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For a period of time, with the sizzling of concepts such as precision marketing and innovative marketing, the novel marketing form of e-magazine has become a hot topic in 2006. From the release of the HP theme of “openness and innovation†to the popular Haagen-Dazs slogan of “admirable and noble, feeling sublimated to your heartâ€, and even the “elegant and timeless†Rolex, these world-famous companies have launched their own businesses. Cultural electronic magazine. From this we can see that e-magazine is providing a better tool choice for corporate marketing with its strong visual impact and content appeal.
Challenge traditional marketing
Under the conditions of market economy, in order to establish an image, promote products, and increase sales opportunities, enterprises often choose to print catalogues, produce advertising color pages, and TV advertisements. These have been purposefully planned and designed to promote products. Brand awareness and promotion of corporate image have undoubtedly played an invaluable role, and companies have also received substantial returns from successful marketing. However, with the emergence of new media, companies are increasingly feeling the shortcomings and shortcomings of traditional media: high marketing costs, such as TV commercials, CCTV starting price of 300,000, and production, publishing costs, long cycle, short timeliness , content book, narrow communication, not very directional, and can not accurately count the number of target groups, advertising content is mandatory, poor interactivity and so on.
The rise of the Internet has made more and more people convinced by a broader and direct way of obtaining information. The new media, which quickly became popular in 2005, was popular among many netizens with its dazzling multimedia technology. In the short term, it quickly gathered a large reading group. Based on this, e-magazine has opened up a brand new diversified marketing channel with its diverse forms of expression, segmented target audience, and high-speed and accurate communication methods. Whether it's cars, travel, home, digital... As long as there is a relevant e-magazine communication platform, there are related sensitive companies that are trying to use this new media to promote and promote themselves.
This is because, as an important marketing tool in the Internet age, e-magazines can solve many problems in the past from the production to the distribution, from the evaluation of the promotion effect to the cost control, from the timeliness to the interaction. It can be used not only as a magazine on a computer, but also for information exchange and information release between various groups. It is also the leader of the public media, which can be used for corporate product display, image promotion, dynamic video display, brochure publishing, etc. Wait, almost omnipotent.
The more important feature of e-magazine marketing is to strengthen the design of virtual effects, so that the details and processes that can not be achieved by traditional media marketing can be as vivid as in reality. Ye Wubin, general manager of rich media technology and content maker Biyi International Information Co., said: "We can use the industry-leading production technology and fresh ideas to let customers see an amazing way of communication, that is, they can talk and meet. Singing, performing, and activities, e-magazines like movies! For example, for milk manufacturers, we can use multimedia production technology such as 3D virtual technology to let readers see cows from small to large, grazing on the endless, green grassland. The realistic scene, the modern milk production and processing process, and the real lens of consumption in various occasions in life, reflect the company's production methods, product quality and corporate culture.
“Electronic magazine marketing has a clear cyclicality, and its investment is small, targeted and more service-oriented. It is like a base, allowing our customers to easily contact customers and potential customers and expand the influence of the brand.†From advertising company Mr. Wang of the e-magazine commented on their e-magazine.
Creating a new realm of corporate marketing
The popularity of e-magazines marks the formation of a new media industry, and the company's marketing channels will also undergo major changes. So, can e-magazine marketing squeeze the market share of traditional media marketing? Does the company recognize the new marketing tool of e-magazine?
For enterprises, under the background of the information age, whoever has a fast marketing, wide range, and accurate direction will be able to seize market opportunities. This is also the strength of e-magazine marketing. Last year, Mengniu, Gome and many other famous enterprises formed an alliance with an electronic magazine to jointly enter the multimedia information service industry, which is a good example. They believe that e-magazine is a precise and fast communication medium that can directly present information to target groups and potential customers at the speed of network communication. The authoritative and fair visitor traffic statistics system can accurately count the download volume of enterprise e-magazines, as well as the time distribution and geographical distribution of these users' visits, thus helping enterprises to correctly evaluate the effectiveness of advertisements and validate the advertisement placement strategy.
From a technical point of view, with the popularity of Internet web2.0, the wide application of multimedia technology marks that enterprise marketing has truly entered a new era of network, fashion and personalization. Guizhou Kaiyang Tourism E-magazine, elaborately produced by Penyi International Information, adopts advanced video coding and decoding and other multimedia technologies to increase the performance of FLASH dynamics and sound paintings. It will open the picturesque karst scenery and colorful colors of Kaiyang. The ethnic customs, as well as the ancient and mysterious human landscapes and the rich selenium-rich foods and other tourism resources are vividly displayed, which has stimulated people's interest in traveling. The Propaganda Department of the Kaiyang Municipal Government concluded in the work report that the electronic magazine is a more direct, more image-oriented and more effective form of propaganda, which has achieved a multiplier effect on promoting Kaiyang tourism.
In theory, e-magazine marketing has nothing to do with the company. On the one hand, with the integration of technology and operation models, e-magazines are expected to extend to terminals such as mobile phones, PDAs, and digital TVs. The steady growth of loyal readers will bring more and more opportunities and value to this new promotion method of enterprises. On the other hand, with the gradual deepening of the electronic magazine and the continuous enrichment of content, its popularity will continue to increase, and become a hot media for corporate communication and an important tool for corporate marketing. A certain company has calculated an account. In the past, similar brand propaganda may cost hundreds of millions of yuan, but now it is less than 10 million, and it can always reach consumers. This is really a good deal.
The ancients said: If you want to do something good, you must first sharpen your tools! In today's fierce market competition, how to occupy a larger market, improve the competitiveness and visibility of products, and at the same time rationally reduce marketing costs is a common issue facing every enterprise. E-magazines provide a "multiple, fast, good, and provincial" solution for corporate marketing with the advantages that many traditional media can't match. We have reason to believe that more companies can take advantage of the new weapon of e-magazine marketing, take the lead, win the market and strive for greater business opportunities.
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