ChinaMove" move to feel whole city " move about and have held , participate in number 340 thousand for 30 days, PV reaches 22 million; Mengniu" benefit bacterium factor" the line 43 days on campaign, participate in user number to reach 760 thousand , estimate campaign in advance to finish , contest-participating user number breaks through 1000 thousand probably;ItPolo " happyLive" campaign the time of continued near 1 month, near 230 thousand user participation in the contest and total ballot quantity exceed 5000 thousand, the first place of intermediary heat has gotten the high ticket that exceeds 350 thousand. This is present domestic first personal space with rich guest product - - QQ space in near future and move, Mengniu and popular automobileCooperateExtending campaign effect. Such effect not only is when network advertising profession, it is also astonishing to put in entire advertising sale profession. Rich guest and personal space product have found its breakthrough point, Web2, 0 advertising times have come.
The breakthrough
The society in which American Yale one has influence psychologist Wei honest, wheat Kui Er( William Mc Guire) think , use any way clothes person, must take action via demonstration, notice, understanding, reaction and plan and this 6 steps. When sale is linked up , if any a link in this 6 steps has made problem, entire sale process will be given a discount. If every communication probability of successful link is 50%( this natural is higher communication successful rate), the successful probability of entire sale communication is also 1.5625% however! Rich guest and space have raised the successful rate of 6 above communication steps efficiently as a kind of new medium form. Such as brand space, basic by the exclusive territory as certain a specific brand, no other brand messages disturb , its brand message passesMusic, the forms such as video, writing, picture and FLASH have gotten ample demonstration, the user who enters certain brand space has also entered the pure space of unitary brand message propagation , they can attract by the perceptual image information of character and very rich creative idea , can also notice brand want the detailed writing message of communicating , and comment on , solicit articles , leave a message and the rich many shapes such as large scale promote campaign move mutual to experience form can evoke plan and the reaction of user for brand efficiently to even take action. For instance, it is in PtPlatinumIn brand space, a lot of online friends have
The sale case like all success is the same, the successful success on certain degree of QQ brand space sale that may be sumed up in new sale theory, can touch , individuation , is actively active , may promote. What make one excited is that QQ space may accomplish , according to the goal user of advertising God, accurate location lets different one see different advertisement. It is many that advertisement divides since the masses have moved towards , minute many sale talent makes reduction each minute of customer advertising cost falls really place.
Move accurately mutual, such sale means can help advertising God undoubtedly to use limited cost , get the effect of the best. If in QQ " good happy America" brand space, the gentle, romantic, sweet advertising big flat that Jie-Lun and river language morning are deduced from week lasts 2 minutes, want let this kind of long brand advertisement goes upTelevision, that is the same as is day side nightBroadcastGrow in sound stimulate but " forget after ear" , passiveness winner, the press can offer detailed brand message propagation , is easy to preserve but can not do dynamic, vivid demonstration explanation, based on space sale and the rich guest of advanced internet technology when having the advantage of traditional media simultaneously, have evaded above-mentioned weakness greatly ingeniously. It has video and audio frequency , also has detailed enterprise news and brand message, data capacity is big , moves sexual winner mutual , may get at any time, user may at the same time touch the character of brand and the unique place of intension and experience brand through many dimension degrees.And cheap advertising price makesStage. It is obvious,Broadcasting, the traditional popular mediums such asServe. Brand space may be synthesized according to the personalized demand of brand customer with video, music and FLASH , online mutual move etc. various technical means between, customize for customer to measure body to be filled with the net sky of brand character glamour. Any one click behavior of user in brand space signifies to get with initiative for the once of brand message , this and traditional medium for the awkwardness of advertising message take over existence great difference, and community network user sees that thing is always happy to have also created the opportunity of " virus sale " with the property that friend shares for customer brand , lets " everybody sale" have become possible. Through advanced network, trail technology, brand space can be still helpful for enterprise for the male and female proportion, age and interest etc. that customer offers light exposure and visits number and visit the again accurate user data of sale, it can measure sale effect fast accurately for customer , brings direct profit if the brand sale campaign informed through brand space gallops to report. In the time of line 1 months on farmer tea space, visit number to exceed 2200 thousand , glance over quantity to exceed 10 million; In the 7 happy brand space open-minded time of 2 weeks, the last user of 10 thousand leaves a message for product , makes suggestion, 7 likes develop in brand spaceConsumePerson investigation campaign,
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Brand the advertisement extended content as personal user, enterprise may when gallop to report the individual who issues self in the custom-made brand space of its quantity body information, "journal" and "photograph", only these contents has become propagative picture, news, promote campaign and the basic message of brand. Is there , QQ clans may: Know the story of brand , get newest brand product information , draw free QQ space brand gift , participate in related brand campaign, the friend that seeks to like a same brand . . . . .. Is there , trade company may: Raise brand to accept to know degree , increase brand hobby degree , cultivate brand loyal degree , enlarge product propaganda , realize consumer's experience type sale . . . . .. This undoubtedly is the brand of network sale times success extends one of means. Brand the benefit extended lies in may increase the acceptability of new product shortcutly. Since user has formed steady expectation for quality and the character of QQ space, they can also have same characteristic from this deduction product brand space, they very possibility will not treat the brand message in brand space as advertising message, and meeting regards as brand space to get along with own friend , and is been happy , is shared with its intercourse. Because in brand space, user may enjoy music also , sends comment , appreciates the space with real character to dress up creative idea , discovers video and the photograph of Mei-Lun-Mei-Huan , finds the friend similar to own interest. The person that is interested in certain brand space, often is with the person of type, or want to become the person of this type, because the image of certain brand often contacts with the person who uses this brand together, brand space has become self therefore a kind of way of the alternating message of other person. From QQ space to brand space, through one brand that water becomes to canal, extending , leting every brand possess the online fashion experience platform of " life " that a and magnanimity QQ space user directly links up and galloping report , have so completed a sale revolution of " advertisement content ". And this is the one of big tendency of global sale exactly.
Is related
Brand space: Finger is brand-new to experience type sale advertising media platform , is a new medium, that may promote taken the initiative actively that may be touched and personalized. Relatively traditional medium, brand space may touch sex to not only stay when accept the surface known , it may let user participate in which. What brand space emphasize is many point contacts, instead of unitary contact, it is also that user may contact the propagation point of brand from many latitudes, instead of can only realize a latitude every time. Brand space the powerful technical strength of relying on in QQ space, can synthesize according to the needs of brand customer to utilize video, music and Flash , online mutual move etc. various technical means, embody every character and brand attraction with unique brand customer. It is actively active that brand space user takes over the way of message and propagation message. Include two aspects: One is user, also is active to take over the message that comes from in brand; 2 can broadcast actively for unofficial biography after user takes over message message. Everybody is the source of message and propagates person, from awkwardness, take over message to change for take the initiative proliferation message. This is also brand-new for brand space to be one medium, and the difference with biggest traditional media.
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