Emotions used to be the main theme of Internet marketing, but now, the situation seems to have changed. The "Effectiveness Evaluation of Public Relations Activities in China's Internet Market 2016Q2", which was conducted by Tata from multiple dimensions on the main marketing activities in the second quarter, shows that emotions alone are no longer enough to make consumers pay. Investors agree that marketing must change.

"Effectiveness Evaluation of Public Relations Activities in China's Internet Market 2016Q2" surveyed 1,050 mobile Internet users aged 16-45 in 10 cities including Beijing, Shanghai, Guangzhou, and Wuhan in the second quarter of 2016. Dozens of major marketing projects have conducted street visits in business districts, covering five dimensions from the three dimensions of communication breadth (reach rate), communication depth (perceived brand image) and influence (improving the company's favorability, triggering actions, and triggering secondary communication). Projects are assessed against indicators. Finally, these projects were scored and ranked from the brand level and product promotion level.

According to the content of the report, in terms of brand promotion, QQ Marriage Search Day, Taobao Creation Festival, Baidu Takeaway Liu Shishi endorsement, Leslie Cheung Memorial Day Heaven Call event and other projects have relatively high arrival rates and are among the best. In terms of product promotion, projects such as JD.com’s 618, Baidu Nuomi 517 Food Festival, Xiaomi drone launch, Amap’s TFBoys voice navigation, and Baidu Wallet’s “I’m going to school” have relatively high arrival rates, ranking among the top five.

Technology has become a driving force for creativity

Among the 34 projects involved in the comprehensive report, 18 projects are technology-related (either using advanced communication technologies or proposing new technologies) concept), accounting for 53%. Among the top 10 projects at the brand promotion level, 60% are technology-related, and at the product promotion level, technology-related projects also account for 60%.

These top-ranked projects are not only mostly related to technology, but also very well stimulate user participation. Among them, "QQ Marriage Search Day", "Baidu Nuomi Foodie Festival", and "Leslie Leslie Memorial Day Heaven Call Event" are good examples. "QQ Family Searching Day" is a public welfare activity launched by Tencent's public welfare platform for finding missing children - "QQ Citywide Assistance". On May 25, QQ Citywide Assistance will push the backlog of family search cases to netizens across the country. Through the power of 870 million QQ netizens Search for missing children. In this activity, Tencent used the LBS function in Tencent QQ to locate netizens to facilitate the accuracy of information. At the same time, it used Internet link technology to connect the Ministry of Public Security, the Ministry of Civil Affairs, and the Baby Home website; on the other hand, it also stimulated users The compassion inspired a large number of netizens to participate and provide information for the event. Previous serialized articles on Baidu Delta Club (delta-2013) also have in-depth analysis of relevant content. Click on the picture to view the slideshow

"Baidu Nuomi Food Festival" relies on Baidu Nuomi's one-stop intelligent platform to provide four intelligent services: intelligent site selection, intelligent store opening, intelligent operation and intelligent management. Through the 'Nuomi+' ecosystem, we provide users with 'Thousands of People, Thousands of Faces' services. Through big data technology and online and offline ecological synergy capabilities, catering merchants can be accurately 'empowered'.

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In the "Leslie Leslie Memorial Day Heaven Call Event", Baidu collected Leslie Cheung's voice materials from the entire Internet and used Baidu's emotional speech synthesis technology to synthesize Leslie Cheung's voice materials. Using the voice model, he created a "Call from Heaven" and had a dialogue with fans across time and space, instantly hitting the softest place in Leslie Cheung fans' hearts, causing fans to participate in interactions and talk to their idol. This event relied on advanced voice technology and profound insights into human nature to inspire fan participation, and the entire event was full of warmth.

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It is easy to see from these outstanding projects that technology has become a part of marketing activities and plays a very important role in the entire marketing activities. Even in the "Leslie Leslie Memorial Day Heaven Call Event", creativity almost entirely relied on the support of technology. Previous serialized articles on Baidu Delta Club (delta-2013) also have in-depth analysis of relevant content.

Life scenes ignite users’ passion for sharing

In addition to technology, in these top projects, life scenes also frequently appear on the scene. More than half of brand promotion projects are related to life. Scene-related, and in product promotion projects, almost all projects are related to life scenes.

Among them, "Taobao Creation Festival", "China's Fake Universities Warning List", and "Baidu April Fool's Day Project: Overseas Service Monica Pay" are all real life scenes, and even express imagination about future life.

The "Taobao Creation Festival" organized by Taobao is divided into three areas: technology, art and originality to show us a variety of life content. The technology area is full of VR technology, drones, etc.; the art area has singers in the air For Biao, the original area is full of "creators" such as Taobao in the Forbidden City, Wuhuang Palace, and the May 4th Youth Festival, making people feel like they are in 798 or Nanluogu Alley. The creation of diverse and rich scenes also makes the audience willing to share what they see and hear at the Taobao Maker Festival through social media.

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The "China Fake University Warning List" is a list of fake universities launched by Baidu and Shangxue.com for the college entrance examination application scenario, and is produced accordingly "China Fake University Checker" allows students and parents to identify genuine and fake schools. It also uses security technology to provide risk warnings for fake university search results and intercept college entrance examination fraud text messages and phone calls. Once the "China's Fake Universities Warning List" was released, it attracted the attention of candidates and parents, who forwarded and reminded each other one after another. This typical life application scenario not only has a very good life guidance effect, but also has very far-reaching social significance.

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The overseas service Monica Pay is a financial service launched by Baidu Wallet for the overseas travel market. It also focuses on the use of overseas travel scenarios to provide users with Very convenient overseas travel financial services. As long as the user scans the visa, a virtual credit card with the eight banks with the most discounts in foreign markets can be formed based on the user's domestic consumption data. During settlement, the most suitable credit card will be selected for the user through the virtual credit card for settlement. This saves users the trouble caused by unfamiliarity with preferential policies, foreign currency exchange, etc. for foreign travel. Previous serialized articles on Baidu Delta Club (delta-2013) also have in-depth analysis of relevant content.

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There is no doubt that feelings can arouse the audience's inner recognition. However, as the pace of society becomes faster and faster, momentary emotion cannot be transformed into action. The audience must see the immediate benefits and solutions to the problems in order to effectively inspire the audience to take action. The development of science and technology has made creativity more convenient and movement more free, and realistic scene design provides users with solutions to problems. So, from this, technology will become an increasingly important booster in future marketing activities, and scene links will reproduce creativity in front of the audience.