What were the marketing keywords of 2016?

Every year's marketing inventory always focuses on keywords or key cases, and it seems that on the timeline, every company always follows the same rhythm and dances differently, but 2016 is not quite the same.

We might as well look through the keywords to see what kind of "monkey business" and what kind of new ideas are hidden behind the obvious marketing.

Keyword: Sentiment

When you at the same table, Angry Birds, Tomb Raider Notes and a host of other IP aura, full of the term is full of sentiment from a variety of screens, the marketing offensive has actually begun.

All the marketing is the most fierce "Warcraft", as a super IP, its combat power, fan value and the word-of-mouth spread of the attributes that come with the first time out needless to say. Just look at the network is full of self-telling game family history, full of movie theaters at their own expense COSPLAY fans in the show, this is the pinnacle of sentimental marketing, and do not even need to do how much manufacturers launch. And in China, the largest gathering of Warcraft fans, the box office also seems to speak for itself, with 300 million on the first day and 1 billion in five days ......

But the emotional marketing also peaked there. On the 6th day, fans finished watching the movie, the box office fell back to 30 million. The biggest problem with sentimental marketing is that no matter how big the fan base is, if the product is still only for fans, the marketing is still spontaneous, but it is also a niche communication, consuming fans.

This is not, finally do not play the sentiment card Luo Yonghao and his hammer phone, finally with pragmatic configuration and not much sentiment marketing speech, began to turn around.

Comment:

Sentiment marketing or sentiment products, in fact, seem to be invincible sentiment, but there is also a problem of marketability. If the product is not the right way, may not even the fans do not buy, such as made into a handheld game of the holy warrior, seven dragon ball, their 80 fans are starting a family, to help spread can, go in and consume no time. In fact, sentiment to achieve greater compatibility, realize the passer-by to powder, such as the 2015 hit "Return of the Great Sage", a single Tong Zirong dubbing, will let many now between the ages of 40 to 60 years of age, "the new generation of the 80's", to find the past "on the translation" of the feeling and go to see the animated film. The movie is a great way to get the feel of the old days, and to see an animated movie.

Keyword: self-hacking

Beyond the conventional marketing, self-hacking marketing has become a specialty platter in 2016. There are two model cases:

One is the "self-hacking" Shenzhou Rent-A-Car in June, this "own car, hire their own drivers" as the core model of the rental car platform invited a few celebrities to play a group of "I'm afraid of the black car". The ads, which were aimed at Uber in both the public and private spheres, were so heavily marketed that they backfired, and not only did the ads draw the ire of netizens, but one of the celebrities featured in the posters sent a tweet stating that he didn't agree with the copy, and that he'd asked Shenzhou to withdraw the posters that featured him as a protagonist.

Compared to Shenzhou car rental, obviously NetEase's self-black paragraph is much higher. July, NetEase for this year's campus recruitment to create a brainwashing song "Zhejiang Hangzhou, NetEase Internet Recruitment", lyrics adapted from the street familiar street stalls ads, "Jiangnan Leather Factory collapsed", on the first day of the line on the fast 4,000 copies received. Subsequently, other NetEase products also followed the trend, "NetEase Yanxuan discounted", "nautical genuine which is strong, Hangzhou NetEase to find koala" and so on the self-hacking + amusing God song on the shelves one after the other ......

Comments:

Similar to such a self-hacking product marketing, the There are many more. For example, in March, Kukai and Weibo teamed up to create a topic called #Black is beautiful#, which aimed to trigger a self-hacking contest between big Vs, celebrities and ordinary people on the social network to play up one of its TVs, which focuses on the black aesthetic of the display effect. However, the topic is slightly far-fetched from the product, and it's hard to blacken it. On the contrary, NetEase, either the product itself is more entertaining, or the product's audience or recruiting target (potential young white-collar workers) is also cool to be self-hacking and cute, which makes the self-hacking marketing targeted.

Keyword: netroots

As the first year of the netroots explosion, marketing in 2016 must also be inextricably linked to netroots. on April 21, under the strong recommendation and leadership of the hit Internet talk show Luo Lushui and its anchor Luo Zhenyu, the video of the so-called 2016 China's No. 1 netroots, papi sauce, was sold for $22 million. The ad patch was successfully sold for 22 million dollars and was taken by Liren Lixiang.

The key to this typical marketing event does not lie in whether or not there is a CCTV advertising bidding paradigm, but rather in the word netroots from the past is limited to the category of "vulgar", through the knowledge community of "Luo Zhusi" packaging, and the formation of a cultural phenomenon that can be appreciated by both the vulgar and the elegant ****. Subsequently, a variety of netroots marketing, although there is also a "fake charity" and other muck, appeared Durex "hundred people try to wear" live and other gimmicky, but lackluster advertising live, but also appeared a number of high-quality netroots and some of the industry effective combination of the formation of the Cross-border marketing cases. Although, according to a survey by China Youth Daily, 72.7% of the respondents felt that the netroots endorsement of the marketing method is difficult to sustain.

In September, Tencent Animation let a "cute wind" girl dressed up as Tushan Susu in the domestic anime "Fox Demon Little Red Queen", and live broadcasted exchanges with five craftsmen in embroidery, oil paper umbrellas, paper carving, clay sculpture and shadow; in October, Ali, with the help of Taobao live broadcasting, carried out all-round demonstrations of a variety of intangible cultural heritage, such as Tibetan opera and Tangka, for three consecutive days. In October, with the help of Taobao live broadcast, Ali launched a full range of Tibetan opera, tangka and other intangible cultural heritage for three consecutive days, and in line with the trend of Taobao's Tibet Pavilion crowd launched 68 special products, orders more than 30,000. Previously, it also tried to let 10 net red live to the Su embroidery, Longquan sword and other "intangible cultural heritage" inheritors to learn from the content, in fact, is also the first to try.

In fact, in February, the Korean drama "Descendants of the Sun" behind the red, "Song Zhongji" is the net red, and love Qiyi Mall synchronized the launch of Song Hye Kyo, Song Zhongji drama in the same goods, successfully transformed into an e-commerce platform, which draws on the Korean drama + Korean + Korean marketing Korean goods is not uncommon, the key to how to make a double hit! The key lies in how to make a double-pronged explosive.

Comment:

Netflix as a marketing medium, in the process of really going to commercialized marketing, it is inevitable to explore the troubles. From patch advertising to internal implantation, and then directly for the e-commerce diversion, the frequent iteration of various postures, its final reliance, is still the output of the netroots content creation is valuable and audience relevance is not a tight fit. After 90, 00 as the main audience group of net red economy, how to rationally utilize, in 2017 will also continue to explore. The core trigger is still "how to capture the hearts of young people". Some traditional culture such as opera, precisely because of this sense of intergenerational, coupled with Netflix, live performance, relying on the curiosity of young people, combined with young people like online games, online material, played a "second business" marketing wonders. As for Fu Yuanhui and her flood power, that is an "accident", but also reflects the "grasp the heart" of the key.

Keyword: Pikachu

While the industry is still discussing how to use virtual visualization (VR) in business, and several big platforms are thinking of creating new consumption and marketing scenarios by using VR fitting rooms and VR shopping malls, the Augmented Reality (AR) pet-raising handheld game "Elf Pokémon GO" has become an overnight sensation, creating an explosion of popularity in the hottest month of July. In the hottest month of July, the game set off a global "Demon Hunter" wave. What a pleasure it would be to catch a Pikachu in the real world. But while everyone is still talking about how Nintendo makes money from its games, it has turned to the O2O marketing business of using its games to drive traffic to offline stores.

No suspense to imitate. In the country, tencent should be put Olympic scene, played the AR torch passing activities of the experiment, only with a virtual medal to get 100 million interaction, which sprouted in the Spring Festival to grab the red envelope activities with real money to continue the AR gameplay intention; and aiki art for "cherry little pill" theatrical version of the landing of the cinema to do the promotion, in the mid-autumn festival linkage of sina games, sina microblogging, aiki art games on line "Playing games to send" Cherry Maruko "movie tickets" activities, supplemented by a variety of events marketing, the formation of the entire population to capture the Maruko online and offline carnival; in the double eleven period Alibaba is one step ahead of the mobile home page to launch the AR grab red packets activities, in addition to giving double eleven boutique stores discount red packets, but also based on LBS directly for the offline cooperative stores to do infusion.

Interestingly, in the domestic enterprises are busy playing marketing on AR, Nintendo's formula but in the rapid iteration, a while while Pikachu hot, launched Pikachu + Mario's combined doll, with the odd shape of its upcoming gold Pikachu decks and other luxury peripherals to do eyeballs attraction; a while and crash double 11, threw out 30 years ago, the classic red and white game console replica ( NES), with the "old stuff" and a word difference, for the upcoming 2017 next-generation console NS as a guide, and by the way, "nausea" under the old rival Sony launched on November 10th PS4 upgraded version.... ...

Review:

The phenomenon of AR as a technology that makes short work of marketing and quickly develops a war chest has been seen in the past with many black technologies. As many black technology role and marketing, in fact, as the underlying support for the technology may not be very complex, the key is to do marketing people whether to think of a reasonable way to use. And more importantly, in the marketing tools, rapid iteration is also a necessary strategy, Nintendo's continuous change of tactics, may not be high-tech, but real effective. At the same time, the original need for marketing products, but has become a product that can bring its own marketing skills, for its own "little friend" to do the gods help. Such a feat, in fact, is also quite a bit of drama.

Sentiment, self-hacking, Netflix and Pikachu, in fact, is a part of many marketing keywords in 2016, such as Jingye Fu, Baidu Shenleng such as April Fool's Day marketing, "Birds of a Feather" and the controversy of the kneeling, Alipay circle on-line that is involved in the topic of marketing, the Postal Service, "Netflix" to follow the trend of the promotion, etc., but the new marketing thinking may be more concerned about the sustainability of the marketing. The marketing thinking may be more about sustained marketing effect, rather than short-term exposure, more attention to make momentum and commercial value complement each other, and accurate placement to the target population, rather than a focus on heat unlimited coverage of large and unsuitable "everyone".