Three ways to make daily corporate network marketing taste sweet

The daily chemical companies that have always fawned on the traditional media have begun to adjust their marketing strategies. Whether they are internationally renowned big brands or domestic products, daily chemical companies have gradually launched a single strategy for high-end fashion magazines and television media. Shifted to choosing a social network platform for marketing.

Relationship chain enables cross-platform interoperability Although portals, communities, Weibo, SNS, instant messaging and other platforms have their own advantages in the field of network marketing, but in order to achieve accurate and efficient interactive marketing objectives, the need for multi-platform integration and integration of three-dimensional . Liu Ye, assistant general manager of Tencent’s online media product division, stated that “At present, the product system of Tencent’s pan-relationship chain marketing consists of three parts. The first is the brand’s interactive platform, including Tencent’s ongoing thematic activities, user’s word of mouth system, and corporate Official space, fans’ cumulative system, and information publishing platform; followed by social interaction systems, including QQ farms, pastures, magic cards, QQ shows, gifts, etc.; third, Tencent content injection system, including users When uploading an image and uploading an article, understanding and joining the brand information can be realized only when these three parts are truly integrated.

In Guerlain, France, for the promotion period of young and fashionable women aged 18-35 promoting the Symphony meteor pink balls, massive exposures and large-area ad placements have been achieved with Tencent's AIO front page, women's channels, and music channels, successfully attracting 150 million yuan. People's visits. When the crowd of people completes the two game tasks of "Finding Your Symphony Meteor" and "Simpot Graffiti", you can send activity information to your friends via IM, motivating them to be twice or even more in the relationship chain. Times spread.

During the promotion of Mili Xun White Toothpaste, China invited online users to design their own Avatar image online with the “Dating Avatar Networking Event”, and at the same time, accompanied by the bright smile brought by the Chinese toothpaste as a dating outfit to conduct online dating. By integrating and interoperating with Tencent.com, Tencent.com, QQ Show AVATAR interactive platform, IM, and other platforms, with the deep integration between the platform and the products, the real effect of the brand's expected effectiveness is achieved. Mary Kay also used the Tencent platform to initiate the small interactive language of “choosing the keywords of Shu Yan and completing the witty language creation” and used the trial equipment as the main prize to encourage users to participate.

Group buying channels promote online sales growth The diversified sales channels of cosmetics are an inevitable trend, and the network has become an important channel for cosmetics sales in 2011. Group buying network has become an inevitable channel for cosmetics.

Gu Jun, a senior expert in daily chemical industry, believes that the price is the biggest competitiveness of cosmetics group purchase network. According to the principle of small profits but quick turnover, large amount of excellent price, group buying network can give a lot of discounts below the retail price.

Wu Zhigang, chief marketing consultant of Shengshi Chuanmei, pointed out to reporters that for the cosmetics industry, group and non-commissioning is not a problem, because group buying network is already an inevitable trend.

Jumeiyou CEO Chen Ou also pointed out that cosmetics has entered the stage of experience marketing and word-of-mouth marketing from the brand marketing stage, and the group buying network with hundreds of thousands of registered users can achieve word-of-mouth communication and experience introduction, so it will become the future of cosmetics. The important channel.

In the view of many industry experts in the daily chemical industry, under the current situation that foreign brands have occupied most of the market share in the cosmetics field, online shopping will be an important battlefield in which China’s local daily chemical brands may challenge foreign armies.

Video implantation is favored by Japanese companies. In September 2010, Icaho launched a thematic video contest for young consumers on Tencent.com. The event is to use Tencent's extensive network relationship chain to enable a wide range of event videos with brand information to eventually reach the purpose of exposing and infiltrating the target brand. The event captures the characteristics of young users like “music” and “like funny” and calls on netizens to upload their own recorded music videos. Through the integration of video, QQ music, Qzone, BBS and other platforms to promote the interaction between friends, this video show called "Sense and Sensation" video drafting activities quickly attracted the attention and participation of a large number of Internet users. During the promotion period of two months, Icari harvested 1.85 billion massive brand exposures, which is more attractive than astronomical figures. It is the precise achievement of the event – ​​the geographical distribution of the people participating in the event is ranked in the top ten. Of the places visited, 37% of economically developed regions such as Guangdong, Zhejiang, Jiangsu, Shandong, and Fujian meet the key promotion areas under the Icaho product line.

According to a report released by AegIS Media in February 2011, magazines with cosmetics, clothing accessories and automotive products as the mainstay of the magazine, advertising in 2010 only increased by 7% compared to 2009; The total amount of advertising has surpassed radio and magazines, becoming the fastest-growing media in 2010.