What Is The Correct Position Of Live Marketing?

Nowadays, Internet celebrity Stars, entrepreneurs and investment institutions seem to have a kind of poison called "live broadcast": everyone is talking about it, the live broadcast market has become a battleground where capital is pouring into each other. Some people have statistics that the application of App Store and live broadcast has exceeded 100. There are not only net red entertainment scripts and singing, dancing, playing games, but also live broadcasting. brand They are new platforms for marketing. This new media has the core advantages of attracting advertisers: users are younger, platforms are fresh, and users interact with each other so that brands, marketing, users, transactions and communities can be integrated.

Massive live broadcast platform

There are so many brands of live broadcast, so the question arises: what is the correct posture of marketing?

Based on a variety of live broadcast marketing cases at home and abroad, we sum up a bit of experience:

1. although old fashioned, stars are still sharp weapons.

There are thousands of hosts on the Internet, but the red faces of full screen seem to be letting the audience play. The fit and appeal of stars and big brands with their traffic are still hard to match. At this year's Cannes Film Festival, sponsored by L'OREAL, Gong Li, Li Yuchun and Jing Bairan have been broadcast live in front of the film festival, especially in the makeup stage. Among them, all kinds of L'OREAL product With stars appearing, such as Li Yuchun's water light air cushion CC, Jing Bairan's water and moisture, Gong Li's cosmetic bag. The transformation effect brought by live broadcast is also quite obvious: after 4 hours of live broadcast, Li Yuchun sold the lipstick at L'OREAL Tmall flagship store.

In April of this year, Maybelline's invitation to Angelababy as spokesperson's conference was also put on the Taobao live broadcast platform, and the spokesmen, products and sales three were tied up: the shopping cart's small sign was set under the live broadcast page, and the viewers could just click on the products that appeared in the shopping cart, while Angelababy even showed up in her dressing room to show her lips better. Her attractiveness is obvious. In the end, 2 hours of live coverage brought more than 5 million people to watch. Finally, 10 thousand new products were sold and the actual sales turnover of 1 million 420 thousand yuan was achieved.

Although the live broadcast of the stars can really cause a sensation at this time, it is not known how long this game can bring fresh feelings. At this stage, most of the live broadcast scenes are limited to activities backstage, make-up room and so on, and there is no substantive creative planning. Although the sense of reality and interaction is enough, there is not much content that can trigger the topic. When the live broadcast of the stars is as common as playing micro-blog and taking part in reality TV shows, will it attract attention as it is now?

　 2. live marketing, or do we need to create truly valuable content?

Since the marketing routine that only satisfies the curiosity psychology is easy to cause the aesthetic fatigue, then we might as well try the real content marketing. At this point, the domestic businessmen still seem to stay in the stage of keeping the live broadcast as a low cost shrewd way, and intentionally or unintentionally portray the erotic edge ball. This way of marketing has made many people Tucao: the use of speculation means to attract eyeballs, and the previous brand positioning does not match.

　 3., play the advantage of live broadcast and interact with consumers deeply.

Perhaps the most important advantage of live broadcasting is that it can achieve deep real-time interaction with users, which is difficult for ordinary social networking platforms to achieve. This is why female anchors are more important than singing skills in chatting skills.

For brand live marketing, this interaction is equally important.

For example, in April 2015, the Old Spice, which has been good at spoof marketing, has launched an unusual live broadcast on the live broadcasting platform Twitch: a person who lives in the wild jungle for three days, whose behavior is entirely controlled by users. Just like playing games, users can control the next move of the characters by entering the buttons up and down through chatting, and then statistics the selection of all the users. The highest number of votes will become the next step of the action.

The live broadcast of IKEA's UK and Skype cooperation has also greatly emphasized the participation of users. Some Skype users will receive a pop-up ad and are invited to participate in IKEA's passport challenge: users who quickly find passports and pose with cameras in 30 seconds will receive a big gift.

In the final analysis, live marketing wants to attract users. It also needs to match the content of the brand itself. Compared with other platforms, it needs creativity, planning and investment. Although brands have been playing live broadcast, domestic brands have just started in live marketing, and there are still many needs to be considered and excavated.