Six hundred and seventieth chapters late but arrived
In the era of information explosion on the Internet, there is no doubt that the importance of advertising and marketing has been enough to elevate it to a strategic position equivalent to the lifeline of the enterprise.
There is no end to the money that can be spent on marketing. From the World Cup to elevator advertising, trenches are spread all over the world.
It is like a bottomless pit, capable of absorbing huge amounts of funds from all companies. At the same time, it is not surprising that many companies have even fought bloody battles in order to compete for important strategic high ground.
Therefore, marketing strategy is a crucial consideration for any enterprise. No matter how large the budget is, spending money randomly without achieving results will undoubtedly be courting death.
But they are reluctant to invest the budget. Judging from the increasingly fierce competition in all walks of life, it is almost equivalent to sitting back and waiting for death.
Therefore, how to spend on marketing, how to formulate strategies, and what kind of delivery effect can be achieved are all top priorities for major enterprises.
Moreover, when peers are competing for marketing, as long as you don’t want to fall behind, there is only one choice in front of you: follow up.
The investment of major enterprises in this aspect is sometimes astonishing even to the consumers themselves, and they may even be influenced by others without even realizing it.
You think there is no marketing, but in fact the idea you think is still the idea instilled in you by others.
To sum it up in a simple and crude way, maybe the water here is very deep and you can’t grasp it (funny).
Of course, some marketing methods are aboveboard, the kind that tell you clearly that I am advertising, but you can do nothing about me.
For example, "Come and kill me if you suck", or something more high-end, Apple's annual new product launch launch also highlights the inhumanity.
Now, the four companies led by Zhou Dongsheng to cooperate are undoubtedly the ones with the most urgent need for marketing.
After all, the most fundamental purpose of marketing is to convert money into users as much as possible, and while maximizing one's own strength, it also allows one to have more chips in hand when sitting at the capital table.
Especially for Pin Xixi, who has just received US$500 million in financing, now is the time when she has deep pockets and is eager to spend money.
Having 100 million users can only be regarded as a good beginning for Pin Xixi, but it is definitely not the end. Starting a business is like sailing against the current...
As long as there is no progress, it is equivalent to regression!
Prior to this, it was not that there were no well-performing disruptors in the e-commerce industry, but without exception they all stopped at a certain height. It was extremely difficult to catch up with the forefront of the industry.
This bit of experience, whether it is a goose factory or a pig factory, has spent real money and money in practice to arrive at such a truth.
Nowadays, the two companies almost unanimously choose to take a back seat and become investors in e-commerce platforms such as Jingdong and Pinxixi. This second-best approach can only be chosen by these big guys who have already become famous.
Whether it is Pinxixi or the other three companies, for these new entrepreneurs, there is obviously no way out. There is no other choice but to keep moving forward.
Of course, they can get considerable profits if they succeed, but if they fail, they will not only lose everything, but they may even be heavily in debt.
This is what happens when you start a business. Once you succeed, you will be successful forever.
To put it bluntly, despite the role of Zhou Dongsheng as the leader, Huang Zheng is not stupid. Whether it is Douyin or Mobike, the current development momentum can be said to be booming.
The former, like himself, has gained 100 million valuable users, while the latter is one of the leaders in the sharing economy craze across the country.
Mobike is undoubtedly an offline advertising space, although the current cities where it is launched are relatively limited, limited to two big cities in the south and one in the north.
It even deviates from Pinxixi's strategy of "surrounding cities from rural areas", but in fact, after quickly accumulating 100 million users in the lower-tier market, Pinxixi still wants to continue to maintain a high growth rate...
It is inevitable that we need to broaden our horizons a little more, and the marketing strategy also needs to be more diversified. It seems that Mobike’s main positions are concentrated in the two big cities in the "North".
But don’t forget, who are Mobike’s user groups?
Those who have the most urgent need to commute to work are naturally hard-working workers. Even if they are in a big city, their consumption level is obviously not on par with that of a big city.
But if their desires are not satisfied, it does not mean that they will disappear. They still have an urgent need for consumption. At this time, if there is a more affordable and alternative e-commerce platform to choose from...
Then, they will most likely choose to give it a try. They also shop online and receive express delivery. This kind of consumption pleasure is still there, and they can enjoy it at a cheaper price. So what else do they need a bicycle?
Therefore, if you want to achieve the effect of excessive conversion and allow marketing to better reach the consumer group, Mobike undoubtedly has such potential.
What's more, this is just the beginning of cooperation. This cooperative relationship established in the initial stage will undoubtedly become stronger. In time, when Mobike expands rapidly and spreads across the country...
If you want to cooperate again, it will probably be another price.
Even if this factor is not considered, at this current stage of cooperation, these four companies are almost in the same position in their respective fields, which also provides a solid foundation for their cooperation.
After all, birds of a feather flock together, and people flock together, and industry leaders may not be willing to pay attention to them.
It’s not just Pin Xixi who thinks this way, whether it’s Douyin or Mobike, they all have similar thoughts.
On the contrary, Mihayo is more like the icing on the cake, an insignificant sidekick. The only connection may be the investor Zhou Dongsheng.
But the effect of acting as a lubricant is just right, especially in terms of the playability of the game mechanism, as well as the rich experience accumulated in mobile games, which are enough to become the cornerstone of this cooperation.
In this aspect, he even hit it off with Pin Xixi, and the two sides chatted very speculatively. After all, Pin Xixi started out by playing games. At the same time, Pin Xixi also adapted this gameplay to e-commerce and created "social e-commerce."
concept.
Although none of the respective helmsmen took action personally, sending their own capable officers as leaders was enough to show their sincerity.
At the same time, it also means that they are always paying attention to the progress of this cooperation. As the event is about to go online, they are also waiting to see the results of this cooperation.
As long as they can get off to a good start, it will be enough to lay a solid foundation for them to establish more in-depth cooperation in the future.
After all, as long as there are common interests, then everyone is a comrade in the same boat!
Of course, it's normal to have multiple boats. After all, you can't put your eggs in one basket, hehe.
As the event prepares to go online, each company naturally invests some resources appropriately and waits to see the results before deciding whether to increase investment.
As the leader, Zhou Dongsheng, the relevant information of the event was naturally synchronized to his side immediately.
It has to be said that the completion of this marketing campaign far exceeded his expectations. The gameplay of "VR Treasure Hunt" is novel and fun enough.
Although I can’t play “PokemonGO”, it’s not bad to play this “VR treasure hunt”. After all, each company has given out real prizes as rewards.
Among them, there are many thousand-yuan cash red envelopes as gimmicks, which are enough to attract the vast majority of users. The truth that money is attractive is always so simple and effective.
As the big brother who takes the lead, Zhou Dongsheng will naturally not remain indifferent. He has to raise his stakes no matter what.
For this reason, Zhou Dongsheng issued an order to use the Internet celebrity IPs owned by the two major media companies as publicity trenches to help this event and jointly promote the audience of this event.
You must first build up a traffic pool before you can achieve a substantial conversion rate. If you don't get enough user attention, then no matter how big the gimmick is, it will be nothing more than rootless success.
Among them, Douyin, as a short video platform, naturally took the lead and began to place advertisements on its own platform, launching the first shot of this wave of activities.
At the same time, [Papi Jiang], as the chief cycling officer of Mobike, is also right at the emperor’s feet, so he can prepare for this event, whether it is using his own video as a promotion.
Whether she is practicing offline riding is enough to bring enough exposure to Mobike. As the leader of the current Internet celebrity economy, the traffic she can bring alone is, without exaggeration, worth tens of millions.
end.
But this time, Zhou Dongsheng did not go to great lengths to shoot "Zhou Dongsheng's Boring Life". After all, no matter how good the phenomenal effect is, the traffic will be exhausted.
If constant overdraft consumes the audience's patience and the crazy realization is like fishing for nothing, then even if it is a phenomenon, it will be nothing more than a flash in the pan.
Therefore, creators need a steady stream of high-quality content as nourishment to meet the needs of the audience. In this regard, [Papi Jiang] is obviously a leader.
For Zhou Dongsheng, it is just the icing on the cake, so it naturally does not require much thought. However, for him, a hands-off shopkeeper, always having to end up on his own is not his style.
So this time, he was going to sit back and watch and enjoy the results.
Of course, retweeting it with his personal scarf that has more than 10 million fans is the greatest support Zhou Dongsheng can give.
At the same time, with each trench working hard, the "VR Treasure Hunt" activity began to sweep away fallen leaves in the autumn wind, quickly sweeping every corner of the Internet.
Even if it's just a small-scale collaboration, the combined efforts of several parties cannot be underestimated, and the promotion is strong enough to easily cover hundreds of millions of users.
If each company can get a conversion rate of 1% from this, it will be an increase of millions of users, not to mention that this ratio is definitely the lowest estimate.
If you can't even reach this, then there is obviously no need to continue, and as long as this ratio is exceeded, it is considered a good start.
After all, this activity is not a desperate bet on their part, it is just an attempt.
As long as they can provide a portion of excess growth at their original growth rate, it will be considered a success!
Although the expectations were not high, the gimmicks of this event were immediately packed with visitors.
"Fight Xixi, the more you fight, the more you save. Papi Jiang wants you to ride a Mobike for a 'VR treasure hunt'. Offline cash prizes worth millions are on a first come first served basis. There is also a limited edition version of Mihayo's "Honkai Impact 3"
Internal test code is distributed..."
What does it mean to eat four things from one fish? This is called eating four things from one fish.
In addition to a large amount of advertising on the Douyin platform, offline activities have naturally not been left behind. In particular, Mobike, which is an offline carrier, has opened pop-up advertisements on its own Mobike APP.
At the same time, reward treasure boxes scattered in various areas are displayed directly on the map navigation in real time, encouraging users to participate in treasure hunting activities on a first-come, first-served basis.
At the same time, Mobike has also put a lot of free riding cards into the event, allowing users to enjoy free rides from time to time, fully demonstrating its sincerity.
You can ride for free, you have the chance to get cash rewards, and you also have a useless game activation code. You can make money no matter what, and you won’t lose money no matter what.
With the overwhelming publicity, many users are already curious and ready to give it a try when the event goes online.
And since the current scope of activities is temporarily limited to the two places in the north, many users in other places can only stare and watch others play.
…………
The next day, "VR Treasure Hunt" was officially launched for the first time, and it was chosen on a Monday when people hate it. Especially for migrant workers, there is no need to sacrifice their lives and blood for their ideals. Their ideal is not to go to work.
It's just that ideals are always plump, but reality is skinny. In order to make ends meet, you can only force yourself mentally. Your soul is still in bed, and your body is already on the way to work.
Nowadays, as the number of Mobike bikes gradually increases, choosing shared bikes to commute to work has become the first choice for many workers.
After all, it is of high quality and low price, reduces commuting time, and gives you the pleasure of riding, so why not?
The shared bicycle craze is not so much a choice of capital as it is a choice of workers. If there is no market support, then no matter how much you advocate, it will be nothing more than smoke and mirrors.
Therefore, the two complement each other and are indispensable.
Today, when they open the software and see the pop-up window, some people subconsciously click on the
After taking a glance at the activity content, whether they are curious or interested in the rewards, they will naturally enter the next stage.
Of course, due to the route requirements of the "VR treasure hunt", some workers who are eager to go to work will obviously not choose the opposite route, but there are always a few lucky people whose work route will overlap with the treasure hunt route.
When they arrived at the treasure chest as a matter of course and turned on the camera to receive the reward.
"Congratulations, you have won a 100-yuan cash reward from Pinxixi. Click to claim it! It will be credited to your account immediately!"
And when they clicked to claim it, between the operation and the jump, 100 yuan in cash actually entered the WeChat wallet. It was simple and crude, without any "routine"!
Riding a bicycle and getting 100 yuan for nothing? Is there such a good thing in the world?
Talking about pie-in-the-sky, doesn’t it just hit me on the head?
Compared with the joy of harvesting 100 yuan, it is more the pleasure of becoming a lucky person, and in this Internet era with strong desire to share...
This is undoubtedly a rare social currency, and once they start sharing it eagerly...
Without their knowledge, they have become the bait of the activity itself.