On June 6th, the "2018 Content Marketing Ceremony and Jincheng Award Ceremony" sponsored by the magazine "Successful Marketing" of Caisun Media Group was held IN JW Marriott Hotel in Beijing. The theme of this conference is "to seize the C position in marketing", focusing on the most popular marketing topics, the most in marketing cases and the most cutting-edge marketing views.
Advertising platforms from well-known brands, other marketing agencies and marketing celebrities were invited to attend the conference, sharing their insights and successful cases around hot marketing topics such as "youth" and short videos. The conference also invited Wang Shi, founder of Vanke Group, honorary chairman of Vanke and founder of Entrepreneurs Alliance against Climate Change. He shared his story of running for president of "Asian Rowing Federation" and shooting advertisement. From a personal point of view, he provided guests with another perspective to understand marketing.
The successful marketing brand also synchronously upgraded, announced to empower and upgrade the successful marketing brand with the new "IN" spirit, in order to break through the marketing circle, the successful marketing will be fully upgraded to a more comprehensive, more professional, more efficient media and marketing service organization.
With heart content, move young people
At present, both young and mature brands are talking about "youth". In this era of young people gradually becoming the main consumer, how to reach an agreement with young people is a question that many brands are asking. At the conference, there were both traditional brands and quadratic gathering platforms, and relevant leaders from these brands and platforms summed up the secrets of how to reach young people.
Content to go heart, can resonate with young people. Zhang Xiaoguang, general manager of TCL Brand Management Center, believes that content marketing should return to the current social groups and social system, and think about how to build IP from the development goals of the country and society. Wang Xu, general manager of advertising and Marketing Department of Bilibili, pointed out that in marketing, the characteristics of young people should go all out to do what young people like, let them for the product platform; Jiang Xiaobai chief consultant Xiao Bai Brother pointed out in his speech that users will not help you spread advertising, but will spread his self-awareness of the content and stories. Yoshinoya marketing director Zhang Ai and purple Shan marketing founder Zhang Yuzheng told the story of Yoshinoya around the "ingenuity" about a stubborn insist on the story, resonate with the current young people, let consumers again like the Yoshinoya this hundred years brand.
How can you create content with heart? Yang Yi, vice general manager of Marketing Department of China Resources Sanjiu, believes that the truly effective content must be the content that is highly relevant to consumers' concerns, followed by the relevance to the brand. Wang Ying, general manager of Tencent video commercialization, believes that when selecting content, we should look at the original intention behind the content, because the original intention determines the influence of the content. Ye Li, vice president of beverage category of PepsiCo Greater China, proposed in her speech that all content marketing should be derived from brand value and content should be consistent with brand values. Chen Xin, general manager of Zhihu Business Market, believes that when users go from knowing how to know why. Marketing should be from widely publicized to widely recognized.
Liming, content director of the Brand Center of Liangpin Shop Group, said that whether it is insight in product research and development or insight in brand marketing, it seeks to have an impact on young users' minds. Yao Jun, CEO of Xiong Children Media, believes that young topics should be able to touch a certain point of anxiety or desire pain. Song Wenfeng, managing director of Groupm China Interactive Marketing, believes that content is better taken risks than mediocre. Take a targeted risk that is hard enough on some people to form circles that radiate out. Staying young remains a challenging topic for many companies. Liu Yannan, founder and CEO of Can Video, believes that the biggest challenge is whether content can always run in the forefront and always stay with the youngest people.
The next platform to unlock marketing value
Successful marketing cannot be separated from valuable traffic platforms. From traditional media to digital media, users are constantly migrating, and brands are also chasing the next traffic platform in this process to release marketing value.
The most popular platform at the moment is Douyin, a short video platform. Chen Duye, general manager of ByteDance Marketing Center, pointed out in his speech that Douyin's "intelligent short video marketing" has gradually released huge marketing value, and vertical native video has become the second half of short video marketing; Zhang Jixue, founder and chairman of Xinchao Media Group, believes that in the future, digital and quantified black hole traffic platforms will also appear offline -- elevators, subways and integrated media traffic platforms in the life circle. Ding Xiaoyun, deputy general manager of Dadi Cinema, said Dadi Cinema is a pan-entertainment platform in the cinema scene, providing advertisers and consumers with a marketing scene of cinema pan-entertainment. It says founder and CEO Li Beibei believes that AR and VR technology have shifted the center of traffic from the platform to the commodity itself. Through AR, consumers and products can have a very direct interaction in the first time. ,
Cao Yuxiang, general manager of customer market of Weibo Advertising Business Department, pointed out that the core of marketing in the era of fan economy is to pay attention to the accumulation of high-quality fan assets. Fans are not only loyal customers of the brand, but also the content disseminators of the brand. They will help the brand develop new fans and drive the efficient accumulation of social assets. Wang Jingbo, head of the Room temperature brand innovation Department of Mengniu Group and head of Mengniu Shangyu Seafood Ranch Co., LTD., also believes that when consumers become consumers, they will have a stronger degree of adhesion with the brand, and will help the brand with a lot of traffic.
Users' offline life and online platforms are composed of countless scenes, which also provide an opportunity for brand marketing. Wang Kaihang, vice president of industry innovation of Jingshuo Technology Group, believes that scene marketing is not a new term, but with the change and development of the application, it has been given a new meaning. As Wu Di, general manager of Meituan Advertising Platform, said, the integration of offline scene and online scene is a very important development trend of scene marketing.
IN the spirit of "marketing successfully" the brand
IN the opening speech, Qi Xin, executive producer, chief editor and deputy editor of Harvard Business Review China, announced the upgrading of Successful marketing brand, empowering the brand with the new "IN" spirit, building Successful marketing into a more professional media and a more comprehensive marketing service organization, and made an understanding of "IN" :
• In terms of content, use Insight to produce content more quickly, comprehensively and professionally.
• In terms of offline activities, I launched Ihhouse series, and entered well-known enterprises with innovative marketing enterprises and first-line marketing personnel.
• Involvement with readers and clients in terms of services.
• More emphasis on and praise Innovation in brand spirit and industry observation.
Through the spirit of IN, online and offline integration, break the marketing circle, and upgrade the successful marketing into a more comprehensive, professional and efficient media and service organization.
The 2018 Jin Cheng Awards list has been announced:
