://marketinginchina-gary.blogspot.com

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.

source：
http://marketinginchina-gary.blogspot.com
http://www.domarketing.org/html/2013/ql_1008/10471.html