On October 22, the IAI International Tourism Media Forum and the 19th IAI International Advertising Award Launching Conference were successfully held in Beijing.
Li Xisha, president of China Business Advertising Association, attended the event and delivered a speech. "IAI has been very innovative in recent years. I hope you can feel the changes of IAI with the help of today's forum. One of today's themes is the Tourism Media Forum. Tourism industry is a new growth point of our country. As a marketer, I hope that through this forum activity, I wish the 19th IAI International Advertising Award greater success.
Zhao Juan, Executive Director of IAI International Advertising Award and Tourism Award, introduced IAI International Advertising Award. "IAI International Advertising Award originated from the School of Advertising, Communication University of China, and this year is the 19th session of IAI International Advertising Award. The purpose of IAI is to build an industry exchange platform, witness the development of advertising in the era, directly focus on brand marketing effect, and provide creative strategy reference. Since its establishment in 2000, IAI has become a vane reflecting the highest level and trend of market creativity and effective marketing. IAI is a brand new platform and a very advanced platform for award selection.
Based on the academic vision, IAI International Advertising Award publishes "IAI Advertising Works and Digital Marketing Yearbook" annually, which is also the only advertising marketing Yearbook published regularly in four places on both sides of the Taiwan Strait. It has strong collection value and has been collected by many libraries and museums at home and abroad. In addition, there are special e-books, or browse the official website of IAI International Advertising Awards. The collection period of the 19th IAI International Advertising Award is from October 1, 2018 to January 31, 2019. All sectors of society are welcome to participate actively."
Several elites and celebrities of advertising media were invited, Shen Chen, founder of Panda Media, Chen Peng, Vice President of Focus Media, Luo Yanhong, chairman of Beijing Guangzhou Media City TV, Yang Zongling, founder of Century Kunpeng International Media, and Zhao Juan, CEO of IAI International Advertising Award and Tourism Award, to view marketing from another angle. "For the topic, the current marketing hotspots for in-depth interpretation.
Round Table Forum on New Trends of Creative Marketing
The Organic Integration of Media Communication and Advertising Content Creativity in the Age of Fragmentation
The integration of subdivided and fragmented media communication and advertising creativity is the focus of current advertising marketing and communication. Different content output should be produced for different groups of people to help customers do a good job of segmentation and precision. Not all channels need to be done. The choice of channels and media mainly depends on the choice of audiences, which needs data basis. On the one hand, we need to construct from the perspective of media, how to do a good job of fragmentation communication, on the other hand, we need to start from the habit of consumers reading information and digesting information.
The boundary between media and marketing has been basically integrated in content, content is marketing. In the past, it used to be one-to-many communication, but now it is multi-to-many communication. Everyone is the media, and everyone has labels and data. Only when we have real scientific data, can we do de-border marketing. Data show that if the user's attention is not captured in seven seconds, the customer will go away, which is cruel for the media.
How Entertainment Marketing and Content Marketing Enables Brands
As a marketer, we need to understand each scenario and produce different content according to different channels. Sales includes three aspects: planning, content and channel. As consumers, what they can see is content, that is, marketing. At the same time, paying more attention to the logic behind content output is what enterprises should do. Whether it is information flow advertising, DSP, precision advertising, content is the most important.
Any brand or product has different brand connotations. For brand empowerment, we should first determine the direction of brand empowerment. Only when the direction of empowerment is determined can the application of content be determined according to auxiliary tools such as data. Chen Peng believes that customer recognition, employee uselessness and opponent hatred are the three criteria for evaluating the success of advertising.
How to View Phenomenological Marketing
About phenomenal marketing topics, such as Alipay Koi event, and "Jubilee strategy", there may be only 2-3 cases a year, just like the lottery. Phenomenon-level marketing motivates consumers with interests and attracts consumers with fun. Steady advertising communication may not be able to obtain instantaneous exposures, but it is more stable for the long-term development of enterprises. As a traditional marketer, compared with phenomenal marketing, we should be more down-to-earth to do a good job of products. We should have the heart to pursue phenomenal marketing and be prepared step by step.
19th IAI International Advertising Award Launch Conference
IAI Travel Awards is an international tourism marketing and industry operation evaluation activity, which is built by professional award appraisal organizations and top award appraisal teams, and has a mature selection mechanism, Liu Guangfei, executive chairman of IAI Travel Awards, said. Advertising meets tourism, which is our concept. We hope to commend the global tourism industry for its annual innovative and influential tourism marketing cases, excellent and innovative tourism groups, institutions and government organizations, and individuals, so as to better build a platform for cultural exchange and dissemination between China and the international tourism industry and promote tourism. The digitalization of industry and its marketing, the intellectualization and branding of scenic spots contribute to the development of tourism industry in China.
Yi Yudan, Senior Director of Mango TV Advertising and Marketing Center, shared "A Romantic Journey of Youth" for us on the spot. He described that Mango TV, with its unique methodology, value output as the core, integrated anti-routine content iteration, enhanced technology sense of IP technology, and achieved the ultimate goal of touching target consumers.
Li Zhao, General Manager of Marketing Management Center, Netease Media Strategic Management Department, shared the keynote speech "Let the World See You". In this era of content consumption upgrading, content in order to meet the needs of users is increasingly pursuing quality, brand in order to reach users began to export content, cultural circles from a single to increasingly diversified. How to make the brand outstanding and empower users? As for the marketing approach in the era of content consumption upgrading, Li Zhao emphasizes: 1. Texture experience: strong communication power, exquisite interactive experience 2. Deep value links: brand stories and social values have a deep connection 3. Multicultural permeability, content to you and me, wide-angle to the world, and micro-distance to see the public.
Cheetah Mobile guests will give us the keynote speech "Cheetah translation stick with you" Poetry and Distance"integrated marketing to create fashion brand. In today's scarce traffic and increasingly expensive cost, precise selection of brand spokespersons, brand creation and sales of double harvest, has become the key to enhance corporate brand. The leopard translation stick and spokesperson Yang Yueqiang unite, based on product positioning and Yang Yueqiao's grassroots identity fans group, so create fans super users, continue to carry out word-of-mouth marketing. Finally, on the day of promotional activities after the publication of the spokesperson's advertisement, the sales volume of the whole network will be the first.
With the progress of the times, people's demand for a better life is constantly escalating. From traditional sightseeing tourism to leisure vacation, in-depth tourism represented by residence will become a new consumption trend in the future. Rongshengkang Travel Qinhuangdao Marketing Vice-President Jiaoyang, on-site analysis of how to "prevail in the world, the opening of residence in the 4.0 era", so that life becomes more poetic. Throughout the tourism industry: tourism in the 1.0 era, backpack self-help in the 2.0 era, leisure and vacation in the 3.0 era, culture + life + tourism + real estate in the 4.0 era. Resource sharing, community operation (convenience, comfort, change, love) and social platform prevail all over the world to realize a new lifestyle of home ownership, housing and residence.
IAI International Tourism Award pioneered the professional evaluation of tourism industry and established the professional evaluation status of third-party organizations. This year, as many as 58 brands have participated, with 16 works winning gold, 22 silver and 25 bronze awards. After decades of practice in tourism, marketing and media industry, the professional cafe was produced by public evaluation of on-site notarization.
On the 22nd, several award-winning guests from the tourism media marketing industry came on stage to receive the award and witnessed the moment of honor. At the same time, all the award-winning cases can be viewed online on the official website of IAI International Tourism Awards. IAI International Tourism Festival will be held in Beihai, Guangxi on November 24, and a more colorful tourism and communication forum will also be held.
This forum was supported by the special scene of Zhicheng Caixun. Owen, Vice President of Finance Media Group, said that animal protection has been concerned by the state and society at present. Animal protection should be understood by everyone and even children. In the next three years, the animal kingdom environmental protection exhibition will be landed in China. It will tour major cities throughout the country one after another, adding more elements of science and technology, popular science, innovation and interaction, and striving to create a full IP around animal protection.
Special thanks to the IAI International Advertising Award, IAI Digital Brand Research Institute, Zhicheng Finance Information, Weibo, Sina Tourism, Aiqi Art, Mango TV, Netease Media, Cheetah Mobile, Rongshengkang Travel, Beijing Broadcasting Media City Television, Cool Plan, Associated Press, VPHOTO, Left Bank Image for their strong support for this event.
In the future, IAI will continue to work hard, with a more long-term vision, to present more excellent works to you, to provide you with better service, integrate better resources, unchanged original intention, and move forward!
