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Mobile Video Marketing Becomes A New Part Of Luxury Brand

2013/9/16 22:01:00 41

Mobile Video Innovative Marketing Luxury Brand

P luxury, elegant, similar to relying on a symbolic existence of luxury brand advertising can always capture the hearts of people. For a long time, luxury advertising is almost monopolized by its fashionable print magazines. However, with the rise of new media and the rapid development of mobile Internet, more and more luxury brand advertising has begun to become smart terminals such as mobile phones and tablet computers. According to iAdTracker data, the estimated cost of online advertising in the luxury industry has reached 100 billion yuan in the past year, far exceeding the 10 million 504 thousand of the total cost in 2011. It can be seen that the new media such as video networks are becoming the new marketing battleground of < a href= "//www.sjfzxm.com/news/index_c.asp" _xhe_href= "//www.sjfzxm.com/news/index_c.asp" > luxury brand < /a >. 
 Enterprise < a href= "//www.sjfzxm.com/news/index_c.asp" _xhe_href= "//www.sjfzxm.com/news/index_c.asp" > brand image /a > advertising must be consistent with the high positioning of the brand, which is more accurate for the small luxury and luxury target users. According to the statistics of 600 people from the world famous consulting company, < a href= "//www.sjfzxm.com/news/index_c.asp" _xhe_href= "//www.sjfzxm.com/news/index_c.asp" > MillwardBrown < /a >, the time spent watching videos on tablet devices ranked first, accounting for 19%. A comprehensive mobile intelligent terminal device integrates the mobile Internet into the daily life and work of the public. This change breaks and reshaps the media's usage behavior and habits, and provides more channels of communication and communication for enterprises, manufacturers and brands. It is reported that many luxury brands have already set up the "new media department" inside the company, specializing in the marketing of new media such as the Internet. According to the interest and interest of consumer groups, the media for men and women, and different age groups are constantly subdivided, and advertising is also more refined. 
 for example, since last year, video media PPTV cohesion iPad end of the video window, one after another appeared LV, Chanel, Dior and other luxury brands. In May of this year, BVLGARI also launched a video advertising campaign, putting the advertising creativity on the PPTV cohesion iPad side. In order to reach the target audience more accurately, gold advertisements placement advertisements were concentrated, forming a high-density display, locking the content of Korean dramas and American TV series, and choosing Shanghai, Beijing and Nanjing as the target cities. In less than 30 days, the total advertising exposure is close to 4 million, and the estimated value is 139%. 
 MillwardBrown aims at studying the effect of the advertisement. By comparing the difference between the consumers who have seen the video advertisement on iPad and the consumers who have not seen advertisements on iPad, we quantify the impact on the brand. According to statistics, more than 80% of the users of PPTV cohesion iPad watch videos at PPTV mobile terminals every day, with high user loyalty. The movie is the preferred content of their favorite viewing. During the launch, the effect of pre ordering for female consumers, especially those over 25 years old, is more obvious. The MillwardBrown investigates BVLGARI's global mobile advertising activities, global apparel industry online advertising activities, China online advertising activities, and China online video advertising activities. According to statistics, in the online advertising activities of the global apparel industry, the audience who watched the BVLGARI advertisement has reached 70% cognition on the iPad terminal, and the brand preference has exceeded 90%. While the advertisers' more valued consumers' purchase intention is also close to 97%. In the process of targeted promotion, BVLGARI's brand information is targeted at high-end target consumers accurately, and it effectively utilizes the cost of delivery. 
 this is only the tip of the iceberg. Cohesion media CEO Dr. Tao Tao said that with the mobile terminals continue to strengthen the personality and interaction experience, the commercialization of mobile terminals will be more valuable, mobile advertising effect will increase its value to more than 3 times the PC terminal. The video industry has entered the era of multi screen. Users' demand and usage habits of multi screen video decide that the marketing mode and product form of video must be multi screen oriented. 2013 is the first year of the commercialization of mobile Internet video. Although the road of exploration has just started, various signs have shown the power contained in the network video mobile. Nowadays, such as PPTV cohesion such as "BC", the video media that has already set up the mobile terminals in advance has achieved initial results. Video websites are also exploring more appropriate and innovative advertising mode. I believe the mobile terminal's advertising market is worth looking forward to.