_______2016 China Content Marketing Ceremony has come to a successful end
On May 31, the 2016 China Content Marketing Gala and Jincheng Award Ceremony hosted by the Success Marketing magazine of Caixun Media Group was held at JW Marriott Hotel in Beijing. As the largest content marketing event in China, the annual China Content Marketing Festival takes the hottest topics and trends in the field of content marketing as its theme, attracting the participation and discussion of well-known brands and professionals in the industry. The theme of this year's event, "Super Content Era", is closely related to the current trends in the field of content marketing -- IP marketing and big data marketing. It has attracted representatives of well-known brands, marketing platforms and big data technology service providers such as Pepsi & Master Kong, Mengniu, Lianjia, BMW, Intel, Wang Laoji, Haier, Herborist, letV, Jusi Media, Panorama Vision Network, SAP, etc. to participate, and jointly discuss the rationality and sensibility of super content era.
Play with IP marketing
When content marketing no longer stays in the production of a video, shoot an advertisement, a super content - IP was spawned by The Times, leading brands to play IP marketing. At this content marketing event, the participants shared their views and experiences based on their successful cases, focusing on how to build top IP and how brands interact with top IP.
Brand is IP. It is a way of IP marketing for a brand to create IP for its own use. Pepsi & Master Kong is a typical representative of choosing this path. Its "Bring home the music", "Add you add the New Year flavor", are the Pepsi & Master Kong carefully created their own IP, has been known and accepted by the majority of consumers. According to Pepsi senior Vice President and Master Kong CMO Li Ziqiang, brand is IP, Pepsi is possible. Similarly to Pepsi & Master Kong, Shanghai Herborist Taiji Dan also chose the same path. In the process of brand upgrading, in order to improve the brand influence and user loyalty, Taiji Dan achieved the participation and interaction with consumers by creating Taiji busy and popular Internet celebrities, and finally brought the sales growth.
Building your own IP is a time-consuming business, and partnering with a brand with an existing IP provides another way for brands to play IP marketing. For example, in 2016, Mengniu will continue to play new tricks with Super IP Super Girl voice; Song Qi, CMO of Homelink, also shared that Homelink achieves twice the result with half the effort with the help of variety show IP.
Zhang Min, president of Eco marketing of letV, pointed out in the keynote speech that the company is now laying out entertainment, sports, variety shows and other content with the terminal as the entrance to build an all-user, all-content IP. During the interactive forum, Zhang, along with Li Li, senior vice president and editor in chief of letV Video content, Zhou Xinrare, general manager of Star Link Interactive, Song Qi, CMO of Lianjia, and Xiong Invanke, assistant director of Marketing Department of Dongfeng Nissan, had a more in-depth discussion on how to build top IP and how brands play with IP.
In his keynote speech, Li Qing, CEO of Jusi Media, shared another IP building mode -- sports stars crossover entertainment, creating sports entertainment IP. During the live interactive session, Li Qing also communicated with Wang Ping, Vice president of China Sports Press and chairman of Beijing Huaao Star Technology Development Co., LTD., Jin Ruonan, general manager of Jusi Sports Marketing, Yan Hongbin, director of marketing of Dongfeng Nissan, and Dong Kexin, agent of Lin Dan, about how sports and entertainment can be integrated across the world to create a new IP.
There is no doubt that every top IP is inseparable from the selection of content and team collaboration, but also needs time to experience. As Dong Kexin said, it usually takes 20 years to build a sports IP. In terms of IP selection and cooperation, Yan Hongbin, the marketing director of Dongfeng Nissan from the brand side, put forward three key points: the consistency between the first brand and the target audience of IP; Second, brand and IP tonality is consistent; Third, brand and IP should be deeply integrated.
Big data adds rationality to content
If content is emotional, technology adds a rational component to content, bringing creativity to traditional marketing methods. In the age of cloud computing, big data is the force that is stirring up traditional industries and bringing creativity to traditional marketing tools.
When BMW entered the circle of friends and returned to social networking, it was behind the precise positioning supported by big data, but the value of big data is not limited to this. As a traditional enterprise, Wanglaoji realizes symbiotic marketing with many enterprises by big data. The "Chaoji +" strategy launched in 2015 is exactly based on the support of big data.
Big data can also help enterprises achieve user customization. With the help of the membership platform, Helcasady obtains user data and Outlines each person behind the data. Through the data, it realizes strong relationship connection with each user and carries out dialogue and interaction with them to realize personalized precision marketing.
The winning way of content marketing is to explore the needs of users rationally and accurately, and to impress users emotionally. As a technology company, Intel believes in "no experience, no marketing." Behind every great story, Intel has a profound insight into its users.
In the future, big data will be more widely used in the field of marketing, and big data + content will become the new "currency" of marketing. At the last interactive forum hosted by Li Meng, CEO of IMS New Media Business Group, SAP and Haizhi BDP, as data technology service providers, as well as Shenzhou Private Car and media platform, were all full of confidence and expectation for this era of cloud computing and big data.
Scene reward, screen bomb, red envelope... Endless variety
This is an era in which users have the initiative. In this grand ceremony, the wonderful sharing of guests on the stage and the interaction between guests under the stage can explain all this. Through the tips and wechat wall, the guests can directly interact with the speech content in real time.
In the "Reward him if you love him" section, Song Qi, CMO of Homelink, won the most popular and valuable sharing guests with a single stone with high popularity. At the end of the section, the organizer shared all her reward money to the audience in the form of shaking red envelopes, which resulted in a live interactive effect.
The winners of 2016 China Content Marketing Awards and Jincheng Award are announced
