Brand Creation and Enjoyment, Walking into Weibo
On December 4, the IAI Brand Enjoyment Event, which is supported by Weibo, was successfully held to lead you to the leading social media platform in China, namely, Weibo, for brand creative marketing training and business exchange and visits.
Professor Ding Junjie, Senior Vice President Wang Yajuan, General Manager of Microblogging Market and Service Center Zhang Xinxin, Executive Chairman of IAI International Advertising Award Liu Guangfei, Founder Yinyi, Tongrentang Media Advertising Minister Yang Cheng, and Brand Director Liu Zhiyong of Daoxiangcun Group Attended the forum and shared training in the form of practical theory and case from brand, marketing and creativity.
IAIdea Brand Creation Club is an independent brand of IAI International Advertising Award, which is composed of IAI International Advertising Award Enterprise Brands. The aim is to share the leading brand marketing ideas with IAI outstanding cases and industry experts, and to provide IAI brand alliance with high quality, professional and personalized brand training and sharing activities.
Weibo is a leading social media platform for people to create, share and discover Chinese content. It can help its advertising and marketing customers to promote brands, products and services to users. Provide customers with a wide range of advertising and marketing solutions. Weibo continues to refine its social interest map recommendation engine for personal marketing and targeted audience, in order to achieve a more relevant, participatory and efficient marketing on Weibo.
Wang Yajuan welcomed everyone and said that since its establishment in 1998, this year marks the 20th anniversary of Sina. Now micro-blog has successfully explored how to integrate the brand building and product sales of enterprises with the help of the existing resources of celebrities, celebrities, content and people on micro-blog.
Come together and talk about marketing
In his keynote training speech, Zhang Xinxin pointed out that Social First is the inevitable development of the times and runs through the whole value chain of enterprises. In the past, the traditional mass media were based on industrialized mass production and the convergence of consumer demand. But now and in the future, in the industrial 4.0 era, consumers'needs are individualized. What enterprises need today is how to accurately find those small crowds in the vast crowd, communicate with them directly, meet customers' needs, and make their products explosive.
Liu Guangfei pointed out in the theme training that brand is an experience. The new experience of brand marketing in the digital era has shown the trend of time fragmentation, channel diversification, browsing visualization and communication socialization. IAI has stepped into microblogging and discussed with you the socialization of brands in the digital age, accelerating the transformation of products into brands, making brand marketing more interesting and intelligent, letting brands embrace numbers and creating new brands in the era. New brand marketing should be the combination of technology and creativity. Since 2000, IAI has successfully held 18 sessions, witnessing the transformation of brand marketing in China. At present, the collection of the 19th IAI International Advertising Award has been launched, and all sectors of society are welcome to participate actively. Excellent competition cases and works will be recorded in IAI Advertising Works and Digital Marketing Yearbook, which is the only regular and continuous publication of advertising marketing Yearbook in four places across the Taiwan Strait. It has a strong collection value. Since its publication, it has been collected by many libraries and museums at home and abroad.
Tongrentang Media Advertising Minister Yang Cheng shared Beijing Tongrentang's Thoughts on Socialized Marketing. At present, Tongrentang has stores in 27 countries around the world. During the process of socialized marketing, Tongrentang has made cross-border alliances with many products. To do a good job in marketing, Tongrentang should focus on product quality and keep content output synchronously.
Every product brand should aim at its target audience and have its own brand personality. Liu Zhiyong, brand director of Daoxiangcun Group, said that product marketing is only a means to bring tangible returns to enterprises. Daoxiangcun insists on making products on the same day and selling them on the same day to ensure the freshness of food. Every marketer should have a "big historical perspective"! In the marketing events of 100 years ago, the audiences are totally different from the complex social environment, emotions, cognitive experience and audiences nowadays.
Social First, Marketing Forever
At this event, Zhao Juan, Executive Director of IAI International Advertising Award, invited Wang Yajuan, Senior Vice President of Weibo, Ding Junjie, Professor of Communication University of China, Yinyi, founder of Weibo Daren and Yimian, to collide on the theme of "Social First, Marketing Forever Active".
How to do a good job of enterprise microblog communication? Microblogging is a large public communication platform with strong communication and hotspot aggregation. Wang Yajuan said that playing micro-blog actually has a threshold, one is the content threshold, not all enterprises can write out the content worthy of attention; the other is the threshold for enterprise products and services, if it is bad products, it is not worth promoting, micro-blog will accelerate its demise. On the micro-blog platform, through the content as a medium, the product and value of the enterprise, the responsibility of fans to the designated users, so as to achieve the purpose of product publicity.
From Housewives to Internet Reds + Entrepreneurs. Yinyi, a distinguished guest of Internet celebrities + entrepreneurs, has millions of fans and Yimian brand. She said that there is a difference between Internet celebrities and KOL. Red people only need to show some abilities. KOL should have its own distinct attitude. Personally, our fans, reviews and activities are not very large, but our product sales are very large, because we have grasped the quality of consumer groups. The traditional brand is worth learning. The product is the foundation of life. If a brand can't dig the supply chain to the extreme, can't make the quality brand to the extreme, only rely on marketing hype, then the brand will not go far. To do products and things is to "pay attention to what you don't do!"
Professor Ding Junjie said that micro-blogging played an important role in both marketing and influence. Brand has details, temperature, is composed of countless details of life, in the micro-blog platform, communication, marketing, consumption integration, these three in a specific situation, may be achieved step by step, that is, the difference between new media and traditional media. Whether traditional enterprises or emerging enterprises, microblogging not only depends on the data surface, but also on the essence through phenomena.
In the future, IAIdea brand creation will go all over the world and enter more brand enterprises. As a public welfare undertaking, IAI International Advertising Award hopes to share more professional brand concepts with enterprises through this platform, and bring more brand training and intuitive brand awareness to participants.