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随着媒体的不断发展变化,以及消费者接触媒体习惯的变化,消费者接触到的信息越来越丰富,但也越来越碎片化。作为广告主,要想把品牌定位及产品特性成功传播到目标消费群变得更为不易。为此必须不断尝试创新的内容营销、娱乐营销等差异化的模式。2013年,为了配合支持完成立白洗衣液的发展目标,我们打造了综合性的营销平台。而冠名湖南卫视第一季《我是歌手》栏目,则是打造这个整合性营销平台的切入点和引爆点。在电视节目冠名提升品牌知名度的同时,开展线上多媒体的整合传播,包括电视、网络
As the media continues to evolve and change, as well as consumer exposure to changing media habits, consumers are increasingly exposed to information, but increasingly fragmented. As advertisers, in order to brand positioning and product features successfully spread to the target consumer group has become more difficult. To this end, we must constantly try innovative content marketing, entertainment and other differentiated marketing model. In 2013, in order to support the fulfillment of the development goals of Li-Bai liquid laundry detergent, we built a comprehensive marketing platform. The title of Hunan Satellite TV in the first quarter “I am a singer” section, it is to create this integrated marketing platform entry point and tipping point. In the television program title to enhance brand awareness at the same time, carry out integrated online multimedia dissemination, including television, Internet