Modern enterprises use "finance" to help "goods"
-Enterprise brand innovation strategy in the rich media era
With the rapid development of information technology, the network has increasingly become an indispensable tool in people's work and life, and online advertising has constantly appeared in people's field of vision with a brand-new image: Coca-Cola allows us to touch advertising in pleasure, and its brand has been out of the original plane and vividly presented to us; Not long ago, Kaiyang, a little-known city in Guizhou Province, successfully built a colorful and fantastic tourism brand with a pleasing electronic magazine ... More and more information keywords point to a new media with rich vocabulary.
Rich media not only presents online advertisements in the form of subversive audio-visual, but also leads a new era of science and technology. Looking at the whole market, we will find that the spread of rich media advertisements has found a new breakthrough for more and more brand building, and more and more enterprises are beginning to realize that in this era of information explosion, rich media has become an important way to expand brand awareness and innovate brands.
Brand innovation, I have to say "poor"
Brand is the guarantee of enterprise life extension. With the prosperity and development of market economy, many manufacturers have begun to realize the importance of brand, but brand building is still an arduous systematic project. At present, there are hundreds of thousands of new brands in China every year, but few can get more room for survival and development. The average life span of an enterprise is only over seven years, and the vitality of a brand is less than two years on average. What caused the demise of these enterprises? Is it impossible to produce? Is the product quality not up to standard? No, it is the lack of key innovation. We can see that the label of "Made in China" can be seen everywhere, but the value of "Made in China" can only be doubled after being branded as "Golden Flower" of an international brand, which is precisely because "Made in China" lacks innovative elements of international brands. Brand innovation is the secret to ensure a brand to maintain sustained vitality and rapid growth.
At present, enterprises in China generally realize that innovation is more important than low-cost expansion in market competition, but the present situation of innovation is still not optimistic. The survey shows that at present, only one third of R&D funds of enterprises in China are used for innovation, and internal financing is the main source of innovation funds for enterprises. More than 75% of innovation funds come from internal financing, while loans are only 12%, and the sum of government funds, partner funds and capital market funds is less than 5%. Therefore, innovation is often irrelevant, or the cost is abandoned halfway, and the brand can only struggle on the line of life and death.
From "poor" to "rich", we must have innovative methods.
With the intensification of the trend of global economic integration, China enterprises must abandon the simple expansion mode of winning by manufacturing, direct and link all marketing communication activities of enterprises based on brand strategy, and make bold innovations. Brand innovation should include technological innovation, concept innovation and communication innovation. In addition to the update of hardware such as capital and technical strength, enterprises need to have a thorough understanding of innovation in concept and an accurate analysis and understanding of the industry environment. Only when the brand is fully mature can it really get out of the shadow of survival and maintain its vigorous vitality and competitiveness.
So we say that for brand innovation, technology is hard, ideas are soft, and communication is the way. The development of network and information technology has undoubtedly brought infinite vitality to brand innovation. Rich media, a brand-new term, allows enterprises to see the hope of "wealth" from the vast "net sea"
According to the18th Statistical Report on Internet Development in China, as of June 30, 2006, the total number of Internet users was 654.38+23 million, and the number of broadband Internet users was 77 million. With the gradual popularization of broadband applications, the bandwidth problem is no longer a bottleneck restricting the development of rich online advertising forms. As a result, rich media advertising began to "flourish". It is predicted that in the next 3-5 years, rich media will account for 30%-40% of all Internet advertisements. The so-called rich media advertising is to sort out a powerful massive database through interactive analysis of software running on end users' computers, mine and analyze users' online habits, track users' interests and concerns, and then directly place advertisements on users' computer desktops.
In the near future, rich media advertising will subvert people's understanding of traditional online advertising, and the pattern of online advertising will quickly become richer and fuller under the influence of rich media. Biyi International Information, a manufacturer of Kaiyang e-books and a domestic brand innovation service provider, also said that the foresight of the development potential of rich media is the main reason why they choose e-books as a brand promotion method. This kind of advertising form based on audience acceptance and interaction breaks the traditional single advertising form. After being exposed to "rich media", users can be exposed to various forms of online advertisements such as videos, texts and animations that are highly matched with their intentions.
Nowadays, some international rich media advertising companies are optimistic about the development of China market. With the in-depth development of Internet technologies such as web2.0 and video, a rich media era leading the technological trend has quietly arrived.
"Rich" and "poor" add vitality to innovation
Relevant data show that in brand promotion, the effect of rich media is 67% higher than that of ordinary simple FLASH; The effect is higher than that of ordinary non-rich media advertisements 153%. In direct feedback, the customer conversion rate of rich media advertisements is almost four times that of non-rich media advertisements; The click-through rate of advertisements is more than 5 times that of non-rich media; Rich media advertisements average 1.57%, while non-rich media advertisements average 0.29%, which shows its charm.
Rich media advertising can effectively attract the participation and interaction of the audience, embody the advantages of products in a more perfect creative way, and form the loyalty and final recognition of the audience. Enterprises can also know the market feedback information and product evaluation in time and quickly, so as to optimize their products and services. Therefore, the characteristics of rich media effectively spreading brands have been widely concerned, and large and medium-sized enterprises, including the global top 500 enterprises, have incorporated rich media publicity into their brand strategies in order to form the "rich" effect of brands with the help of rich media, thereby enhancing brand value and enhancing customers' cognition of brands.
Today, the emergence of various new media and technologies has added vitality to the Internet, especially some professional technology companies have also provided a supporting environment for the prosperity of rich media advertising. At present, rich media advertisements cover nearly two-thirds of Internet computers and three-quarters of Internet users in China, and their prices are far lower than those of traditional media. This kind of advertising effect of low investment and high return makes businesses see the benefits, and the innovation limitations brought by capital investment are also solved.
Achieve brand, take the initiative to attack
Rich media advertising uses targeted technology to ensure that advertisements are accurately delivered to consumers who are really interested, so that enterprises can receive the best advertising effect. In 2005, Coca-Cola broke the routine, advanced the whole advertising plan, produced wonderful video clips and put them on mainstream websites. It has been broadcast on Sina's major mainstream channels for 32 days and achieved remarkable results, attracting millions of popular clicks, and Coca-Cola's "super cool" feeling is fixed in people's hearts.
This year's Kaiyang tourism project, planned by international information, is also a wonderful interpretation of rich media. Since the national rally in 2006, with the help of the combination of Kaiyang's specialties, tourist attractions and long-standing legends, Pen-I International Information has launched an all-round brand planning and publicity for Kaiyang's tourism, and the presentation of rich media advertisements such as electronic magazines, blogs and video advertisements has made people personally experience the magical feeling brought by Kaiyang's trip. With the official start of the Kaiyang stage of the national rally championship, Kaiyang, a brand-new tourism brand image, has been established. According to statistics, driven by rich media, tourism in Kaiyang has achieved a major breakthrough in recent years, receiving 22,446 tourists and generating tourism revenue 1526 140 yuan.
Today, there are countless cases benefiting from rich media advertising, and people in all fields are making fruitful and bold attempts. The powerful expressive force of rich media advertising has surpassed the performance effect of TV. The illustrated form provides a good creative stage for more perfect display of products, enhances the user experience and brews a brand-new brand packaging scheme.
In short, rich media effectively reversed the situation of "passive acceptance" of brands and turned to "active attack". Just like today's popular social trend of thought, brand innovation also requires business owners to seize the opportunity of the rich media era and take the initiative to attack!
Biyi international (Beijing) information Yu consulting service organizations beidea consultation
Brand innovation solution provider
Brand Planning/Visual Integration/Commercial Copywriting/Rich Media/Internet Marketing