Changhong Song Ship: Smart Marketing allows users to browse "advertisements" spontaneously

From November 14 to 15, 2017, the world's most cutting-edge industry event, the 2017 Global Home Internet Conference (GFIC2017) was held at the Shanghai International Convention Center. This event caters to the development requirements of new technologies such as “Internet of Things” and “Artificial Intelligence”. It integrates the entire industrial chain of cloud, management, client and home services under the family scenario, brings together many industry elites, and explores “Internet+” together. The blueprint for the development of smart families in the era, at the meeting on the afternoon of the 15th, Song Chang, general manager of Changhong Internet Applications and Services Department, shared the idea of ​​Changhong in smart TV and big screen marketing with the theme of “big screen marketing”.

How does a traditional terminal manufacturer engage in smart TVs? OTT field big screen marketing, Changhong what ideas?

Returning to the TV itself, Song always said that he had participated in Changhong 10 years ago. At that time, many people asked why they had gone to a sunset industry. After the emergence of mobile phones and pads, the TV industry had been overturned. Although China has “Good Voice” and “China Good Song” and other programs, during that time most people questioned whether the TV terminal could survive as an industry, or live a good question.

Changhong has always wanted to be a product, as a terminal, what is the biggest attraction for the user, simply how to get the user to get what they want, can get such a function or product with a higher cost, how to continue Get better service.

At the meeting, Song said that Changhong Smart TV has built a bridge between content and users. How content is brought to users needs to see how the desktop is designed. The design of the desktop allows users to be more active and active. In particular, television is an attribute of home entertainment. Through these efforts over the past few years, Changhong has been able to control as a terminal manufacturer, and TV users have served nearly 12 million. In terms of users’ properties, men are slightly more than women, and Changhong is viewed from the ages. Users of smart TVs are younger + middle-aged or older.

Changhong, as a 60-year-old traditional brand, is mainly based on family users. It is dominated by a family of three and three generations. Song Chang stated that Changhong has now established a portrait of the user of Changhong Smart Terminal, only through the mining of user attributes. In order to better provide users with what they really want. Song always bluntly stated that it is particularly disgusting to give users naked advertisements. When this content is what real users need, it will not be used as an advertisement form. When users need to buy a car, they will see a detailed introduction of a certain car, even When it comes to the content of the scene, it must be very interesting. It will spontaneously go and not be advertised.

Changhong Creates a Coincident, Distorted Marketing Model

From the case of brand communication, Changhong is more concerned with the fact that existing SMD ads are not sufficient to achieve full-time coverage at all times, and what kind of mode they will use will allow more and faster ad formats. Changhong has also made some advertisements for patches, but it has been achieved through a staggered approach. Judging from the overall advertising effect, it basically reached expectations.

Another interactive advertisement allows users to deeply participate in the understanding of the product. After each specific delivery, there are very accurate data to the customer, including the actual placement effect, such as advertising for Ipoh, from different time periods, different delivery methods to do exposure.

The second form will tend to focus on how to let the user feel that the business provided by smart TV is what they really like. Actually, the focus of big screen marketing is now more on how content can be used by users. Acceptance allows more users to know, spread, and experience.

The movie and TV project is not only on the TV side but also on the movie theater. It coincides with the user groups of the current educational channel or the user groups of the children's channel. Changhong wants to try this kind of marketing. Mode, can improve the effect. Changhong cooperated with Tutu Movie and launched it in the education channel, including posters in the education zone, patches for educational applications, etc. The actual achieved results showed that the average educational maintenance customer viewed to 2.07 times and finally gave Tutu movie brings a certain user base. Changhong has interactive performance data here, including a detailed analysis of the user's geographical location.

Through TV's attempt to prove that when the content is an important promotion direction, how can this combination of overlapping user groups be communicated through new forms?

Pre-announcement reminds users to experience better smart modes

General Song introduced that 70% of users of smart TVs are still focused on video content. How to use smart TV's bi-directional, interactive, and accurate user behaviors to improve the quality of the program itself is the direction Changhong has always thought about. . It has been said that users of radio and television are losing. This does not mean that this group of people does not watch TV programs. Instead, they watch programs on the Internet through pads and mobile phones. Changhong targets TV programs at a fixed time for the next program. Corresponding prompts and propaganda for the corresponding content; a review of highlights of previous television content will also be made.

In addition to the introduction of reminder hints on the TV, Changhong will also scan the QR code on the TV through a multi-screen interactive mode and participate in the overall interaction with the program through mobile phones.

Another piece is the preview of live and non-live time. As long as there is content to be launched or updated, there are reminders in the message box. This is a very good mode for traditional TV users, allowing users to watch programs. At the same time, being able to participate in commentary on the program can help improve the quality of the program.

However, relying solely on one or more terminal manufacturers to support an industry is not enough, Changhong has now joined the smart data big data alliance, I believe that through the cooperation of all parties, smart TV will come soon after the real spring.