Implanted advertising is criticized and cannot be stopped. Brand content marketing is booming

Last year, there were only some signs. This year's Spring Festival Gala of the year of the Tiger completely blossomed, and the placement of advertisements overnight became one of the hottest new conversations on the Chinese Internet. Some people expressed understanding, some people expressed dissatisfaction, why was this the case?

We are no stranger to the placement of advertisements. After watching European and American commercial blockbusters for so many years, how many of them have not been implanted with advertisements? From "Transformers" to "2012", from "007" to "very peddlers", not to mention domestic director Feng's works, there are advertisements where there are movies. We do not choose not to watch these films because of the placement of advertisements. On the contrary, we still watch them with relish. After watching them, we will discuss other people's successful marketing strategies with envy. Why is this the case?

there is no problem with the placement of advertisements, but the problem lies in the placement method and & ldquo; degree & rdquo;. On the issue of technique and & ldquo; degree & rdquo;, foreign countries have reached the stage of perfection, naturally without trace, the plot and the implanted product itself are inseparable, that is, integrated, coupled with the director's lens language, the actor's performance, the implanted advertisement is also comfortable.

in foreign countries, placement advertising is called & ldquo;Product Placement”, literal translation is & ldquo; product placement (placement) & rdquo;;. However, similar to this kind of advertising and marketing behavior, there is another more appropriate professional term: brand content marketing, that is, Branded Content Marketing.

I thought that & ldquo; brand content marketing & rdquo; is obviously more professional than & ldquo; placement advertising & rdquo;. & ldquo; implantation & rdquo; is a simple placement, put action, put the customer's products and brands into the entertainment content, let everyone see, & ldquo; implantation & rdquo; this action is completed, a & ldquo; implantation advertisement & rdquo; was born. With such a simple action, customers can get valuable advertising fees, so why not do it?

but that's the problem. Brand content marketing has a complete set of homework content and system, including desktop analysis, brand analysis, plan development and so on; but domestic & ldquo; embedded advertising & rdquo; simplifies professional issues (brand content marketing is a professional issue), entertains serious issues (brand communication is a serious issue), and then wants not to be scolded, we can only hope that everyone's heads are caught in the door!

the implanted advertisements of the Spring Festival Gala simplify the complex and serious professional issue of ldquo; brand content marketing & rdquo;, which naturally leads to criticism and dissatisfaction. A successful brand content marketing must be a deep analysis of brand positioning, brand concept, brand personality, brand proposition and brand value one by one, and then make a deep and natural combination of these understanding of the brand with the content of the program. in order to be an outstanding brand content advertisement. For example, under the attack of competitors, it has turned into a public relations crisis of & ldquo; Widow Wine & rdquo;, which is implanted in Uncle Benshan's sketch & ldquo; National Cell. the author really feels wronged and regretted for & ldquo; National Cellar 1573. At the same time, it also has reservations about unscrupulous commercial attacks and splashing dirty water.

but our careful analysis & ldquo; national cellar 1573 rdquo;, quotation; this implantation behavior, is fully exposed the domestic & ldquo; brand content marketing & rdquo; simply understood as & ldquo; advertising & rdquo;, and finally left for competitors & ldquo; turn around, but also the opportunity to return & rdquo;.

We only need to make a simple brand analysis of & ldquo; national cellar 1573roomrdquotation; we know that it should not appear in the "donation": & ldquo; national cellar 1573roomrdquotation; the prices are all above 1000 yuan, and the brand positioning obviously belongs to high-end liquor products. Such high-end liquor is bought and given to donors by a single mother who cannot afford to send her children to college, which is not only a serious departure from the high-end brand positioning and elite brand culture of ldquo; National Cellar 1573, but also deviates from the common sense of life and ignores people's moral judgment on this matter. As a result, without careful and professional brand analysis, ldquo; National Cellar 1573 quotes appeared in its unsuitable "donation", resulting in a later unexpected public relations crisis. Simple and rude & ldquo; implantation & rdquo; behavior, the warning and thinking to us is too profound!

although there are a large number of ldquo; placement ads & rdquo; in the Spring Festival Gala, there are too many dissatisfaction and criticism, although there are & ldquo; national cellar 1573 quotes; the painful lesson of this failure. But when we calm down, stop abuse and attack, rationally look at and analyze & ldquo; brand content marketing & rdquo;, we will find that the Spring Festival Gala is just a controversial review, the real & ldquo; brand content marketing & rdquo; is springing up in China. We will see more and more in our movies, TV dramas, TV programs, games, videos and other programs & ldquo; brand content advertising & rdquo;, which is not only the general trend of brand content marketing, but also the inevitable result of advertisers' media strategies and communication needs in seeking innovation and change!

it's just that at the moment of the rise of the ldquo; brand content marketing & rdquo; industry, we appeal and remind advertisers and related practitioners: respect the profession, but also respect the audience! Establish standards, but also regulate their own industry behavior. If you don't want to be scolded, don't simplify professional issues and entertain serious ones, because none of our heads are stuck in the door!