2016 Chinese Social Media Marketing Guide with 7 Cases (III)
Over the past year, people's consumption patterns have undergone tremendous changes both in scale and form. At the same time, consumer preferences of content and media are rapidly changing. The relationship between the brands and the consumer become complicated. The outbreak of IP content, the new video marketing, and VR/AR innovation bonus of technology imagination , also bring advertisers and marketers hitherto unknown opportunities.
In this march, ComScore, CTR, HDMR and National Image Research Center of Tsinghua University jointly issued the Report of 2016 Digital Marketing Action in China. The report presents the overall development trend of digital marketing, and do the analysis from the five major aspects of digital marketing environment, consumer insight, marketing problems and opportunities, a guide to action, gold case. It also predict 2016 annual digital marketing industry trends and marketing strategies. The following is the selection of the report’s fourth part- summary of action.
5. Scene marketing
Spring Festival red envelope is undoubtedly one of the most successful scenes in the past two years.
Carefully sort out the users’ scene, identify the improving sensitive points that related to the brand products, services and experience.
Design new products / services and marketing methods for the core needs of the scene, to create a breakthrough user experience, and to implement in the daily operations.
To collect and deal data in the marketing process with application of sensors, smart devices and other new technologies. To gradually establish the marketing & communication capabilities such as directional coverage, scene trigger, and dynamic content.
6. Encourage users to participate and spread
In January 26, 2016, WeChat took "red envelopes photos" as the new form, instantly attracted crazy participating of young users. During the Spring Festival, it is more than 29 million red envelopes photos led to more than 192 million interaction. These photos are derived by the users.
In this case, users do not need to do a lot of things, just a few clicks, these personalized content will spread like radiation follow their social relations.
To formulate rules of participation and communication.
Leave the enough space for the users to create
Providing material and tools as the support, reduce the difficulty of the users to participate in the spreading.
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