全球商业蜂拥进军中国移动端广告市场教学内容.doc

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1、Good is good, but better carries it.精益求精，善益求善。全球商业蜂拥进军中国移动端广告市场-微信在做中国的现状HONGKONGLiuXuelong,atelevisionanddocumentaryproducer纪录片制作者inBeijing,hasntusedhistelevisioninyears.HegetsallofhisentertainmentonhisiPhone6Plus,他的一切娱乐都是在iphone6plus上进行的wherehealsotaps轻敲aplethora过多的，过剩的ofappstobuyplanetickets,payb

2、ills,talkwithclients与客户沟通.轻轻点击那上面的大量公用Weixin,atextandmessagingapp即时通信应用,isamonghisfavorites.“EverymorningthefirstthingIdowhenIwakeupislogonto登陆Weixintoseewhatnewthingsmyfriendshavesharedonlineovernight前一天夜里,”saidMr.Liu,25.AdvertisersincreasinglywanttobepartofMr.Liusdigitalworld广告衫商越来越想进入刘学龙在的那个数字世界a

3、ndoftheother527millionpeopleinChinawithsmartphones.NextyearcompaniesareexpectedtospendmoremoneyondigitaladvertisingthanontelevisioncampaignsinChina.Itisastarkshift这是一个重大转变fromthreeyearsagowhennearlyhalfoftheadvertisingdollarswenttotelevisionandjust14percentwenttodigital,accordingtoZenithOptimedia,an

4、advertisingagency.Chinaisalsodiverging发散，分开，偏离fromtheUnitedStates,wheretelevisioncontinuestodominate.中国也正在与电视依据主导的美国渐行渐远“Itsthefirsttimewevehadanenormousmiddleclassemerge一个巨大的中产阶级的崛起whilebeingdigitallyconnected,”saidJeffWalters,apartnerattheBostonConsultingGroupinBeijing.“Itsetsthestageforwhydigital

5、advertisingissoimportant.”这为数字广告的极端重要性奠定了基础Withthelargestpool水池，这里是背景的意思ofsmartphoneusersintheworld,Chinahasbecomeapetridish培养皿formarketersandtechnologycompaniesaliketo相似的testwaystogetconsumerstobuybothonlineandoff.线上和线下Homegrownsocialmediaplatforms把。放在平台上inChinaareatthecenterofthepush推.中国本土的社交媒体平台是

6、这番努力的中心Facebook,YouTubeandTwitterareallblocked被屏蔽inChina,givingplatformslikeTencentsWeixin给了腾讯下面的微信平台knownasWeChatoutsidethecountryandSinaWeiboanadvantage.Coca-Colatappedinto进入Weixinsbuilt-inreader内置的扫描器forQRcodes二维码,two-dimensionalbarcodes二维码,tostartitsLyricCokecampaigninChina.Cokebottlestherefeatu

7、redfamousChineselyricslike“Baby,Imsorry,”and“Ilovesummer.”Coca-Colathenencouragedconsumerstosharea10-secondclipofasongwithfriendsthroughsocialmediabyscanning扫描theQRcodeonthebottle.SinceitsstartinMay,theCokecampaignhasgeneratedoverthreebillionviews超过30亿的点击量,accordingtoIsobar,thecompanyresponsiblefort

8、hecampaign.Fiveyearsago,marketerscouldgetawaywith逃脱，侥幸成功simplyusingthesameadstheyusedgloballyandjusttranslatingthemessage,saidShaunRein,thefounderandmanagingdirectoroftheChinaMarketResearchGroup.Today,theyhavetospeaktotheChinesedream它们必须契合中国人的梦想.“WhatishappeningisthatWesternbrandshavetocreatenewaspi

9、rationsthattheChineseconsumerwants,”西方品牌一定要创造出中国消费者所接受的那种新的渴望Mr.Reinadded.Initscampaign,Cokeusedcontemporary当代的Chinesepopsongs.AdsforNorthFace,theoutdoorwearcompany户外服饰公司,featuredimagesofanimalsfromanAfricansafari,inanefforttoappealtothegrowinglegions军团ofChinesetravelers.AsintheUnitedStatesandEurope

10、,advertisershavetolearntoadapttochangesindigitallandscape数字领域,whichinChinacanunfold展开atbreakneck飞快的speed.Forseveralyears,themicroblogging微博siteWeibowasthemostpopularforum论坛inChina.MuchlikeTwitter,theplatformalloweduserstobroadcastinformationtoanyuser.Butlastyearinanattempttoquietpublicdebate压制公众辩论,t

11、hegovernmentcracked破解，崩溃downonsomeoftheforumsmostprominent突出的，著名的verified已经证实的commentators评论员政府对于新浪微薄的上部分经过认证的最著名的评论人士采取了严厉的措施,nicknamed给。起绰号theBigVs,这些俗称为“大V”的微博用户accusingmicroblog微博gersof人员spreadingfalsestatementsanddetaining扣留them.ThispromptedsomeWeibouserstoleavethesite.这促使一些用户离开了新浪微博Atthesameti

12、me,Weixinwasquicklygainingpopularity获得人气asfreealternativetotextmessaging.可以代替短信的免费工具WeixinisnowthemostpopularforuminChina.WeixinanditsinternationalversionWeChattogetherhave468millionactiveusers活跃的用户.Weibohas167millionactiveuserstoday.“Ivebeenherefouryears.InthattimeImnowonthethirddominantsocialnetwo

13、rk主要的社交网络firstitwasRenren,thenWeiboandnowitsWeChat,”saidChrisJones,theexecutivecreativedirector中国执行区的创意总监attheadagencyWundermaninChina.Weixinsparticularquirk怪癖，奇事，巧合thatuserscommunicateonlywithfriendsandcontactswithintheircircle和圈子里面的人交流hasallowedcompaniestodevelopdirectrelationshipswithconsumers.Bu

14、titalsoposesachallenge给予了一个挑战sinceusershavetofirstchoosetoincludeabrandwithintheirWeixinnetwork.因为用户有权决定是否把某个品牌加入自己的微信平台Thefashionhouse从事某种生意的公司Burberryworkeditswayintoconsumerscirclesby让自己进入客户的圈子通过givingusersachancetowatchitsAutumn-Winter2014runway跑道showinrealtime,alongwithcommentary评论fromdesigners

15、andcelebritieswatchingtheshow.Togetaccesstotheshow为了观看这场活动,usersjusthadtoaddBurberryspublicaccountB公司的公众号码totheirWeixinnetwork.OnceBurberryisintheirnetwork,thefashionhousecantargetusersdirectlyinthefuture.Oneinteractive互相作用，互相影响的featureprompts提示，促使userstoclickon“MyBurberry”andtypeouttheirinitials（姓名

16、或者组织名称的）首字母.Animageofamonogrammed有交织字母的bottleofperfume香水thenappears,alongwithdetailsofhowtobuyit.NotalldigitaladcampaignsinChinahavegonesmoothly并非所有中国市场上的网络营销都进展顺利.OneChinesecompanycalledTidyLaundryrecentlytriedtostirupsomeattentiononlinewithavideopostedtoYoukuTudou,aChinesestreamingvideosite中国流视频网站

17、.Inthevideo,twoyoungwomenstrip剥光downtotheirunderwear内衣ontheShanghaimetro地铁.Amanwearingablueuniformthenentersthesubwaycarandhandsthemacleansetofclothes,whichtheychangeinto.让她们换上TheShanghaipolicefinedthecompany对这家公司进行了罚款,accordingtostatemedia.根据官方媒体报道Televisionsandothermoretraditionaladvertisingvenues

18、会场alsoplayacomplementary互补的roleinthedigitalworld.Thisyear,OreobeganPlayTogether,acampaignthatriffed（因为经济理由）而裁员ontheideathatchildrendontspendenoughtimewiththeirparents,asubjectofdebateinChina中国当下的热门话题.CollaboratingwithWeixin,Oreocreatedanappthatallowedparentsandtheirchildrentotakephotosandturnthemint

19、oplayfulemoticons有趣的表情符号tosendtofriends.ThecampaignalsofeaturedatelevisionadfortheWeixincampaigninwhichamotherandherdaughterplaytogetherandshareabagofOreos.Aspartofthemediablitz闪电战,itusedcelebritydadsfromthepopularrealitytelevisionshowcalled“Father,WhereAreYouGoing?”topromotethecampaignthroughtheiro

20、wnmicroblogs微博.作为媒体公示中的一部分，公司找来了人气颇高的真人秀节目爸爸去哪儿中的明星爸爸，邀请他们呢在微博上进行宣传Television,too,helpsbridgethegenerationalgap弥合代沟.EventhoughChineseconsumersarehighlyconnected,虽然中国的消费者上网程度高noteverybodyisgettingthemessagesthatbrandsaresending.但是品牌试图传递的信息也不是所有的人都能够接触到Mr.Liusfatherisoneofthem.Mr.LiuboughtaSamsungsmartphoneforhisfather,wholivesinWeifang,acityinShandongProvince,andtaughthimhowtouseWeixinsothattheycouldvideo-chat.视频聊天ButitcouldbeawhilebeforehisfathergetsthehangofWeixin,要让父亲真正使用微信肯呢过还需要一段时间Mr.Liusaid.“IamtheonlyfriendinhisWeixincontactlist联系人,actually.”-