Business how to do vibrato micro-channel microblogging content marketing? The new advertising media planning company in the practical operation of Share

The sudden outbreak of 2020 start to bring more uncertainty, for all walks of life have had a huge impact on digital marketing industry has not been immune. We want to go back over the past few years continue to cause concern marketing phenomenon or topic, we propose to observe the status of these phenomena and the development of marketing to judge from the perspective of communication between brands and consumers to help practitioners better thinking and looking for ways to promote future innovation opportunities. This is a Fan Yi science and technology chosen topic is - new media content marketing. We want to talk about the role of original content for brand influence. About branding culture, Ogilvy famous sentence: "The final decision on the status of the brand, is the personality of the brand culture, rather than a minimal difference between the products." Today, with effect from consumer demand to upgrade emotional needs , really need to give the brand a more profound cultural heritage and product-oriented basis. In fact, in recent years we can see a lot of brand conscious Cultural Foundation, looking for a match between cultural identity and consumers in order to interpret the relevant elements of the cultural characteristics of the brand, and even can be said that the brand has become a cultural "faith . " While Yi Fan technology that, from the traditional to the challenge, when the use of cultural weapon to build brand influence, the most important is that the placement of more sustainable and more depth. Like American Apparel brand GAP's former CMO Alegra O'Hare mentioned in a forum, the brand and create more than simply add a prefix described in this proposition in a culture in line with the latest trends, but also must be sustainable . 1. Sustained long-term original content precipitated brand equity, derivatives and creative cultural symbols of new media content marketing is a long-term brand communication, which covers the brand's various communication channels: micro-channel public number, microblogging, vibrato, little red book, the news media; Hence the need for a relatively long-term brand communication direction, thereby precipitating its own brand equity, such continuous output of content will gradually extend to cultural core brand and penetrating into the minds of consumers of cultural symbols, lead to higher the premium space. Last September, Uniqlo launched a paper version of "LifeWear clothes fit Life" Chinese version of the brand book, the brand registered by the Fast Retailing Creative Director wood Hyo-ho, chief editor, interpretation of the Uniqlo how to adhere to the "LifeWear clothes suitable for Life" brand philosophy, continue to meet the constantly changing needs of consumers, to create a high-quality clothing and wearing experience for almost everyone's lifestyle. "LifeWear clothes suitable Life" is Uniqlo in 2013 proposed the concept of the brand, dedicated to the manufacture simple, high-quality and comfortable clothing, so that everyone, not just a small part of people's lives better. Brand book launch, but also through substantive content of the magazine, to interpret the essence of the brand concept. Outside the product, Uniqlo brand book display content from a variety of aesthetic communication, interview design, urban culture and other multi-layered perspective of consumers, in addition to wearing clothes, you can generate more spiritual level with the brand in the content links, generates a unique impression about the lifestyle of Uniqlo, which is what we call brand through elaborate content derived from their cultural symbols. Not only is their own brand of long-term output content for vocal on social issues also belong to the ranks continued to build influence. For example SK-II, "rewrite the fate" is the SK-II since 2015, initiated the brand activities, initially they invited ballet dancer Misa Kuranaga, who produced a series of creative shooting video clips, through multiple public figures talk, aimed at empowering women, encouraging them to master their own destiny. 16 years of brand attention narrowed to marriage and emotional stress faced by women, planning a "blind date she last went to the corner," the video; 17 years, by the concept of "life without restrictions," the, SK-II is still focused on the topic of women We discuss the significance of 30 years of age. Looking back at recent years, SK-II reason for concern, in fact, largely because it continues to focus on cultural issues related to women, led to consumer concern social responsibility consciousness. Regardless of age or marital discussion, SK-II In the forward pass positive values ​​and become a cultural symbol of the brand binding, which is a kind of halo effect, so that we are no longer rigidly adhere to the performance of functions of the product, but to agree with the idea of ​​sublimation. Cultural symbols embody the brand to some extent, a higher level of charm, better able to unite around its user, but also the delivery of high-quality cultural inspiration for the brand's marketing content, to support its long-term, core creation. 2. The depth of the "cultural exclusive" behind consumer under another perspective spheres anchored DIGIDAY a report on cultural marketing, pointed out that people are complicated by the intersection of the needs and preferences of the composition of these needs and preferences are determined by factors traditions, values ​​and beliefs, and culture is anything that can unite a group of people, whether it is a common interest in a sports team, or members of religious organizations in common ...... because consumers can exist simultaneously in multiple population, which is what we call cross-cultural. So explain why this is different from brand to do cultural population, age and other demographic dimensions divided - because consumer culture is the portrait of another dimension. In the context of content become the third product, brand cross exhibition, run game, a magazine, do cultural content to get different angles of stealth marketing value, it is determined by the focus on a culture of a definite a group of people, brands deep plowing in a field in the spheres of culture, but also an important means of marketing the brand holds many lessons for the development of cultural content. The depth of the "cultural exclusive" behind consumer under another perspective spheres anchored DIGIDAY a report on cultural marketing, pointed out that people are complicated by the intersection of the needs and preferences of the composition of these needs and preferences by tradition factors, values ​​and beliefs and other decisions, while culture is anything that can unite a group of people, whether it is a common interest in a sports team, or members of religious organizations in common ...... because consumers can exist simultaneously in multiple populations this is what we call cross-cultural. So explain why this is different from brand to do cultural population, age and other demographic dimensions divided - because consumer culture is the portrait of another dimension. In the context of content become the third product, brand cross exhibition, run game, a magazine, do cultural content to get different angles of stealth marketing value, it is determined by the focus on a culture of a definite a group of people, brands deep plowing in a field in the spheres of culture, but also an important means of marketing the brand holds many lessons for the development of cultural content. The depth of the "cultural exclusive" behind consumer under another perspective spheres anchored DIGIDAY a report on cultural marketing, pointed out that people are complicated by the intersection of the needs and preferences of the composition of these needs and preferences by tradition factors, values ​​and beliefs and other decisions, while culture is anything that can unite a group of people, whether it is a common interest in a sports team, or members of religious organizations in common ...... because consumers can exist simultaneously in multiple populations this is what we call cross-cultural. So explain why this is different from brand to do cultural population, age and other demographic dimensions divided - because consumer culture is the portrait of another dimension. In the context of content become the third product, brand cross exhibition, run game, a magazine, do cultural content to get different angles of stealth marketing value, it is determined by the focus on a culture of a definite a group of people, brands deep plowing in a field in the spheres of culture, but also an important means of marketing the brand holds many lessons for the development of cultural content.
Technology such as Yi Fan observed, Huawei has been in the field of video and consumers to do more in-depth communication. From the annual, photography face of all mobile phone users, "the new video contest," "Master Class" to cooperate with the First, film director and professional content output screenplay together. Last year, Huawei and First launch of the "Monkey King", "Fauzi" and several short films cause for concern, and continued in-depth attention to the production and content related to "image" to let Huawei harvest this circle of professional consumers' attention, the "Huawei Pictures' convention this public reputation, has become the brand image has continued to attract the purchasing power of aesthetic and user advantages. Of course, world culture and colorful segment, in addition to the public spheres, there are more and more brands to occupy a niche high threshold of cultural elements. Modern consumers use the Internet to find good links with the way the new culture, and even create a new culture of fashion. Social media platforms, influencer culture, video games, online forums and discussion boards are shaping consumer niche subculture way, each sub-culture is vital to their values ​​and desires, brand digging deep niche art and culture, in fact, is to deepen the impression of the consumer, enhance the influence of another brand positioning way. And the same artistic and aesthetic needs of modern people rising standards, in addition to price and logo, brand marketing on the content of "high threshold" has become a symbolic appeal: For a small minority of art and culture, do not understand the need to interpret the brand is much more advanced. Drives, re-branding, create culture, which is Yi Fan Technology believe that the current three-tier content, and the most important impact of content marketing to bring the brand, but to some extent, this is a portrait of thinking path, refracted We are living in different stages of development of the brand in select different content under the general trend.
Yi Fan INVE is a big data and social networking era for enterprise business intelligence enabling comprehensive marketing technology companies. Yi Fan INVE business segments and its subsidiaries are marketing services (new media content operators, Internet digital marketing, advertising, public relations, interactive activities such as planning), technical services (customized applet, micro-mall site development, H5 game design ) and international and Hong Kong, Macao and Taiwan regions business services include marketing communications the whole industry chain, and based on the creative content, data, technology intelligence marketing services, clients cover a number of large companies, including Coca-Cola, Volkswagen, Adidas, Lancome, Uniqlo . Yi Fan INVE continue to serve about 300 brands of domestic and foreign customers, including 47 Fortune 500 companies, customers include clothing, skin care, automotive, consumer goods, real estate, Internet, finance, hotel industries well-known brands.